Planyourgram
If you think of Instagram as simply a photo-sharing app, you are missing out on some of the best talent available today. For people in both the Millennial and Generation Z age brackets, Instagram is very near the top of their phones and incorporated into their daily lives. Most of them check their Instagram feeds long before they check their emails, LinkedIn, or job boards.
These younger candidates will use Instagram while commuting to work, waiting in line, or relaxing in their homes at the end of the day. They tend to follow companies and then compare the cultures of the companies they follow with other companies, thus determining which companies they feel are worth applying for.
If your organization does not have a presence on Instagram, you may indeed be invisible to younger workers. Not only will ignoring Instagram recruiting lead to fewer applicants overall, but it may also lead you to miss out on finding the most creative interns, self-taught developers, and innovative marketers, all of whom tend to live on mobile devices and work quickly.
This guide provides insight into why Instagram is such an excellent fit for younger job seekers, examples of what types of posts to create to entice younger candidates, and an easy step-by-step process that any company can follow to find younger workers, even with limited budgets and no full-time social media personnel.
Why Instagram Works So Well for Recruiting Millennials and Generation Z
Instagram fits into the daily routine of Millennial and Generation Z job seekers. Instagram consists mainly of mobile content, it uses visual images to present information, and it is designed to deliver quick responses. These are precisely the types of things that most Millennial and Generation Z workers want when they are learning about and evaluating potential employers.
Younger job seekers want to see the real face behind the business, and not just an empty slogan. Younger job seekers prefer short, uncomplicated messages and do not want to read long job descriptions that sound generic in nature. Instagram allows companies to create an insider’s view of their business, the same way they give consumers access to a photo of what their products look like.
Instagram also provides an advantage in terms of social proof. When an intern posts a photo of themselves on Instagram with positive comments from staff, it indicates that the company is an employer of choice for young, driven people, unlike a single job posting on a career website. Companies that target these generations should pay attention to the fact that these generations are likely to rely on crowdsourced reviews similar to the way they do with restaurants.
The Value of Instagram in Creating Brands That Millennials and Gen Z Know Before They Apply:
Millennials and Gen Z will typically check Instagram several times throughout the day for information about companies where they want to work. Frequently, Instagram is the first app that users access on their phones each morning and the last app they will use before bed.
Millennials and Gen Z use Instagram to gain insight into the culture, values, and how employees interact and work together at a particular company. When they browse through the brand’s posts on Instagram, it is as if they are taking a quick tour of a company’s office, team, and what is vital to that company.
If a company’s brand does not utilize Instagram, the company will seem invisible to users. Millennials and Gen Z may view a job advertisement from the company, but they will not see the employer brand in their day-to-day searches.
With consistent branding—and with platforms like Planyourgram helping you attract more views and followers—your company can showcase itself more effectively and reach candidates who align with your values.
How Instagram’s Visual Storytelling Approach Establishes Trust with Users Faster Than Text Job Advertisements:
Images and short videos are more effective at communicating what it is like to work in a particular position, as compared to standard job advertisement text. For example, a 15-second Instagram Reel of a product designer working through a sketch will have a greater impact than an entire paragraph of buzzwords used to describe the job.
Because there have been so many job advertisements for “excellent culture” that use buzzwords, many millennials and Gen Z members do not put much credibility in such claims. As the job market is returning to pre-recession levels, companies need to engage candidates at all levels in order to attract a diverse pool of candidates.
Visual representations of your company that demonstrate inclusion, growth, and collaboration are essential components of building rapport with both job seekers and hiring managers. They allow the applicant to picture their place in your organization and provide motivation to apply; they also enable you to stand out from other organizations that are also vying for the same applicants.
Candidates TODAY Prefer to Use Direct Messaging & Comments on Social Media for Early Engagement Over Email
Younger applicants seek to initiate conversations with employers via social media through direct messaging and commenting, rather than through traditional means like email. Applicants’ first communication via DMs may include questions such as “Are there any openings for recent grads?”
