What are the best social media platforms for recruiting different talent segments?

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Social media is not only a powerful tool for connecting with friends and family, but also for attracting and engaging potential candidates for your company. In the context of recruitment marketing, social media can help you showcase your employer brand, build relationships with talent segments, and drive more traffic to your career site. But how do you know which platforms are best for reaching different types of candidates? And what are some best practices for creating and sharing effective content? In this article, we will answer these questions and give you some tips on how to use social media for recruiting in the context of recruitment marketing.

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1 Define your goals and target audience

Before you start posting and interacting on social media, you need to have a clear idea of what you want to achieve and who you want to reach. Your goals and target audience will determine which platforms you should focus on, what tone and style you should use, and what metrics you should track. For example, if your goal is to raise awareness of your company culture and values, you might want to use platforms like Instagram, Facebook, or TikTok, where you can share photos, videos, and stories that showcase your employees and work environment. If your goal is to attract more passive candidates, you might want to use platforms like LinkedIn, Twitter, or Reddit, where you can share industry insights, thought leadership, and job opportunities.

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2 Choose the right platforms for your segments

Different talent segments have different preferences and behaviors when it comes to social media. You need to understand where your ideal candidates hang out, what they are interested in, and how they communicate. For example, if you are looking for tech-savvy professionals, you might want to use platforms like GitHub, Stack Overflow, or Hacker News, where you can showcase your projects, code, and challenges. If you are looking for creative or artistic talent, you might want to use platforms like Behance, Dribbble, or Pinterest, where you can showcase your portfolio, design, and inspiration. If you are looking for young or diverse talent, you might want to use platforms like Snapchat, Instagram, or TikTok, where you can showcase your fun and inclusive side.

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Clara Armagast

Head of Recruiting @ Goodwin | Talent Champion | People Ops Fanatic
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Look in career-focused places: For UX/UI Designers, Facebook portfolio review groups are a great way to reach candidates. Similarly, r/SoftwareEngineering over on Reddit has plenty of SWE's talking about their every day challenges. I find going not just where candidates happen to be (just because I'm on TikTok doesn't mean I want to see career content there!) but specifically on platforms where they are actively thinking and speaking about work is the best time and place to make an impact.

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3 Create and share engaging content

Once you have chosen the right platforms for your segments, you need to create and share content that is relevant, valuable, and engaging. Your content should reflect your employer brand, your value proposition, and your culture. It should also provide useful information, insights, or tips that your audience can benefit from. For example, you can create and share content that showcases your employee stories, your company events, your social impact, your industry trends, or your career opportunities. You can also use different formats, such as images, videos, podcasts, blogs, or infographics, to capture attention and appeal to different learning styles.

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4 Interact and build relationships

Social media is not a one-way street. You need to interact and build relationships with your audience, not just broadcast your message. You can do this by responding to comments, questions, or feedback, by liking, sharing, or retweeting relevant content, by joining or creating groups, communities, or hashtags, or by hosting or participating in live events, webinars, or chats. By interacting and building relationships, you can show your human side, your personality, and your values. You can also increase your credibility, trust, and reputation as an employer of choice.

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5 Measure and optimize your results

Finally, you need to measure and optimize your results. You need to track and analyze the performance of your social media activities, such as reach, engagement, traffic, conversions, or hires. You need to identify what works and what doesn't, what platforms and content generate the most interest and action, and what segments and sources are the most responsive and qualified. You also need to test and experiment with different strategies, tactics, or tools, such as posting frequency, timing, length, or format, using paid ads or influencers, or using analytics or automation software. By measuring and optimizing your results, you can improve your effectiveness and efficiency as a social media recruiter.

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Amy Wunderlich

Director, Marketing at Factor 8
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Work with your marketing team to help you track where applicants are coming from. They can create tracking links for you to use if you’re sharing a link to your website in a social post. Focus your time and energy where it’s giving you results. Make sure that the RIGHT people are applying to your jobs (quality is better than quantity). Use the native analytics social platforms offer to gauge how many impressions/likes/comments a post receives. Take a look at your posts with the highest engagement and track when (day/time) you shared, what you shared, and who interacted with it. This will help you create a formula to help your future posts succeed.

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What are the best social media platforms for recruiting different talent segments?

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1 Define your goals and target audience

2 Choose the right platforms for your segments

3 Create and share engaging content

4 Interact and build relationships

5 Measure and optimize your results

Recruitment Marketing

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