5 ways social media influences candidates and consumers [infographic]

When candidates browse and “shop” for jobs, they exhibit the same behaviors when browsing and shopping for products—and social media is an integral part of both experiences. This infographic pulls insights from third-party sources as well as our own recent study and shows the 5 ways social media influences candidates and buyers alike.

Social media influences candidates’ and consumers’ search and research behavior

43% research products they’re interested in on social media
43%of passive candidates search for jobs on social; for active candidates, it’s 54%

Social media influences candidates and buyers to take action

40% have bought something they found on social media
33% apply to jobs they discovered on social media

Candidates and consumers turn to social networks for recommendations

24% get product recommendations from connections on social media
30% reach out to their social network for open jobs and recommendations

Social media drives product and job discovery and sharing

27% learn about brands and products from ads on social media
37% view and/or discover jobs on social media; 42% like and share jobs on social

9 out of 10 candidates and consumers follow brands on social media

90% of people buy from brands they follow on social media
90% of job seekers follow brands on social media; 72% interact with them directly

Employer brand and consumer brand matter–a lot.

Job seekers and buyers alike are increasingly relying on social media to inform their decision making process. From exploration and discovery, to research and evaluation, to purchase and application—social media appears to touch each stage of the buying and candidate experience.

In many ways, the similarities shouldn’t come as a surprise considering the premium candidates place on employer brand. 82% of candidates now consider an employer’s brand and reputation before applying for a job. We’ve also found that employer brand can directly impact consumer brand: 64% of job seekers report that a poor candidate experience would make them less likely to purchase goods and services from that employer.

How to apply candidate behavior insights to your social media recruiting strategy

Sure, these are interesting stats. But how do you make these insights actionable? Here are just a few suggestions.

• Align your recruiting efforts with candidate behavior: Invest where candidates and consumers are already flocking to when they’re researching your people and your brand–social media. Learn how CareerArc helps some of the most exciting brands use social media to recruit talent at scale.
• Audit your candidate experience and employer brand: Walk in the shoes of your candidates and follow your process all the way through to assess areas for improvement.
• Look for leaks in your talent funnel: Don’t miss out on candidates you’ve already engaged. Avoid these common causes for leaky talent funnels.
• Boost employee advocacy: Similar to how consumers read reviews from buyers who have tried the product, candidates trust current employees when researching a company’s brand, values, and culture. Social media is arguably the best platform to both tell that story, reach new audiences, and encourage employees to spread the word.
• Optimize content and conversion: Can your social job posts and employer brand posts on social media be more effective at converting candidates? Are you posting the types of content that will get you more applicants? There’s always room for improvement, but we recommend focusing on the most impactful areas to get the best return on your hiring and social recruiting efforts.

CareerArc powers content publishing to Facebook, Twitter, LinkedIn, Instagram, and Glassdoor, which are among the most visited and active social networks for passive and active candidates today. Sign up for a CareerArc demo now to learn more.