Things have changed a lot in the last few years when it comes to hiring new employees. Not only are today’s job seekers more specific about what they’re looking for in a potential employer, but they have plenty of options.
Furthermore, they aren’t willing to stick around at a company that doesn’t offer competitive wages, benefits, or a work environment that fosters growth. In fact, they’re quitting in record numbers through what has now been deemed as the Great Resignation. So, how do you find the right candidates for your business without all the hassle? Using social media platforms as a job recruitment tool is one option. Here is what you need to know about social recruiting in 2024.
Paid Social Media vs. Paid Hiring Platforms
Before we really dive into how you can use social media job postings in your hiring process, let’s step back a minute and talk about how the process differs from paid recruiter software hiring platforms such as Indeed or ZipRecruiter.
When you run job ads on Facebook or Instagram, you must mark them as Meta’s Special Ad Category, Employment. This limits targeting, you cannot use age or gender filters, ZIP code targeting is disabled, and U.S. locations require at least a 15 mile radius. Detailed interests are reduced and lookalike audiences are not available, so many building material roles perform well on LinkedIn using job title, skills, and industry.
First, it is important to clarify that both have benefits. Job platforms are a great way to get in front of those actively searching for jobs but not really looking for a specific position within their chosen field. They are also a great idea if you want to have a pool of applicants and make a decision based on varied candidates.
Social media is a little bit different. When you use targeted hiring ads, you’re looking to reach out to those with specific experience, interests, or who have worked in a specific job role or for a competing company in the past. These postings are far more targeted, and the person who views them may or may not be actively looking for a new position.
To compare the two, you can look at it like this: Job boards are more of a passive approach to recruiting, while social media advertising is more active and positions your needs in front of someone who could easily fulfill it.
While the social media process isn’t ideal for every job position you want to fill, it is an excellent option if you have a highly niche or skilled need on your team.
How To Define Your Audience When Hiring
Of course, you don’t want to blast a social media job advertisement out to a large audience and hope for the best. Instead, it is always better to use demographics to help target the right applicant.
Why does this matter? To start, when you’re paying for ads, you want to make sure that only those who cover certain criteria actually view the ad. If not, you’ll end up with a bunch of applicants who aren’t a good fit or waste your ad spend on those who won’t ever be interested.
Here are a few examples of the types of demographics you’ll want to tailor your social media advertising audience to include:
- Current location, unless you have a remote position available
- College degree
- Work experience in specific roles or with competitors
Certain demographics you should not consider as part of your ad—such as anything having to do with gender, ethnicity, age, etc.
Several U.S. states now require pay ranges in job postings, including California, Colorado, Washington, New York State, Hawaii, and Illinois. These rules can also apply to remote roles that could be performed in those locations, even if your office is elsewhere. To stay compliant and boost response rates, include a clear pay range in the ad or on the landing page.
How To Maximize ROI When Hiring
The next logical question to consider when placing job ads on social media is how much to spend on the process. While you want to attract the best candidates, you don’t want to break your budget, either.
In most cases, employers can expect to spend $100 to $200 total in ads to find a few candidates for an open job position. However, this figure can go up depending on how detailed you get in selecting a specific audience — i.e., the more factors there are, the more you can expect to pay for ads. Likewise, getting too specific with who sees those ads can cause you to lose money in the long run. If you’re only running a campaign to show to a couple dozen people, then you likely won’t get applications from a varied enough pool. This is why having a larger audience is always preferred to an audience that’s too specific.
Set up conversion tracking before you launch, so you know which ads drive applications, not just clicks. Install the Meta Pixel and LinkedIn Insight Tag on your careers and thank you pages, define conversions like application submitted or lead form completed. Add UTM parameters to every ad and review performance in GA4, then shift budget to the audiences and messages that convert.
Keep the application short and mobile friendly, limit fields to what you truly need to screen. Use fast, secure pages with clear calls to action, restate the role, location or remote status, pay range, benefits, and next steps. Confirm your ATS integration captures source correctly, so every application from paid social is tracked and routed without delays.
How To Set Your Tone in Hiring Ads
You want to make sure you set the right tone in your social media hiring ads. Today’s candidates don’t like stuffy ads that feel impersonal. Instead, they would rather a potential employer use a conversational tone with honesty or a bit of humor. They also tend to prefer when companies make it clear what is in it for them to apply for a position at your firm. Also, be clear on what you’re hiring for and why you need them to join your team. Doing this is a great way to stand out from the competition and ensure your ad gets noticed.
