Social media can be a lucrative tool for recruiters looking to boost their company’s brand and reach a larger network of college students on the cusp of entering the job market. The top companies students want to work for all have popular Instagram accounts — and other organizations can learn from their success.
A recent survey finds that more than three-quarters (76%) of undergraduates use Instagram regularly, second only to YouTube (85%). At the same time, a majority (60%) say a company’s social media activity can tell them a lot about the culture of the company and the people who work there. The app allows college job seekers to peek inside companies that interest them, and recruiters should take full advantage of how much time Gen Z spends on Instagram.
Most of the top 10 companies college students say they would be proud to work for have millions of Instagram followers, as well as smaller accounts that focus on different aspects of their businesses. These companies use their main Instagram accounts to show off their products and how people around the world use them. Whether they’re producing software or entertainment, their accounts convey how the company impacts people’s lives, which appeals to young job seekers who want to find meaningful work.
Half of the top 10 companies also have separate Instagram accounts that specifically focus on their employees, career opportunities, or both. Our analysis of those accounts finds four key strategies all companies can implement on their own pages in order to attract top talent.
Spotlight company growth
Posting about internship programs and job opportunities is a clear cut way to use social media for recruiting. But beyond simply outlining a job description, let a current employee in a similar role explain what drew them to the position. Pointing out which teams or offices are growing can also give potential candidates a better idea of the company’s needs, as well as show off the business’ success. For example, Google’s @lifeatgoogle account recently posted that its Stadia team is hiring for roles in multiple cities.
Feature specific employees
Focusing on current employees gives college job seekers a glimpse into who works for your organization and why. Students want to know that a company’s employees enjoy working there before they apply, and there’s no better proof than employees talking about why they love their jobs. The @disneycareers account features full-time employees and interns from different departments with quotes about why they enjoy what they do. Try asking employees to submit a photo and a short paragraph about how they got their current position, or have someone take over Instagram stories to walk through their daily schedule.
Show employees outside the office
Photos of employees at team dinners, conferences, and volunteering in their communities sends the message that workers aren’t tethered to their desks. In March, the @delloncampus account posted a photo of North Carolina team members working with a local food bank.
More than three-quarters (77%) of students say it’s important that they can see themselves becoming friends with potential coworkers when interviewing for a full-time job. And a majority (62%) of students would prefer to work for a company where employees socialize outside of work. Seeing current employees hanging out or volunteering together will illustrate an inviting work culture.
Highlight flexibility in the workplace
Nearly three-quarters (72%) of students say they would rather have a fully remote job than one in an office. If your organization offers remote work, make it known. Even if fully remote jobs aren’t an option, highlight the different ways your organization does support flexibility and work-life balance. Do parents participate in “Bring Your Child to Work” day? Take a group photo. Do some employees normally work from home once a week? Have them snap pictures of their home offices. The @microsoftlife account recently posted store associates’ selfies with their work-from-home setups after the coronavirus outbreak closed Microsoft Stores.
Make the most of your Instagram accounts by showing off why employees love their jobs.
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