Rally AI Rally Inside Social Recruiting

Discover How AI and Social Media Strategies are Revolutionizing Recruiting in 2024

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Profile photo of Lori Sylvia
Written by Lori Sylvia

Discover how the most effective social media strategies based on data and AI are transforming recruiting in 2024. Learn key insights from our Social Recruiting Rally to boost your talent attraction and engagement efforts.

Discover How AI and Social Media Strategies are Revolutionizing Recruiting in 2024
5 (100%) 8 votes

We’ve entered a new era in recruitment with two forces converging — the undeniable influence of social media and the unprecedented capabilities of AI.

Social media allows us to reach candidates where they spend nearly 2.5 hours a day, while AI provides the tools to create data-driven content and continually optimize our efforts. It’s clear that staying ahead in the fast-changing social media landscape will push all of us in talent acquisition, Recruitment Marketing and employer branding to embrace these advancements and get more sophisticated with our social recruiting strategies so that we can use these platforms most effectively.

To support our community in harnessing AI-powered social media, we hosted our second annual Social Recruiting Rally from May 6-10, 2024, where over 400 practitioners came together virtually to discover new best practices in using social media to attract talent. During this week, participants were given free access to our Rally® Inside™ Recruitment Marketing & Analytics tool with Rally® AI™ feature to create best-practice social media posts and track their results. Our goal was to collectively learn what works and what doesn’t work in social recruiting today, given the latest changes to social algorithms and audience interests. Rally Inside tracked and analyzed all posts, offering new insights into the types of content that drive candidates to visit an employer’s careers site and explore open positions.

So, what did we learn? That effective social media is guided by data, not by creativity alone, and that anyone can apply the data to get results, no matter their experience level!

Let’s dive into the key takeaways to help you improve your social recruiting strategy.

Rally note: For more data, insights and recommendations, download our 2024 Social Recruiting Strategy Benchmarks Report.

The Increasing Importance of Social Recruiting Strategies

Over the past 2 years, we’ve seen a definite trend towards making social media a key part of every company’s Recruitment Marketing strategy. At our RallyFwd Virtual Conference in May 2022, 62% of attendees said they used social media to promote jobs and company culture. Compare that to our most recent RallyFwd in December 2023 — that number reached 87%! It shows a broad recognition of social media’s reach and impact in attracting and engaging talent across every job function and every industry.

Charts showing the Rise of Social Recruiting in Talent Acquisition

40% more practitioners are using social media to promote their company’s open jobs and culture.

The increase in adoption of social media strategies in talent acquisition directly relates to practitioners becoming more experienced in using social media for talent attraction. Compare the practitioners who participated in the 2024 Social Recruiting Rally to those who participated in 2023:

  • 34% vs. 55% identified as beginners
  • 56% vs. 38% identified as professionals
  • 10% vs. 7% identified as experts

Overall, 47% more practitioners identified as professionals or experts compared to one year ago. They also were regular users of social media for talent attraction, with 30% posting daily (or almost daily) and 38% posting weekly. In addition, while practitioners are still leaning heavily on publishing jobs content on social media, there is a noticeable increase in the other types of content they post to attract talent.

Chart showing the types of recruiting content posted to social media in 2023 versus 2024

From 2023 to 2024, there is a noticeable increase in practitioners posting other types of recruiting content than just jobs.

Social Recruiting Rally participants also told us what social platforms their company uses to attract talent as well as which platforms they personally use for recruiting. While participants were more experienced in social recruiting compared to the 2023 participants, their adoption of social platforms beyond LinkedIn is still relatively low. This tells us that most employers aren’t keeping up with where their talent audiences are.

It’s important to remember that most people on social media are not actively looking for jobs. They’re looking to be informed and entertained and to fill the moments of boredome in their lives. This means that recruiting content must be engaging and provide value to attract passive candidates who might not be actively searching for job opportunities.

The Pew Research Center asked U.S. adults which social media platforms they use the most. The big takeaways:

  • YouTube, Facebook and Instagram top the list
  • People still use Pinterest (who knew?!)
  • LinkedIn falls in the middle of the pack
  • TikTok is surging
  • X (Twitter) has declined

Compare this Pew Research Center data to the organic social media channels used by the Social Recruiting Rally participants’ companies. While we all use LinkedIn heavily, it’s not where most people of working age spend most of their social media time.

Charts showing most popular social media platforms versus company recruiting channels

Most employers focus on LinkedIn for organic social recruiting, yet the Pew Research Center reports that the most popular social media platforms are YouTube, Facebook, Instagram and Pinterest.

Valuable Lessons from the 2024 Social Recruiting Rally

Now that we’ve shared more about who participated in the 2024 Social Recruiting Rally and more about their current strategy, let’s dive into the key takeaways that we learned.

