Threads: Should you be using the latest social media platform?

The new social media app Threads attracted 100 million sign-ups in less than 5 days! Built by Mark Zuckerberg’s Meta, the platform was launched to rival Twitter. The app allows Instagram users to share and interact with each other’s content in new ways.

Among active job seekers who have work experience, 65% say they have found job opportunities on social media. Social media recruitment works. But while it may be tempting to jump on the latest social media trend, a strategic approach is essential. It’s not about being present on every platform. It’s about leveraging the right platforms in the right way to engage, retain and attract the right talent for your organisation.

Rather than spreading resources thinly across every social media platform, focus on understanding your target audience and identifying the platforms that are most relevant for you. Different platforms cater to different demographics and professional interests. 

ENGAGE talent: Understand your audience

The average social media user has 6.6 different social media platforms, meaning your audience is likely to be covering a few. Here are some considerations to help you find the right people.

Demographics

Different platforms cater to different demographics. LinkedIn, for example, is popular among professionals and effective for recruiting and networking. Instagram, on the other hand, may appeal more to younger audiences and can be effective for showcasing the employee experience and your employer brand.

Industry alignment

Certain platforms may make more sense for certain industries. For example, tech professionals may be more active on niche platforms like GitHub or Stack overflow. For creative industries, you might find the right talent on Behance or Dribble.

Ask your employees

One of the simplest ways of finding out which platform is best for your organisation is by asking your employees. Which social media apps do they use to connect with others? What did they use to search for a job (if any)?

See what your competitors are up to

To get a sense of where your audience spends time, do a little competitor analysis. See which platforms your competitors are using, and look at their engagement rates. This may provide revealing insights, helping you determine where you’ll find talent.

RETAIN talent: Connect and build relationships

When you have identified where your audience hangs out online, you can look at how best to connect with them.

Engaging and retaining talent involves fostering a sense of belonging and providing ongoing communication and support. A recent employee advocacy study reported that 86% of employees involved in advocacy programs on social media felt more connected to their company. It’s a great way for employers to stay connected to their team, keeping them relevant to the daily activity of the organisation. In fact, 30% of Fortune 500 CEOs use social media to engage and interact with their audience. 

Social media can help build relationships in an organisation. It can help motivate and inspire, as well as giving employees a sense of pride in their workplace.

Here’s how you can use social media platforms to strengthen the employer-employee relationship and provide a better employee experience.

• Start a conversation: Use social media platforms to engage in conversations with employees and potential talent. Respond to comments, answer questions and address any issues. 

• Personalisation: Tailor content to people’s interests and preferences to create a personalised employee experience.

• Employee recognition: Recognise and celebrate people’s achievements on social media platforms. This not only boosts morale but also showcases your organisation’s appreciation for its people.

ATTRACT talent: Build a stronger employer brand

You have identified which platforms are relevant to your organisation. You have formed connections and are building relationships. You can also use your social media presence to attract new talent.

Social media provides an excellent opportunity to shape and amplify your employer brand. Consistency across platforms is important, but the content and approach may vary based on the platforms you use. 

Here’s how to use social media to attract talent to your organisation.

Content curation

Recruitment is marketing, so creating content should be central to your social media strategy. Deliver relevant industry news, produce thought leadership articles and share business updates that align with your employer brand and showcase your organisation’s culture. Content of value could include:

• Video content: Platforms like YouTube, TikTok or LinkedIn video can be used to create informative, entertaining and engaging content. This could include business updates, thought leadership pieces and even employee testimonials. You can have fun with it and create short skits as a way to connect with like-minded people. Video is a great way to repurpose your content and reach a new audience of potential talent.

• Blog articles: Educate and inform people about relevant industry topics. Join in with trending conversations, and make your brand heard by the people that matter. Put yourself out there, and have an opinion. Contribute your content to media sites and publications, and become a go-to expert in your industry.

• Live streaming: Use live streaming features on platforms like Facebook, Instagram or LinkedIn to do live Q&A sessions, virtual events or webinars. Actively sharing your knowledge and expertise will put you in a thought leadership position and help define you as an industry leader.

Employee advocacy

Your people are your brand ambassadors. Encourage them to share their employee experience on social media. If they share your content, you’ll reach a new network of potentially like-minded people. Employee-generated content humanises your brand and helps attract talent.

Final thoughts

As new social media platforms continue to emerge, staying up to date with trends can help you remain competitive and relevant in the talent marketplace. But don’t waste your efforts.

Engage, retain and attract talent the right way.

You won’t find the right people unless you’re on the right platform. You won’t find the right platform unless you know your audience. 

Once you’ve found your audience, take part in the right conversations with the right people. Creating a social presence can act as an extension of your employer brand and lead you to the best talent for your organisation.

Looking for more insights about talent attraction and engagement? Check out our employer resources.