According to DataReportal, in January 2024, there were 48.9 million social media users in the UK aged 18 and over – that’s around 90.9 per cent of the adult population.
It’s no surprise that social media platforms have revolutionised professional networking and widened reach for employers beyond geographical limits. With generations of digital natives entering the workforce, it’s natural to find jobseekers utilising social media to research brands, and employers using it to search for and screen talent.
Employer branding
Employers encourage professionals to do their research on a role before applying to refine their selection of applicants. Jobseekers will explore their future employers’ social media – both the brand and the hiring manager. This can influence their decision to work for that organisation.
Increasingly, employees want to see their employers sharing their values. Highlight your company culture with some behind-the-scenes content (nothing too sensitive) and some achievements you’re proud of. This builds transparency and trust among your following and potential new followers who may be looking for a job with your organisation in the future.
Businesses are increasingly tapping into new audiences on platforms, not only on LinkedIn, X (FKA Twitter), and Facebook, but also experimenting with Instagram, TikTok, Snapchat, Pinterest, BeReal and even more, to make their brands visible to the future workforce.
Relatable content, including memes and popular trends, even among the most corporate B2B brands you can think of, is becoming more popular. Brands are starting to adapt to different platforms and their audiences.
Content strategy for employers
Our specialist recruitment consultants actively use social media to build their professional networks of employers and professionals.
Beth Green, a Permanents Consultant in Reed’s Bristol office, specialising in HR recruitment, posts a balance of personal and professional content on LinkedIn regularly. She advises all employers and professionals to optimise their social media profiles:
“Consistency is massive on social media. I post every day and it’s a mix of personal things like my puppy, and professional content like the jobs I’m recruiting for, and news articles related to HR. You need a good sandwich – otherwise your online presence becomes dull and doesn’t catch anyone’s attention.”
Getting started
People often need prompting to find the confidence to get started building their professional social media presence. Beth Green began posting during the pandemic when redundancies were high in her sector, and it was harder to engage people over the phone. She shared her experience:
“I just posted a video asking how everyone was doing, saying ‘we’re all in this together’. I decided to post three times a week and built momentum from there. Even if people aren’t commenting - you can see the reach growing. People tell me I’ve become familiar to them from social media.”
Everyone starts somewhere, but you just need to start. It doesn’t need to be polished or have high production value. You just need to put your voice out there and show who you are. Many people forget that the point of social media is to be social.
Professional profiles
Tak Li, our Talent Acquisition Manager (HR), who utilises LinkedIn to source talent internally at Reed, agrees that social media content on your professional channels needs to be personalised.
He shares what he looks for when using professionals’ profiles to headhunt: “The content you post has got to be relevant to you and a true reflection of you as a professional. You need a strong profile to be noticed by recruiters. It has to be up to date – if your profile is out of date and bare, it’s like looking at a blank CV and will just get overlooked.
“Ultimately, we’re searching for information to get to know you as a person as well as your professional history.”
Pre-employment screening
Employers increasingly turn to social media to gain insights into potential candidates, while jobseekers must be mindful of their online presence. It’s worth stating that employers must ensure they carry out all the necessary pre-employment checks, and social media is not one of the fundamentals.
Keith Rosser, Director of Reed Screening, and Chair of the Better Hiring Institute, shares his best practice tips for employers to utilise social media as a screening tool – with caution:
Establish clear guidelines
It's crucial for employers to have well-defined policies on how social media checks will be conducted. Keith said: "It's really important employers have very clear guidelines on policies on how they use social media checks. It needs to be declared and transparent up front." This transparency ensures that professionals are aware of the vetting process and understand what is being evaluated.
Consider context and relevance
When reviewing social media profiles, employers should carefully consider the context and relevance of the information. Keith advises: "Employers should really think carefully about such things, like ‘how long ago was the information they've uncovered on social media?’ ‘Is it still relevant?’ ‘What was the context at the time that things were said or posted?’" This approach helps avoid unfair judgements based on outdated or out-of-context posts. Everyone deserves the chance to learn and grow.
Use a balanced approach
Social media checks should not be a black-and-white exercise. Employers need to weigh the information found against the professional's overall profile. "When information does come to light, it's also really important that that's carefully considered. There shouldn't be a black and white exercise; there should be really careful consideration around the information that's been raised," Keith emphasises. This balanced approach ensures a fair assessment of the person’s suitability for the role.
To sum up, social media continues to transform the recruitment landscape, offering unparalleled opportunities for both employers and jobseekers. By leveraging these platforms effectively, you can enhance your professional presence, connect with top talent, and showcase your company culture. Remember, the key to success on social media is authenticity, consistency, and engagement. The best way to boost engagement is to engage with others.
Whether you're an employer looking to expand your team or a jobseeker exploring new opportunities, embracing social media can open doors to a world of possibilities and so can Reed. Get in touch with your local office to find out how we can help you.
