Are you looking for organic recruitment marketing campaign ideas for Instagram?

We recently used Instagram and LinkedIn organically as marketing platforms for our own recruitment purposes here in Finland.

In this episode of the Building a Modern Employer Brand podcast I share with your how we planned the campaign, what features we used and what goals and objectives we chose. Next week, in episode 94 I share with you the results.

Scroll down this page to find the podcast-episode or start with my go-to ideas for ramping up a three week recruitment marketing campaign for social media.

How to come up with recruitment marketing ideas for Instagram, or other social media?

Recruitment marketing can be a lot of fun on social media these days because we have so many features and tools readily available to make it fun and effective.

All you need to know is which social media is the best for reaching your target audience for your campaign and then start ideating!

If you google for recruitment marketing ideas, you’re going to get lots of advertising campaign ideas.

In my opinion, the best campaigns on social media rely on what social media was built for: conversations and relationships, not on fancy adverts.

How to create a recruitment marketing campaign for social media?

Follow these easy steps to create a recruitment marketing campaign for social media that doesn’t require big bucks and an advertising agency.

(1) Set your campaign goals

Start from your campaign goal. How do you need this campaign to help your hiring? Remember, this is marketing and communications, not selecting candidates. Your goals need to be the kinds you can achieve with communications and marketing actions.

Goals I recommend for your campaign:

  1. Grow awareness you have an opening and you are about to start the selection process.
  2. Improve understanding of what Work to Life Riddle this career opportunity will solve for your prospects.
  3. Help your prospects in anyway you can to choose your opportunity.

When you have your campaign goals clear you are in a much better place to start planning what you actually do.

When your campaign is over, you want to make sure your candidate experiences exceed expectations and help your applicants to commit to your process instead of your competitors. This online course at Talent Marketing school teaches you how to do just that.

(2) Decide on your campaign timeline

Your campaign has a timeline based on the start date and the deadline for applications. Your timeline should be minimum of 14 days, but ideally 21 days. That’s three weeks.

What you need is daily content and activities for pretty much each day. Before you go bonkers, remember why you are doing this. To maximize the success of your hiring process.

Your maximum hiring success is out of the window unless your best available prospects are committed in staying available for you until your company is ready to make final decisions about each of them,

Think about your campaign timeline like it was the Candidate Journey of the Information Era™️. If you have three weeks for the campaign, week one should focus on goal 1, week two on goal 2 and week three on goal 3.

(3) Spend a little time ideating your activities

Next, start ideating the content and activities for each week pursuing the goal of the week. You need to post at least 3 times but preferably at least 5 times during each of your campaign week.

What this means is, you need at least 3-5 ideas for posts and actions for each of your campaign week. Ideally, total of 15 ideas to post and action on during the three weeks of your campaign.

Week 1: What could help your relevant audience to become more aware of your opening?
  • An ad campaign driving prospects to the landing page for this role. The most common landing page is the job post. This needs to run at the back the entire three weeks.
  • Posts that start with “We are hiring [who] for [role]” and continue in a conversational tone about and around the hiring need.
  • Topics such as the role, the hiring process, the goals of the role, introducing the people connected to this role and what success looks like in this role make great talking points for plenty of posts for the week one.
  • Additionally, posts that call people to ask your team questions about the role and the process open you a window for additional posts in which you answer to those questions.
Week 2: Focus your talking points on why your prospects should choose your company.

During week two your posts and activities should focus on clarifying what work to life related needs this opportunity and starting a career in your company can solve for your prospects.

Hardly any employer answers this paramount question in their recruitment messages: Exactly how will a career in your company improve my work life and personal life?

The answers can be found in your unique company and leadership culture, from your values and are described in the reasons why your employees choose to stay in your company over and over again.

However, to know exactly which answers to choose, it is important you understand what are the Work to Life Riddles you need to cover week two.

Understanding also what goes on in the minds of your prospects when they start planning career changes can help you to select your talking points for week two.

Week 3: Make sure all open questions are answered and actively remind your prospects about the deadline for applications.

The final week of your campaign needs to cover all open questions, inspire sending an application and reveal how the selection process will look like.

I personally like to talk about the interview phases, such as the questions we will be covering or tasks we will be asking the candidates to do. Helping your candidates to succeed in your selection process is a win-win for both of you.

This type of a recruitment campaign idea works best on Instagram because Instagram offers us so many different features:

  • Photos to other types of images
  • Short videos to long videos
  • Single images to carousel posts
  • Reels, Stories and Lives
  • Various Stickers in Stories to call action and increase engagement

Organic or paid campaign?

The first decision you need to make is are you going for an organic campaign, a paid campaign or a mix. Your decision obviously impacts directly what kind of a campaign you should go for and what content you will need.

An organic campaign requires:

  • An active, relevant audience.
  • Daily engaging actions throughout your campaign.
  • Focus on engaging and building relations with your prospects.
  • Making sure your prospects will get all the information they need to make the decision to apply by the end your campaign.

A paid campaign requires:

  • A decent budget.
  • Catchy campaign content, copy texts and calls to action.
  • Enough time for the campaign to kick in and produce results. For example, Facebook ad algorithm is notorious for the learning period required.
  • Someone who knows how to create effective social media ads.

Probably your best choice is a mix of these.

Listen to episode 93 in the Building a Modern Employer Brand podcast with Susanna Rantanen

In this episode:

  • Why Instagram was chosen for this campaign?
  • The goals and objectives of this recruitment marketing campaign.
  • The key elements of our campaign.
  • Instagram features applied during the campaign.

Check out this blog post about recruitment marketing campaign on Instagram >>

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