Companies Bet on Recruiting Talent on Social NetworksBy Anamary Olivas | Sat, 07/30/2022 - 19:32
The use of social networks has grown exponentially in recent years, and with it the number of companies that use these platforms to attract and connect with human talent has also increased. As many as 86 percent of job seekers do so through platforms such as Linkedin, Facebook or Instagram.
According to the 2018 Global Candidate Preferences Survey conducted by ManpowerGroup, 31 percent of the candidates surveyed have clicked on a job posting posted on social media during their job finding process. A recent study by CareerArc, a consulting firm specializing in social recruiting services, found that 86 percent of job seekers use social media in their search. Additionally, close to 61 percent report having increased their daily use of social networks in 2020, mainly due to the disruption in daily activities caused by the pandemic. However, this trend has continued even after life began to return to normal.
The same study also reveals that 92 percent of companies now use social media to advertise job openings and recruit talent, with at least 35 percent significantly increasing their social media recruiting efforts during the pandemic. "Traditional forms of recruitment are still in use and are still necessary, but it is increasingly essential for companies to include a social media component in their talent attraction strategy. Social media recruitment has proven to be very effective, allowing organizations to more easily identify and reach candidates with the right profile, maximizing the reach and keeping costs low,” explained Lina María Correa, Director of Talent Solutions, ManpowerGroup.
As younger generations like Millennials and Gen Z continue to join the workforce and replace retiring workers, social media is gaining more ground across the board. A study carried out by the influencer marketing agency Mediakix estimates that, if current trends continue, the average person will spend more than 5 years of their life browsing these platforms in a lifetime. The impact of this change in labor markets and talent recruitment practices is becoming increasingly evident.
Some 73 percent of Millennials reported landing their most recent job through some social media platform, according to a study by the Aberdeen Group. Digital job board Betterteam reported that 70 percent of HR leaders have successfully used these platforms to find and hire candidates. One of the main challenges that companies face daily is the high cost associated with recruiting and retaining human talent. Through platforms such as Facebook, Instagram, and Linkedin, user networks can be tapped into and thus amplify the power of word of mouth to reach more people in less time and with less money. This is proving to be a more effective strategy than using paid advertisements, which are expensive and do not guarantee that candidates with the right profile for the vacancy will be reached.