3 min read
Talent acquisition faces new challenges in the digital age. Simply publishing job adverts on online job boards is often no longer enough to arouse the interest of potential candidates and recruit them successfully. This is especially true of younger generations, who spend most of their time on social media. In this context, Instagram has established itself as a valuable tool in social recruiting. Is Instagram the new key tool in social recruiting?
Usage behaviour and global relevance
Germany ranks ninth worldwide in Instagram usage. User engagement has changed considerably in recent years thanks to many new features such as Instagram Stories and Instagram Reels. Short videos between 5 and 60 seconds long have taken over the social network and generate more interaction than photos and text. This shows how dynamic and versatile the platform is, and gives companies new opportunities to get involved in social recruiting.
Why Instagram for social recruiting?
According to the WeAreSocial Meltwater Digital Report 2023, Instagram reaches 27.45 million people in Germany, which is just under 32.9 per cent of the German population. This impressive reach makes Instagram an indispensable platform for talent acquisition and social recruiting.
Tips for successful Instagram recruiting
Creativity
Instagram is not just a platform for aesthetic photos but also a space for creative expression. The Reels format offers an excellent opportunity to present job adverts in a new light. A short, informative video can convey the job details in a way that is both engaging and informative. And since videos on Instagram often achieve higher engagement, this is a win-win situation for everyone involved.
A concrete example:
Imagine you are looking for a software tester who is at home in the world of code. Instead of the usual text-heavy job advert, we chose a different route: an Instagram post that presents the details of the open position in code format. This approach speaks directly to developers in their own language and makes the job advert something special.
This approach not only speaks the language of the target group but also shows that the company is modern and innovative. The job advert thus becomes not only visible but also appealing to the talent the company wants to attract.
Making use of Instagram’s variety
Given the changed usage behaviour, it is important to make full use of Instagram’s variety. From Stories to Boomerangs to Hyperlapses, the platform offers numerous ways to present yourself creatively and reach potential candidates.
Targeted ads through remarketing
Remarketing makes it possible to target users who have already interacted with your brand. This increases the effectiveness of your Instagram ads and makes them less intrusive.
Increase visibility by tagging posts
Using relevant hashtags and geotags can significantly increase the visibility of your posts. A company based in Berlin, for example, could use the hashtag #BerlinJobs to reach local talent.
Authenticity through insights into the team
Share the stories, successes and challenges of your team to give potential applicants an authentic insight into your company culture.
Optimising for conversions
An appealing call to action can make the difference between a post that gets scrolled past and a new visitor to your careers page. Use every opportunity to encourage potential candidates to take the next step.
Authenticity and creativity take centre stage
Instagram users are looking for real and authentic content. Use the platform to share creative and unique content that shows your company in a true light.
Conclusion
The figures speak for themselves: Instagram is an important platform for social recruiting in Germany. Through a strategic use of its various features and content formats, Instagram can be a valuable addition to traditional recruiting methods. Companies that use this platform effectively have the opportunity to find and engage qualified, committed and culturally aligned talent.
Sources:
Jechorek, J. (2023). “Neue Daten: Statistiken zur Social-Media-Nutzung in Deutschland”. Hubspot Blog. Originally published 12 May 2023, updated 12 May 2023. Retrieved 19 September 2023, from https://blog.hubspot.de/marketing/social-media-in-deutschland#instagram
Behm, F. (2023). “Social Media Recruiting: So gewinnen Sie Talente über Instagram und Co.” Personalwirtschaft.de. Retrieved 19 September 2023, from https://www.personalwirtschaft.de/news/recruiting/social-media-recruiting-so-gewinnen-sie-talente-ueber-instagram-und-co-151938/
Simon Kemp (2023). “DIGITAL 2023: GERMANY”. Datareportal. Retrieved 19 September 2023, from https://datareportal.com/reports/digital-2023-germany
