Employer Branding
Recruitment
Social Media Recruiting – strengthen your digital presence
13 OCTOBER 2022
Today, almost everyone in Sweden has access to the internet and uses social media platforms daily. As the speed of digitalization increases, our view of the job market and how we apply for jobs also evolves. Social media is now integral to people’s daily lives, and a digital presence is necessary to find top-tier talents. But what is there to think about regarding target group, content and choice of channel? We guide you in the right direction!
“With today’s job market, a lot of time is spent searching for candidates. The job requirements have increased, and candidates don’t apply for jobs in the traditional way anymore. Recruiting through social media opens more opportunities to attract top-tier talents cost-effectively.”— Alexandra Åhré, Head of Digital at Oddwork
How to capture the attention of candidates
As the competition for the target group’s attention increases and the demand from employers grows, paid advertising on social media is an effective way to reach the candidates where they already are – creating a two-way communication tailored to your target group. Compared to traditional job advertisement, which may get a couple of views if you’re lucky, the digital presence also offers more opportunities to increase the spread and more room to be creative regarding format and content. If something goes wrong, closing an ad is less costly than removing a billboard. 😉
But with that said, you only have a few seconds to capture the candidates’ interest. Below you‘ll find our Digital Specialists‘ recommendations on how to reach out to your target group and stay top of mind.
Three tips from our Digital Specialists
👀 The visuals. Catch the eye with images that inspire – and include people! Don’t forget about image quality, resolution and adapting the image/video to the correct format.
✍️ The content. Keep the text in your captions short, concise, and powerful. Highlight the most important information and end with a clear CTA. Remember, you only have a few seconds to stop the candidate from scrolling.
🌟The perks. Paint a picture of your unique selling points and keep it simple! Here we don’t mean general benefits like good coffee or salary, but relevant advantages that set you apart from competitors. What makes your company unique and attractive to potential candidates?
Which channels are the best ones?
The choice of channel is crucial to reach the right audience with the right message at the right time. Social media platforms like Facebook and Instagram have become an integral part of daily life, with the average person spending three hours per day on these platforms. LinkedIn, on the other hand, is particularly popular among executives and professionals, with more than half of them using the platform in the last year.
At Oddwork, we leverage the power of different social media platforms to reach the right candidates at the right time. For example, LinkedIn is an excellent channel for targeting specific job titles and reaching active job seekers, while Facebook and Instagram are great for reaching a broader audience, including passive job seekers, with frequency and reminders.
“To increase the visibility and ensure that the social media campaigns are performing at their best, we use all three channels. At the same time, we customize our efforts on the channels based on the case we are working on.”— Kajsa Bengtsson, Digital Specialist at Oddwork
Where are the candidates located?
To customize the choice of channel to your target group, you need to know their context and the platform they usually use. Today, people spend an average of 7.5 hours on different social media platforms, which also increases the importance of adapting the content to the unique experience of each channel. To better understand the audiences’ behaviour on different social media platforms, here’s a snapshot of the demographics of users on Facebook, Instagram, and LinkedIn. (source: Svenskarna & internet 2021)
Facebook
According to the report “Svenskarna & internet,” the leading group on Facebook are the 90s generation. 90% of the generation has used the platform in the last year. Closely following are the 80s generation and the 70s generation. The daily usage follows the same pattern where 2 out of 3 in each generation use Facebook every day.
Instagram
The 90s generation strikes again! 85 per cent of the 90s generation has used Instagram in the last year. Next, we have the 80s generation (78%) and the 00s generation (77%).
LinkedIn
3 out of 10 of all internet users, 18 + years, have used LinkedIn in the last year. Those who have used LinkedIn the most come from large cities and high-income households and are college-educated and executives.
The benefits of recruiting via social media
Recruiting via social media is not only a more cost- and time-effective way to reach candidates. It also leads to increased engagement, a strengthened employer brand, and a larger number of followers on your social media accounts.
👉 You can target specific target groups and reach passive and active seekers
👉 You increase awareness and build your employer brand at the same time
👉 You can track and measure the performance of your campaigns
👉 You reach a larger and more diverse audience compared to traditional recruitment methods
Do you want to stand out?
For us, it´s a given to use our shared expertise and skills in all our collaborations. By mixing the knowledge and experience of our Digital Specialists and Talent Managers, we know how to optimize our targeting on social media to become visible and capture candidates’ attention. Want to find your unique selling points? Contact us here!
