Hello talent acquisition and branding professionals! Are you still wondering whether you should bother integrating Snapchat for recruiting into your talent acquisition strategy? Um, if you are looking to hire anyone born after 1982 (aka a millennial) you need to get on board! This generation is all about social media, but they are not hanging out with their mothers on Facebook. This is the hugest generation in American history, and they can be found in the Snapchat playground. Savvy brands and recruiters go there to lure in this new pool of consumers, brand loyalists/evangelists, and talent.
What is Snapchat?
It’s the popular mobile app that allows you to send videos and pictures, both of which will self destruct after a few seconds of a user viewing them. Snapchat is also a fun messaging app. You can take a photo or a video, then add a caption, doodle, or lens graphic, and send it to friends. Users can also create Snapchat Stories in which they can create a running story with pictures or videos.
In the words of Snapchat founder and CEO Evan Spiegel, “It’s all about talking with pictures and expressing yourself in the moment.” And no, it’s no longer just used for sending nude selfies.
How to use Snapchat for Talent Acquisition
The foundation of any solid recruitment strategy is to have an employer brand. Snapchat is a great tool to create and present this story to the digital generation. While making connections on LinkedIn, Facebook and Twitter is still relevant for certain types of hires, use Snapchat to step outside of your social media comfort zone. Embrace Snapchat’s visual media platform to expand your brand reach even further.
Visibility and interaction online is essential to attract top talent to your company. People want to work for an organization they’ve heard of and a name they trust. By being on Snapchat your company is hip, with it, and a cool place to work.
Snapchat gives employers insight into candidates’ lifestyle and values. This intel helps hiring managers assess a candidate’s cultural fit within the company, instantly improving employee retention.
- Be transparent. Use Snapchat for recruiting to give candidates a behind-the-scenes view of your company culture. Walk them around the office and let them check out their future co-workers. Heck, show them the company picnic, holiday party, or any other fun event.
- Partner with influencers who can spice up your Snapchat stories and bring you more followers. This is basically the guest author concept used by blogs to tap into new audiences.
- Use geofilters to target specific places where your brand’s demo is snapping
(e.g. concerts, stadiums, events). Or, get even more specific – for example, if you are trying to recruit college students, you can target a specific college based on its location.
- Run referral contests or volunteer and community initiatives. Notify employees of timed talent referral blitzes and have them share referrals, spread the word about local events your teams are participating in on the Snapchat app.
5 Employer Brands Already Using Snapchat for Recruiting: The How & Why
Taco Bell uses Snapchat for recruiting to hire interns. “We knew that if we wanted to find someone not only talented, but also a ‘superfan,’ we had to rely on our social channels. A lot of the people we ended up shortlisting impressed us on Snapchat, because they understood our voice and the kind of content we’re creating,” said Taco Bell’s Social Media Specialist Jozlynn Rush.
Beyond using the platform to hire summer help, Taco Bell is a major Snapchat brand channel, actively engaging (since 2013) with their huge following in real time via the Stories section of the platform three times a week. They also post fun quizzes like “What Taco Bell Menu Item Are You?” and other real-time games.
JP was quick to recognize that the days of simple job ads and recruitment fairs are over. The bank realized that you have to convince young college graduates to join the finance world instead of the myriad of other sexier industries, like tech. Being on Snapchat can help shake off some of that boring image.
JP Morgan decided to get ahead of their competitors by raising brand awareness amongst the generation of future bank talent via targeted ads and geofilters on Snapchat. They wanted to show young people that there is more to a job in a bank than traditional finance and that it can be a fun career for all different types of people.
In an attempt to appeal to and recruit a young demographic, this investment banking giant poured out a series of ads within the Snapchat Campus Story function, a curated platform for college-related content. The videos targeted over 60 college campuses in the U.S., ran for nine days, and accrued over 2.1 million views during the campaign flight. Additionally, in the nine days during the campaign, Goldman Sachs saw a significant increase in traffic to the careers website: 82% more users from organic search and 11% increase in overall visits.
Good engineers are hard to find, so Snapchat used geofilters to try to poach engineering talent from Uber, Airbnb and Pinterest. In the case of Uber, the photo filter popped up if a user was in the vicinity of Uber headquarters. “This place driving you mad?” read the filter, displaying a web address to Snapchat’s jobs page and doodles of Snapchat’s trademark ghost driving a cab making disgruntled faces. Sneaky, but pretty creative!
Back in 2014, creative agency DDB Oslo created a contest on Snapchat for recruiting fresh, creative talent.
The Snapchat Pitch encouraged candidates to submit creative to the agency via Snapchat. The contest winner would be flown out to Oslo for an interview.
Snapchat Stats & Facts
- Snapchat has 150 million people using the service each day (Twitter has about 140 million).
- Snapchat ads are seen anywhere between 500,000 to a million times per day.
- Snapchat gets over 10 billion video views per day (Facebook has 8 billion).
- Millennials account for over 70% of all Snapchat users.
Ready, Set, Get Started on Snapchat!
- Download the app and get familiar with the platform.
- Let people know you are on Snapchat and provide them with your handle. You can do this on your Facebook, Twitter, Linkedin, website and blog pages.
- Get potential candidates to add and follow you. Leverage your contacts. Promote your account on relevant forums. Consider offering a reward in exchange for being added.
- Hook up with popular Snapchatters in your industry with a large established follower base and have them take over your account for a day, bringing their entourage with them.
- Stay active with compelling content! This includes news, information, and job openings.
Follow us on Snapchat! Are you using Snapchat for recruiting? Do you think it’s a fad or here to stay? Share in the comments!