Hiring right now can feel like looking for a needle in a haystack. Small business owners know they need to recruit new talent to continue pushing their companies forward, but it isn’t always easy to connect with Millennials (ages 26-41) and older Gen Zers (10-25), especially when there are roughly 1.8 jobs for every job hunter out there.

According to Simon Kemp, CEO of Kepios and chief analyst at DataReportal, there are nearly 3.5 billion unique social media users online, which means nearly half the world’s population is within reach by constructing a digital presence for your business. And a study by the Aberdeen Group found that 73% of job seekers between the ages of 18 and 34 found their last job through social media.

You are probably familiar with LinkedIn, but what about Instagram? Is Tik Tok worth investing in? Is Twitter the right platform for you?

Social Media requires time and effort, so you want to utilize your resources wisely. Here are some best practices for recruiting talent using social media.

Best Practices and Tips:

1. Build an Online Reputation for Your Company
   You know your company’s core values, culture, vision and mission. Now it’s time to let others know. Be authentic to your brand and thoughtful about your tone. Are you going to be funny and quirky, or are you more formal? Whatever you decide, just make sure you are consistent.
   
   
2. Your Employees Are Your Best Storytellers
   Consider spotlighting your employees. They know the company best and can provide potential candidates with the push they need to apply for a job.
   
   
3. Be Active on Multiple Platforms
   Most people are on multiple platforms; your business should be too. Consider using a social media management tool like Hootsuite or Sprout to help you manage multiple accounts.
   
   
4. Don’t Post the Exact Same Content on Each Platform
   Each platform is unique. The way in which you share your story should match the platform. For example, Instagram and Pinterest are all about images. These platforms are the best place to “show” what you do. On the other hand, Twitter’s 280-character format is typically a better platform for succinct messaging. Depending on the tone you’ve chosen, Twitter is the right platform to share thought leadership or a humorous comment to attract recruits. Consider developing personas to make sure your content is hitting the mark.
   
   
5. Don’t Be Afraid to Livestream Videos
   Utilizing livestreams allows you to develop Q&A sessions that can be tailored with questions that potential candidates ask as well as provide you opportunities to hold conversations with potential candidates. This is an easy way to give you a chance to build rapport with your target candidates.
   
   
6. Create a Separate Account for Recruiting Talent
   Consider creating a separate account dedicated solely to targeting potential job candidates. Take Under Armour Jobs as a prime example of this tactic done right. They keep their name simple and recognizable, tailor their content to interested applicants, showcase their workplace culture and ensure candidates can find contact and application information easily.