As we continue our series of going through some of the fundamentals of Recruitment Marketing, today’s topic is about social media.
Back in the day, I used to have a bit of a battle with people trying to persuade them that social media will only get bigger and you must be where your candidates and clients are hanging out. It is useful for you to be present in front of them. That was a challenge a few years ago. Now not so much.
I think it’s important when we think about social media to answer a few questions.
- Why do we want to be on social media?
- What can social media do for our business?
Let me talk about why we want to use social media and what help it can give us.
Often when people are coming into your marketing funnel, when people are arriving and first understand who you are, they want to know more about you. You might find a lot of your candidates and clients often come from social media because it’s a low touchpoint.
You want to be as visible to your audience on social media platforms. Whether on your LinkedIn, Facebook, Twitter, Instagram, or Tik Tok Feed. These platforms will help pull people to the top of your marketing funnel.
That’s why getting a handle on how many people are on different social networks is important. If you want to go and do your research, there’s a fabulous website called Statistica. Yes, they have a paid service, but their free service will give you a lot of the data that I’m going to share with you today that will be incredibly useful for you or if you’re a marketeer. You need to convince your business owner about why you need to invest in social media.
Let’s talk about the most popular platform for many recruiters: LinkedIn. According to the latest data, LinkedIn has approximately 820 million global members. In March of 2022, LinkedIn had over 33 million users in the United Kingdom, one of the highest levels ever.
LinkedIn isn’t just for the most senior members of the population; you’d be surprised to know that over half of LinkedIn members are people between 25 and 35.
Let’s talk a little bit more about this platform because something I want to share with you, as you’re making this decision about what platform to be on, is LinkedIn is a great content machine.
One of the things to remember about LinkedIn is it’s a great way to get you and your brand and your content out there to position you as the person to work with.
One of the great things is many recruiters do not post on LinkedIn. Less than 5% of the total membership on LinkedIn shares valuable and useful content if any.
Now, if that hasn’t convinced you to share your content on LinkedIn, I don’t know what will.
As a LinkedIn member, you have your profile, and you can also have a company page for your business. Candidates and Clients will expect you to have a company page, and they will go and check you out in the discovery stage of the marketing funnel. It’s also useful if you run paid or job adverts on LinkedIn.
If you’re starting, make sure you get a LinkedIn company page as it’s part of your branding, and it will appear on Google if you place content on it.
Like I said before, you need to go where your audience is. Some recruiters in specific sectors, like Hospitality, may struggle to reach candidates on LinkedIn but will have better luck in attracting clients.
Whether you love or hate it, Facebook is a platform that will allow you to do many things. It owns other media we know about, such as Instagram, Messenger, and WhatsApp.
By the end of 2021, there were roughly 3 billion monthly active users of Facebook, which is pretty significant. It’s one of the most used online social networks worldwide.
Believe it or not, in the U.K., we have approximately 43 million Facebook users, which is a huge amount when you think about the size of our population. If you do the Maths on that, it works out that 66% of people have a Facebook account. People at all ends of the spectrum, from your grey old aunt, who might be in her early 70s, to your daughter’s friend, who is 18 or 19.
One of the great things about Facebook is its advertising platform, and it’s a viable option to help you with your marketing. Remember that similar to LinkedIn, Facebook allows you to have a Company Page and a personal page.
Instagram is part of Facebook’s network, and it’s a great way to upload content, get in front of more people and get your brand message out there.
The growth of Instagram is increasing. It’s millions rather than billions of users; however, it’s still a strong platform to build your brand. Instagram is a very visual platform. With personal branding being so critical, it’s a way to get you and your message out, particularly if you want to attract others to come and work with your talent. Use engaging videos, maybe Instagram reels, to help you stand out.
As Instagram and Facebook are connected, you can connect paid ads between the platforms.
The other platform that might surprise you is Tik Tok. The platform has gone bonkers recently, but it’s not all about dancing, as you may think. It is about getting you and your brand and personality out there.
Other social platforms have come and gone, but I don’t think TikTok will go any time soon. If anything, it’s going from strength to strength. Tik Tok is a platform where you can post short videos, and it’s a great way to communicate different elements of you and your brand. Currently, Tik Tok has one of the highest reaches of all platforms, which means more people will see your content. If you haven’t got your company name on TikTok, go and grab it because it’s definitely something I would recommend considering using both now and in the future.
The last platform I would suggest is Youtube. People spend hours and hours on YouTube. I know I’m a bit of a YouTube junkie. Quite often, the T.V. is on in our house during the week, and it’s YouTube videos that I’m watching.
I could be watching all sorts of things, from personal development to listening to some music. Of course, you can do YouTube ads, but if you had a channel sharing content and ideas, you could send people there.
Choosing the right platforms
You’ll notice that as you have a presence on all of these platforms, it will put you in front of your audience on a more consistent and regular basis, which is what marketing is all about. You never know who might be looking at you and your brand when they’re sitting browsing on Facebook for an evening. If someone shares something you’ve posted, or you run some low-cost paid ads on Facebook, you can be in front of your market. That’s the whole point of using social media.
You may have noticed that I haven’t mentioned Twitter. I have nothing against Twitter, but it takes a lot of work. It is fast-paced, where you must frequently post, making it time-consuming for many of the recruiters we work with.
To clarify, LinkedIn and Facebook should be your staple platforms. You can promote your brand through your personal and company pages.
Look to use Instagram, Tik, Tok, and Youtube to boost the presence of your brand within the market.
How We Can Help
Using Social Media can increase your visibility in your chosen market, both as a person and as a brand. Consider which social media platforms best suit the content you want to post. As members of the Superfast Circle, you will receive monthly content that you can post to social media to increase your brand presence.
Book your call and demonstration here if you want a quick chat to see how Superfast Circle can work for you.
P.S. If you want to learn more about how #SFC can help support your marketing speak to us here.