‘Social recruiting’ simply refers to the practice of sourcing candidates through social media platforms such as LinkedIn, Twitter and Facebook.
And, with the average UK employee now spending 13 hours of the working week browsing social media, it’s easy to see why recruiters are turning to the web to source new talent.
If you were wondering how to gain the winning edge in the social recruiting arena, your friends at Agency Central have you covered:
We developed an in-depth survey, which was completed by our network of recruitment leaders from a wide range of disciplines, to give you unparalleled insight into which social recruiting strategies work – and how to put them into practice.
Plus, we’ve gathered some of the best actionable statistics and insights from around the web, together with social media wisdom from our favourite recruitment experts.
It’s our aim to provide a comprehensive social recruiting resource. If you’re blogging on the subject, please feel free to link to our statistics. And, if you want to become an expert in your own right, take a moment to bookmark this page.
We wanted to learn more about how recruiters and agencies are utilising social media. So, we distributed an in-depth survey among our recruitment network to find out:
… and more besides.
Let’s examine the results …
However, the majority of our followers made use of browser tools/add-ons to make the most out of their social audiences. Their favourites include:
We’d like to thank everyone who took the time to participate in our Social Media in Recruitment survey. The results have given us an interesting insight into how modern recruiters and agencies are using social media to gain a competitive advantage.
Now we’re ready to dive a little deeper into the realm of social recruiting. In the next section, we’ll teach you more about each of the major social platforms, content types, demographics and engagement strategies to help you accomplish your social recruiting goals.
We’ll also bring you some of the most compelling facts and statistics from around the web, as well as some expert insights from the recruitment leaders in our network …
According to research from Statista, the global figure for social network membership reached 2.62 billion in 2018 – and is projected to surpass 3 billion in 2021! There are around 45 million social media users in the UK, which equates to around 67% of the population.
By the sheer number of potential prospects alone, it’s easy to see why many recruiters now regard social media as a talent goldmine.
But, in order to take full advantage of the opportunities social recruiting can offer, it’s important to understand how and why candidates and employers are using social media. Here are some statistics to consider:
Graham English, Marketing Manager at Stafffinders explained how they utilise social media in their recruitment strategy:
“We use Facebook groups and pages to keep our candidates in the loop about the latest work opportunities and we use LinkedIn to talk to clients about all our great candidates. Twitter and Instagram are used to showcase what life is like inside a vibrant recruitment agency.
In short, we bring our ‘relationships first’ approach to social networking, which is often thinking of new ways to engage followers in purposeful discussions. It is important to get our story across and bring customers on the journey with us.”
With a global membership of 575 million (and around 260 million monthly active users), LinkedIn is the largest professional social networking site. It is the most popular social platform for recruiters, offering a wealth of opportunity to anyone who can successfully engage with employers and candidates.
Let’s look at some of the key statistics on this popular platform:
LinkedIn is free to join and many recruiters, employers and candidates benefit from its free features. However, LinkedIn offers several tiers of ‘Premium’ membership, which are available through monthly subscriptions. Let’s take a look at the most popular packages:
If you would like to try out any of these packages, free one-month trials are available.
When it comes to building a presence on LinkedIn, Kayleigh Ogley, Marketing Manager at Gradient Consulting advises recruiters to incorporate video into their strategy:
“A video, instead of a typical post will allow you to show off your office space and brand, while presenting yourself as a knowledgeable, approachable recruiter. Plus, for those out searching for jobs, it makes the experience much more interactive and enjoyable – better than scrolling through an endless list of adverts!”
In his famous 1996 essay entitled “Content is King”, Microsoft co-founder Bill Gates wrote:
This statement proved to be very prescient, as building an online presence for a business in today is heavily reliant on content marketing. Social media and content creation go hand-in-hand; social platforms are the perfect vehicles for sharing your recruitment message.
Let’s take a look at some of the most effective forms of social content and how they can benefit your recruitment marketing goals:
When it comes to engaging audiences with social content, Beamrecruit’s Director Kerry Swift offers the following advice:
“The start is knowing your goal, what your business has to offer and how this fits with your brand and values. Engagement, encouraging conversation and welcoming people is key.
Consider who your audience is – and how social media looks for them. This will determine the best types of media to use in your posts. Having a clear message and being authentic is also crucial.”
With that in mind, let’s take a look at how professionals of different age groups utilise social media …
Social media is now widely utilised by professionals across all demographics. However, the preferred social platforms are likely to vary according to age group. As such, the best way to engage with young graduates would differ from the method for reaching Gen X professionals.
To help you connect with your intended audience, we’ll show you how social media membership varies by platform and age range. Then, we’ll share some strategies for engaging with different generations …
When it comes to engaging with candidates from different generations on social media, Busy Bee Recruitment’s Marketing Executive Emily Fuller offers our readers the following tips:
“Generation X relies heavily on trust, which is why your services should always be segmented to their needs. To engage with this generation, make sure to maintain your CRM system (text, phone calls or emails) or book meetings for extra engagement. Unlike millennials you cannot catch Generation X at any time, as they are less active online.”
“To engage with millennials, I suggest promoting the companies’ culture and benefits, increasing your social media presence and only promoting roles across certain channels. You can catch this generation at any time as they are very active on social media!”
“Gen Z candidates are the easiest to engage with, as they have grown up with the internet and social media. Make sure to advertise your services as a ‘want’ and a physical need. Try and make your marketing intriguing to the eye so they have to engage with you for advice and answers. For job adverts make sure they are detailed, exciting and not too long. “
If you want to get the maximum return on investment for your social media efforts, you need to pay attention to the times you are posting. The optimal days and times to post for engagement vary depending on the platform.
Here is a quick guide to the key times for each major platform:
For more detailed insights on when to post on specific topics for each platform, refer to this in-depth guide by SproutSocial.
In 2020 and beyond, forward-thinking marketers will find ways to engage with audiences over newer platforms such as TikTok and Byte and refine their strategy for more established platforms.
According to research from Hubspot, 92% of marketers utilising video say it’s an important part of their strategy. We expect this trend to continue and recruitment marketers to be challenged to find new, innovative ways to engage through video.
Technologies such as VR and AI will enable brands to deliver engaging, immersive experiences to followers. We’re excited to see what applications they may have in social recruiting. Perhaps recruiters will be able to offer candidates virtual tours of potential workplaces?
So, how might the ever-changing social media landscape shape the future of recruitment? Here’s what David Berwick, Director at Adria Solutions had to say:
“We have noticed a definite change in candidate behaviour in recent years. Due to the current skills shortage we’re experiencing, candidates don’t actually need to apply for jobs. In fact, the highest calibre candidates are often passive candidates who wait for recruiters to come to them. It is for this reason, we predict that in the next 5-10 years, more positions will be filled as a result of conversations happening on social media vs traditional job applications.”
How do you think social media will change the way we recruit in the years to come? Leave your thoughts in the comments below. We look forward to reading your ideas!