The Importance of Social Media for Talent Acquisition and the Best Practices of Implementation

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With the steady increase of social media usage, hiring through or with social media has been gaining recognition and use among companies for talent acquisition. This process should be used by employers to locate and recruit candidates through various social media platforms.

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In addition to talent acquisition, social media is also greatly used for employer branding. These channels allow companies to spread the word about their employee value propositions and improve their recruitment efforts. Capterra reports show about 73% of 18-34 year olds found their last job through a social media platform.

Why Companies Should Use Social Media for Talent Acquisition

Leveraging social media for talent acquisition has many benefits. Today, various social media channels have become a primary source of attracting high-quality candidates. Social media hiring enables employers and other talent acquisition professionals to better target their candidates.

The key benefits of using social media in talent acquisition:

Find and Attract Passive Job Seekers: Passive job seekers are candidates who are not actively searching for an opportunity but would consider a great offer. These candidates do not visit job portals or companies’ career sites to find job openings. Recently, we have more passive than active job seekers; companies must find new ways to reach both groups. Social media is a good way to do so.

Hire Top Talents: With an ability to reach passive and active job candidates, social media is the best source to find the best talent. A recent study found that about 59% of recruiters rated candidates sourced through social media as the highest quality.

Paid social media job ads can help employers target specific jobseekers and hire candidates who fit their company culture. Targeting candidates with specific knowledge, skills, experiences, and seniority levels enables recruiters to eliminate irrelevant applicants and find top talent.

Candidate Engagement and Interaction: Social media allows two-way communication, promoting engagement and interaction between candidates and recruiters. This can create an improved connection with candidates and makes the hiring process feel more human.

Reduce Time and Cost Per Hire: Employers who use social media platforms for recruiting generally spend less resources to hire those candidates and fill the open positions faster than companies who focus on other more traditional channels.

Advertising on social media can also be much cheaper than typical job boards. Helping find high-quality candidates, this will significantly shorten the entire hiring process. Also, most job seekers rank social media as the most useful job search platform compared to job advertisements, job boards, hiring agencies, and even recruiting events.

Promote Company Brand: Social media offers an opportunity for employers to showcase their culture, values, and work environment. A strong and positive employer brand can attract top talent and create interest among potential candidates.

According to a study, about 75% of candidates examine an organization’s reputation before applying for the job, and 62% of job seekers have apparently used social media to estimate a company’s employer brand and culture.

The Best Practices for Implementing Social Media Recruiting Practices

Utilizing social media for recruiting allows employers to connect with a larger talent pool. It is a great way of sharing open positions at your organization and promoting your employer brand. Companies with clear social hiring strategies are more likely to find passive job seekers, show their company culture, save money on job ads, and receive more referrals.

To use social media platforms in talent acquisition, businesses must consider several elements. Let’s take a look into some of those best practices:

Select the Correct Platform(s): There are many social media channels and platforms today. So, it is essential to understand how each channel works and the primary audience of each channel.

Different social media platforms approach content and connections differently. Some websites are casual, while others are specifically for professional networking. Their content structure is also different in form and length.

Depending on the role, every platform has the potential to attract the right candidate. Consider the demographics you want to target when selecting a platform. Then, adopt a comprehensive approach that targets those social media platforms with custom social recruiting strategies which leverage each platform’s strengths.

Improve Your Social Media Profiles: The social media profiles you select for the hiring process should reflect your organization’s culture and core business values. As examples, many companies develop profiles on Facebook and Instagram which can show employer branding and talent acquisition practices.

You should focus on your candidate persona, not your company’s buyer persona. You can aim your communication and messaging toward potential job seekers and show the content needed that candidates are looking for.

Moreover, many companies encourage their employees to enhance their profiles on more professional sites like LinkedIn. They provide patented images or ask employees to add links to the company’s career site on their profiles. If you are using LinkedIn for hiring, consider implementing a LinkedIn life page which offers an excellent way for companies to present their culture and employee-generated content.

