When we think about the main channels for attracting and engaging candidates, we tend to think of Facebook, Twitter and LinkedIn. Can we afford to miss out, however, on alternative social channels such as Instagram? It has grown massively over the past few years, increasing from 10 million to a whopping 500 million active monthly users, creating an unprecedented scope for engagement.
What is Instagram?
Instagram is an image based app that allows users to upload photos and then edit them using the provided filters. Recently, Instagram also rolled out its new video feature that allows users to upload up to 60 seconds of video to the platform. Instagram is similar to Facebook in that users can ‘like’ images, follow accounts they like, comment on images and engage with other user’s comments too through likes and replies.
According to Instagram:
There are over 500 million active monthly users
There are over 300 million active daily users
There are 4.2 billion Instagram likes daily
There are over 95 million photos/videos uploaded a day
Statista reports that 15-24 year olds are the most prevalent group that use Instagram, with 51% of female respondents belonging to this age group.
What has Instagram got to do with recruitment?
Seeing as Instagram is primarily a visual story-telling platform, this puts employers in a unique and advantageous position. Companies, especially those looking to attract passive candidates, are able to do so through telling their own employer story. Smart companies know that in order to secure top talent, they need to showcase what their work culture is like, rather than just state it. Instagram’s USP lies not in its ability to search for talent (although of course it can be used for this), but rather the opportunity it provides you to sell yourself as an employer, and attract both active and passive candidates.
Instagram is much more than just a photo sharing platform. It’s not about displaying images, especially those of a corporate nature, that you might normally share. Candidates don’t want to see photos that they can see elsewhere – instead they want to see what it is that makes your company different. Offer them an inside glimpse into your company that they would not ordinarily have access to.
Instagram profiles that have the most number of followers are primarily celebrities, which is not surprising considering they all offer snapshots into their lives. Celebrities garner millions of followers by simply opening up doors to their world that would otherwise be closed. Employers need to be thinking in the same way, in order to reach candidates. The question you really need to ask yourself is: who are you targeting and what do they care about?
What are the pitfalls of ignoring Instagram?
Instagram is a truly powerful tool for recruitment. Employers who are able to harness this power to reach candidates stand to gain a lot – those who don’t risk falling behind in an ever-evolving digital landscape.
How to utilise Instagram for recruitment:
Be authentic – in other words, don’t post generic, mundane images that candidates might find elsewhere. Brands who take the time to craft posts that mean something to their audience will reap the benefits. Use authentic photos of your business and employees where possible.
Inspire candidates – posts that inspire, especially quotes or stories, are particularly popular with millennials. Instagram is immensely popular with this generation, one that wants to see change in the world, so if you can reflect that in your content, you can tap into these predominant interests.
Transport candidates – posts that also resonate with millennials are ones that depict escape and travel. A large component of Instagram’s appeal is its ability to take the user away and transport them to a different place. If you can achieve this, whether it is by showing job roles in different locations or documenting work trips abroad, you will be able to invite candidates onto a journey.