In this day and age, recruiting on social media is essential, but employers still struggle to find the best way to leverage their social media channels. Unlike the typical person who uses social media as a way to catch up with friends and share interests, brands should use social media as a tool for understanding their audience, targeting potential employees and maintaining relationships with current employees.

To help companies do this effectively, we put together a few guidelines to follow.

Interact with your audience.
One of the biggest ways to maintain your current followers and continue to grow is to engage with your audience. Responding to comments (even the negative ones), answering private messages and commenting on your followers’ posts keeps your brand top-of-mind and creates a positive brand experience for your audience.

Engage through stories and live streaming.
Taking advantage of the new features on social media will put you a step above your competitors. Stories are now a huge part of the experience on Instagram, and they have features like polls and swipe-up links that are great for recruitment. If you aren’t using these new features, then you aren’t staying ahead of the game!

Use trending topics like fun holidays, hashtags and world news.
Social media users are more likely to follow employer brands when they know they will see relevant content. If you are a more professional brand, then use trending topics in the media to relate back to your company. If you have a more casual brand personality, then use hashtags to highlight fun aspects of your company. Even topics that seem irrelevant can connect you to your audience in new ways and show that you are relatable.

Post at optimal times during the day.
Albeit simple, this tip is a great way to increase engagement on your social channels. Try to be considerate of when your audience is most active on social media. For instance, if your followers are mostly young professionals, then post during lunch or at the end of the day when they are active and engaged. Avoid posting during times that alienate certain time zones.

Don’t just post photos.
Using videos, boomerangs and graphics are a great way to change up your social media feed and keep things interesting. If you are hosting an event, then make a countdown graphic or post a boomerang of everyone arriving. When you have eye-catching posts like these, your audience will spend more time engaging with your content.

Think about your audience.

When creating your social media posts, think about the purpose of each platform you are using. Instagram is the best platform for beautiful images and videos; Facebook is ideal for longer messages with photos; Twitter is commonly used for short and humorous thoughts; and LinkedIn is for professional networking. Make sure your language and imagery reflect the platform you’re using while also reflecting your brand.

There are so many ways for your brand to take advantage of this fast-growing media and stay on top of the latest social trends. These tips are a great way to establish yourself on social media and get the most out of your posts.

Looking for more ways to leverage your brand’s social media channels? Email us at conversations@jwt.com for insight and advice.

Sam Smith is an Associate Account Executive at JWT INSIDE in Atlanta. As a recent graduate from Georgia College, she has been learning the ins and outs of recruitment advertising, and enjoys the fast-paced and ever-changing world of communications. With experience in public relations, hospitality marketing and account management, she likes to look ahead and focus on the goals of each advertisement.