6 Ways HR Can Use Social Media to Recruit & Hire Applicants (Hey A! Series)
Hey A is a Q&A series for reader’s digital marketing and social media questions. Occasionally I’ll allow AMA-type question, but tread carefully friends. Have a question you’d like answered? Tap here!
Hey A!
Our HR Director keeps asking me to post job openings. The problem is they have a TON of openings and I don’t have the space to post them all. Every other post would literally be an open position and I just don’t see it being effective. I have someone to help me post and monitor listings in Facebook, LinkedIn, and other job sites - but outside of that, I’m out of ideas.
Sincerely,
H.R. Welp
San Jose, CA
Dear Welp,
I get it. As someone who has crafted numerous editorial calendars based on a specific strategy, posting outside the plan can be tough. On the flip side, with more and more people changing up how they view brands and use the platforms, involving HR can (and should!) be both an incredible recruiting tool and a refreshing way to share a brand’s story. And you know what? Boom. Content made and problems solved all in one.
Here are six ways to help HR’s recruiting efforts while still being on point with your digital branding and storytelling efforts.
Before we dive in: *PLEASE* make sure you have a signed photo release/consent form from each person. Then give it to HR for their records. If someone doesn't want to be in the photos or videos, or requests to not show their face, *RESPECT* their wishes. Some folks like to keep their work life and personal life separate. And don’t tag folks’ personal IG accounts; that’s a can of worms you don’t want to open. Respect the boundaries.
1) Get ‘Reel’ with BTS & Co-Workers
What’s a top element followers love to see? Anything behind the scenes (BTS). And who’s often BTS? Your colleagues. Seriously. Get permission and get creative. Think of how many Reels and TikToks we saw with Beyonce’s Partition in a work setting.
2) Create a ‘How To Apply’ Highlight
Sometimes applying is the hardest part. To combat this, show how people can apply in a series of Stories and then save them as a highlight. And thanks to a handy feature, highlights can now be made into Reels.
“Who’s often BTS? Your colleagues.”
3) Show a ‘Day in the Life of…’
Showing what can be expected when working at your company (business, shop, etc…) will cut out a lot of guess work. I deeply appreciate clients who have recruiting and/or training videos we can pull from to edit and create new content to show what it’s like to work at their company. When people can see what the environment is like, what the expectations are in advance, it gives a clearer picture brand.
4) Share Articles about the Industry
If you happen to work in a specialized area, share articles related to it on social media. For example I work closely with a client that hires freight truck drivers - and there’s a massive shortage of drivers, along with industry concerns with delivery automation. Don’t shy away from the challenges: share articles and include how your business is finding solutions. The more you share information about your industry and include your point of view based on your brand’s mission and values, the more potential applicants can read about and better understand what’s happening - and possibly speak about the content during their interview. Sharing articles can also serve as a reminder your industry is multifaceted.
5) Share & Show Brand Accountability
Really. It’s all the more important these days to show AND tell how your brand is staying accountable to its employees, customers, and community-at-large. When the 2020 BLM protests started, we saw a lot of brands dole out “we’re listening” posts yet saw little follow up one year later in June 2021, and even less as June 2022 draws closer. Keep the dialogue going, encourage your audiences to hold your brand accountable, and keep listening to your customers, employees, and community - and put the words into action.
6) Ad Campaigns
Yep. You guessed it. Ad campaigns work. I’ve had several clients who have slow drip campaigns ($1-3/day), directing folks to the main HR page regardless of what’s available. A few clients have an option for people to receive emails for new positions; the individual simply selects from a list of general job interests (ex: administrative/HR, marketing, technical/IT, etc) and there’s an option to sign up for the brand’s newsletter — talk about an easy way to segment and personalize future emails!
A big part of content strategy and creation is keeping it freshly interesting, while using all the resources available to you (and within your budget). While posting job openings may not be the most interesting content for viewers, creating content that shares your brand’s culture and values, while showing what folks can expect, IS interesting. Keep your mind open and ask your colleagues what makes the company a great place to work - and where it can be improved! - then collaborate with HR and starting creating great content.
You got this, Welp. Let me know how it goes.
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bottom line:
There’s something to be said for enjoying where you work and what you do. Of course there are highs and lows; challenges and opportunities. However being able to do the work one enjoys, to do what we’re passionate about (and really, really good at!) - or working somewhere helping us reach our professional goals and/or pursue our personal passions thanks to an equitable (aka realistic) work/life balance - IS worth sharing. And that’s where we find the content. Share the brand’s passion. Don’t be scared to show the challenges. Remain real with your audiences.
