How to use social media to attract top talent

How to use social media to attract top talent in summary:

• Social media isn’t just for cat memes and holiday snaps – it’s one of the most powerful tools for attracting top talent. With nearly 80% of job seekers (and 86% of Millennials and Gen Z) using platforms like LinkedIn, TikTok, Instagram, and even Facebook in their job search, employers can’t afford to ignore it.
• By building a clear social recruitment strategy, showcasing authentic company culture, and creating engaging content, businesses can stand out in an overcrowded hiring market. From influencer amplification and employee advocacy to virtual events and advanced search tools, the right social approach helps organisations connect with candidates long before they apply.
• Combine social media with smart recruitment software, and you’ll not only expand your reach but also cut hiring times and strengthen your employer brand.

---

It’s no secret that the whole business of recruitment ain’t easy right now.

Competition for top talent is fierce, and the old “post it and they will come” approach to candidate attraction just doesn’t cut it anymore. If you want to stand out and actually attract the best people (before your competitors snap them up), you need to go where candidates are spending a lot of their time: social media.

‘But, what about the usual job sites?’ you might be thinking. Now obviously, there are specific places online jobseekers can check out when on the hunt for new roles. LinkedIn’s the obvious one, and not forgetting sites like Glassdoor and Indeed. But Twitter (sorry, we mean X), Instagram, TikTok, and even Facebook can be goldmines if you use them well.

Don’t believe us? Well, around 79% of job seekers use social media as part of their job search, and that number jumps to 86% for Millennials and Gen Z – the very groups that make up the bulk of today’s workforce. So, if you’re not showing up on these platforms, you’re pretty much invisible to most candidates.

Also, social media platforms don’t just extend your reach; they give you a chance to actually engage, show off your company culture, and make people think: “I’d really love to work there.” And, given advertising roles on job boards can potentially be expensive work, your social platforms can act as a very cost-effective way to attract talent while boosting your employer brand at the same time.

So, if harnessing social platforms to bolster your workforce is something you want to explore, let’s break down how to do it… without looking like the corporate equivalent of your dad on TikTok.

Define your social recruitment strategy

Before you post your first job meme or slick recruitment video, get your strategy sorted. Jumping in without a plan is the fastest way to waste time and energy. A good social recruitment strategy should include:

1. Choosing your platforms wisely

LinkedIn is brilliant for experienced hires and leadership roles. But if you’re trying to attract top talent in creative, entry-level, or tech spaces, TikTok, Instagram, or even YouTube Shorts might get you more traction. Gen Z candidates, for instance, are far more likely to interact with short-form video than with long LinkedIn posts.

2. Building your employer brand

Think beyond job ads. A strong social media presence should showcase your values, people, and day-to-day culture. According to some research, over 63% of candidates check a company’s social media to evaluate workplace values and diversity before they even consider applying. So, if your feed looks inspiring and authentic, candidates will imagine themselves as part of it.

3. Setting measurable goals

Don’t just chase social likes or followers. Define what success actually looks like for your hiring team: whether that’s more qualified applications, stronger engagement from under-30s, or a faster time-to-hire. Employers who use social media strategically often report a reduction in hiring times because they’re already nurturing talent before jobs even open up.

Using social media to source and attract talent

Now, here’s where social recruiting gets interesting. Social platforms are far more than digital billboards – they’re powerful sourcing tools if you know how to use them. Here are some tips to get you heading in the right direction…

Leverage industry influencers

If someone with authority in your sector shares your vacancy or shouts out your company, it can turbo-charge your reach. Think of it as word-of-mouth in the digital age; except instead of reaching ten people at the pub, you’re hitting thousands of highly relevant potential candidates.

Let people hear your employee’s voices

Nothing builds trust like authentic stories. Encourage employees to share what it’s really like to work for you… but remember: candidates value transparency. 73% of recruiters say they check candidates’ social media, but it works the other way around too! They’re checking you out before applying, and honest testimonials go a long way. Want to get this right? Check out our quick guide to building employee advocacy within your business.

Attract candidates with engaging content

This is probably the trickiest part: standing out on social feeds that are already jam-packed with memes, news, and the occasional cat video. To actually hook candidates, your content has to work harder than a vague “We’re hiring” post. So, think about how you can get your desired candidate’s attention in an already jam-packed virtual space. There’s no blanket answer on how to do this – so, mix things up and don’t be afraid to try different approaches.

Make your job ads compelling

Instead of a wall of bullet points and “must-haves,” highlight the best bits your prospective candidates want to know about: career growth, meaningful projects, employee benefits, flexible working, or your company’s purpose. Remember, job ads are as much about selling the role as they are about screening candidates. So, are yours needing a spruce up? Then check out this quick guide on how to make perfect job ads.

Show off your culture

Nearly 73% of millennials say they found their last job through social media. Why? Because those platforms let them see the real side of a company. Share behind-the-scenes content, team celebrations, charity initiatives, or even blooper reels from company videos. Candidates don’t just want a job; they want to join a place with personality and purpose… not just somewhere to do a job.

Host virtual events

Webinars, live Q&As, or “Ask Me Anything” sessions with hiring managers give candidates a chance to interact directly with your business. These events help break down the barriers between employer and applicant and make your company feel more human. They also give you a way to showcase expertise and culture beyond the standard careers page.

Use advanced searches

Away from Facebook and X, platforms like LinkedIn have little-known features that can let you zero in on candidates by filtering for specific skills, experience levels, or locations. Boolean search might sound like something from a sci-fi novel, but it’s something modern recruitment software solutions (like Cezanne’s) should come with, and a recruiter’s secret weapon for finding exactly the people you need.

Why social media works for attracting top talent

Remember, the stats really do speak for themselves:

• 79% of job seekers use social media in their job search.
• 73% of millennials landed their most recent role through a social platform.
• 91% of employers are already using social media as part of their recruitment process.
• 63% of candidates research company culture and values via social media before applying.

Put simply: if you’re not there, you’re missing out on a massive slice of the talent pool. And in today’s market, where skills shortages are biting hard? That’s not a risk you can afford to take.

Social Media + Smart Recruitment Software = A winning combination

In today’s market, attracting top talent isn’t just about having a vacancy – it’s about standing out as a place people want to join. Social media gives you the tools to do just that: amplify your brand, connect directly with candidates, and build genuine relationships long before someone hits “apply.”

When you combine a smart social strategy with the right recruitment software (like Cezanne’s), you don’t just find candidates, you streamline the entire hiring process. From sourcing to attraction, managing to onboarding… everything becomes smoother, faster, and far less stressful for everyone.

So, stop thinking of social media as just a place for memes and holiday snaps. Start using it as your not-so-secret weapon to attract, engage, and hire the top talent your business needs.