How to Leverage Social Media to Promote Your Job Opening

posted on Dec. 11, 2018, at 9:00 a.m.

NKBA Staff

Being seen in the right places is just as important as the ad itself. By Rikka Brandon, Building Gurus

You’ve written the best job description. You’ve crafted a great job ad. Now how do you make sure it all gets seen?

First and foremost, choose your platforms wisely and spread the wealth. A marketing or executive position? Those candidates are likely looking online on sites like LinkedIn and Indeed. If you are looking for a freelancer or independent person, those sites aren’t quite a fit — try Upwork or Freelancer.com. Part-time/hourly positions? Consider Craigslist.

But don’t limit yourself to just one platform. For harder-to-fill or specialty positions, you need to get in front of a lot of qualified people to connect with the right one. When I am working on a search, I use at least 12 sources to find candidates. Job postings can be expensive, so I’m not advocating spending hundreds of dollars on 12 postings. Utilize free and low-cost platforms to share your opportunity with your ideal hires.

Social media is, of course, one of the biggest low-cost platforms available and has quickly become an effective tool for reaching qualified candidates.

Here are a few strategies for leveraging social platforms in addition to traditional advertising platforms:

1. Remember to Sell It

As discussed in October’s column, don’t forget the “tell and sell.” Don’t just list job requirements, consider the “What’s in it for me” factor. Why should a candidate consider applying to your company? What does your company offer that others may not? Show them why your company/organization is a great place to work.

2. Leverage LinkedIn Groups

Besides using the built-in free and paid job-listing options on LinkedIn, joining groups where people within your industry interact offers additional word-of-mouth opportunities. Not only do most groups allow you to post job ads for free, being an active participant by taking part in discussions can help grow your network and raise awareness for your company. Observe others’ comments, as well — if someone catches your eye, you can directly message them to alert them to the job opportunity. If you really want to level up, get an upgraded subscription and use the advanced search feature and InMails to connect with people you’re interested in.

3. Use Keywords

Use keywords on Twitter and LinkedIn to ensure your job postings show up in searches.

4. Be Conversational

Newspaper classifieds are cold and to the point. Social media offers an opportunity to give the candidates a real sense of life in your company. A slightly casual approach makes it sound more human.

5. Tap into Your Connections

In addition to posting the job on your business’ pages, leverage your own network by sharing the job to your Facebook friends, Twitter followers and LinkedIn connections. Add a personal touch: Why do you like working for this company? Why should someone consider joining you there? And be sure to make your post public so your followers can easily share it.

6. Recruit Passive Job Seekers

Social media can be a great way to connect with folks who aren’t job searching. Leverage introductions through one of your common connections — especially on LinkedIn or Facebook — where people see their mutual friends.

Social media isn’t just for cat videos and arguing about politics. Leverage these free and low-cost options not only to spread the word about your job openings, but also to show why your company is a great place to work.

Rikka Brandon is the founder and Chief Executive Recruiter of Building Gurus, a boutique executive search and consulting firm that works exclusively with kitchen and bath and building product companies across the U.S. Rikka is a member of NKBA’s Leadership Recruitment Committee. She is also the author of the Amazon best seller Hire Power.

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