What to look out for when looking for employees


Whether LinkedIn, Xing or Facebook: Social recruiting is increasingly using companies to target potential candidates for the vacant position. Even if it seems almost simple, essential things need to be taken into account in order not to squande his chance as an attractive employer.

Social networks can pave many ways, including when it is used to find employees. And now more and more companies and recruiters are relying on Facebook, Linkedin and Co. to fill the open job positions through social recruiting.

And the realisation that this is not simply possible on the side is becoming more and more common among the respective decision-makers. Only through a well-drawn-up plan and corresponding know-how can it be possible to get in touch with the coveted candidates on social channels and to inspire them.

What is Social Recruiting?

Generally speaking, social recruiting is a method of recruiting staff. In most cases, companies use social media platforms, career networks or portals, as well as various online communities. In Germany, recruiters most often use Xing, LinkedIn, Facebook and Twitter as social recruiting channels.

There are various methods of social recruiting: In active sourcing, recruiters target a candidate based on the data and information that users provide about themselves online.

Another commonly used method is employer branding associated with content marketing. In this passive approach compared to active sourcing, companies or HR departments regularly publish content on their own social media profiles. The aim is to attract the attention of the candidates and to sharpen their own employer profile.

Recruiters often also use recommendation marketing measures and more and more corporate influencers. The aim is to build up a strong network of colleagues, partners and customers as well as former employees. This network, in turn, then makes its own company brand better known, thus giving it more reach with appropriate messages and thus being able to attract new employees via recommendations.

The fourth method of social recruiting is more of a classic: companies use certain career pages and portals, but they now integrate them into social media. There, job advertisements are then advertised directly. These pages receive reach and attention through online ads and paid campaigns.

Which method turns out to be more successful in most cases depends on the position to be filled. For more easily filled positions, the passive or indirect approach may be more appropriate, while for hard-to-fill jobs with a challenging profile, candidates should be contacted directly.

What are the advantages of this form of recruitment?

The advantages of social recruiting lie in the advantages of social networks. Because through Xing, LinkedIn and Co., recruiters can communicate with potential candidates in an uncomplicated, informal and direct way and win them over for their own company.

And even if it doesn’t work out right away, a large network can be built up in perspective.

Another plus point is the possibility to get in touch with people who are not currently looking for a job. Recruiters thus create possible incentives to at least think about a change and remember it.

The aforementioned employer branding is not to be neglected: through social channels, companies manage to present themselves as an attractive employer – especially among young people. Networks such as Instagram, Snapchat, Youtube or Tik Tok are also particularly self-interested in providing insights into everyday business life (e.g. an apprentice) and transporting their own atmosphere.

An equally important factor in social recruiting is the gain of meaningful data. With them, companies can identify suitable candidates more precisely before contacting them.

It is also data that HR departments use to measure the success of switched recruiting campaigns. They can be used to monitor exactly what measures have borne fruit and the coveted candidates.

Tips for successful social recruiting

Rely on different networks and platforms

malin social recruiting, you should choose the respective platform exactly, depending on where your target group prefers. However, it is recommended to use more than one platform and to narrow down after a certain period of time where potential candidates are more receptive.

It may be beneficial to join forces with other departments of your company. Together, you should work on relevant, entertaining and informative content for the respective target group in the respective network.

Speak in the language of your target group

No matter if you approach candidates directly or let yourself be addressed: Essential is a convincing communication for your success in social recruiting. Here, sensitivity is required as well as a good dose of empathy. It is important to communicate on an equal footing and in the respective language of your target group.

There are no fixed rules in tonality. This depends on both the social media channels, the advertised position and the candidates themselves.

Optimize your business profile

Before you start with Social Recruiting, you should first optimize your company’s external representation on social networks.

Value on an attractive, meaningful and visually appealing profile that meets both the image and the positioning of your company. This way you take care of a positive first impression right at the beginning.

It is also advisable to optimize the company profile with regard to suitable search terms. Here, for example, it can’t hurt to engage more intensively with SEO for LinkedIn.

Communicate and participate in discussions

Plan to publish new content regularly on social media. This is conducive to a predetermined editorial action plan for your social recruiting. Determine exactly which measure is intended for which job or for which exact goal.

This way you get a good overview of the respective posts, which you adapt depending on the social media channel for the corresponding target group. Also pay attention to an appropriate frequency for the corresponding channel.

You should also free up time for active involvement in discussions. Be interested in the needs of your target group and tell you from practice how your company deals with certain challenges. It can be a strong argument if your own employees comment on these posts and act as ambassadors of the company.


Social recruiting is primarily about generating attention and arousing sympathy with the desired target group or candidate.

Speed is just as important. Because direct interaction is an absolute must-have to be perceived as an attentive and interested employer.

Above all is communication. Pay attention to appropriate language and inspire your target group as a person. And don’t focus too much on the social network.

After all, it’s called social media. And not Media Social.

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