Social Media Recruiting – Key Questions and Tips

Social media is a given in most recruiting strategies. In this guide, we'll answer some of the most important questions and share our key tips on how to make your social media recruiting a success.

Although social media plays an important role in many companies' recruiting efforts, various myths and misconceptions still persist regarding its use and usefulness. That's why, in this article, we're breaking down the essentials- and provide you with actionable advice to help your social media recruiting thrive.

What is social media recruiting?

Let's start with the basics: Social media recruiting includes all social media activities aimed at drawing the attention of potential candidates to specific job postings. This can include public posts, direct or private messages. In a broader sense, any activity on social media that strengthens your employer brand also falls under social media recruiting.

Which platforms are relevant for social media recruiting?

So much for theory - but what actually counts as social media? And which platforms are truly relevant for your recruiting efforts?

When it comes to social media, most people immediately think of platforms like Facebook, Instagram, X (formerly Twitter), or LinkedIn- services where users share their own content, either with friends or with thousands of followers.

But social media also includes video platforms like YouTube and TikTok, which foster interaction within niche communities (on YouTube, for instance, in the comments section). Messaging apps like WhatsApp and Telegram also count as social media - especially now that group chats with hundreds of participants are becoming increasingly important.

Which platforms you should focus on depends heavily on your industry - and on the role you're trying to fill. Analyze your target group(s) carefully and find out where they're most active online.

Where does social media recruiting thrive? And where does it fail?

Social media can support your recruiting efforts in a variety of ways. You can...

• use it to share current job openings with a wide audience;

• encourage employees to share job posts through their own profiles and recommend your company as a great place to work;

• showcase your company as an excellent employer (employer branding)

However, social media should only be used as a supplement to your overall recruiting strategy. You should never rely solely on Facebook, LinkedIn, or similar platforms.

In fact, after years of steady growth, social media usage is slightly declining globally- with the exception of the U.S. According to GWI's 2023 "Social - Behind the Screens" report, only 14 to 25 percent of users use their accounts for work-related purposes. Still, that doesn't mean you can afford to ignore social media altogether. It remains a key hygiene factor - in other words, something you can't really do without. If you're not active on social media, many candidates may not even consider you as existent.

Which companies benefit most from social media recruiting?

In the past, social media recruiting was mainly the domain of large companies with thousands of followers. Today, thanks to paid advertising, even smaller companies can reach their target audiences effectively - provided they're willing to invest a bit of budget.

Social media recruiting is especially suitable for companies whose industry or talent pool is highly active online. These include:

• Tech-driven industries

• Creative and digital sectors

• Organizations with a strong employer brand

Which jobs offerings benefit most from social media?

Strengthening your employer brand via social media is always a good idea. But when it comes to filling specific positions, social media tends to work best for roles that appeal to target groups already active on these platforms, such as:

• Younger candidates like Millennials and Gen Z

• Entry-level roles (e.g., internships, traineeships, junior positions)

• Positions that typically require a university degree ("white collar" jobs)

How expensive is social media recruiting?

Most social media platforms are free to use. Still, social media recruiting comes at a cost. On one hand, you'll need to invest time and effort to consistently produce high-quality content. On the other, you'll often need a paid media budget to boost the reach of your posts.

12 tips for social media recruiting

Social media is an important, albeit not easy, addition to your recruiting activities. But how can it succeed? Here we reveal our most important tips to increase your chances of success on LinkedIn, Instagram and co.

Tip #1: Invest in your employer brand

Our first tip is also the toughest: invest in your employer brand. That means putting in the time and effort to present yourself as a great employer on your chosen platforms - even when you're not actively hiring. Focus on the following essentials:

• Post regularly. Frequency is less important than consistency. Whether weekly or monthly, stick to a reliable posting schedule.

• Share engaging content that invites your audience to interact - such as insights into your company culture or values, and ask users to share their own perspectives.

• Get your employees involved. Ask them what topics matter to them and encourage them to contribute - for example, by appearing in testimonial posts.

Tip #2: Ask your employees for help

Engagement is everything on social media. Don't hesitate to ask your employees to like, comment on, and share your recruiting and employer branding posts - ideally within the first two hours after posting. This gives your content a valuable boost and helps you reach audiences who may not regularly follow your company.

Tip #3: Get active in communities and groups

Many social platforms allow the creation of groups and communities around specific topics. These can form around industries, job roles, or themes relevant to your recruiting. If you're looking for UX designers, for example, search for communities where they interact. You can share job offers in these groups - but always check the rules first, as not all communities welcome job posts.

Tip #4: Use paid ads to promote job posts

The easiest way to generate visibility for your job openings on social media is through paid ads. These are particularly effective for reaching niche target groups - even if they don't follow your account - such as users with specific qualifications or career interests.

Tip #5: Be bold, brief, and a bit click-baity

Social media moves fast. If your post doesn't hook the reader from the first sentence, they'll scroll past. Keep your copy short and choose headlines or openers that spark curiosity or excitement.

Tip #6: Use hashtags wisely

Hashtags matter. When you use them, be specific. instead of the generic #job, try something like #engineeringjobs or location-based tags like #hamburg to target the job location.

Tip #7: Choose the right visuals

Images are critical on all social platforms - not just Instagram. Here are some visual tips:

• Avoid stock photos. If you must use them, try to customize them with filters or overlays.

• Avoid black-and-white photos. Eye-tracking studies show they perform poorly, and single-person black-and-white images can even be mistaken for memorials.

• Use authentic images of your team and workplace whenever possible.

Tip #8: Use video content

Videos tend to drive better engagement. Include video content in your posts where appropriate, and always provide high-quality subtitles to ensure accessibility and allow silent viewing. Upload videos natively instead of linking to platforms like YouTube - most social platforms reward native uploads with better reach.

Tip #9: Include salary information

Many employers shy away from disclosing salary info - but that's a mistake. Lack of transparency on compensation significantly lowers the number of applications. If you don't want to give a specific figure, at least consider providing a realistic salary range.

Tip #10: Engage authentically

Interact with others. like, comment on, and share their posts. This helps you build a trustworthy and active network. You can also message potential candidates directly - but be careful. Cold outreach isn't always welcome. Also, check your own inbox regularly so you don't miss any incoming messages.

Tip #11: Don't forget the call to action

Every post should include a clear CTA. Whether you're inviting engagement or linking to your job portal - without a CTA, you're wasting your effort.

Tip #12: Keep it human

Want to leave a lasting impression? Then be authentic, approachable, and human. Share real glimpses into your team's day-to-day activities, like team successes or casual moments in the office kitchen. Also, always make sure to practice good online etiquette: act respectful and kind - just like you would in real life.

Conclusion: How to make social media recruiting a success

Social media recruiting is here to stay. It has its costs - but also its rewards. If your company is in a tech-driven, creative, or digital industry, or if you simply want to boost your employer brand, it's the right tool - especially when targeting younger candidates like Millennials and Gen Z. With our 12 beginner tips, you'll have a solid foundation to grow your following - and attract the right applicants.

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