Social recruiting in social networks

Skilled Trades 4.0: In times of skilled labor shortages, more and more companies are discovering social networks to reach out to new employees and trainees. But how does "social recruiting" work for skilled trades businesses?

This article is part of the special topic Digital Crafts

Um Find skilled workers and trainees, most Companies currently advertise jobs in online job boards, Loud Statista.de In 2021, this was the preferred path for 70 percent of managers in German-speaking countries. However, this type of Targeting target groups has a decisive disadvantage: The ads reach only actively seeking applicantsIn order to increase the number of interested parties, more and more companies are using new form of employee search: the so-called "Social Recruiting". advertisements with own job offers on social networks to specifically reach skilled workers and trainees who are not actually looking for a new job.

This also results in larger target groups for craft businesses: According to a representative study commissioned by the Digital Association Bitkom from February 2023 are now 89 percent of German Internet users aged 16 and over are active in social networks – the equivalent of around 54 million people. For 70 percent of them, social networks are part of everyday life.

Compared to traditional online job boards, social recruiting is usually much more cost-effective

Low wastage

That is precisely why Advertising on social networks an special advantage: Companies like Facebook, Instagram or TikTok know a lot about their users because they usually automatically agree to the analysis of personal data. precise target group profiles Therefore, tradespeople achieve low wastage when placing ads. For example, you can specify that your advertisement is only displayed to users from certain regions, cities, or postal code areas. By combining it with other characteristics, such as interests, age, gender, or other demographic data, the profile can be further refined. When placing ads, tradespeople can choose, depending on the social network, whether they want to Texts, photos, videos or a mixture of different elements.

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Support for successful completion

The budget for advertising campaigns varies depending on the social network and your advertising needs. Some platforms charge per click in cents or euros, others based on per-thousand-contact (CPM) or fixed ad rates. Compared to traditional online job boards, Social recruiting is usually much more cost-effective.

Create employer profile

However, in order for advertisements on social networks to lead to measurable success, craft businesses should still do some preparatory work. Because a social recruiting concept includes not only the company's own demands and wishes for applicants, but also the Developing your own employer profileSo: What makes your company special? What are the differences between you and your competitors? And what does your company offer its employees? Those who fail to differentiate themselves from other companies will receive few or no applications. Social recruiting is only successful if a company is really attractive to employees – and also offers special benefits. For example, advertisements should highlight real features that Make your company a good employerAlso conceivable are quotes from current employees in the form of texts and short videos that speak positively about their work, the working atmosphere, or exciting projects.

Another important point for your own Social recruiting concept: The initial application process for prospective employees should be as simple as possible. Custom-designed landing pages are ideal—websites where prospective employees can find further information about the company and apply directly online. The shorter the application process, the better – because when too much information is requested, interested parties often refrain from submitting their data.

Recruiting agencies for the skilled trades

If you do not want to take on the implementation and placement of advertisements yourself, you can also commission special recruiting agenciesSome of them specialize in tradespeople. It's worth comparing quotes, examining the agencies' working practices, and asking for references from the trades sector.

Selected social recruiting agencies

Checklist: Place social recruiting ads

Develop a concept: Who do you want to reach with your advertising campaign? Professionals, trainees, or career changers? What arguments can convince the target audience of your company?

Select networks: Which social networks are best for reaching your target audience? For example, most TikTok users are under 35, while most Facebook users are over 35. Professionals often use business networks like XING or LinkedIn.

Create profile: Create a separate company profile on all social media platforms where you plan to advertise. Use it to showcase what makes your business special and how you differ from your competitors. Be sure to include photos and perhaps even some videos to present your company in a personable and professional manner.

Implement landing page: Create a dedicated landing page for each target group (professionals, trainees, or career changers) that provides important information about your company. What makes you a good employer? And what special features do you offer this target group? Include a form for a simple application process (for example, a brief request for contact information, skills, and salary expectations).

Produce an ad: Create your text, banner, or video ads—if necessary—in specific areas with the help of graphic designers, freelance copywriters, or photographers/video producers. The content should appear professional and authentic. Include a link to the landing page for an easy application process.

Place ads: Visit the ad posting page of your desired social network and upload your text/photo/video ads.

Minimize wastage: Provide all necessary information during the booking process and minimize wasted advertising by specifying precise target audience criteria. Important criteria include region, city or zip code, age, gender, interests, and other demographic data.

Analyze successes: Use statistical evaluations, tracking results or your own analyses to assess the success of your ads and further improve them.

Selected social networks

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