Time was when social recruiting was as easy as posting your jobs to your LinkedIn, Facebook, Twitter, G+, Instagram or other preferred networks and harvested a ton of views from your organic followers. Those views turned into click throughs and recruiting organizations were able to leverage all theypeople they worked so hard to engage with on social media and turn them into applicants.
Yep, time was, but is no more. Social networks like to make money and many have changed how they display your content to your followers in order to incentivize you to spend money.
At the end of the day, the guiding principle for anything you do on social media should revolve around distributing the most compelling content you can. It will take on a life of its own, whether you pay for the initial views or whether you rely on your organic following.
That said, here is an overview of how your content is displayed by each major social media outlet.
Facebook was the first to reduce the organic reach of your content. And they have been the most aggressive. Studies vary, but you can expect that every post you make to your Facebook page will likely get seen by only a couple of percent of your total followers.
What can you do? One easy fix is to allocate more of your budget to Facebook sponsored content. Facebook sponsored content is cheap, and if you are getting good results from it, there's no reason you shouldn't invest in it.
Other tips? Use video when you can. Video content is the most popular on Facebook. You can also more precisely target your organic posts so that those who do see them are most likely to respond. Facebook allows you to target audiences for your organic posts by location, interests, and more. You can also exclude segments of your target audience to eliminate certain potential viewers. Posts targeted to Java engineers, for example, could get shown to people who are interested in coffee. Facebook lets you exclude coffee lovers, leaving more free impressions for programmers.
Twitter is a darling for global brands. Major brands post to Twitter more than any other social media outlet. So if you recruit for a major brand, you likely have lots of followers who are potential candidates. But less than half of Twitter users log on once a day. And only 29% log on more than once, so if you're not hitting them at the right time, you'll have little chance of you tweet being seen. Tweets blast through a timeline pretty quickly.
Twitter recently introduced a new algorithm designed to present users with the top tweets they missed "while they were away," which could help matters. But the algorithm is primarily driven by the popularity of the tweets, so cutting through the clutter becomes job number one.
To be successful in this environment, spending money is a viable option. Again, these ads are relatively inexpensive and allow you to target potential candidates by interest, location, and more. Timing is everything when it comes to posting content on Twitter, so study your analytics to understand when your followers are most likely to be active and schedule your tweets around this.
LinkedIn, as far as we know, will indeed post your company page updates on all your followers' timelines. So far, they have not limited the reach of your content.
But, like Twitter, LinkedIn users aren't logged into the site very much. According to Statista, only 12% log in more than one time per day. 22% log in daily, 32% log in weekly, and the rest (68%) use it less frequently than that. So only a fraction of your followers will actually see any post on a given day.
Again, frequency is important for LinkedIn and time of day can be a big factor in how many followers see your post. This makes paying for placement within LinkedIn a good investment, depending on what service or product you are promoting. LinkedIn's Sponsored Content program is a great way to share blog posts of relevant content, jobs, and other valuable information to attract potential candidates.
These are just a few of the social networks recruiters are used to working with. In addition to these options, Instagram represents a huge opportunity. With its photo approach to communicating you can easily showcase your workplace and employees while attaching them to open job links. like Twitter, Instagram has recently changed its algorithm to prioritize popular posts that may have happened when the user was not logged in.
Finally, Snapchat, like Instagram, provides a great way to showcase your workplace and employees. Using Snapchat's Snap Story feature gives you a great way to post and gain followers who are attracted to your company and your content. These posts disappear after 24 hours, though, so the key is to be consistent with your content.
The organic reach of your social recruiting efforts is good metrics to track. As the industry changes, your tactics have to change. And if it means allocating more budget, or emphasizing new social channels, then so be it. Just make sure you have a good recruitment marketing platform that allows you to measure the effectiveness of your efforts by tracking the traffic, applicants and hires each channel and each post generate.