This is an ideal starting point for all recruiters to reach out to potential applicants and provide answers to basic questions:
- answers to any questions about the position, location
- links to apply directly, to connect candidates
- by email or by phone
Lastly, for setting parameters around when candidates can expect feedback, as well as providing future hiring timelines and any plans to continue the conversation from Instagram to email.
To create a candidate-centric Instagram profile, build an optimized and attractive
To recruit from an Existing Instagram Account, you are not obligated to create an entirely new Instagram profile to begin recruiting talent; with a bit of creativity and some minor adjustments, you can use your brand account for talent acquisition. In order to prepare your Instagram profile for potential candidates, you must view it from their perspective.
When candidates view your profile for the first time, they have about 10 seconds to determine if they are qualified and to garner information about where/how to apply for a job with your organization. If, after 10 seconds, the candidates are unable to determine if they are qualified, your profile has not been created with the needs and expectations of applicants in mind.
Optimize Your Bio, Link, and Contact Info for Job Seekers
Instagram bio, use the Instagram Highlights feature, and implement a strategic approach to posting. Add an “Apply Here” or similar link to your social media pages if you’re actively seeking employees; it’s the only way for them to find you easily. If you use many locations or job openings, you can use an application tool like Linktree or Linkin.bio, allowing applicants quick access to the right postings without having to spend time scouring your page.
Make sure your “Contact” button contains an email address for hiring inquiries; otherwise, candidates will have to search around for it.
Use Highlights to Showcase Your Company Culture and Your Open Positions and Provide Staff FAQs
While traditional stories are removed after 24 hours, Highlights is a permanent location for your best content. Use Highlights as a visual “menu” of your company.
Some compelling stories for Highlights include:
- “Days in the Life of Employees”
- “Interns”
- “Current Positions”
- “How Do I Apply?”
Make sure each highlight has clear captions appearing on it so candidates watching the highlight with sound off know precisely what each segment is about. In essence, think of it as creating small static “slides,” rather than an edited “movie.”
Create a Basic Content Schedule That Will Attract the Right Candidates
You won’t need to update your feed every day; however, consistency in content will help keep candidates from getting. Posting three types of content each week will expose your company to a variety of candidates.
Team Spotlights: While both junior engineers and interns come to mind when discussing team members, there are many other departments within a company. Take the opportunity to feature someone new each month so you can showcase more than just your junior engineer or intern.
Project Highlights/Specific Roles: For example, an article that discusses how a specific project was successful, or a video explaining the project process and outcomes.
Cultural Topics: Events, volunteer days, and remote work are all examples of cultural topics to discuss.
Quick Tips: These are general guidelines for applying for positions within your organization.
The types of posts you should create include Reels, photos, and/or simple graphics. Phone photos should only be used if they are relevant to your company and reflect the same branding as other content. The objective is to post regularly; it is better to be honest and consistent than it is to be perfect.
Use Headlines and Hashtags the Same Way Job Seekers Use Themes
A headline should contain the role or subject, the audience, and how candidates may apply or obtain additional information. Use relevant information like locations (state, region), types of work environment, and levels of experience. For example: “We are looking to hire a marketing intern in Austin, TX. Recent graduates who enjoy writing and using social media can apply through the link in our bio.”
Use hashtags like #entryleveljobs, #jobsforGenZ, #marketinginternship, and #internshipintech. Also, utilize local hashtags like #jobsinNYC to target a specific market (example: #NYCjobs) or use university hashtags to target a specific graduate (e.g., graduates).
Create a profile for recruiting and use it to attract younger candidates to your organization
To attract younger candidates, create a strategic employee profile that identifies the skills, values, and characteristics that matter to you and include opportunities for using these skills. Those who fit the employer brand will thrive in an organisational culture.
