If you're looking after council or local government hiring, you might be neglecting the importance of social media.
With the power to reach a broad audience and engage with potential candidates directly, social media platforms offer a unique opportunity for local governments to attract the right talent. This blog delves into effective social media strategies that can revolutionise recruitment efforts within local government, supported by relevant statistics and insights.
The first step in leveraging social media for recruitment is understanding its impact. According to a survey by the Society for Human Resource Management (SHRM), 84% of organisations use social media for recruitment, and an additional 9% plan to. This trend underscores the growing importance of social media in recruitment efforts across sectors.
A strong employer brand is crucial in attracting top talent. Social media provides an unparalleled platform to showcase the culture, values, and benefits of working for local government. By featuring employee testimonials, day-in-the-life videos, and highlighting community involvement, local governments can enhance their employer brand on platforms such as LinkedIn, Facebook, and Instagram. A compelling employer brand not only attracts high-quality candidates but also fosters a sense of pride and belonging among current employees.
Engagement is key to any successful social media strategy. For local government, creating content that resonates with both the community and potential job applicants is essential. Interactive content such as Q&A sessions, live videos, and polls can foster a sense of community and make local government seem more approachable and engaging as an employer. LinkedIn reports that posts with images receive 98% more comments than those without, highlighting the importance of visual content in increasing visibility and interaction with recruitment campaigns.
Social media platforms offer sophisticated targeting options that enable local governments to reach specific demographics, skill sets, and interests. This precision ensures that job advertisements are seen by the most relevant audience, thereby increasing the quality of applicants. For example, Facebook's targeted advertising allows for narrowing down candidates based on location, education, work experience, and even interests. Investing in targeted advertising can optimise your recruitment budget and improve the efficiency of your campaigns.
Encouraging current employees to share job openings and positive experiences about working for the local government can significantly amplify recruitment efforts. Employee referrals are not only cost-effective but also result in longer-lasting hires. A study by the Institute for the Study of Labor (IZA) found that referred candidates are 10% more likely to be hired and have a 25% higher retention rate.
As a side note, both of our applicant tracking systems - Jobtrain and JTGO - facilitate this process by making it easy for employees to share job openings on their social media networks, leveraging their networks for potential candidates.
The digital landscape is ever-changing, and so are the trends in social media. It's crucial for local governments to monitor the performance of their social media recruitment campaigns closely and adapt their strategies accordingly. Analytics tools provided by social media platforms, combined with the tracking capabilities of our ATS, offer valuable insights into which strategies are working and which need tweaking. This data-driven approach ensures that recruitment efforts are not only effective but also cost-efficient.
Storytelling is a powerful tool in humanising the recruitment process. Sharing success stories of community projects, employee achievements, and the impact of local government work can inspire potential candidates to apply. These stories not only showcase the meaningful work done by the local government but also help candidates envision themselves being a part of these successes.
Social media also offers an excellent platform to demonstrate a commitment to inclusivity and diversity. By actively promoting diversity in recruitment campaigns and showcasing a welcoming and inclusive workplace culture, local governments can attract a broader range of candidates. This approach not only enriches the workforce but also ensures that the local government reflects the community it serves.
Incorporating social media into local government recruitment campaigns offers numerous benefits, from increasing the reach of job advertisements to attracting more qualified candidates. By building a strong employer brand, engaging with the audience, utilising targeted advertising, leveraging employee networks, continuously monitoring and adapting strategies, expanding reach through storytelling, and fostering inclusivity and diversity, local governments can significantly enhance their recruitment efforts.
In an era where digital presence is more crucial than ever, our applicant tracking system stands ready to support local governments in harnessing the power of social media to meet their recruitment needs. By embracing these strategies, local governments can not only improve their recruitment outcomes but also strengthen their connection with the community they serve, ensuring a bright future for public service.