At his SourceCon Seattle keynote, Jason Roberts of Randstad Sourceright shared the 2019 State of Talent and Acquisition which got us thinking about the role that social media plays in sourcing and recruiting.

According to the study, employers are prioritizing Facebook and LinkedIn alongside their corporate site in their searching and brand-building efforts whereas workers are using Facebook, the corporate site and job boards to learn more about the brands they’re working with. This means that, while the channels differ, both parties are agreeing that social media plays a major role in brand-building and communication.

Now when it comes to the importance of Facebook and Twitter in recruiting, employers and workers have vastly differing opinions. About 80% of employers are prioritizing Facebook and Twitter when it comes to recruiting, but less than 20% of workers use these channels when they’re looking for a job. If employees aren’t using social media in their job search, is it worth spending time there to look for them?

OF COURSE. It just means that you need to have a strategy before tweeting away.

That strategy should involve being ready to communicate with passive candidates and building authentic relationships. Social media is the perfect place to engage with passive candidates. If you head into social media interactions with the strategy that works for you (it’s not a one-size-fits-all situation), you can cultivate a community that is positive and receptive.

Build a Brand
If you are researching candidates on social media, you can be sure that they’re researching you. By showcasing who you are and what you stand for, potential candidates are able to feel more comfortable in a conversation. So how do you build a brand? It’s easy to get started.

  1. Consistency is key when it comes to creating a brand so at the base level, use similar design styles and colors across all platforms.
  2. If you want to keep personal profiles and company profiles separate, do that! There’s nothing wrong with having multiple profiles as long as each provides something different and helpful. On that note, decide what channels you want to be on. You don’t need to be everywhere, you just need to be on the ones that work with what your brand needs. Twitter and Facebook are always great, but not everyone needs a Snapchat.
  3. Use a voice that sounds like a conversation. You’re a human…sound like one.
  4. Be honest, transparent, and authentic. If you want to get a good feel for who a candidate is from their social media, show them how it’s done.

Be Supportive
Never underestimate the power of sharing articles, jumping into threads with a positive message or providing information in the HR world that is informative and not just noise. If you become a positive part of the community, it won’t take long for people to trust you to be on their side. Now this doesn’t mean that you can’t be critical of things, but be constructive and productive in your criticism. There’s no need to be a jerk just for the sake of a hot take.

Data, Data, Data
From personality type to contact info, social media can have all of the information about a person that you need to know. You can use PROPHET II to get one-to-one candidate data if you’re on their profile or use the search interface to find candidates, as well as, links to their social profiles.

Beyond that social media is a perfect jumping off point when it comes to researching candidates. At this point, the world knows that social media is public so they will often volunteer the information that you’re looking for, like portfolios and further examples of their work on their profiles. It’s also a great place to see whether a candidate would be a good culture fit for the position.

Content Variety is Key
No one wants to follow somebody who just shares a bunch of links. Links are great and it’s wonderful to share good articles, but a profile filled with text posts, pictures, GIFs, links, videos, and more is far more interesting. This ties in with the idea of being supportive as well because you don’t always just want to share your own thoughts, it’s important to share things from other sources. Spread the love!


How do you use social media? Let us know!