As Gen Z has grown up to become our entry level workforce, organisations are looking for the best ways to reach and recruit young talent. Social media is increasingly becoming a powerful tool for HR departments and recruitment agents. In an online survey by Careerarc, more than 2 in 5 jobseekers (45%) say social media is very important to their job search. Linkedin has lost favour among job-seeking Gen Zers, who are looking at alternative social media platforms such as Tiktok and Instagram to help them find employment and for career coaching. “I was looking for tips and I love TikTok because the content is so digestible — the videos are 15, 30 or 60 seconds so you learn a bunch of things [quickly],” said Ordonez Celi, 26, who graduated with a master’s degree in international business and a bachelor’s degree in chemical engineering. In 2021, TikTok launched TikTok Resumes, where users are able to post short video resumes and companies are creating videos that highlight their company culture and even directly recruit young talent.
Why is it important?
Using social media channels favoured by the youth means you meet job seekers where they are already, and they are prolific users of these platforms. More than half of Gen Zers spend four or more hours on social media every single day, according to a Morning Consult survey. It is important for those involved in hiring young people to embrace social recruiting as an additional channel. Failing to do so may cost you worthy candidates. In addition to job postings, job seekers are able to view, through the company’s social media activity, what their values are and the organisation’s culture. Similarly, for the companies who are hiring, they are also able to gain insight into the temperament and soft skills of the applicant.
What can businesses do about it?
Businesses are advised not to ignore this non-traditional method of recruitment which is growing in popularity as more Gen Zers enter the workforce. Understand the demographics, interests, and online behaviour of the young people you want to attract. This will help you tailor your social media recruitment efforts to resonate with them. Choose the right platforms and focus your efforts on platforms where your target audience spends a lot of their time. Showcase your company culture, values, and benefits to make your organisation attractive to potential recruits, while encouraging your employees to share their experiences and stories on social media. Utilise targeted advertising to direct your recruitment campaigns at young people based on their interests and online behaviour. This allows you to reach a more relevant audience and increase the chances of attracting potential candidates.
By Faeeza Khan
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