Participants were asked to publish one post each day for one week, to either their corporate or personal LinkedIn, Facebook and Instagram, since those were the platforms they told us they used the most. The posts were all composed by Rally AI on specific topics, such as promoting a job, sharing an employee testimonial and showcasing company culture.

To analyze the results, we used Rally Inside to compare key metrics (impressions, reach, clicks and engagement rate) of social posts published during the Social Recruiting Rally to posts that were written from scratch and published in the weeks before and after the event.

Key Takeaway #1: The Right Content Topics Get More Candidate Engagement

Based on our knowledge of the most effective content for talent attraction on social media, we provided Social Recruiting Rally participants with a content plan for the week. Essentially, we told them what content topics to post about.

Here’s the social recruiting content plan they used:

  • Day One: Individual Job
  • Day Two: Team Job + Company Culture
  • Day Three: Company Culture + Employee Testimonial
  • Day Four: All Jobs + Company Benefits + Company Culture
  • Day Five: Career Progression + Employee Testimonial

And here’s the results they got:

Social Recruiting Rally participants’ content got clicks 23-35% more often 23% overall across all social channels, and 35% more often on LinkedIn!

It means that guided by Rally’s best-practices and proprietary data about what works, Rally AI-composed posts were more effective at getting clicks by candidates on LinkedIn, Facebook and Instagram.

Guided by Rally’s best practices and Rally AI’s composed content, Social Recruiting Rally participants’ posts got clicks 23-35% more often.

We think this is a pretty significant result, considering that Rally Inside data shows that, on average, 49% of organic social recruiting content gets No clicks at all. This is a 9% decrease compared to 45% in the same period in 2023, meaning it’s becoming more difficult to get candidate engagement on social media. There are many factors that can contribute to this, but the most important one is the content of the post itself.

Sad dog because it's harder to get social recruiting content engagement

49% of social recruiting content gets no clicks, according to Rally Inside data.

Key Takeaway #2: There’s a Right Way to Get Candidates Interested in Your Careers

Since we launched our Rally Inside Recruitment Marketing & Analytics tool in 2021, we’ve been tracking the content topics and keywords used by practitioners to attract, engage and recruit talent across dozens of different social media platforms and digital channels. We call this The Language of Recruiting™, and our data shows it’s ineffective to use a company’s organic social platform like it’s a job board.

Therefore, language matters a lot in social recruiting (actually, language matters a lot in all recruiting channels!). Use the wrong keywords and you may signal to the social algorithms that you’re publishing low-value content, which will result in fewer impressions and reach. Or you may turn off candidates who simply aren’t interested in that type of content appearing in their feeds.

Knowledge about high-value and low-value keywords is built into our Rally AI feature, which is why we wanted Social Recruiting Rally participants to let Rally AI compose the specific language in their posts. All the posts had links that went back to the participants’ careers site or in some cases a job description.

Here’s the result:

Social Recruiting Rally participants’ content drove 42-1101% more candidates to view their jobs and careers — 42% more clicks on LinkedIn and 1100% more clicks on Facebook, wow!

Chart showing 42-1101% more clicks on organic social recruiting content

Social Recruiting Rally participants drove more candidates to view their jobs and careers — 42% more clicks on LinkedIn and 1100% more clicks on Facebook.

It means that the topics of the content combined with the language used by Rally AI were more effective at getting candidates to click, driving more traffic to participant’s job descriptions and careers pages from organic social media.

Remember that every “free” click from social media is one you didn’t have to pay for in traditional job advertising.

Key Takeaway #3: Social Media Audiences are Interested in Content about People

As I described earlier, it’s getting harder to get clicks from your social media posts. Knowing what content to publish and what language to use are crucial to your effectiveness and success. So, what type of content do social media audiences want to see? Content about people!

With more corporate content on LinkedIn than other social platforms, you might think that people content isn’t as effective. You’d be wrong! Social Recruiting Rally participants’ content that featured people and culture received 44-150% more clicks per link on LinkedIn!

Charts showing there is more interest in people-centered social media content in recruiting.

Social Recruiting Rally participants’ content that featured people and culture received 44-150% more clicks per link on LinkedIn.

It means that the LinkedIn algorithm and audience responded more to the people-centric topics and language of the posts that the Social Recruiting Rally participants published.

Even though all of the links in their posts went to their careers site or job descriptions, the posts didn’t directly promote a job like you often see on LinkedIn. Instead, the posts featured the people who work at their company and then mentioned that this team is growing with a call to action to learn more, not “apply now”.

Essentially, we taught the Social Recruiting Rally participants how to create recruiting content that is significantly better than the typical “we’re hiring” type posts you often see on social media and with language that’s optimized for the social media algorithms.