Continuously Engage with Candidates: Actively respond to comments and inquiries from potential candidates. Continuous engagement with candidates on social media shows you value their interests and are overall approachable.

Monitor Analytics: Monitor the performance of your social media recruitment efforts by using the analytics tools provided by each platform. Analyzing data will help enhance the business strategy and focus on the most effective channels.

Use Attractive Visuals and Catchy Captions: When posting jobs on social media platforms, use clear messages and always include an image that clearly states whom you are searching for as a candidate.

According to research, about 63% of social media feeds are made up of images. With that, content with related images reports a 94% higher response than content without.

And, do not forget to use helpful hash tags when posting job openings. Some candidates follow hash tags such as #hiring and #jobopening, so including those can help you reach those candidates faster.

Try Paid Advertisements: The main benefit of using paid advertisements on social media platforms is improved targeting than with other channels through traditional job boards. Also, social media advertising on Facebook and Instagram is much more affordable. With social media, it’s easy to find candidates by their job titles, locations, interests, and other criteria, making ads much more effectively targeted.

Create Communities: Community management is an upcoming social media recruitment strategy which allows you to create high-value networks for sourcing candidates. There are many specialized communities on certain social media platforms where professionals from various industries and fields can easily network.

Also, joining established professional networks, or starting and managing one yourself, can help create a trusted pipeline for locating high-quality talent. These networks provide chances for one-to-one engagement with potential candidates. While helping you to understand the talent you might be looking for or needing. At the same time, a careers site is needed to display all available positions and serve as a landing page for the candidates you attract via these social networks. This allows candidates to easily apply if interested, share necessary resources with their network, thus spreading more awareness of availability.

Take Help from Your Employees: In order to master your social media hiring efforts, you will need help from your current employees. Companies that have employer brand ambassadors are more successful in finding new candidates and hiring better-quality employees through these new recruiting methods.

A recent survey stated about 65% of respondents would consider a new job opportunity if they heard about it through a personal connection within their network.

Integrating Social Media within an HRM Platform

In this modern business world, integrating social media with a Human Resource Management (HRM) platform has emerged as a significant approach to enhance your talent acquisition process. Offering various benefits, streamlining recruitment and improving overall business efficiency. The key benefits of integrating social media with your HRM software are:

Better Talent Acquisition: With the integration of social media with an HRM software, talent acquisition team’s gain improved access to a broader talent pool. Helping with targeted talent acquisition, as social media platforms offer various filters to target and recruit potential candidates based on specific criteria.

Boosts Company Brand: Integrating with social media platforms enables businesses to showcase their culture, values, and work environment all in one. Continuously sharing engaging content boosts employer branding and helps attract top talent.

Efficient Candidate Screening: An HRM software solution integrated with social media provides additional insights into candidates’ behaviors and interests, complementing traditional resume screening practices. This helps to a more informed candidate shortlisting and screening.

Improved Candidate Experience: Social media integration offers seamless communication with candidates. Responding quickly to inquiries and providing updates on hiring statuses improves the candidate’ experience.


In today’s competitive job market, harnessing the power of social media has become crucial for effective talent acquisition. Integrating social media with your HRM platform is a great initiative to modernize the hiring process and attract top talent. Social hiring campaigns produce rich data and insights on where candidates come from, which can be used to tailor future recruitment efforts. By incorporating the best practices, you can effectively leverage social media as an influential tool to attract and hire the suitable candidates, ultimately contributing to your organization’s success.

Author Bio:

Charles Harden is a freelance content writer at SutiHR who frequently writes articles on Cloud Computing/SaaS, HR, Business, and ERP trends.

ThinkDataAnalytics is a data science and analytics online portal that provides the latest news and content on AI, Analytics, Big Data, Data Mining, Data Science, and Machine Learning. A team of experts with extensive experience in the field runs