This document provides strategies for boosting engagement on social media for recruiting. It discusses analyzing which types of recruiting content are attracting and engaging talent on platforms like Facebook, LinkedIn, Instagram and Twitter. Specific strategies discussed include publishing content about jobs, people in the company, company culture and events. The document also examines when and where to engage with candidates on social media, noting that content gets most clicks within the first few days on Facebook and LinkedIn, and within hours on Twitter. Repurposing the exact same content repeatedly on Twitter is not effective. Employee advocacy is highlighted as an important secret weapon that can generate 2-4 times as many clicks as typical organic social posts.

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Social Recruiting
Strategies That
Boost Engagement

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Hi! I’m Lori Sylvia
• 25 years in marketing & branding
• 5 startups, 1 F100 company
• Former SmashFly CMO
• Recruitment Marketing evangelist
& community builder

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What You’ll Learn
• What type of recruitingcontentis attractingand engaging talent right now on the top
social media platforms(and it may not be what you think)
• Publishingstrategies that work and don’twork, from when to post recruitingcontent, to
whetherrepurposingcontentis worththe effort, to the impact of employee advocacy
• How to use real-time insights to inform your RecruitmentMarketingcontentplan, given
the dynamic nature of social media algorithms
• Elementsof social posts that broke throughthe digital noise, why they workand how you
can borrow these strategies today
• New ways to track, measure, analyze and reporton your social recruitingcontentthat will
make your strategymore effective
• Q&A!

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Tracks and analyzes candidate
engagement with content
Discovers and reports on what
matters most to job seekers
Benchmarks strategies across
employers globally
Rally® Inside™ is an analytics & benchmarking platform that
shows you what content and messaging work to recruit talent
through social media and digital marketing channels.

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Rally® Inside™ Charter Users
86%
In U.S.
17%
Fewer than
1,000 Employees
14%
ROW
31%
1,001 to 10,000
Employees
52%
50,001 plus
Employees
28 employers representing a range of industries, including
technology, healthcare, biotech, banking, hospitality, and more.
1,000
Social Posts
2021
Published

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DOWNLOAD
https://insde.co/rku

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Why Measure Engagement

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Recruitment Marketing
&
Marketing/Comms

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Recruitment Marketing
&
Marketing/Comms

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How much
social “real estate”
do you get?

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Published vs. Engagement

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What Content are Recruitment Marketers Publishing to Attract Talent?
Jun-Oct 2021, Number of Links
Facebook
Instagram
LinkedIn
Twitter
Content Topics by Social Platform
Jobs People Company Candidate Events

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What Content are Recruitment Marketers Publishing to Attract Talent?
Jun-Oct 2021, Number of Links
Facebook
Instagram
LinkedIn
Twitter
Content Topics by Social Platform
Jobs People Company Candidate Events
Jobs
2x vs. Jan-May

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What Content are Recruitment Marketers Publishing to Attract Talent?
Jun-Oct 2021, Number of Links
Facebook
Instagram
LinkedIn
Twitter
Content Topics by Social Platform
Jobs People Company Candidate Events
Jobs
100% vs. Jan-May
People
50% vs. Jan-May

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Jobs People Company Candidate Events
Number of Links Ave. Clicks Per Link
What Recruitment Marketing Content are Candidates Engaging With?
Jun-Oct 2021, Links vs. Ave. Clicks Per Link
5x 4x 6x 10x 2x
Candidate
Return to work
Change companies
Change careers

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Jobs People Company Candidate Events
Number of Links Ave. Clicks Per Link
What Recruitment Marketing Content are Candidates Engaging With?
Jun-Oct 2021, Links vs. Ave. Clicks Per Link
Hot Topics
Jun-Oct
2021
5x 4x 6x 10x 2x

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Jobs Over Culture
Don’t sacrifice company
values to fill roles.
Include employer brand
messagingin job ads
and job descriptions
too.
Teams Over Individual
Increase your apply
rate by driving traffic to
a job family page on
your careers site that
featuresboth open
roles and team culture
and employee stories
content.
What Matters Now
Employers can attract
talent by speaking to
what mattersto
candidatesright now.
Social Content Strategy Analysis
Comparing Jan-May 2021 to Jun-Oct 2021

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When & Where to Engage

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Percentage of Clicks Over Time by Social Channel
Jan-Oct 2021
Lifespan of Social Recruiting Content
• TW = Hours
• FB & LI = 2 days
0%
10%
20%
30%
40%
50%
60%
Day 1-2 Day 3-5 Day 6-10 Day 11-21
21 Days
Twitter Facebook LinkedIn
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6
6 Days
Twitter Facebook LinkedIn
On average, social recruiting posts get
30% of all their clicks on day 1 on FB
and LI, and 40% on day 1 for TW.

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Repurposing Content on Twitter
Change it up!
10
5
1 or 0 1 or 0
Repeating exact same
content again & again
didn’twork

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Average Clicks Per Link by Social Channel
Jan-Oct 2021
LinkedIn
Twitter Facebook
6 44 28

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Average Clicks Per Link by Social & Digital Channel
Owned and Earned Media
Ave. Clicks Per Link

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Secret Weapon: Employee Advocacy
Get 2-4x the number of clicks of an average organicsocialpost!
LinkedIn
Twitter Facebook
6 44 28
Employee
Advocacy
100

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Organic Social Posts that Performed Above Average… Why?
They’re optimized to drive Engagement!
Media
• Smiling employee(s)
• Bold graphic
• Beautiful landscape
• Video / animated
Emojis
• Appropriate for
your brand voice
Shareable
• Tagged employees
• Weekly team feature
• Quiz
Relevant / Topical
• WIIFM
• News
• Holidays with a POV

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Engagement is
Rewarded with
Reach
Learn what content
each social audience
responds to, and
establisha
consistent cadence
of content.
Employee Advocacy
for Brand, Not Jobs
Ask employees to
share company
content they can feel
good about, rather
than asking
employees to
promote jobs.
Don’t Forget About
Owned Media
Your biggest
opportunity to drive
engagementand
applications may be
the channels you
own, especially email
and SMS.
Channel Strategy Analysis
Jan-Oct 2021

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Q&A