Where are the candidates?

25 November 2019

For those of us in recruitment, it’s essential that we know where the candidates are. This is true for social media recruitment as well. It’s a fact that good candidates are on social media and, with the right data and approach, this gives us a golden opportunity to find great candidates.

Candidate personas

First, we need to create our candidate personas. Don’t over-complicate this process, keep it simple and use a tool like Google Analytics. Scan your site and its users. Scan by metrics such as age, gender and location. Make sure you check inbound sources and device categories.

Secondly, we can compare this data with our internal (candidate) demographic statistics and the position levels. Usually, it is a good estimate that entry-level jobs will be suitable for younger people (18-30 years). Mid-level professions tend to suit a slightly older demographic (those who are between 25-40). The more senior positions are better suited to those with experience, a demographic age range of 35+ years will help to target these individuals.

Social Media Analytics

Another great way to stay on top of social media trends relevant to recruitment are analytical reports such as Hootsuite and ‘We are Social’s’ Digital Analytics report. Did you know that more people use smartphones than a PC (77% vs. 74%)? Another example of insightful digital analytics is that people spend an average of 6 hours a day online and, 2 of those hours are on social media.

Let’s go through another source of statistical data that can really show us the value of recruitment in the online space of social media.

We Are Flint produce an excellent range of analytics around social media usage and online habits. The statistics look at the 19 most important social sites (Facebook, YouTube, Instagram, LinkedIn etc.), and the most important messaging apps (WhatsApp, FB messenger, Skype etc.)

The data suggests that Facebook and YouTube lead the way in terms of regular use with 60-70% of the UK (18 years old and over) using these platforms at least once a week! LinkedIn has a UK user base of 25m users but, the frequency usage rate of this site is only 18%, this means most of their users are inactive. In addition to this, the average user spends only 17 minutes per month on LinkedIn (that’s about 34 seconds a day)! This is useful because we know that people are spending an average of 2 hours a day on social media.

It’s data like this that really helps us to figure out where our candidates are spending their time and how to best target them.

New Social Media platforms

What the statistics haven’t captured yet is the rapid growth in users base on new platforms such as TikTok or Twitch. TikTok, famous for its 15 second videos, breaks records every month, and 2/3 of the users are under 30. Twitch is an online streaming platform, the median age is only 21, and 80% of the users are men. A brand-new report from Morning Consult suggest that more GenZ use TikTok than Facebook.

So, where should I target?

To summarise, we can say, for entry level positions the best social media platforms to find candidates are the new ones: Instagram, TikTok, Twitch.

For mid-level positions we have to use a wide selection of social media and messenger platforms: Facebook, YouTube, LinkedIn and the messengers, like WhatsApp, Viber, Skype and Facebook Messenger.

For senior positions, the best practice is to use LinkedIn and Twitter.

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