A Guide to Successful Social Recruiting

In today's digital world, the way companies look for and recruit talent has changed considerably. One of these changes is social recruiting. But how does this approach work, and which platforms are best suited to it? Our guide to successful social recruiting addresses these questions.

What exactly is social recruiting?

Social recruiting, often also called social media recruiting or social hiring, uses social media to advertise jobs and recruit candidates. It is not just about posting job adverts, but also about building relationships with potential employees and showcasing the company culture. In recent years, it has become one of the most important tools in modern recruitment.

The benefits of social recruiting

• Extended reach: Sharing job adverts on social media can increase the visibility of a vacancy. A post can be shared by followers and so reach a wider audience.
• Efficiency: Social media recruiting allows companies to speed up the recruitment process and save resources.
• Employer branding: Social media are an excellent platform for showcasing company culture and values.
• Authenticity: Companies can present their culture and values and so attract candidates who fit the organisation well.

How does social recruiting work?

Companies can publish job adverts on platforms such as TikTok, Instagram, LinkedIn, XING, Facebook or Twitter. They can also use specialised recruiting platforms such as Glassdoor or Kununu to display reviews from current and former employees, giving an authentic picture of the company.

Tips for successful social recruiting:

• Authentic content: Share stories and experiences from your company to appeal to potential candidates.
• Interaction: Engage with your target audience, answer questions and welcome feedback.
• Diversity: Make sure you reach a diverse group of candidates and avoid discrimination.
• Consistent presence: Update your social media profiles regularly and share relevant content.
• Use of analytics: Use data analysis to measure the success of your social recruiting efforts and adjust your strategies.

TikTok vs. Instagram: Which platform is better as a recruiting tool?

Both platforms have their own characteristics. TikTok attracts mainly a younger audience and focuses on short, viral content. Specifically, around 65% of TikTok users are between 18 and 24 years old. The 25-34 age group still accounts for about 30%, while older age groups are rather rarely represented. Instagram, by contrast, has a more varied audience and gives companies the opportunity to share both images and videos.

• Following the trend: With the rise of TikTok, there has been a significant change in advertising performance. Many advertisers on Instagram are changing their strategies to imitate TikTok's style, while others are sticking with the template they have developed over recent years.
• Key differences: Despite the "TikTokification" of Instagram, essential differences remain between the platforms. TikTok focuses heavily on viral content, and Instagram has adapted accordingly. Large advertisers produce content that works for both TikTok and Instagram.
• Demographics: TikTok has a younger audience, while Instagram's audience is broader in terms of age. In the next few years, TikTok could even overtake Instagram in audience size and become the dominant platform.
• Response to content: Instagram's audience still responds quite well to sponsored and branded content. On TikTok, by contrast, the audience prefers organic or user-generated content and generally does not respond well to traditional social media ads.
• Ad types: The decisive difference is that Instagram is the platform where brands are most successful with image ads. TikTok ads generally need to be mobile-optimised videos.

Best practices for social recruiting

1. Define goals: Clear goals should be set before starting social recruiting.
2. Choose the right platform: It is important to identify the platform that best fits the target group and the company culture.
3. Involve employees: Your employees' own networks can be used to reach potential candidates.

Additional information:

• Mobile recruiting: Alongside social recruiting, mobile recruiting is also gaining importance. Here, application processes are optimised for mobile devices so that candidates can be reached on the move.
• Active sourcing: Another method is active sourcing, in which recruiters approach potential candidates directly rather than waiting for them to apply.
• Employer branding: A strong employer presence is crucial for attracting top talent. This includes clear communication of the company's values and culture.

Summary

Social recruiting offers companies a modern way to find and recruit talent. Through the targeted use of social media, companies can increase their visibility and recruit more efficiently. It is important to choose the right platform and follow proven methods.

Sources:

Ku, Daniel (2021): "Social Recruiting: Everything You Need To Know for 2023". PostBeyond. Available at: https://www.postbeyond.com/blog/social-recruiting/, accessed on 19.08.2023.

Crain, Geoff (2022): "Advertising On Social Media: TikTok Versus Instagram". Forbes. Available at: https://www.forbes.com/sites/forbesagencycouncil/2022/12/23/advertising-on-social-media-tiktok-versus-instagram/, accessed on 19.08.2023.

Digimind. (2022). TikTok 2022: Kennzahlen und Statistiken aus Deutschland und der Welt. Retrieved from https://blog.digimind.com/de/tiktok-2022-kennzahlen-und-statistiken-aus-deutschland-und-der-welt