Social media has become integral to every aspect of business operations, from branding to selling products to customer service. Recruitment is no different, yet HR teams are not always encouraged or trained on how to use social media tools. Many businesses post jobs across hiring websites like LinkedIn or Indeed without promoting open positions on social media or personally engaging with ideal candidates.

As we head into 2023, businesses need to recognize the power of social media to improve recruiting by identifying the right candidates and convincing them to apply and accept the job. Here's how to get started:

Develop Brand Awareness

Social media tactics focusing on recruitment alone cannot succeed without a strong online brand presence. As brands try to attract attention on social media with quirky memes and jokes, brand strength has become increasingly important to profitability and competitiveness. McKinsey found that strong brands outperform competitors by 96%, with the world's 40 strongest brands providing almost twice the total return to shareholders compared with an investment in a Morgan Stanley Capital International World index certificate between 1998 and 2019.

With a strategic social media approach, HR and recruitment teams can both benefit and contribute to strengthening brand value. To maximize synergy, recruitment teams should learn from and collaborate with the marketing department or outside agency in charge of branding. Marketing and communications teams also understand best practices and the latest trends, serving as a training resource for recruiters who want to get into the social media game.

Begin by understanding the current state of the business’s brand and how the brand presence may help or harm the talent pipeline. Signs of a strong online brand presence include regular interaction from employees, customers and candidates, especially likes and clicks on job posts.

If engagement is low, evaluate content for its usefulness to customers and employees. Sharing pictures of employees and bonding events provides useful insight into company culture but may be inadequate to attract a wider following. The most viral content will share information and provide value in areas of business expertise.

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