This employee profile will enable you to create meaningful storytelling using social media, an invaluable opportunity for connecting effectively with younger job seekers—particularly those from the Millennial and Generation Z generations. Authentic, relatable, and visually oriented storytelling through Employee Takeovers and Day-in-the-Life posts (demonstrating daily routines, workplace interactions, and career journeys) allows younger candidates to see what it is like to work within your organisation and to develop trust and connection to your brand.
Additionally, sharing behind-the-scenes moments (in addition to individual experiences) allows potential candidates to see who you are as an organisation, increases your organisational visibility, and builds a stronger employer brand.
Demonstrating key candidate profiles together with consistent, authentic social media storytelling serves to position your organisation as innovative and people-oriented, which appeals to younger job seekers searching for professional environments that are both purposeful and dynamic.
Share Real Stories: Employee Takeovers and Day-in-the-Life Posts
To do a Take Over effectively, consider having a junior-level Employee, or Intern, do it as they are likely closer to your Target Market. These Takeovers will provide their Followers with:
– Clips of meetings/brainstorming sessions.
– A Tour of their office/home office.
– Lunch/Coffee Breaks taken with coworkers.
– Their Personal Reflections of what was learned thus far in their position.
Establish specific guidelines for what may be posted on your Social Media. If any Clients were captured in any of your images/videos, you must obtain client face/name approval before posting them.
Instagram Reels/Videos are great ways to connect with potential Candidates
As the majority of Users are Young Adults, it’s Quick and Easy to transmit a Clear/Concise Message through this medium. All that is required is an inexpensive Mobile Phone with good Lighting and a reasonable Audio System; you do not need any expensive Video Equipment.
Examples include:
– A 20-second Overview of a Position from the Manager’s Perspective.
– Short Tour of the Office from Start to Finish.
– “3 Things I Wish I Knew” from Junior Hire before starting.
– Short Videos answering the Top 3 FAQs asked by Candidates.
Any Video Reels you post should be a maximum of 30 seconds in length. Captions within the Video allow Followers to watch without having to be able to hear the audio.
Run Simple Targeted Ads to Reach the Right Location or Skill Set
Targeted ads can help connect you with job candidates specifically for either their skill set or geographical location. By using Instagram’s platform to promote organic posts or reels as paid ads, you have the ability to target specific audiences. You can filter who sees these ads with filters such as age range, location, and interests (e.g., Graphic Designers, Software Engineers). This will help your business reach the right audience of candidates.
When creating ads, always link them to the job description or careers site where the person will submit their application. Do not link ads to the company’s website homepage, where candidates can get lost trying to find the job description.
When creating these ads, you can create a modest budget to begin learning which types of ads will be most effective in connecting you with real candidates. You can then duplicate the ad formats and language that resulted in real candidates.
Track Results and Improve: From Followers to Applicants
When tracking your results and improving your recruiting processes, it is essential to know the conversion of followers to applicants. While gaining followers is good, you need to focus on hiring great candidates. Metrics such as
- Profile Visits
- Link Clicks Via Bio or Stories
- Direct Messages Regarding Jobs
- Completed Applications that originated from Instagram should be monitored closely.
Also, include a “How Did You Hear About Us” field in your application and list Instagram as an option. Over time, you should test various times of day, weeks/months of the year, topics, and ad formats. The point is to track what ads are producing real job applicants and not just likes.
Conclusion
While Instagram serves a purpose for many people, it can also serve as a channel to connect your business with the large talent pool of Generation Y and Z, since they already spend a solid amount of time per day on this social media channel, and they would like to see proof of your culture before submitting their application.
You do not need a huge ad budget or a professional video studio to create effective recruiting ads. You should have a well-defined business profile with the ‘why, what, and how’ of your company; authentic business stories about current employees, and a quick and pleasant response to any early interest.
After you read this guide and are ready to begin using Instagram as part of your recruiting tool kit, please take one action today. Please review your current Instagram profile with a candidate’s mindset and make at least three changes suggested in this guide, and develop a weekly schedule of recruiting-related posts. The ideal candidate may be just one scroll away! more