The EEOC prohibits discriminatory job ads, so your copy should be inclusive and job related. Include an Equal Opportunity Employer statement and avoid coded terms like young, digital native, or salesman that can deter qualified talent. Focus on skills, certifications, and safety experience that matter in building materials roles, and you will widen your applicant pool.
Bonus Tips:
- Diversity and Inclusion: In light of the ongoing importance of diversity and inclusion, make sure your social media recruitment efforts promote a diverse workforce. Emphasize your commitment to equal opportunities and highlight any diversity initiatives within your company. Encourage candidates from various backgrounds to apply, fostering a more inclusive workplace.
- Employer Branding: Building a strong employer brand is crucial in attracting top talent. Leverage your social media presence to showcase your company culture, values, and achievements. Share employee testimonials, behind-the-scenes glimpses, and success stories to create an authentic and attractive brand image.
- Video Content: In 2024, video content remains a powerful tool for recruitment. Consider creating video job postings, virtual office tours, or “a day in the life” videos of employees. Video content can provide candidates with a more immersive and engaging experience, helping them better understand your company culture and work environment.
- Native Lead Forms: Test LinkedIn Lead Gen Forms and Meta Instant Forms, which prefill candidate details from profiles to cut drop off. Ask only for must have fields, include a brief privacy notice, and connect forms to your ATS or CRM for fast follow up.
- Chatbots and AI: Implement chatbots on your social media pages to assist candidates with initial inquiries and application processes. Artificial intelligence can streamline the initial screening of candidates by asking relevant questions and collecting essential information before human intervention is needed.
- Remote Work Opportunities: Given the continued prevalence of remote work in 2024, be transparent about your company’s stance on remote work in your social media job postings. If you offer flexible work arrangements or fully remote positions, highlight these benefits to attract a broader pool of candidates.
- Employee Advocacy: Encourage your employees to become brand advocates by sharing job openings on their own social media profiles. Employee referrals can be highly effective in attracting qualified candidates who are a good fit for your company culture.
- Engagement and Response: Actively engage with candidates who comment on or share your job postings on social media. Respond promptly to inquiries, acknowledge applications, and provide a positive candidate experience throughout the recruitment process. Social media is a two-way communication channel; make sure you use it to build relationships with potential hires.
- Accessibility: Add captions to videos, use readable font sizes, strong color contrast, and alt text for images. Aim to follow WCAG 2.1 AA where feasible so more candidates can view your ads and complete applications on mobile or desktop. This also improves user experience for busy field pros who scan content between job sites.
- Data Analytics: Leverage the power of data analytics to measure the effectiveness of your social media recruitment campaigns. Track metrics such as click-through rates, application submissions, and the quality of candidates attracted. Adjust your strategy based on data insights to optimize your recruitment efforts continually.
- Candidate Relationship Management: Consider implementing a candidate relationship management (CRM) system that integrates with your social media platforms. This technology can help you build and maintain a talent pool, making it easier to source candidates for future openings.
- Compliance and Privacy: Stay updated on evolving privacy regulations and social media policies related to recruitment. Ensure that your social media recruitment practices comply with legal and ethical standards, especially concerning the collection and handling of candidate data.
Wrap Up: Social Media and Recruiting Solutions
Hiring candidates and creating a solid team of great employees doesn’t have to be difficult. Today’s social media platforms offer great recruiting solutions applicable to a wide range of industries. Try it out and see how well this process works.
FAQs
The Great Resignation refers to a trend where employees are quitting their jobs in record numbers due to factors like competitive wages and growth opportunities.
Social media is more targeted and active, while job platforms are passive and better for a broad applicant pool.
Use demographics like location, college degree, and work experience while avoiding factors like gender, ethnicity, or age.
Expect to spend $100 to $200, but be cautious not to get too specific or too broad with your audience.
Use a conversational tone, be honest, and highlight what’s in it for applicants to stand out.
Emphasize equal opportunities and diversity initiatives, encouraging candidates from various backgrounds to apply.
Video content provides an immersive experience, showcasing your company culture and work environment.
