Social Media Recruitment Marketing: What Still Works, What Doesn't.

For years, connecting with passive candidates through social media has been seen as the true meaning of digital recruitment marketing. The size of the opportunity is very clear, with just the top 5 social media websites getting 13 times more monthly visitors than the top 100 job boards combined.

In the US, the top 5 social media sites receives 13 times more monthly visitors than the top 100 job boards.

However, capturing the attention of those not actively searching for jobs while navigating the endless sunsets and food pictures is now more and more like playing with a rigged claw machine.

Web & Mobile Total Visits in July 2023

The Early Days of Social Media Recruitment

For years, businesses believed that they would naturally attract passive candidates by investing in captivating content and nurturing a dedicated follower base on social media. The idea was simple: individuals who loved the content would eventually be intrigued by job opportunities the business posted.

The End of Organic and the Pay-to-Play Era

The landscape has evolved. Companies that once banked on organic traffic now find it challenging due to the shifting algorithms and preferences of platforms like Facebook, Instagram, and TikTok. The golden era of building a talent acquisition pool through organic followers on social media platforms is practically gone. The organic reach is dwindling, making sponsored content a necessity.

The Loss of Native Targeting for Job & Career Ads

Platforms like Facebook and Instagram have had to limit native targeting for job-related content due to issues with companies potentially excluding diverse candidates. This limitation places the onus on companies to ensure inclusivity in their outreach. So, how do we reach the right passive candidates? For instance, if you’re seeking a registered nurse or an HVAC technician, the current platform rules don’t allow such specific targeting, especially if the content is job-related.

Leveraging First-Party Audience Data

The solution? You can use your own candidate data. Companies with extensive ATS (Applicant Tracking System) databases can segment and retarget past applicants or those who showed initial interest. This provides a unique opportunity to tap into an already familiar audience with the company.

Third-Party Audience Partners

For businesses that need a broader reach, third-party audience partners might be the solution. While purchasing databases isn’t recommended due to ever-punitive privacy restrictions, some companies offer a privacy-friendly way of “leasing” audiences where you can access specific candidate groups without seeing personal data. This ensures your content reaches a more precise audience without overstepping privacy boundaries.

Final Thoughts and The LinkedIn Organic Light At the End of the Tunnel?

Reaching passive candidates on social media in today’s digital age requires a combination of creativity, strategic investment, and leveraging both first-party data and third-party partnerships. While the methods may have evolved, the potential rewards of capturing the attention of passive candidates remain significant.

Currently, LinkedIn stands out as the only platform where you can still get some organic reach. It remains a platform offering decent distribution without needing to sponsor content. Moreover, new tools such as newsletters and events can enhance engagement and targeting capabilities. However, as every content creator knows, owning the distribution channel is the only natural way to protect your audience.

If you would like to know more about how to target passive candidates on Social Media by leveraging your First-Party Data, or using a Third-Party Data Partners request a free call with one of Talentify's experts https://www.talentify.io/request-a-demo