This article provides best practices about hashtags and ways to apply them to your campaigns depending on your #socialrecruiting goals.
Hashtags help to group information by topic, event, theme, or conversation. Hashtags can change over time based on what’s trending and/or the type of content people are searching for.
In this article, we will help you understand how to optimize your campaigns by using hashtags and where they can be applied within the CareerArc platform. Hashtags help to attract the right audience to your job opportunities and/or content. When hashtags are used on social media posts, it helps others who are interested in your topic find your post when they search for a keyword or a specific hashtag.
Overview of Hashtags
Social media platforms are like search engines. As you conduct more searches, you will find content that is relevant to you because of the social media algorithms. Hashtags are especially valuable because they group content together. We know that candidates search by keywords similar to the way they search for something in Google. For example, if a candidate is looking for a job in marketing, they may search using #marketing.
Now, let’s say you have a job opening at your company for a marketing job and you were looking for someone with experience in public relations, social media, and event planning.
Using the hashtag of #marketing might be too broad and not attract the right candidate. By using a more specific hashtag for that role, you can attract the right candidate with those specific qualifications. You could use hashtags like – #socialmediamanager, #digitalmedia, #eventplanner, etc. It all depends on who you are trying to reach.
There are a few different ways to apply hashtags depending on social recruiting goals. You can apply hashtags on the specific campaign (for example an employer branding hashtag), by job type category, or job title.
This concept can be applied to any industry or topic. We recommend thinking about what type of candidate you are trying to attract and the candidate persona.
Employer Branding Hashtags
Campaign hashtags could best be utilized when wanting to unite your employees with a specific employer branding hashtag. When applied at the campaign level, every job within that campaign will have the same hashtag.
Panera uses #panerapeople on their Twitter campaign.
LongHorn Steakhouse uses #WeareLongHorn on their Facebook campaign.
While these are great hashtags for employer branding, it’s not likely that the candidates are searching these very specific employer brand hashtags (#weAreLongHorn and #PaneraPeople) unless they were already fans of the brand and/or following their specific social media channels. But, one other item of interest to note is that Longhorn is also using #server in their post which targets people who are looking for a server role. Panera is also making use of this strategy by using #parttime in their post capitalizing on anyone searching the keywords of part-time work will also find their posts via search.
Both examples use hashtags to unite their employees across their locations, advertise their job opportunities, and share their culture across social media. #winwin
Job Type Hashtags
If your company has job type categories, you can apply a hashtag to that specific job type category. By utilizing a hashtag assigned to a job type category, you will get more visibility on a particular group of jobs and every job will have the same hashtag.
For example, Willamette Dental Group has a job type category of Dental Hygienists and uses #hygienist across all jobs in that category.
This post uses both location hashtags and a specific job type hashtag which is a good way to target anyone that might use keywords when searching for a job. By strategically adding these hashtags to their posts, they are targeting both active and passive #hygienist candidates in #Portland.
Job Title Hashtags
If we delve a bit deeper into this topic, think about a hashtag as a way to tap into an online community –you can use a hashtag to target people with a specific skill set by adding a hashtag to a job title. For example, if you need to hire healthcare professionals for various roles in allied health, we would recommend taking this approach. #healthcare is broad and not every candidate may be searching or following #alliedhealth. So, adding more specific hashtags like #physicaltherapy to my physical therapist roles or #speechtherapy to my speech pathologist roles gives more visibility to these specialties.
There are many ways to incorporate hashtags into your social recruiting strategy. Thinking about them thoughtfully will help people find your content while they are searching. When used strategically, hashtags can be beneficial to get your content/jobs in front of a larger audience, raise awareness around your brand, and even help build an online community or initiative.
Here are a few things to keep in mind when incorporating hashtags into your #socialrecruitng strategy:
- Keep your hashtags brief - think of a hashtag as a way to attract people to your content but keep it simple! #dontcreateaverylonghashtagthatnoonewilleversearchfor
- Choose a relevant hashtag – don’t jump on the bandwagon and only use trending hashtags. Social Media moves very fast and hashtag trends are always changing. Pick relevant hashtags, but don’t be afraid to revise or refresh your hashtags if they don’t seem to be getting you traction.
- Test your hashtags before applying them to your campaigns to ensure they are actually being used in a search. There are some free tools online like tweetreach.com and ritetag.com.
- *Disclaimer: CareerArc is not affiliated, associated, authorized, endorsed by, or in any way connected with any of the above providers.