How Employers Can Use Social Media To Attract Employees

By Sarah Christine Davis on October 24, 2015

Face it: this generation is obsessed with social media. From sharing personal photos on Instagram to sharing career experience on LinkedIn, it seems like everyone is connected to the world via one social media platform or another.

Image via https://pixabay.com/

In fact, according to the Pew Research Center, 74 percent of online adults use social networking sites. Better yet, that was back in January 2014, and the amount of people using social media has been on a steady increase since then.

That being said, it only makes sense for employers to turn to social media as an effective method of recruiting new and valuable workers. Today’s college students embrace social media, so employers should, as well.

Clearly, social media can be a valuable resource to employers; it just has to be used the right way. When it’s utilized correctly, social media can help employers recruit the kind of qualified employees that they want working for their company.

According to the Expert Beacon, 91 percent of recruiters are actively engaging in social media recruiting. However, that doesn’t mean that they’re all doing it the right way.

In addition, it is important for employers to understand the discrepancies between the different platforms of social media.

Employers must understand which users are using each social media platform and for what purpose. Additionally, employers must understand what these users expect to see when they access one social media platform as opposed to a different one.

Having extensive knowledge about whom the target audience is and what they like to see are integral to understanding these things.

Don’t get it twisted; Millennials aren’t only using social media as a way to share fun photos with friends. As reported by the Harvard Business Review, social media is the #4 way that this generation hears about companies. One of the best ways to build your company in a way that will grab a Millennial’s attention is to have a strong social media presence.

When building a strong social media presence, it is important to be genuine with your followers. The Harvard Business Review advises to employers who want to perfect their social media accounts, “Most online communities don’t like being marketed to, so be authentic, add value to users, and be cautious of blatant self-promotion.”

So, what should you do? The Expert Beacon relays the importance of continuity between a company’s message, tone and appearance on social media.

On that note, the Expert Beacon asserts that, “some of the best social media recruiting strategies emphasize responsiveness, transparency, and responsibility to the online and physical community.”

As a whole, it is important to have an ongoing social media strategy to help keep your company’s message consistent.

Furthermore, according to the Wall Street Journal, companies can also use social media to recruit individuals who may not be actively seeking employment. Social media puts employers on the radar of possible new hires, and when they are looking for a job, thoughts about companies that were generated from social media may subconsciously come flooding in.

Image via https://pixabay.com/

Additionally, LinkedIn is an obvious social media platform for recruiting employees. It is assumed that active LinkedIn users are career-oriented, so having a good social media presence on this platform can be crucial.

According to human resources expert Susan M. Heathfield over at About.com, the online social networking world is growing and there are new ways to recruit superior employees. One of these ways is through LinkedIn.

Heathfield says that some of the ways that employers can use LinkedIn to recruit possible new hires is to search for them by past or current employers, request communication using the Inmail feature, and join groups of like-minded individuals who are searching for certain types of jobs and have certain types of experience.

There is also evidence that employers are in fact using LinkedIn to recruit workers. For example, Susan Graye, a global staffing strategic initiative manager of Hewlett Packard, thinks that LinkedIn “is a great venue to build and develop long-term strategic relationships [because] it allows us to proactively network and learn on a continual basis.”

One last note: although many employers use prospective employees’ social media accounts to have assumptions about their hiring potential, such superficial considerations should be avoided.

According to the hiring gurus over at Monster, employers should put a lot of consideration into making employment decisions based on social media. They even suggest “consulting an attorney who is well-versed in social media information to justify an employment decision.”

As an employer who is looking to hire new employees, you have the ability to use social media to your company’s benefit and both attract and reach out to ideal employers. By keeping in mind all of the tips and warnings above, you can help your company get with the social media times and improve your company while you’re at it!

By Sarah Davis

Uloop Writer
Florida State University
I'm Sarah! I graduated from Florida State University last year (Go Noles! Except for Jameis.). I now live in Raleigh, NC and I’m an editor at a tech startup. I enjoy puns and corny jokes — your dad probably thinks I'm hilarious.

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