As recruitment marketing shifts to target a younger demographic, finding candidates becomes even more challenging.
We live in an increasingly visual world, where attention spans are dwindling. According to recent research, Millennials have an attention span of about 12 seconds, while Gen Z’s tops out at 8 seconds. For recruiters and brands looking to attract new candidates, it’s incredibly important to not only make a visual impact on new candidates, but also be able to clarify their message and mission in only a few seconds.
One of the fastest growing social networks (users surpassed one billion this year), Instagram relies on images to tell a succinct story. It’s an invaluable network for employers, since potential candidates can use the platform to identify a brand’s mission and “vibe” in a few seconds.
As of 2018, over 71% of businesses use Instagram, and over 80% of users follow at least one business. Instagram also has higher engagement with content than Facebook, Pinterest, and Twitter. In fact, many candidates actually use Instagram to evaluate you as a potential employer as well.
Where most businesses go wrong is assuming that simply having an Instagram is enough to attract potential talent and users. However, Instagram can be used for much more than just posting a picture. Here’s how to create a dynamic Instagram for recruiting:
Establish your brand
It’s important to consider the look and feel of your brand before you start posting. What colors/images do you want people to associate with you? Instagram is often about creating a specific look and feel, so consistency is key. It may help you to explore other accounts that have a strong brand presence to determine how you want to represent yours.
Once you’ve decided on a theme for your feed, think about your bio. What is one thing you want potential candidates to know about you? If you’re hiring, it may be worth putting application details in your bio (while Instagram does have a “swipe up for link” feature, it is only available to users with over 10,000 followers). Keep your bio short and sweet — why should users follow you?
Invest in your content
Because Instagram is all about the visuals, if you don’t have a dedicated person running your social media accounts, it can be helpful to invest in a photo editing app. Avoid stock images, and make sure whatever you post is designed to fit within Instagram’s dimensions (1040 x 1040).
Next, establish a regular posting schedule, and think about the value you’re providing with your posts. What can your followers expect from your content? What about the content you’re posting is unique? Whatever you post, your content has to offer your followers a reason to care.
Instagram’s algorithm is designed for engagement — so the more you like and interact with content (and the more others engage with you), the higher your posts will be in someone’s feed. This is why it’s important to establish your niche on Instagram. Find and follow like-minded businesses and people, and take the time to like and follow other people’s posts.
Being relatable and authentic is key when using Instagram for recruiting. The more you share what makes your company unique, the more likely it is that you’ll attract the right candidates.
Social media is an excellent tool for businesses, but you should never just have social media to have it. Instead, think about ways you can leverage your Instagram for recruiting by posting interesting, genuine photos, engaging with others, and clarifying your brand and message.
About the Author
Molly Powers is the Editorial Manager at Relode, where she creates content and resources to help healthcare professionals connect to new jobs and advance their careers. Relode is a crowdsourced healthcare recruiting platform that uses the power of relationships to connect the best candidates to opportunities from healthcare’s top employers. Learn more at https://relode.com.