Finding new employees and winning them over is one of the biggest challenges for many companies today. It is not uncommon for jobs to remain vacant for a long time, catering establishments have to close or craftsmen have to turn down orders simply because no suitable employees can be found.
The shortage of skilled workers in Germany, which was further aggravated by the corona pandemic, can be felt everywhere. While companies used to be able to choose the most suitable candidate from a large number of applicants, today it is important to convince qualified talent and trained specialists of their own company. A change from the employer to the employee market has taken place and new ways of recruiting employees have to be found. One of them is “social recruiting”, which starts where potential employees spend most of their free time: on social networks. Antje Stensel from the online marketing agency of the SEO kitchen reveals what new opportunities arise for companies and what to look out for.
The term “social recruiting” summarizes all personnel marketing measures in which companies use social networks to address new employees. Popular platforms such as Facebook, Twitter, Instagram and YouTube are just as suitable as classic career networks such as XING and LinkedIn, as are discussion forums that are only known in certain sectors. Social recruiting includes both passive measures such as maintaining a career page and the active search and direct contact with possible candidates.
methods of social recruiting
Career portals and job advertisements: Business networks such as XING and LinkedIn offer their own highly frequented career portals that companies can use to publish their job advertisements. And there are also numerous apps for social platforms like Facebook to create a suitable job market. A job post with a brief reference to the vacant position and a link to more information can be created quickly and, in the best case, shared by users in your own network in order to increase the reach. If that’s not enough for you, you can increase visibility even more with paid campaigns and ads.
Employer branding: Another important component of social recruiting is the presentation of the company as an attractive employer in the form of employer branding. By regularly publishing exciting content on social networks that offers insights into everyday work and highlights employee benefits, companies can sharpen their brand as an employer. Especially in a young target group, an image as a sought-after employer can be built up quickly, because the younger generation usually attaches more importance to a good working atmosphere and flat hierarchies than to big names and high salaries. And topics such as sustainability or the social commitment of a company can also give potential employees the decisive impetus to decide on a job. So don’t be afraid to actively communicate these topics.
Active sourcing: However, what is probably the greatest potential of social recruiting lies in the opportunity to actively look for employees yourself. Based on the data that users leave in the social networks and their communication style, recruiters can pre-select candidates and decide whether the person you are targeting could fit the advertised position and the company – in order to then inspire them for the vacancy. Appropriate search functions on the platforms, which can be used to filter by skills, location or keywords, make it easier for recruiters to search.
Opportunities and challenges of social recruiting
In particular, active sourcing brings with it a very decisive advantage over classic recruiting, which makes it unique as a method for recruiting employees. The greatest opportunity lies in winning over potential employees who are not or at least not actively looking for a job and who are difficult to reach through normal job advertisements. At the same time, addressing these candidates on platforms where they are mainly for private reasons is also a major challenge for recruiters.
An individual, persuasive approach that is tailored to the social network chosen is therefore one of the most important criteria for success in social recruiting, the success of which ultimately depends on the personal bond and uncomplicated mutual interaction between recruiter and candidate. It is therefore essential that you also think about adapting and simplifying the application and selection processes accordingly in order to comply with the rules of the game of social recruiting. And last but not least, don’t forget to keep an eye on employer rating portals like Kununu so that you can respond professionally to any negative feedback.