Using Snapchat as Part of Your Recruiting Strategy - American Society of Employers - Kristen Cifolelli

Using Snapchat as Part of Your Recruiting Strategy

When many HR Professionals think of social media tools and platforms that can be used for recruiting, the app Snapchat is probably one that doesn’t come to mind.  For those that are not familiar with Snapchat, it is a mobile messaging application used to share photos, videos of up to 10 seconds, and drawings that are called “snaps”. Snapchat logo


The platform also offers a chat function comparable to instant messaging services like WhatsApp.  What makes Snapchat different and unique from other forms of texting and photo sharing is that the messages and content are only viewable for a set amount of time (from 5 seconds to 24 hours depending on the settings) and then the content disappears.  So, you are probably thinking, why in the world would a platform where content disappears be a good way to recruit?   

 

SnapChat’s primary niche as a recruitment tool is mainly about employer branding. The disappearing content feature is intended to make users feel more in the moment and generate buzz and excitement.  There is not the same pressure to post the perfect photo or video with the goal of getting likes and comments – content disappears versus staying forever until it is deleted.  It is meant to be personal, fun, and a way of sharing raw content that is not formal and well-orchestrated.

 

A key feature of Snapchat that is highly appealing to recruiters is that “snaps” can be shared in a narrative style called a story.  A story is a collection of snaps that play in the order in which they are taken so that viewers can see the day unfold.   It is meant to feel more like a personal feed rather than a message.  It provides a brief look at what interesting things someone has done in the past 24 hours.  Recruiters have discovered that storytelling is a terrific way to showcase company culture and engage followers and potential candidates.

 

“Snapchat is very much built for storytelling,” says SnapChat influencer Branden Harvey.  “By telling stories that showcase how a company operates and what makes it special, brand awareness is created. When those stories focus on things potential candidates desire in an employer, it becomes employment branding.”  Therefore, the two things go hand in hand. You need to tell the story of your company and its people.

 

The key to using Snapchat for recruiting is to build a following of your organization.  Organizations that are using social media such as Facebook and Twitter should have already started to establish their network.  Use these platforms to let followers know that you’re active on Snapchat. 

 

Below are some Snapchat benefits and interesting ways recruiters have incorporated Snapchat into their recruiting strategy:

 

  • Appeals to millennials but other generations as well – Snapchat has quickly become a communication platform that has great appeal among millennials and Gen Z.  Recent statistics show that 71% of Snapchat users are under 34 years old, and 45% are between the ages of 18 and 24.  Recruiters are beginning to recognize that by using Snapchat they can communicate using the “language” of the newer generations.  In 2018, close to 85 million people in the U.S. (roughly a quarter of the population) used Snapchat.  It is a 7.1% increase from 2017 which means it is expected to grow faster than Facebook and Twitter.  What is interesting though, is that 50% of new Snapchat users are over the age of 25, and the percentage of user growth for individuals over 35 is greater than the growth rate for 18-24-year olds.    This indicates that the app is appealing to many generations and could be a catalyst in recruiting efforts.
  • Increase brand following – Grow the organization’s brand and following by networking with influential individuals in the industry.  Ask these individuals to be featured on your Snapchat account and promote these discussions and advertise upcoming events.   Organizations also follow other events on other social media accounts and share their live reactions.  This can be a good way to increase views on the organization’s account and brand following as well.  McDonald’s collaborated with NBA fan favorite LeBron James to up their social presence.
  • Highlights company culture and interaction with potential candidates – Use Snapchat to share creative videos and stories to highlight your unique company culture.  Encourage employees to develop testimonials that get posted on your site.  Introduce potential candidates to your employees and your offices.  Create Q&A sessions with hiring managers and provide career advice.  Send new hires a Snapchat welcome video.
  • Promote that you are at recruitment events – Build anticipation that you will be at a recruiting event by showing pre-event preparations through photos and videos.  Snapchat has a feature called a geo-filter that allows content to be targeted to individuals in specific areas.
  • Post job ads – While disappearing job ads aren’t a great way to promote an opening, use it to accompany job ads to make you stand out.   Show a picture of the future office for the open position or a quick video from the hiring manager encouraging applications.
  • Use campus stories for college recruitsCampus Stories are special live stories created for selected college campuses.  Only Snapchatters whose phones indicate they're in and around a campus, or were there in the last 24 hours, are able to post and view the Campus Story.  Organizations can participate in events such as live broadcasts in order to engage with future graduates.

 

Organizations will need to determine if Snapchat is right for them and their culture.  One-off Snapchat campaigns will probably not be effective compared to weaving it in to the organization’s overall digital recruitment plan with ongoing, consistent messaging. 

 

 

Sources: HireHive Blog, ADP Spark 2/26/2018

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