Recruitment via social media combines three different approaches. The first is paid advertising targeted at a region, profession and interests, which works for manual and service positions, where people do not follow job portals. The second is direct outreach on a professional network, suitable for specialists and managers, where a personal and specific message is what counts – mass templates get a low response and damage the employer brand. The third is long-term building of the company's image through content about what it is like to work there, which brings in candidates even without an active job ad. The best results come from linking this with a referral programme, because a post shared by an employee has significantly greater reach and credibility than a company profile.
See also: Employer Branding, Employee referral programme, Employee Advocacy.
