Think about your recruiting efforts 10 years ago. Did you ever expect that 86% of working people in the first decade of their career would use social media to look for jobs and research potential employers?
Did you expect that 59% of employees claim a company’s social media presence was, in part, the reason they chose their current workplace?
According to a 2016 survey by SHRM, 84% of organizations are currently recruiting via social media. Interestingly, 66% of working people claim their employer either does not, or does not know how, to use social media as a space to promote job openings.
So what’s happening here?
It’s possible that employers are in fact using social media as a millennial recruiting tool—they’re just doing a not-so-great job. The good news is that’s a totally fixable problem. Take a look at these 4 basic tips for recruiting millennial talent on social media.
1. Reach millennial candidates with targeted Facebook ads
As of June 2017, there are over 2.01 billion monthly active Facebook users. LinkedIn’s user base is around 500 million. With that said, we can safely gather that you should leverage the advertising budget as part of your millennial recruiting efforts.
Facebook Ads can be as broad or as specific as you want. For example, you can target people by age, location, interests, household income, purchase behavior, and so on. For your millennial recruiting efforts, however, we suggest increasing visibility by using “occupation targeting.”
Facebook ads can be complicated the more targeted you get. But, with that kind of targeting potential, it’s worth either learning how to navigate Facebook ads or hiring someone who can.
2. Be active on social media (especially Instagram) when recruiting millennials
Instagram and Snapchat are the most-used social media platforms among millennials. So, if you’re not on those channels, get to it!
Simply existing on social media won’t help your millennial recruiting efforts. Whether you post original content like blogs, articles, infographics, photos, videos, whitepapers, podcasts (we could go on forever), you should use social media as a projection of who you are as an organization. You can bet that your next millennial hire will look at your Instagram and make a judgment based on what she sees.
And just because Facebook has an ungodly amount of users doesn’t mean you shouldn’t utilize Instagram to advertise job postings to millennials (since about 59% of U.S. millennials are active on there). You can even get super creative with Instagram job postings with Boomerangs (a hybrid of a video and a GIF), videos, and high-quality photos. Facebook owns Instagram, so I’m sure you can imagine how intricate and targeted those advertising options are, too.
It's okay if current and ex-employees don’t love you; applicants know every company has its issues.
3. Monitor and respond to Glassdoor reviews
When organizations respond to reviews, applicants are more likely to form a positive opinion about them. While Glassdoor might not be the first social platform you think of when you hear “social media,” just know that bout 46% of millennials scour Glassdoor reviews before they even speak with a company recruiter or hiring manager. Once the job hunt actually begins, millennial job seekers will read a minimum of 6 reviews before forming an opinion about a company.
Be aware that a whopping 95% of candidates suspect fake reviews or censorship when they don’t see any bad reviews. It's okay if current and ex-employees don’t love you; applicants know every company has its issues. The more transparent an organization is, the better.
4. Your online persona should mirror your company
Now that you know you should be recruiting millennial talent on social media, you have to make sure that your persona is authentic.
You may have a lot of opinions about millennials, but one thing they're undeniably great at is sniffing out a bogus online company persona. And they don't have the patience for it either. Millennials will have more respect for an organization that's transparent over one that's trying too hard.
In other words: be true to your company. You won't be able to speak to everyone, so don't try to. The minute you trick a candidate into thinking you're something you're not is the minute you'll see an increase in turnover.