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Posting job vacancies on social media will not get your vacancies filled. Here's what will.

Social media channels that resemble a job board like Monster or CareerBuilder, are not the way to go. Only a fraction of your following, let's say 1%, is looking for a new opportunity. So, how to connect with the other 99% and gain visibility in their network?
Babette Plessers
Published On
November 29, 2021

You are in a human-to-human business. What you do can have a big impact on someone's life.

You want to distinguish yourself from your competition and build a following that is interested in what you have to say. Social media channels that resemble a job board like Monster or CareerBuilder, are not the way to go. Only a fraction of your following, let's say 1%, is looking for a new opportunity.

So, how to connect with the other 99% and gain visibility in their network?

By providing value and establishing a genuine connection. This is a driver for engagement. And through this engagement, you'll reach an untapped audience, your second-degree connections.

When that 99% is ready to change careers, you'll be top of mind.

Social media is a great recruiting tool. Unless you fail to use it right.
Social media can be great for recruiting. Unless you fail to use it right.

What to post instead of job vacancies

It is important to remember that social media work with algorithms. These remember how your previous posts scored on engagement and use this score to decide how long your post will remain in people’s news feeds. Therefore, it is very important to continuously share things on social media with which you generate clicks, likes, comments, and shares. Learn how to get the LinkedIn algorithm to work in your favor!

You can compare reach on social media with the snowball effect. Your post will gain momentum faster if you have 5,000 followers instead of 500. This means that it is important to grow your audience

While fans, followers, and connections are important when making use of the snowball effect, it is equally important to have an engaged audience. Reacting to comments and interacting with your audience will increase your engagement. 

💡TIP: Use Willows analysis tool to easily figure out how well your posts are received on social media.

Building a strong and thriving online community can only be seen as a strength for your brand.
Building a strong and thriving online community can only be seen as a strength for your brand.

Work on your personal branding and digital community

A possible solution to increase your engagement is personal branding. Via personal branding, you can set yourself apart from others in your industry. You can do this by playing to your unique strengths, profiling yourself on social media, sharing your knowledge and advice, and consistently producing content.

💡TIP: Make sure your brand is seen as authentic and trustworthy. You can learn more about Personal Branding here.

The ideal way to reach and connect your audience to your brand is by having a digital community. This community often has many things in common and a common goal. The key to forming a community is making sure everyone feels involved. Search for something that connects your brand to your audience and highlight these shared interests in valuable content.

Brand advocacy can help you build a community. Happy customers, job seekers who you have found a job for, or satisfied employees will provide positive word of mouth advertising. You can do this in the form of testimonials, but also by appointing brand ambassadors or using influencers. As a Recruitment office, for example, you can share quotes or short clips from job seekers that you helped find a job or companies who found their perfect match with your help. You will increase your reach if you tag the person or company.

Both personal branding and the digital community are all about involvement and interaction with your audience.

💡TIP: Respond to new trends, be clear in your communication and provide a clear message.

Become a go-to expert in your industry

Use your personal brand to become THE source of information in your industry. You can do this by sharing interesting and relevant information, offering a fresh perspective, or sharing your expertise. 

With the Willow tool you can easily access many topics about your industry. This is a sure-fire way of putting your company on the map as a thought leader. We help you build your reputation as an expert, keep you posted on what other thought leaders are publishing and help fill your content calendar.

💡TIP: Use content curation to make your life easier.

As a Recruiting firm, you can translate your expertise into all possible topics related to work. For example, you can share tips on how job seekers should prepare for a job interview or how they should make a resume. You can also talk about hot topics like diversity in the workplace, burnouts and so much more.

job application advice
Share tips on how job seekers should prepare for a job interview or how they should make a resume.

Why it is important to post job vacancies on social media

Nevertheless, it is important to use social media in the recruitment process. The platforms have become an essential tool in finding skilled professionals and building connections. Many potential candidates for a variety of positions have access to social media. Instagram, for example, had around 4.3 million users in Belgium in July 2021

Generally, candidates with access to social media have more technical skills and are better informed about current trends. This could be of crucial importance to keep their skills up to date. 

By using the right hashtags (#), you can share your job vacancy with a select audience on Facebook, LinkedIn, Twitter or Instagram. Interested parties will click through to your website and social media accounts to get more information about the job, which will increase your engagement. People will also share your content, leave comments, or send you a private message about the vacancy. This will make your brand stronger and increase the trust of potential future candidates.

Create a job vacancy on Facebook

Facebook has a big audience you can draw upon. The platform has a user group of more than 6.5 million people in Belgium

On Meta for Business – Facebook Group’s new name – you can find instructions that will guide you through the process of posting a job vacancy on the platform. This job vacancy will then be shown in the “Jobs” tab on Facebook or on Facebook’s Marketplace.

Facebook allows you to track and judge applications, contact applicants, and even schedule interviews via Messenger.

Connect with job seekers and link them to the perfect job vacancy by using social media.
Connect with job seekers and link them to the perfect job vacancy by using social media.

Use LinkedIn

LinkedIn has more than 3.5 million users in Belgium, among which a large part of the millennial population. The latter use the platform in their job search quite often. Jobs posted on the platform will feature in LinkedIn’s Jobs tab and on your LinkedIn business page. You can read the following article to learn more about creating a LinkedIn business page.

LinkedIn prepared the following steps to help you post a job vacancy on its platform.

Google For Jobs

Google For Jobs is a functionality included in Google that collects job vacancies in a database. It helps job seekers in their search for relevant jobs via their Google Search results.

With the right HTML structure on your website, the jobs posted there will automatically be indexed in the Google For Jobs system. You can also post a job vacancy on one of the websites that already gets indexed by Google. All information you need to show your job vacancies via Google For Jobs can be found here.

Write a successful job vacancy

Lastly, here are some tips to create a successful job vacancy for social media

Best practices:

  • Use bold statements and short bullet points
  • Describe the most important components of the jobs
  • Explain what a candidate will like about the job
  • Note how the job would help the company
  • Describe a typical workday
  • Reuse keywords several times in the description
  • Mention the salary

What to avoid:

  • Too much jargon or vague language
  • A boring description of the job
  • An inappropriate or overused job title (For example: Support Ninja)