In today’s digital-first world, social media plays an important role in how people find work and engage with employers. For HR executives, staying up to date with the evolving social media landscape has become essential.

More than three-quarters (79%) of candidates use social media in their job search, according to a Glassdoor survey. Social media is even more important for younger jobseekers, with generation Z the most likely to say they found job opportunities through social media.

Elysca Fernandes is director of McLean & Company’s HR research and advisory services. While she says the use of social media for talent acquisition is well established, advice on best practice changes constantly.

“Any guidance on what platforms to use, which have the best features and analytics, changes at such a rapid pace compared to most other things in the HR realm,” she says.

Social media continues to be essential for sourcing talent but where people focus their efforts is shifting. “Technical talent might not be on LinkedIn or entry-level talent might prefer using other platforms,” Fernandes says.

TikTok, for example, has become an important job-finding tool for Gen Z. Almost half (46%) of zoomers say they have secured a job or internship through the platform, with almost all (95%) saying a company’s social media presence impacts their decision to apply.

“Today, candidates, especially graduates, are not only researching companies for job opportunities but also using it to gauge the culture, values and authenticity of an organisation,” says Oliver Sidwell, co-founder of internship jobs site Ratemyplacement. “To stand out, businesses must ensure their online messaging is not only consistent but also transparent and engaging.”

Rise of the employee influencer

This has contributed to the rise of the employee influencer, with companies including Salesforce, KPMG and Cisco, sharing idealised videos of what working life is like at their businesses.

These videos are considered reliable sources of information by candidates, according to Fernandes. “Content from an individual tends to be more trusted than messages from HR or leadership about the organisation,” she says. “It’s one of the more effective sources that candidates actually engage with and trust.”

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