In today’s current talent landscape, relying solely on traditional job boards to attract candidates is no longer a sufficient strategy. Employers must adopt a multi-channel approach to reach a wider audience, including “passive candidates”—those who are not actively searching for a new job but would be open to the right opportunity.

This report outlines actionable tips for employers to go beyond job boards and build a robust talent pipeline through diverse channels, complete with real-world examples.

1. Leverage Social Media for Recruitment and Branding

Social media is a powerful tool for recruitment, offering a platform to not only post job openings but also to build your employer brand and engage with potential candidates.

Actionable Tips & Examples:

• Establish a Strong Company Page:
  • Example: Salesforce uses social media to promote its “Ohana” (Hawaiian for family) culture. Their Instagram and Twitter feeds are a mix of corporate updates and shared posts from employees, showcasing a vibrant and inclusive workplace. They also use the hashtag #SalesforceOhana to empower employees to act as brand ambassadors and share their experiences. This authentic content makes the company appear more human and relatable to potential hires.
• Utilize Targeted Advertising:
  • Example: McDonald’s Canada ran a “Snaplications” campaign on Snapchat, where they targeted their ideal demographic—millennials and Gen Z—with a 30-second video resume application. This innovative approach met young job seekers on a platform they already use, making the application process fun, quick, and mobile-friendly.
• Encourage Employee Advocacy:
  • Example: HubSpot has a popular Instagram account, @hubspotlife, where different employees “take over” the account to share a day in their life. This gives job seekers an authentic, unfiltered look into the company culture from the perspective of someone actually working there, which can be far more convincing than a generic marketing video.
• Engage in Niche Communities:
  • Example: Warby Parker, the trendy eyewear brand, used Snapchat’s “Desk Job” series to show what it was like to work in their offices. They also repurposed this content on other platforms. For tech companies, engaging in subreddits like /r/programmingor /r/datascience can be a great way to find and connect with top engineering talent.

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