Did you know 73 percent of Millennials found their last job through a social network? It’s somewhat unsurprising when you consider that people spend roughly 1.5 hours a day on social, using these networks to find information for almost all aspects of their lives.
As job market is trending upward, staffing agencies could miss valuable opportunities to attract top candidates for their clients if they don’t take advantage of social media.
Consider the following statistics:
- 79% of all job seekers are likely to use social media in their job search. (Glassdoor)
- 86% of people in the first 10 years of their career are likely to use social media to find new job opportunities (Glassdoor)
- 18.4 million Americans say Facebook led them to their current job. (Aerotek)
But having a social media presence and using social marketing to effectively engage candidates aren’t one in the same. We scoured more than 100 social pages to find some of the best social media marketing efforts from staffing companies. This included small businesses, enterprises, local staffing firms and niche recruiters. Here are two observations about the HR industry’s use of social marketing:
- Almost all brands have their biggest follower base on LinkedIn. This wasn’t particularly surprising, as LinkedIn is a go-to for job seekers. But, it’s an important reminder for staffing agencies that while 94 percent of recruiters are active on Linkedin, only 36 percent of job seekers are. If you’re recruiting for digital jobs, it’s likely the talent you’re seeking is among that 36 percent. But, if you’re looking for candidates in other industries, you need to branch out.
- Most staffing firm’s pages look very similar to one another. It became confusing to remember which brand we were looking at, because it appears that many staffing brands are following a similar formula. If this approach works (and for some brands, the posts’ engagement shows it does), then continue it. For brands that aren’t seeing success with this model, however, it’s important to consider how you can use a variety of content to stand out.
Here’s a look at a few brands that have created strong social media presences:
Take-home tip: Cater to candidates at various stages of the job hunt
Why we like it: They cater to candidates at various stages of the job hunt. Not every follower is ready to make a career change, and similarly, not every follower wants to see internal team updates. With different types of posts (a mix of promotional, inspirational, educational), you’re able to cater to your audiences’ different needs.
Showcase your own employees or service as the best fit for candidates
Why we like it: It’s personal, and shows candidates why they’d want to connect with these professionals in their job hunt. ALKU was awarded one of Boston’s best places to work – and this company does a great job of ‘humble-bragging’ about how much fun they have on social media. With hashtags like #workhardplayhard and special announcements when someone on the team gets promoted, this Facebook page is all about fun. (It’s important to note that ALKU’s other social channels, like LinkedIn and Twitter, focus more on work-related initiatives. This shows they understand the different wants their audiences have depending on the social network.)
Use humor to catch candidates’ attention
Why we like it: Humor…because who enjoys boring? Brafton recently reported that nearly half of marketers said building brand awareness is a priority for 2015, and establishing a sense of humor is an avenue to build a distinct brand identity. As Tim Washer pointed out at Content Marketing World, if you can make someone laugh, it can help a message and brand stand out.
Reach them on unexpected channels with smart content
Why we like it: Most of us aren’t browsing Pinterest for business advice, but Advanced Resources has found a way tap into why users love this network while still clearly speaking to candidates. It has boards dedicated to the standard HR topics like crafting a resume, but they’ve set aside several boards dedicated to one of Pinterest’s biggest sectors: fashion. Featuring job interview outfit inspiration gives Pinterest users something they’d very realistically search for.
Use videos to personalize & put a new spin on topics they’ve heard before
Why we like it: Themed video series are great for building brand awareness, and videos breathe new life into otherwise stale topics. Hollister Staffing made the traditional interview tips into something personal with their “red couch coffee chat.” In these videos, different experts share their opinions on topics like post-interview thank you notes, advice for college grads and the benefits of contracting. When you have tons of information to go through, consider making a series that addresses each talking point instead of one, super-long video.
Use rich graphics to catch eyes in cluttered social feeds
Why we like it: This is a great use of varied visuals, which break up up social feeds to attract candidates’ eyes. Take a look above and you’ll see a quote, a video and an infographic. And yet, all three of these Tweets have been branded with the same color palate, and naturally flow together.
6 Quick tips for better social media:
- Provide variety and appeal to candidates at various stages of the job hunt. (In HR, your best bet is some educational, some inspirational, some promotional)
- Showcase people – social media is human. Plus you want candidates to want to work with you.
- Tailor your posts to specific social networks – don’t post the same thing across the board.
- Don’t be afraid to have fun. Incorporating humor, pop culture or common “jokes” around your industry will bring a relatable quality to your brand.
- Consider videos as a way to personalize
- Choose custom visuals over stock images, and stand out with graphics.