Harnessing Social Media for Effective Hospitality Recruitment

Put yourself in the position of the average social media user. The first time you spot a company’s posts online, it plants a metaphorical seed. Continued exposure to the company brand through additional social media use, other advertising efforts or even in-person visits reinforces paid and earned efforts made on social platforms. The end result is a better brand perception that attracts coveted candidates. 

Remember, that where a prospective employee lands after viewing an ad or post on social media matters just as much as the first impression. Harri’s multi-channel job broadcasting and Career Branding present businesses in the best possible light. Moreover, our Carri chat feature can even be directly integrated into the candidate’s social media channels for prompt and accurate online support that moves new hires through your doors. 

Harri Career branding helps businesses like yours win the battle of public perception. Excite candidates at the beginning of their candidate journey, and easily present centralized information about the company, open roles, workplace culture, and organizational values. You can also put employee testimonials on display for all to see.

Branding is your opportunity to bring your company’s brand as an employer to the forefront. Highlight how your brand is appealing from an employment perspective and those who see your social media content will have a newfound appreciation for your company. 

Above all, align your branding efforts across your website and social media platforms to showcase what it is like to work for your business. 

In particular, it will help to highlight employee testimonials that detail what it is like to work for your business. Provide such an inside look at the daily working conditions and you’ll succeed in convincing job-seekers why your business is a rewarding place to work. 

Continue to add a steady stream of content to the social media platforms and you’ll eventually notice the effort attracts hardworking passive candidates who did not go out of their way to find the company, electing for their social media feed to shape the information presented on their screen. 

The engagement of talented passive candidates is a meaningful competitive advantage as some candidates have extensive experience and simply need a little nudging to consider new opportunities. 

Crafting Engaging Content for Recruitment

When it comes to inbound marketing, the adage of “content is king” still holds true. The challenge lies in generating content that makes a lasting impression on viewers. Moreover, there is also the challenge of creating content that resonates with those who work in the hospitality industry. 

To effectively engage this audience, it’s crucial to utilize content as a storytelling tool. This approach involves more than just listing job benefits or company achievements. Instead, it’s about weaving narratives that offer a genuine glimpse into what it’s like to be part of your team. Here are some elements to consider to enhance your content’s appeal and effectiveness:

• Employee Testimonials and Success Stories: Share real stories from current employees, focusing on their journey within the company. Highlight their achievements, challenges they’ve overcome, and how the company has supported their career growth. This humanizes your brand and makes it more relatable.
• Day-in-the-Life Features: Create content that showcases a typical day for various roles within your organization. This not only informs potential candidates about the job responsibilities but also gives them a taste of the company culture and work environment.
• Behind-the-Scenes Glimpses: Offer insights into the less visible aspects of your business. This could include showcasing how your team handles peak seasons, prepares for major events, or maintains high service standards. Such content can highlight your team’s skill, dedication, and the camaraderie that underpins their success.
• Interactive and Multimedia Content: Utilize videos and infographics to engage potential recruits and align your strategy with the type of content that works bets on image or video-focused platforms. Videos of team events, employee interviews, or even virtual tours of the workplace can be particularly effective.
• Addressing Industry Challenges: Acknowledge the challenges specific to the hospitality industry and discuss how your company is addressing them. This could include initiatives for work-life balance, dealing with high-stress situations, or fostering a diverse and inclusive workplace.

Connecting with Passive Candidates

The average social media user casually scrolls through the platform, looking for interesting tidbits of information, entertainment, and news. As a result, such passive candidates are unlikely to be highly receptive to overt ads and demands for attention, especially from accounts that look like corporate-sponsored content. 

Recognize social media users are generally passive candidates and tailor your content accordingly. Zero in on what makes your company desirable to work for. Embed links to informative blog posts within social media posts. Provide updates about the industry and the local area, using those updates to make it clear that your company is looking for new employees. 

If you are still on the fence as to whether such passive candidates are worth targeting, consider the size of the pool. Workable reports that 37% of people are passively open to new opportunities, at any given moment.