You’ve probably heard it a hundred times: “You should post more on social media if you want to attract better candidates.” Easy to say. Harder to do.

Because here’s the thing recruitment marketing on social media isn’t just about putting a job ad on LinkedIn with a company logo slapped on top. It’s about building a (true) connection. Telling a story. Finding the right audience and format. And honestly? It’s also about figuring out how to cut through all the noise in people’s feeds.

And yet, many recruiters hesitate. Some don’t feel confident about writing posts. Others aren’t sure if anyone’s even reading them. Some just can’t tie the effort to real results, so it feels like a waste of time.

But done right, social media can become one of your most valuable recruitment tools. You just need a clear approach and a bit of consistency. Let’s break it down.

Start With the Basics: Know Your Brand and Who You’re Talking To

Before you start posting anything, ask yourself a very real question: What does our company actually feel like as a place to work?

That’s your employer brand not the polished values on your website, but the day-to-day experience of being part of your team. Once you’re clear on that, the next step is knowing who you’re trying to attract - your ideal candidate and his persona. What kind of people do you want to work with? What motivates them? What platforms do they spend time on? What type of tone or visual style might catch their eye?

Getting this part right means your messaging won’t feel generic. It’ll sound like you and that’s what makes people stop scrolling.

Don’t Try to Be Everywhere—Choose Platforms That Make Sense

Not every social platform is right for every team. LinkedIn works well for professional roles, but Instagram might be a better place to showcase your team culture, and Facebook can still be a powerful tool in local markets. And don’t even get me started on Gen Z’s favourite media - TikTok.

Instead of stretching yourself thin, pick one or two channels that align with your audience and commit to them. And yes, there are great tools (like Buffer, Hootsuite, or even Meta Business Suite) that can help you schedule, track, and analyze your posts, so you’re not constantly glued to your phone.

The key here isn’t being on every platform it’s showing up well on the platforms that matter to your audience.

If You Want Engagement, Stop Being Boring

No one wants to see another post that reads, “We’re hiring! Join our amazing team.” What does that even mean?

If you want people to care, give them something worth caring about. Show your real team in action. Share stories from current employees about what surprised them when they joined. Use humor, visuals, or short videos. Talk about challenges as well as wins. Make your content feel like it’s written by humans, not corporate robots.

And keep it consistent. A content calendar helps you avoid the classic “post three times one week, disappear for a month” pattern. Better to show up once a week with intention than five times with nothing to say.

Don’t Just Post—Listen, Respond, Connect

Social media isn’t a billboard. It’s a conversation.

So if someone leaves a comment, reply. If someone shares your post, thank them. If people are asking questions about your roles or culture, answer them honestly. The more you engage, the more visible and trustworthy your brand becomes. And trust goes a long way in recruitment.

Track What Works, Fix What Doesn’t

Let’s talk numbers—but without making it complicated. You don’t need to measure everything, but you do need to know what’s landing.

Are people seeing your posts? (That’s reach.)

Are they interacting with them? (That’s engagement.)

Are they clicking through and applying? (That’s conversion.)

Once you see patterns—what type of content people care about, what time of day works best, what tone resonates—you can adapt. Try A/B testing headlines, or changing up your visuals. Keep it playful. Stay curious. The goal isn’t perfection; it’s improvement.

Final Thoughts: Don’t Expect Magic—Expect Momentum

Social media recruitment marketing won’t fill all your roles overnight (even if it actually happens sometimes). It’s a long game. But it works, especially when people start recognizing your voice, trusting your content, and telling others about your company.

So be patient, stay consistent, and don’t worry if you don’t “go viral.” The goal isn’t to become an influencer. It’s to build trust, attract people who resonate with your culture, and create a hiring experience that feels personal—even before they apply.

That’s what modern recruitment looks like. And you’re absolutely capable of making it work.