Key Takeaway #4: It’s Essential to Tailor Your Content to Each Social Platform

The Social Recruiting Rally confirmed what our Rally Inside data has been tracking since 2021, which is that the kind of content social media audiences engage with can be significantly different.

One-size-fits-all content strategies are becoming less effective. Our data shows that tailoring content to the nuances of each social media platform is essential. For instance, posts that perform well on LinkedIn might not have the same impact on Facebook or Instagram. Customizing your content to align with the preferences and behaviors of each platform’s audience can enhance engagement and reach.

For example, posts with the word “mission” perform differently across platforms. On LinkedIn, this keyword can boost impressions by 9%, and on Instagram by 129%, but it results in 16% fewer impressions on Facebook. Therefore, sharing the exact same content across all your social platforms just doesn’t work.

Chart showing how keywords perform differently on social media platforms

The word “mission” performs differently across platforms. On LinkedIn, this keyword can boost impressions by 9%, and on Instagram by 129%, but it results in 16% fewer impressions on Facebook.

I have long advocated for and taught people how to repurpose their content for Recruitment Marketing. People tell me it’s one of their favorite exercises in my Rally Academy workshops and courses. But repurposing content doesn’t mean copy, paste and post. The data shows you must customize the content to the platform. This may mean rewording your post, or potentially not posting the content to every channel you have.

Successful Strategies for Effective Social Recruiting

To build a successful social recruiting strategy, you can borrow the top lessons from our Social Recruiting Rally. Here’s a quick summary of the key takeaways:

  1. Leverage AI for Content Optimization:
  • Use AI tools like Rally Inside to generate and optimize your social recruiting content. All AI tools will help you compose posts faster, but unlike ChatGPT, Rally Inside knows how to write content specifically for talent acquisition.
  • Example: During the Social Recruiting Rally, Rally AI-generated posts received up to 35% more clicks, proving the effectiveness of AI in creating engaging content.
  1. Focus on Storytelling:
  • Shift from direct job advertisements to storytelling.
  • Highlight your company culture, employee experiences and the human side of your employer brand.
  • Example: Posts featuring employee testimonials and company culture saw 44-150% more clicks compared to direct job ads.
  1. Customize Content for Each Platform:
  • Tailor your social media posts to fit the specific platform.
  • Understand what type of content works best on LinkedIn, Facebook, Instagram and other platforms.
  • Example: Using the word “mission” increased impressions by 129% on Instagram but decreased them by 16% on Facebook.
  1. Analyze and Iterate:
  • Continuously analyze the performance of your social media posts.
  • Use data from tools like Rally Inside to refine your strategy, learn from what works and adjust your approach to improve results.
  • Example: Regularly reviewing engagement metrics helped us identify that people-centric content performs better, allowing for data-driven content planning.

The Bottom Line: Focus on Recruiting Content that Engages Candidates

The bottom line: Content and language matter for effective recruiting. We all use the same channels to reach candidates, but what we’ve seen from our Rally Award winners is that the most effective practitioners have the ability to communicate and engage on these platforms in a way that gives candidates the kind of content they want. So, if you’re treating social media as just another channel for broadcasting job openings, you’re doing it wrong. To truly engage and attract top talent, it’s time to shift your perspective. Use social media to build employer brand awareness, foster relationships and nurture conversations. This approach will grow your reputation, create followers and fans and give you permission to share job openings.

The critical takeaway is to move away from simply announcing jobs and instead create content that resonates with and engages potential candidates, according to what the data tells you that your talent audiences cares about most. Embracing AI is also crucial. If you’re not leveraging AI in your daily work, you’re quickly falling behind. Take this opportunity now to learn practical AI skills to make the most of AI in your talent acquisition efforts. Tools like Rally Inside with Rally AI can help you create more effective and tailored content, track and measure your results and continually optimize your strategy.

Thank you to all the practitioners who participated in the Social Recruiting Rally and to everyone using our Rally Inside Recruitment Marketing & Analytics tool! Your efforts help us see what works and what doesn’t, giving us critical data that we all can use to improve our talent attraction strategies collectively.

Be sure to download our 2024 Social Recruiting Strategy Benchmarks Report to learn how to connect with candidates through the social media channels where they already hang out. And if you’d like to get 42-1101% more candidates to view your jobs and careers, start today by signing up for our Rally Inside Free Plan!

Discover How AI and Social Media Strategies are Revolutionizing Recruiting in 2024
5 (100%) 8 votes

About the Author

Profile photo of Lori Sylvia

Lori Sylvia

Recruitment Marketing evangelist and community builder. Founder of Rally.

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