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Chances are, your job postings, referral programs, and website career portal are not bringing in all the candidates you need – especially for hard-to-fill positions. So, recruiting passive job candidates is a smart move.

After all, even though they’re referred to as “passive,” they’re not really. According to an report, 7 in 10 of workers say they’re either actively looking at other job opportunities, or open to new career opportunities. Another 58% said they look at job postings every other month. A new survey reported by HR Dive on research by ManpowerGroup Solutions finds that 37% of employees (especially millennials) are ‘always looking for the next job opportunity’ and refers to this new persona as the “continuous candidate.”

How do you engage with them and keep them interested in your company until they make their move? Consider these social media strategies to influence job seekers and build referrals:

Facebook is fertile ground for job seekers—67% of those who used social media to find their most recent job used Facebook according to Jobvite’s Job Seeker Nation Study 2016. Post information about jobs on your company page so your employees can share jobs with their own network. Also, post to relevant Facebook group pages, for example, a public relations page if you’re trying to fill a public relations post. And check out Facebook advertising options to reach its user base based on key demographic criteria.

LinkedIn is where job seekers will get referrals, view an opportunity or read a current employee’s perspective on working for a company. Post, or share updates about your company, trends in your industry or news about employees. Ask employees to Like or Share updates within to their networks. Another tip: get active in industry- or job-related groups. LinkedIn Recruiter, is a great tool to identify the LinkedIn groups your new contacts are part of.

Twitter is great for tweeting about new jobs and company news and events (for example, a community service day or an earnings announcement) to your followers. Encourage employees to tweet about unpublished jobs to their friends and followers (their reward is referral fees). Follow industry influencers, retweet and use relevant trending industry hashtags (#) to expand your reach.

Depending on your industry, or target audience, other channels such as Pinterest, Instagram or Snapchat help you recruit millennials or entry-level candidates. Post images of company events, employees, product highlights and other new to shape and build a story about your brand. Keep your audience in the loop about job developments, too, via snaps of job ads.

People love videos. Use YouTube to upload videos that showcase how former candidates you’ve hired have progressed in their careers.

Monitor related industry blogs and engage. Don’t forget to “like” posts, and, where appropriate, give feedback. Regardless of the social media platform you’re using, remember to ask candidates to follow or like you. It’s a great way for them to stay up to date on new positions and other news at your company.

Other great strategies to engage passive candidates (and it might a good time to invite a few of your marketing colleagues for lunch to get some tips for these):

  • Create a hiring brand message platform
  • Use the latest digital marketing techniques
  • Develop and promote your talent network, so potential candidates can join from your website (always ask a candidate’s references if they’re interested in joining)

Want to learn more? Download Skillsurvey’s new playbook, Passive Candidate Engagement – A Playbook: A Guide to Keeping Your Talent Pipeline Active and Flowing.

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