Regardless of market, industry or location, candidates, professionals and companies are becoming more digital by the day. Companies are marketing their products, culture, as well as employment and consumer brands online, while professionals are likewise building their brands and marketing themselves across social media. To keep up with the digitization of our candidates and professionals, organizations are being forced to rethink the way in which they attract and retain the very best people. Snapchat is one such strategy.
In the realm of talent acquisition and talent manageent, Snapchat is here – and it has staying power.
There are 161 million daily active users on Snapchat. It’s no surprise that the majority of Snapchat users (63 percent) are aged 18 to 34 (the age range that will make up nearly 50 percent of the global workforce come 2020). If you’re trying to grab this audience’s attention, or simply seeking ways to "get in front" of more millennials and Gen Z job seekers, it's time to join the Snapchat party!
First, there are three basics you should know:
1. Should you send Snapchats or share Snap-stories? There are two primary ways to push out information on Snapchat. One is via a “snap”, which is a still photo or video that you can enhance and make more engaging with captions, drawings and filters. Snaps only appear to viewers they are sent to (individuals or a group) for up to 10 seconds, then they disappear. A “story” is a photo, video or collection of both that you can likewise supplement with captions, drawings and filters. Unlike singular snaps, stories remain viewable for your entire audience (all of your “friends”) for 24 hours and can be watched countless times during this period. For the most part, you’ll want to use stories for your Snapchat posting to ensure you're reaching the largest audience possible.
2. Make it fun! Snapchat is an engaging, informal form of social media; your use should follow suit. Most users are not going to Snapchat to seek out serious information – they may just be looking for a two-minute break from their workday. There are a number of silly filters that rotate every day, so have fun using it. Let your true corporate culture shine through; it’s most important to be genuine and accessible on this platform.
3. Ads are available. While Snapchat does have an advertising service, it’s best for you to get into and use its free service first. See if your brand finds a following, and explore various trials and campaigns to see what achieves the most attention; of note, with Snap-stories, you can see who and how many are viewing your content. Don’t spend any money until you have more of a grip on the platform, your messaging and intent, as well as what’s working (and what's not). The ads will let you expand your audience, but first try building a following organically.
Snapchat is free and fun, and therefore should be more about engaging your workforce and potential candidates or consumers than simply using the tool to recruit. Use Snapchat to boost your brand, and show off your subject matter expertise on whatever it is you do best. If you make it about more than strictly jobs, you’ll attract a larger audience. Even if the majority of your audience isn't interested in joining your organization, they may know people who are. Which is vital, as referrals and conversation amongst colleagues or peers has an exceptional impact on talent acquisition today.
As you hone your Snapchat usage and gear up for career-oriented posts and campaigns, here are three basic ideas to work in:
1. Campus events. Snapchat is a big deal with the college crowd; as such, campus events are a great place to give Snapchat a try. These give you the opportunity to provide students or soon to be college graduates with a behind-the-scenes look at your company, culture, and efforts at campus recruitment events. For upcoming events, you could introduce the employees who will be attending and give job seekers an idea of what you’re looking for in potential candidates.
2. Day in the life. A great way to let your true culture shine is to show a "day in the life" of select employees or even allow "employee takeovers" (allowing an employee or employees to run your Snapchat account for the day). Prospective candidates enjoy seeing what it’s like to work for you through the lens of actual employees. This can instill trust in both your people by giving them a "voice" as well as candidates; trust that is far deeper than corporate company messaging. It also helps potential candidates visualize being part of the organization. By giving an employee control of Snapchat for a day, you show candidates (and employees) that you trust your teams and you’re not afraid of your employees’ genuine opinions.
3. Job descriptions. Make your job descriptions come alive with Snapchat! Beyond a few captions to highlight the responsibilities, introduce various teams, missions, visions and values, the work environment, among other components. An "exclusive", inside look into these details allows candidates to consider cultural fit and decide whether or not to continue on in the hiring process. For the right candidate, it will get them more excited about the potential of joining your organization.
While the above merely scratches the surface, Snapchat can open great possibilities for your brand – as well as your overall talent acquisition and talent management efforts. For more on how social media can inspire positive change, brand ambassadorship and rebuild trust among candidates, employees as well as business partners, explore first-hand the General Electric (GE) employment brand journey below!
Erin is a Recruitment Consultant, Team Lead and Brand Ambassador. She graduated from the University of Tampa, and while in college studied advertising and public relations where she focused in visual communication, strategy and research. Transferring her knowledge in communications to RPO, Erin is committed to creating and nurturing meaningful communication between her candidates to develop strategic relationships with all partners. When she is not working, you can find Erin at local coffee shops or volunteering with Relay For Life and Hope in Motion.