Types of social media recruitment

The complete guide to the different types of social media recruitment and how it works.


Introduction: What is Social Media Recruitment and Why is it Important?

Social media recruitment is used to identify and attract potential candidates for job openings. It is important because it can be used to reach a large audience of potential candidates in a short amount of time.

How to Stay Ahead with Upcoming Trends in Social Media Recruitment

In recent years, social media has become an integral part of the recruitment process. It is used by companies to find potential candidates and by candidates to find new jobs.

Social media recruitment has been a trend for years now and it is not going anywhere anytime soon. With the growing importance of social media, job seekers are using it more than ever to find their next position. As a result, it is important for employers to stay ahead with this trend and continue utilizing social media in their recruiting efforts in order to attract the best talent out there.

What are the Major Social Media Platforms that HR Agencies Utilise?

Any company looking to expand its branding and reach potential candidates should make use of social media.

Some of the major social media platforms that HR agencies or recruitment departments of companies utilise are LinkedIn, Facebook, Twitter, Instagram, YouTube, Snapchat and even TikTok.

Benefits of social media recruitment

Companies that use social media strategies for their recruitment will gain many benefits.

Some of the benefits of using social media for recruitment are:

  • Improved connections
  • To reach passive job seekers
  • Easily search for candidates
  • Reduce the time and cost per hire
  • Showcase your employer's branding

However, social media recruitment doesn’t come without some disadvantages too.


What is your demographic?

How you produce content on your recruitment social channels will affect the demographic you targeting differently.

Maintaining consistency across your social media channels is important, but it’s important to communicate to the different demographics you targeting on these different social profiles.


18- 39-year-olds

When you target this age demographic you’ll be able to post a wider range of content and post regularly on a frequent basis. With this demographic, interaction with frequent content won’t affect how they interact, view or engage with your company.

Social platforms such as Snapchat, Instagram and TikTok are used with more digestible, rapid content. Ideas or messages should be concise and communicated with a single image or few words.

Twitter is to be used with high frequency, the more is better approach works well for this platform.



Older demographics however view lots of content updates negatively. They see it as spam and time-wasting. Resulting in them being less likely to interact with your brand, let alone think highly of it. They look for content that’s of substance.

Linked in and Facebook are to be used sparingly. Around one working day is acceptable on these social platforms.

Which platforms should you use to target your specific demographic?

Here are some quick statistics on the age demographics for each social platform:


Facebook- (26-55) 90% of millennials, 77% Generation X

Instagram- (18-34-year-olds) Generation Z and Most Millennials

Linked In- (36-55-year-olds) Generation X and Boomers

Tik Tok- (18-34) Millennials and Generations Z


What types of social media recruitment strategies are available?

1.   Utilise video

Many recruiters have found success in creating video content for potential candidates. Something that gives depth and substance to your content. A video is a great way to add that substance and depth with imagery together. Creating a final piece that is easily consumable and represents your branding well.


2.   Cultivate a strong branding image through your content

Use your social media platforms to communicate your company's USP and mission. This will be an effective way to get candidates interested in your brand and understand your story. If they love it enough they will want to join your story and align their personal beliefs with the goals of the company.


3.   Interactivity

You can read about some pretty crazy social media recruiting examples here from huge corporations from Heineken to Google.

One thing they all have in common? They all focus on the candidate's experience. When you make your content about your audience it can become something huge.

One of the best examples is where Mcdonald's used Snapchat to attract applicants for jobs. In 24 hours the company managed to reach over 42,000 applications just in Saudi Arabia.

Mcdonald's success came from being able to change the perception of being an ‘uncool’ palace to work to resonate well with the Millennial demographic.

The McDonalds Snapchat campaign allowed users to see what it is like to work at the company, by seeing themselves as employees. They had 10 seconds to introduce themselves, with a bit of information on why they would be a great candidate for the job.


4.   Set goals

Each of your social media posts should derive from a specific goal, broken down into social media campaigns and then singular posts. An example of a broader goal could be to build your company's awareness.


5.   Social media competitions

Social media competitions are great ways to increase awareness and interactivity with users. You can create small online competitions where participants just need to follow, like and repost to enter. Be sure to make the competition prize relevant and interesting to the company brand. Puzzles or cryptic mathematical challenges are a great way to do this.


6.   Engagement

It’s simple but extremely effective. You should do your very best to respond and be interactive with any users on your social platforms. Especially if you’ve been given negative feedback on your branding or experience. Responding to and helping people with complaints or questions on your social pages, will enable you to go a long way to changing negative perceptions into positive ones.


How to use social media recruitment properly

1.   Don’t focus your sole use of social media to select your candidates

Companies using social media only to find candidates are utilising this strategy wrong.

As we highlighted earlier in the post, candidates' social profiles may be an inaccurate view of how they would conduct themselves professionally.

Also, judging a candidate from their social media may even be biased. It could even lead to bad hires.

A recruiter could be overly committed to the idea of a candidate based on shared interests and likes.


2.   Do use social media for attracting candidates to you

Developing your employer brand is really effective when using social media. A stronger brand will give you a competitive edge in attracting skilled workers, which can be the difference maker in ensuring that you find and keep the right person for your organisation.

You have the opportunity to customise your employer's brand by posting the best content on social media. As an added bonus, you can be sure to reach a broader audience and start building credibility.



Social media recruitment is an important part of the hiring process. It has become a common and necessary tool for recruiting candidates in the digital age. Social media has changed the way we communicate, socialise, and work.

In today’s world, it’s almost impossible to be successful without a strong online presence. In conclusion, social media recruitment is an important part of the hiring process and it will continue to be in the future.

If you enjoyed this post on the types of social media recruitment, check out a past post of ours on social media recruitment's advantages and disadvantages.

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