Social media has undergone a huge transformation in recent years – not just in growing its role in mainstream society and politics, but also in the world of recruitment, where the likes of LinkedIn and even X, Instagram and TikTok no longer represent shiny add-ons, but critical parts of hiring strategies. These platforms are live channels where candidates form impressions, where passive talent is poached and where clients judge the agency’s market knowledge. The problem is, keeping pace with their development and changing adoption and usage patterns is a challenging business, not least for agencies with multiple other priorities to tackle. That’s why we have outlined three key social media hacks for recruiters to increase the visibility of their posts, and ensure they are capitalising on the potential offered by social media to engage with clients and candidates
Many readers may feel adept at navigating their social media channels, and might be great at adding a snappy Instagram story, navigating their way through TikTok and more. But the usage of these platforms on a personal basis is very different to using them professionally, not least because the underlying mechanics behind them keep adapting. LinkedIn is particularly notorious for this, and what may have worked on the platform a matter of months ago might now be outdated due to the regular algorithmic changes.
But it’s key to stay up to date. Adults in the UK and around the world are spending more time online on a wider range of platforms, and agencies must meet them in their favoured locations. These specific channels will vary by agency type and the types of roles they place, but across all industries, candidates are increasingly leveraging social media to source new professional opportunities.
However, breaking through the noise is the challenge, and recruiters are competing with their rivals for the same market share. But what can be done? We’ve mapped out some key hacks to replicate across all channels and platforms that can boost visibility and ensure consultants are getting a return on the time they invest in social media recruitment.
Social media hacks for recruiters
Carve your niche
Everyone likes familiarity, and the most adept recruiters develop consistent and regular content formats that their audiences come to expect. The current state of play means that short, repeatable video formats are in favour. However, the area of focus, style and tone are up to the individual consultants’ discretion. They could come in the form of weekly market briefings, new role updates that interview hiring managers, the employer team and other key individuals linked to the role, or new candidate diary content. The specific detail is dependent on the nature of the agency and role. However, short, well-made videos have become the way many experienced professionals and curious passive candidates now discover opportunity and culture, so a sequence of 15 to 60-second clips that move a viewer from first noticing the brand to feeling ready to apply can be highly effective. When a channel organises these clips into a visible flow, people can follow at their own pace, and the content begins to behave like a gentle funnel rather than a scattergun advertisement, with passive interest incrementally becoming informed intent.
The key is that these formats are simple to reproduce and cheaper to scale, and, when consistent, they build a pattern and increase familiarity. And when that happens, the benefits start to show. Research has proved that buyers need a minimum of seven encounters with a brand before considering it for a buying decision, and the same principle applies to individual consultants. Candidates are placing a significant amount of trust in these individuals, and when they start recognising their voice and the opportunities they provide, it starts to build trust, which reduces friction in the hiring process.
Micro targeting over broad boosting
While LinkedIn and other platforms might not like to admit it, paid-for advertising represents a massively outdated model, and the ROI many agencies gain from these activities is minimal. Consequently, a more targeted approach is needed. Ads that chase broad demographics are increasingly being outmatched by more nuanced and niche content that meets people where they already are, and understands their drivers, motivations and interests. This is being supported by the channels themselves, which now provide much richer data about behaviour and interests to those who know how to utilise and manipulate it. This information can, in turn, be leveraged to develop communications that reflect the specific problem a role exists to solve, and waste less budget than generic job posts, or ‘targeted’ adverts.
The real value in this approach comes from tailoring tone and creative content to the data, and offering a single, targeted and frictionless action rather than a menu of options tends to reduce drop off and yield higher quality, faster matches. All recruiters need to work smarter, not harder, and being more targeted on social media is a highly effective way of supporting that approach.
Be transparent and public
The recruitment industry has battled a lack of candidate trust throughout its history, and all consumers – not just jobseekers – seek greater transparency from the organisations they partner with in terms of their supply chain and wider behaviour. This is particularly key in the hiring world, where candidates are placing the responsibility of a hugely important decision in consultants’ lives.
By extending this transparency to social media activity and allowing candidates to glimpse behind the metaphorical curtain, consultants will stop wasting their time on misaligned applicants and build credibility with talent through clarity and usefulness. This can be delivered in different ways, such as a short, public breakdown of how they assess for roles, the common mistakes they see, and some examples of what success looks like helps candidates decide whether they should invest their time into the application, and whether it’s right for them. Similarly, a companion series that teaches one small, directly applicable skill per post converts curiosity into capability. Over time, this approach bolsters talent pipelines and positions the team as pragmatic educators in the market, whilst also creating a steady stream of better prepared, more confident applicants.
These hacks will enable agencies and their consultants to cut through the noise and leverage their social media channels effectively again. However, the state of play must be continuously monitored, as individual platforms’ algorithmic approaches are adapted regularly, meaning those who don’t prioritise their development could be left behind the curve.
If you’re looking to utilise PR to help your organisation stand out, get in touch with our team.
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