In the last five years, we have seen a significant shift toward using social media to find the best candidates, but the focus has primarily been on LinkedIn. And, of course, it makes sense to use a professional networking site to recruit for your business.
However, with the Australian workforce experiencing the most significant generational shift in 60 years, it’s also essential to consider the role of other social media platforms. So today, I want to talk about Instagram and why it should play a part in your hiring strategy.
Instagram has an incredible global reach, being the 9th most visited site in the world in May 2022. However, many people still think of Instagram as being the social media channel for a younger audience. And, to be fair, it is the platform of choice for Gen Z (currently aged 10–25).
As it stands today, however, people aged 25–34 account for 30% of Instagram users, and Gen X (born 1965–1980) is the fastest-growing audience.
This means it’s a platform with true multigenerational reach, and while it’s less popular than LinkedIn in the job search stakes, it’s gaining ground.
Growing business connections
According to The New York Times, ‘more than just pretty pictures, Instagram is increasingly a place for business’. And local research follows that trend, with Yellow Sensis finding that 48% of Australians currently use the platform to follow brands they like.
So, Australians are already very familiar with using Instagram outside the boundaries of our social lives, engaging with companies to find out about new products and trends and make purchases. Job search is a natural extension of that relationship, and hashtags like #nowhiring, #werehiring and #jobvacancy are growing in popularity.
Employer branding opportunities
Instagram is a fantastic tool to share sharp, engaging visual content on what it’s like to work for you. From simple photos to 15-second videos, the platform allows you to bring your culture to life.
And when you make a ‘we’re hiring’ post, it’s easy for prospective candidates to flick through your existing content to get a picture of what life might be like in your ranks.
There are a few brands out there doing this really well, and it’s no surprise that tech powerhouse, Google, is among them. Others to check out include multinational General Electric and home-grown success story, Canva.
These brands excel at one key thing: telling prospective candidates a consistent story about their culture and values.
So, while you may not have the budget of Google or the followers of Canva, you do have your own unique culture, and Instagram is a great platform to tell that story. It doesn’t have to be a Hollywood production, either. Instead, you can use simple photography to share employee stories, successes and the culture you’ve worked hard to build.
Instagram may not be your very first port of call to find top talent (yet!), but with over 40% of Australians using the platform, it’s one that can’t be overlooked. Forward-thinking organisations are using the platform to drive interest in their brand across customers, partners and, yes, candidates.
Interested in a better way to recruit? Talk to the team at Lloyd Connect today.