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Using Social Media to Find Top Candidates

09.07.21 | Sourcing

From virtual interviews to online applications, the digital age is reshaping the hiring process, and transitioning it to tech-based solutions. Social media is becoming a popular cost-effective hiring tool to search for and screen prospective candidates, with 9/10 recruiters using social media platforms like LinkedIn, Facebook, and Instagram, to establish prospective employee-employer relationships, and aid in filling roles that require specific skill sets. By outlining each individual’s skills through a condensed profile that displays their experience, recruiters have an easier time efficiently growing their hiring pipeline. With the multitude of benefits social media offers to recruiters, it is a lucrative addition to any candidate search strategy. Below is a deep dive into the reasons why:

Types of Social Media and Their Effects


93 percent of companies use LinkedIn to search, connect, and hire prospective professionals. It incorporates job listings and candidate search for a one-stop shop for recruiters. With digital profiles mimicking the format of CV’s, hiring teams efficiently analyse and connect with individuals that fit the demanded skill sets required to perform available opportunities, all within one platform.

Recruiters use keywords to streamline their LinkedIn search efforts by cross-referencing their qualifications with listed skills on job seekers’ profiles. Searching skill-specific keywords curates a list of top candidates that best align with the demands of open roles. Keywords also attract talent to companies’ keyword-rich profiles and improve traffic to their page. Having a strong employer profile can help prospective employees find and learn about a company, filter their search to improve decision making, and increase the chances of applying. LinkedIn’s filtered search in addition to the keyword feature also helps both talent and recruiting teams narrow down their searches by profession, skills required, and location to better improve their results.


Instagram has become a popular social platform amongst younger demographics, allowing users to share their personal brand with employers. For companies, Instagram helps establish their brand amongst users, and share their workplace, events, employees, and causes through pictures or targeted recruiting ads.

Targeted recruiting ads get available opportunities in front of the right talent. By integrating a soft marketing approach that places the targeted recruiting ads on prospective candidate’s main feed, employers are able to push their hiring demands in a focused, succinct graphic and description, which fits in with today’s fast-paced culture. The ad typically includes details about available opportunities to better attract talent with fit-to-hire skills and expertise, streamlining candidates before they even apply. Targeted ads that include candid photos of personnel with genuine quotes from current employees is a great way to organically attract individuals that align with the company’s values, culture, and vision as well. Contact information for the company should be the focal point, making it stand out and easily accessible to interested candidates.


With 2.8 billion monthly users worldwide, Facebook remains one of the largest, and most viable social platforms to screen for prospective candidates. Having a well-maintained profile with relevant content and up-to-date contact information makes it easy for interested candidates to connect and learn more about the company. Paid Facebook pages are recommended for employers to gain more traffic at a moderate cost. Features include expanded search reach and an increase in exposure through ads and other mentions throughout the platform. Artificial intelligence is another tool in addition to a paid profile that makes a difference in the success of a Facebook hiring campaign. AI is changing recruitment marketing as it integrates into major social platforms like Facebook. AI helps to streamline social media campaigns while reducing time to hire by organising, analysing, and simplifying a hiring process.

Once an employer Facebook profile is complete, hiring teams should follow and invite viable talent to their page, and connect through messaging features within the platform. Followers of the page can see company advertisements and updates on their main timeline, keeping opportunities readily available. The inclusion of share buttons on company posts helps expand their reach even further when their followers share opportunities within their friend circles. Acting as an organic recruiting strategy, it gains exposure for a company and improves the possibility of finding fit-to-hire talent.

Long-term Social Strategy

Maintaining a long-term social media strategy goes beyond just routine tactics. Research found by Post Beyond shows that 73 percent of millennials have found their last job position through a social media platform. This high number reflects the need for companies’ social channels and internal operations to transition to a digital HR and recruiting strategy. A talent management cloud integrated within a human capital management system is a strategy that will provide longevity for any hiring demands. It allows employers to have a comprehensive recruiting plan, with internal HR and recruiting teams better able to collaborate using the software to create a more transparent, accurate, and timely hiring process. These systems support data-driven recruitment efforts to ensure social media campaigns are yielding positive results and strategies evolve and continue to grow.

Employers should also hire a skilled team that can further improve and evolve social media efforts and internal digital recruiting techniques. Internal recruitment teams will ensure new employees are responding to their new roles well, and request feedback to improve retention of new talent. A company also needs to evolve their social channels with growing talent demands, tech updates, and internal company initiatives. The social media team ensures a company’s social channels remain relevant as well, with expertise in tech-driven social strategies.

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