When using social media platforms you have the opportunity to reach a wide audience with some effective visual content. There are many social sharing sites to cross-promote your content to a wide audience, all used in a slightly different way with tailored messaging to fit each platform and appeal to a slightly different audience.
In the Candidate Attraction Survey 2017 we revealed the best channels for sourcing quality and quantity candidates and of all of the channels in use, social media delivered disappointing results for recruiters. It was the fifth most used channel by 64% of in-house recruiters yet lagged behind every channel to find the right quality and quantity of candidates. One thing we do know from the survey is that regular measurement and monitoring of activity can go some way to improving the effectiveness of social media engagement so make sure you have measures in place.
This is a short guide to explore some of the most popular platforms and if they have character limitations, what size images work best, when to tag someone in a post or use a hashtag. Remember though all social media platforms can change things from time to time so it’s a moving feast. You can always visit this sizing cheat sheet for the latest sizing specs or see the individual platform help guides, some of which are listed below.
The doubling of the character count to 280 characters extends how you can communicate your message and brand through the news and social networking site. Twitter posts (tweets) are a way to be part of a community and get your message not only to your followers but by using relevant hashtags in your post you make your content searchable and can start a conversation on a related topic, i.e. #talentpooling, #graduaterecruitment. It’s also worth doing your own research on what hashtags are being used and trending relevant to your business/tweet.
A twitter handle, for example @team_eploy, is a users name and using handles to connect with followers/groups/influencers can help to spread your message. Using @’handles’ in your tweet will alert those named twitter members to what you have tweeted, prompting likes and shares of relevant content to their networks.
It’s not unusual to tweet a few times a day but this is personal to your brand and what you want to achieve. See what your competitors do, who are their followers and who they follow? Vary what content you publish – images, links, text. If using links in tweets that are long and are effecting your character limit, consider a link shortening tool such as tinyurl or bitly.
Image Dimensions & Guidelines
Each tweet can have a maximum up to 4 images attached and you can use animated GIFs and video too for added expression. You can use either GIF, JPEG or PNG files on Twitter.
Photos and GIF’s don’t count towards your character count – phew! But there is a limit on the file size of 5mb for photos and GIFs on mobile and 15mb on the web. Stream photos are required to be a minimum of 440 x 220 (2:1 ratio) and then these are adjusted and scaled automatically for display. Here’s some helpful instructions if you want more detailed guidance: https://help.twitter.com/en/using-twitter/tweeting-gifs-and-pictures
On your Facebook page posts using hashtags won’t necessarily work like they do on Twitter. However, you have an extensive character limit of 10,000 characters to share your content. Do note though that only the first 450ish characters will be visible on your post so make sure your opening message is on point. Photos do the talking on this network so use the right images that communicate the message and consider using a link in the text field to associated content for extra engagement. Think about your audience and followers and how to best communicate the content and message.
You have a variety of Publishing Tools available on this platform (videos, jobs, sounds etc) so chose the right medium for the post. It’s worth experimenting to find out what works for you.
It’s not just posts to your Facebook page that work to keep your community updated but you can also promote job posts – where you can add specific details about the post and add free text questions, publish a video such as your employee stories or add an album of photos such as a gallery of your careers site, people and brand. When making posts to Facebook remember to specifically ask people to like or share if that’s what you want them to do.
Photos and images engage the brain and can promote engagement so share something great with your followers and friends!
Image Dimensions & Guidelines
When uploading an image to a Facebook post, it will be adjusted automatically - typically 476 pixels with width and height adjusted accordingly. Facebook give you control to add filters, crop images and add text to your photos which can all add emphasis. Note: If adding multiple images to a post which include a mix of portrait and landscape images, the layout will be determined by the image you posted first.
Want to know more?
This is just part one of two introduction to the giant that is social media so if you’d like to see more on this topic such as using social media dashboards to manage platforms, typical demographics of each channel or how to build followers just comment below and we can include it in next months insight.
You might also like our book on Google Analytics Guide for Recruiters –
Click next to read part 2