30. June 2022

Winning the “war for talent” with new recruiting measures

30. June 2022

evernine editorial team

Convincing new employees is currently one of the biggest challenges for companies and HR managers. New approaches are required to be successful here. Recruiting campaigns via social media are an innovative way to achieve your goals in the “war for talent”.

Digitalization and demographic change in the population are the driving forces behind the changes that recruitment and HR as a whole are undergoing. With the baby boomers, the baby boomers will soon be retiring, leaving vacancies that the next generation will hardly be able to fill. Competition for the best applicants is therefore fierce, and employers have long been in a weaker position compared to potential new employees. In addition, the effects of digitalization mean that new recruiting processes are needed to attract the attention of the right target group. Passive job advertisements as the sole strategy have long since become obsolete. In the following, we will show you how you can use social media profitably as a recruiting channel to win the “war for talent”!

 Defining and living values

To be successful with social media recruiting, you need to act from a strong and clearly defined position, i.e. be clear about the values you stand for as a company. After all, it is no longer just hard facts such as salary, working hours or corporate benefits that determine the success of recruiting measures, but also soft factors: What does my company stand for? What values do we all share? What is our stance on sustainability or corporate social responsibility? The important thing is: Stand for something, not everything! Only represent the values that are really important to you and that you can and want to communicate authentically to the outside world. To this end, it is advantageous to actively involve your own employees in shaping your values.

 Choosing the right channel

Once you have defined your values, it is important to choose the right channel for your recruiting campaign. Pay attention to where your target group is located and how many resources you have available. We recommend the two platforms LinkedIn and Instagram to start with.

LinkedIn: The established professional network is, from the experience of Evernine's customer projects, the first choice for recruiting via social media. The platform offers several tools for employer branding and performance recruiting. You can also be active here yourself and write to potential candidates for vacancies that match the required profile. LinkedIn is particularly useful for finding experienced, well-trained personnel.

Instagram: Recruiting via Instagram is promising if you can present your company well via image and video content. In addition, the network's story function offers the perfect opportunity to provide personal insights into everyday life. You can use Instagram to target young candidates in particular, identify them in advance using data analysis and actively write to them via direct messages.

TikTok: Gen Z and millennials in particular - and therefore primarily the group of young professionals - are active on the TikTok video platform. More and more companies are therefore also venturing onto TikTok, not only to present products, but also for employer branding purposes. The platform is primarily suitable for entertaining elements of employer branding - however, due to the highly questionable data security of the Chinese provider, we advise enjoying TikTok with caution.

 Involving employees is key

At our agency, we also promote the free organization of the working day from a work-life perspective. We call it our “New Normal” with a combination of working from home and using our flex office (with a hygiene concept in coronavirus times, of course) - and we also use our video to recruit new talent (image source: Evernine).

In all your measures, make use of the most valuable asset your company has at its disposal: its own employees. Involve them when it comes to formulating the values of the company and each individual and incorporating them into the corporate ethics. Only if employees help shape the values and the employer branding is right can they credibly communicate the company values to the outside world. At the same time, this will strengthen your company from within and the team's loyalty to the company.

Actively integrate your employees into HR marketing.

You can make an excellent appearance as a corporate influencer on social media, living out the company's values to the outside world, convincing applicants of your company, expanding your network on social media and thus ensuring greater reach and providing new, authentic content yourself. You can also provide targeted support for selected and particularly authentic employees. It is important to give employees the freedom to live these values outside the office - whether on social media or by participating in charity programs and training courses.

 Being responsive and throwing traditional expectations overboard

Applicants today demand easy ways to communicate, and speed is an important factor here. Respond to comments and direct messages as promptly as possible and continue to pursue your strategy of personal contact. A voice message or a short video, for example, will make you stand out from the crowd and can be crucial for a positive candidate journey. Accordingly, the application process should also be as clear as possible.

New ways are needed to survive in the “war for talent”. Social media recruiting is a promising approach here if the planning and execution, the choice of the right channel and the corresponding strategy are optimal. The HR marketing department of the Evernine Group will be happy to support you in this. Visit our website.

If you want to know how we at Evernine live the topic of HR and corporate culture, then take a look at our corresponding video.

Source cover picture: Adobe Stock / venimo

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