Recruiting through social media is becoming more and more popular. Ad Week reported that around 92% of recruiters were using social media to find potential candidates in 2015 and that number has only grown since.
Have you ever thought about utilizing a social ad campaign for recruitment? Not sure where to start? We’ve got you covered.
An Introduction to Recruiting Through Social Ad Campaigns
Finding an individual you can trust who also knows what they’re doing in a particular field can be tricky. Navigating the billions of people on the web to find the right fit is even more difficult. However, recruiting via social media advertising is a way to make the job a little simpler while widening the sea of possible candidates.
As we dig deeper into the mysteries, downsides, and upsides to recruiting through social media ad campaigns, here are a few things you’ll want to keep in mind that we’re going to be exploring a little more in-depth as we go:
You need to ask yourself “Who am I Trying to Attract?” And then be what you want to attract.
Figure out where your audience is and how you can best connect with them, including what social networks will yield the best results.
Explore the possible legal and privacy issues associated with social ad recruitment on your end and be careful with the information you put online.
Find out how you can utilize your current employees when it comes to recruiting through social.
And finally, find out what the best practices are as far as recruiting through social media in YOUR industry and how you can create the best possible outcome through careful strategy and planning.
Are you ready to get started? Let’s hit it!
Be What You Want to Attract
Employers who are looking to create relationships with their employees need to be what they want to attract. Not only as an individual, but your company needs to reflect the values you’re looking for in prospects.
A few of these things could include loyalty, honesty, security, and authority.
Millennials have changed the playing field in a lot of ways when it comes to the current job market. And the biggest reason for this is that millennials want to feel a connection to the company they work with. And not just an intellectual type of connection, but an emotional one. They will look for jobs where they can feel they’re contributing to a common goal of loyalty and security.
Because of this, your online reputation plays a huge role in the recruitment process on social.
A few things you can implement TODAY for social media recruitment as far as your online reputation goes would be:
- Employ social listening tools and monitor the conversations around your brand to make sure you’re properly showcasing your company values
- Make sure your existing employees feel like they can enjoy their jobs without sacrificing the things that are important to them, like relationships, ethics, and beliefs.
- Make sure you’re utilizing social media to present your offers in an attractive way, showcasing the positives of the positions available.
Whether you like it or not, the world IS talking about your brand, so making sure you’re staying on top of the conversation and presenting yourself positively and effectively is imperative. And trust me, you’ll have a much easier time staying connected and finding candidates that resonate with your brand and WANT to work with you if your online reputation is on the up and up.
Finding Your Ideal Audience
There’s a variety of popular networks when it comes to social ad recruitment. But the right social network depends entirely on your company, the type of individuals you’re trying to attract, what type of recruitment you’re doing and the various demographics involved in that.
According to CareerArc, 91% of employers use LinkedIn for social recruiting and give it a 3.8-star average out of five for its effectiveness. Aberdeen also confirmed that a shocking 73% of millennials found their current role through social media, which proves the theory that social media content works in the first place, but what channels will work best for finding an individual who possesses the skills and expertise you’re looking for?
It turns out in a numbers breakdown by Pew Research Center as early as 2016 that
- 79% of people online are active Facebook users
- 32% of people online are active Instagram users
- 29% of people online are active LinkedIn users
- 24% of people online are active Twitter users
Most job seekers exist on Facebook, however, in a similar number breakdown, we found that the majority of recruiters were active on LinkedIn.
This means that existing on several networks and allowing LinkedIn and Facebook to dominate on this front can help ensure that you’re reaching the crowds that you need to be in order to find ideal hires.
What About Legal and Privacy Issues Related to Social Ad Recruiting?
Recruiting through social ads means that employers can do a pre-employment background check of sorts on potential employees.
Recruiters love this because not only can it help to paint a decent picture of the work ethic and honesty of the potential employees, in a lot of cases it can also provide vital information like degrees, past work history, and past colleagues and influencers that might shed light on unforeseen skills and education.
However, this power also comes with an opportunity for employers to have a certain amount of bias when it comes to gender, ethnicity, background, pregnancy, sexual orientation, and disabilities.
Since May 2018, companies now must inform individuals when looking at their information online in a job search, and cannot legally look at unprofessional profiles as a way to decide one way or another about hiring. You can read about the GDPR compliance HERE.
A study conducted by the Society for Human Resources in 2015 found that over half of the recruiters that chose not to recruit through social media came to their decision because of the possibility of it causing legal problems
When recruiting through social media, there are several things you can do to not only reduce the risk of legal issues arising but avoid them altogether. These things would include:
- Consulting with HR Professionals as they generally have a better idea of what laws and regulations must be followed and how to go about doing that.
- Being Constantly Aware of the Current Labor Laws and Regulations and holding your hiring team accountable for following these laws and regulations through the process.
- Stay Consistent in Your Sourcing and stay on the lookout for the same things, not spending more time on one candidate over another, as this can lead to potential bias.
Another huge tip: Don’t make blanket judgments based on Facebook or Instagram profiles. Behaviors that may seem calculated and cool can actually be the opposite, so don’t make assumptions and don’t discriminate.
Take Advantage of the Opportunity Your Current Employees Provide You!
Job seekers trust employees significantly more than they’re willing to trust an employer. And the reasoning makes sense. After all, who are YOU more likely to trust? The shop owner or the customer that keeps getting ripped off?
Employee reviews and referrals can be gold for recruiters, so TAKE ADVANTAGE OF IT and start sharing those reviews and pulling in the type of employees that want to work hard to prove their worth to you.
If you can create a team that sticks together no matter what and works together for a common goal, (which should be customer satisfaction and a job well done, which automatically equals widespread company success) recruiting through social ad campaigns is going to get significantly easier.
How to Design Ads for Recruiting Team Members
If you want to attract great candidates, you have to make a great ad.
And that all begins with the visuals.
A great ad will be aesthetically pleasing, relevant and give potential teammates a glimpse at what being in this job could mean for them. Better benefits? New friends? A better overall work environment? Or maybe it’s a place where each individual is encouraged to be themselves.
Whatever it is you’re trying to communicate through your image, make sure it appeals to the audience you want to attract.
Next on the agenda is going to be your ad copy.
Ad copy can be difficult. Both because trying to say everything you want to say with a limited word count is hard and because you don’t want to sound in-your-face when it comes to a proper pitch.
In this case, stick with the same tactics you used for an image. You don’t want to sound forceful. This is an offer, not a sale. Give your potential teammates a glance at what they can expect and an offer they won’t want to refuse without showing all your cards. This increases the chance of an individual wanting to make contact to find out what pieces they’re missing. A perfect time to make your pitch!
Does Recruiting Through Social Ad Campaigns Work?
Instead of only focusing on the business professionals who are looking for work on places like LinkedIn, you’re opening a brand new world of possibilities. Especially because when you think about it, the majority of business professionals who really know what they’re doing and will prove to be valuable assets are already working. Why not give yourself the ability to pinpoint exactly what you need, whether or not someone already has employment?
We Want to Hear From You!
What tactics have you used when it comes to recruiting through social ad campaigns? What did your ads generally consist of? We want to hear FROM YOU!