PipeflowWhy social media helps with recruiting
Many good skilled workers aren't actively looking for a new job at all. They have a position, are reasonably happy and so don't look at job portals. But they're still on Instagram or LinkedIn. If a business that's visibly doing well keeps turning up there, it sticks. When they want to move at some point, they'll think of you.
So social media doesn't replace a job ad, but it makes it more effective. People who already know your business a little find it easier to apply. And anyone who sees an ad from you checks your profile to see what it's really like working for you.
Show insights instead of just advertising jobs
The most important part of recruiting doesn't happen on the day you post a job, but in the months before. Show how work is done at your place. Good topics for this:
Anyone recognisable in photos or texts has to agree first. Ideally get consent in writing and explain what the pictures will be used for. Nobody should feel pressured to take part.
- Everyday work: What does a normal day look like in the salon, the bakehouse or on the building site?
- People: Colleagues briefly introduce themselves and say what they like about their work.
- Development: Training courses, passed exams, the former apprentice who is now a journeyman.
- The setting: Tools, workwear, working hours or a company car, if there's something special about them.
Apprentices and trainees: speaking to young people the right way
In Austria people talk about a “Lehrling” and a “Lehre”, in Germany about an “Auszubildender”, or “Azubi” for short, and an “Ausbildung”. In both cases this means young people learning a trade in a business. If you're read in both countries, feel free to use both terms.
You're most likely to reach young people where they spend their time themselves, and through people their own age. Ask your current apprentices or trainees which platforms they use and what they'd find interesting. They're often the best ambassadors: a short post in which they talk about what they learned in their first week says more than any ad.
Think about the parents too. They often have a say in career choices and are frequently on different channels from their children. An honest post about training, support and opportunities after qualifying speaks to both.
Instagram or LinkedIn: who you reach where
Instagram is well suited to insights into trades, hospitality, retail and anything you can show. Pictures from the bakehouse or of a finished haircut work directly there. For apprenticeships and local jobs in the business, it's often the obvious channel.
LinkedIn is a better fit if you're looking for people for the office, administration, technical roles or consulting, such as an office assistant, a project manager or a bookkeeping specialist. You can also post jobs directly there; LinkedIn itself explains which options are free and which cost something.
In the end, a simple question in the job interview shows you which channel works best for you: “How did you hear about us?” Note down the answers, and after a few months you'll know where the effort pays off.
The job post: clear, fair and simple
When you post a job, write the way you speak. Say what the person will do with you, what you expect and what you offer. A list of empty phrases like “team player, resilient, flexible” doesn't help anyone.
Make sure your job ad complies with equal treatment rules: it should address all genders and contain no requirements that have nothing to do with the work, for example regarding age, origin or religion. Austria and Germany have legal requirements on this, and depending on the country further mandatory information may be needed. If in doubt, get advice from the Austrian Economic Chamber, the IHK or the Chamber of Crafts.
Make applying as easy as possible. A phone number, an email address or a short form on your website is often enough. Especially for young people, a long CV is not a good first hurdle. An example:
“We're looking for you as an apprentice hairdresser. With us you learn from day one, with a fixed contact person and time for questions. Just give us a call or send us a message, no CV needed for now. #apprenticeship #hairdressing”
After the post: respond quickly and kindly
The best job post is of little use if nobody answers messages for days. People who get in touch via Instagram or LinkedIn usually expect a quick, straightforward reply. Decide who in the business answers enquiries and how often a day someone checks.
Rejections are part of it too. A short, friendly reply leaves a good impression, and in smaller towns word gets around. Perhaps the person isn't right for this position but will be for the next one, or they'll recommend you to someone who fits perfectly.