Instagram recruiting has made its mark. In fact, 76 percent of recruiters check out candidate profiles but more and more are capitalizing on the platform’s ability to help them reach an audience of eager job seekers. Talent Lyft found that half of all professionals are following companies on social media with the intent to stay aware of their jobs, so your next great hire might be that new follower you just gained.
But the societal shift of focus onto mental health and well-being has made Instagram a target. In response, the platform is experimenting with rolling out changes in order to restructure sharing in a way that discourages comparison and judgment. They want their users’ followers “to focus on what you share, not how many likes your posts get.”
In short, they’re removing likes.
It’s one of the platform’s most valuable metrics for tracking post engagement. Recruiters will need to reevaluate the way they use the platform for job posting, focusing more on the value they’re proving to their followers and less on sheer popularity.
Recruiters need to restrategize. Here are four things you can do to make sure you don’t lose traction with your IG efforts:
Understand what your job seekers are looking for
Instagram recruiting is more than posting jobs and pushing the “link in bio.” It’s the best platform out there to promote your employer brand because it focuses on quirky, unscripted, and authentic interactions.
Take a poll of your target job seekers. Instead of relying solely on the metrics of your current followers, understand what matters most to the ideal candidates you want to attract.
Then, post more of that.
In 2016, Instagram updated its algorithm so that posts in users’ feeds don’t show up chronologically. Instead, they appear based on the likelihood that the users will be interested in the content based on their past engagement, timeliness, and account/follower relationship. It’s crucial to make sure that all of the content you post — not just job opportunities — is adding value and speaking to the interest of the candidates you want to attract.
Post great content often
On Instagram, it’s not just quality over quantity, it’s committing to both.
Once you’ve developed an understanding of the content your ideal audience craves and the posts that resonate with them the most, you need to make a concerted effort to create more content just like that. Focus on providing value with each post — either to potential new hires, current team members, or your customer.
As you create your content and posting schedule, keep in mind all of the factors that play into post performance. You need more than a lot of double-taps to really get results.
Capitalize on Instagram Stories
A Snap-Chat copy-cat feature, Instagram Stories are viewed by more than 300 million users each day. What’s even more important is that more and more users are giving up on scrolling their feed, depending solely on stories to deliver content from the accounts they follow.
Recruiters can’t ignore this important shift. Use the stories feature to your advantage, sharing job opportunities in addition to more “personal,” day-in-the-life interactions with key people in your company.
Consider promoted posts
Finally, consider your budget. In a tight job market where candidates are in the driver’s seat, more and more companies are investing marketing dollars on recruitment efforts.
Instagram’s promoted posts are created to reach your audience and provide extensive metrics to understand the impact your posts are making. For higher-impact roles, it could be worth a well-targeted Instagram ad campaign to reach the perfect candidate.