College recruiting using social media: how to increase applicant reach and reduce recruiting costs

Abstract

Purpose

The purpose of this paper is to offer an alternative approach to traditional campus recruiting, using the social media. Specifically, we propose a three-step strategy using Facebook to attract and recruit college graduates.

Design/methodology/approach

In Step 1, employers use Facebook to attract as many target students as possible to an employer’s Fan page. In Step 2, employers actively engage with students to enhance their employer brand as a prospective employer. In Step 3, employers initiate a call-to-action to encourage students to act upon a job opportunity and apply for the position.

Findings

Social media recruiting can payoff in several ways: First, employers have the advantage of speed through social media recruiting. Second, employers also have broad and frequent access to college students. Employers will also reduce their overall college recruiting costs and lastly, employers enhance their overall employment branding through the use of Facebook for college recruiting.

Practical implications

Given the impending retirement of baby boomers, there is an urgent need to recruit college graduates in large numbers. Historically, college recruiting has been the preferred channel; however, few students attend campus career fairs or find information sessions and their campus career centers helpful. As an alternative, employers should consider using social media as a recruiting tool to attract and recruit college graduates.

Originality/value

Social media recruiting has the potential to help smaller employers stand out among larger employers, reach out to a larger pool of candidates, speed up the recruitment process and reduce overall recruitment costs.

Citation

Wazed, S. and Ng, E.S.W. (2015), "College recruiting using social media: how to increase applicant reach and reduce recruiting costs", Strategic HR Review, Vol. 14 No. 4, pp. 135-141. https://doi.org/10.1108/SHR-02-2015-0017