Candidate Recruitment Using Social Media: Best Practices for National B2B Firms

Why Use Social Media for Recruiting?

According to CareerArc’s 2021 Future of Recruiting Study, “86% of job seekers use social media in their job search.” With millions of social media users using their accounts to find open positions and discover more about companies, understanding how your firm can stay up to date to attract employees and remain competitive in the market is necessary.

The benefits to using social channels in your recruiting strategy are numerous. The “big 3,” LinkedIn, Facebook, and Instagram, have become the most important social media platforms for attracting top talent. These three facilitate recruiting by offering extensive networking opportunities and targeted advertising capabilities. Companies are also able to reach a diverse pool of candidates and exhibit their employer brand through content and direct engagement. Another benefit is the cost-effectiveness of no- or low-cost posting options through these avenues. Maintaining a presence on employer review and job sites is still an important part of a recruiting strategy.

As a national B2B firm, applying best practices for each of the following channels will help with recruiting the best of the best and take your business to new heights.

LinkedIn, The Professional Social Media Network

LinkedIn is the premier platform for B2B recruitment due to its professional focus and extensive network of business professionals. According to Hootsuite, “61 million people use LinkedIn to search for jobs each week.” On top of that, there are “140 job applications submitted every second on LinkedIn.” To put that in perspective, “that’s 6,060 applications sent every minute, 363,600 sent every hour, and an incredible 8.72 million job applications sent every day.” To catch the attention of top talent, you need to use your employer LinkedIn profile to your advantage.

Best Practices:

1. Optimize Your Company Page: Ensure your company page has a compelling “About Us” section. Provide regular updates, incorporate captivating content, and highlight your company’s values, culture, and achievements to attract potential candidates.
2. Share Employee Stories: Post articles or videos featuring employee success stories and testimonials. This provides prospective candidates with insights into your day-to-day work environment.
3. Use LinkedIn Recruiter: Use LinkedIn’s advanced search tools to find and connect with qualified candidates. Customize your outreach messages to show genuine interest in their profiles and how they align with your company’s needs.

Facebook, A Social Community

Facebook’s broad user base and community-focused features make it a valuable platform for sharing your company culture and engaging with potential candidates. It has a large and engaged audience of over 3 billion active users, which means that you can reach a wide audience at a low cost and target specific groups of people by their demographics, location, and interests. Facebook also offers different recruiting tools, including Business Pages, groups, targeted ads, and live videos.

Best Practices:

1. Share Visual Content: Use photos and videos to share posts on company events, team activities, and employee testimonials. This can be helpful in making your company more relatable and attractive to candidates.
2. Use Facebook Ads: Invest in targeted ads to reach specific demographics and interests that align with your ideal candidate profile. This can be especially useful for reaching passive job seekers and capturing the attention of top talent as they scroll.
3. Create a Dedicated Careers Page: Develop a separate careers page on Facebook to post job openings, share employee stories, and highlight what makes your company a great place to work. This can personalize your business and engage candidates.
4. Engage with Your Audience: Respond to comments and messages promptly. Engaging with your audience helps build a strong, positive online community and encourages potential candidates to learn more about your company.

Instagram, A Visual Platform for Highlighting Your Culture

Only 11% of recruiters use Instagram; however, as of April 2024, the platform had 2.4 billion active users. Many use Instagram to casually engage with or view brands, and prospective candidates may seek to find out more about the reality of working at your firm. It is important to show all sides of your business, and Instagram can help you do that.

Best Practices:

1. Share Behind-the-Scenes Content: Post photos and videos of your office, team outings, and daily work to give candidates a real sense of your company culture. This can foster transparency and trust, driving people to apply to work for your firm.
2. Use Instagram Stories: Use stories to share real-time updates, employee takeovers, and interactive content, like Q&A sessions, if appropriate. This can also create a more personal connection with potential candidates.
3. Highlight Employee Achievements: Celebrate achievements and milestones with visually appealing posts. This not only recognizes your employees but also showcases your company’s appreciation for hard work. An example could be an employee winning an award or acknowledging an employee’s anniversary with the firm.
4. Leverage Instagram Ads: Use visually engaging ads on Instagram to target potential candidates. Instagram’s targeting options allow you to reach a specific audience based on demographics, behaviors, interests, and more.

Use Social Media in Your Employee Recruitment Strategy to Expand Your Reach

Recruiting on social media offers numerous advantages for national B2B firms:

• Allows your business to reach a broader, more diverse audience, enhancing your chances of finding the perfect fit for your team
• Helps in building a strong employer brand because you can highlight the company culture and values to potential candidates
• Provides insights into potential employees’ interests and skills, establishing a more targeted and effective recruitment strategy

By tailoring your approach to each platform and following these best practices, you can use social media to attract and engage the strongest candidates. Remember, social media recruitment is not just about posting jobs. It’s about building relationships, creating a positive online presence, and emphasizing what makes your company unique.

With a strategic and logical approach, social media should be a recruitment marketing tool in your B2B toolbox, helping you attract the most talented employees and accelerate your business’s growth.