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Lydian Stone

Social Media Recruitment

About this course

This intensive online course is specifically designed for recruiters, HR professionals and recruitment advertisers looking to maximize their use of social media to recruit top talent.

  • Foundation
  • 5h
  • 2 classes
  • 5 credits
  • Live, trainer-led class
  • Interactive group exercises
  • One-to-one mentorship
  • Unlimited access

Learning outputs

Lydian Stone

Course overview & classes

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Course Overview

Learn the latest hands-on techniques for using social networking sites such as LinkedIn, Twitter and Facebook to source relevant candidates. Advanced recruitment strategies will be covered in depth, utilizing social media to reach highly targeted professional profiles. You will leave the classes with a fresh outlook as to how the rise of social media is changing the face of the recruitment industry – and the opportunity this presents for sourcing candidates and filling job placements.

  • Class 1: Social Media Recruitment, Content & Platform Strategy


    • Social change: Understanding the industry wide recruitment changes being driven by social media
    • Employee trends: Detailed look at social media usage trends
    • Employer trends: Analysis of employer’s take-up of social media recruitment
    • Business benefits: Outlining the commercial benefits of social media recruitment
    • Challenges to organizations: Clarifying the hurdles to be overcome


    • Strategy framework: Clear strategy framework to adopt for implementation
    • Different approaches: Overview of different methodologies at your disposal
    • Social recruitment objectives: Job, activity and applicant-specific objectives to consider
    • Social recruitment results: Tying outcomes to objectives to ascertain success


    • Profiling candidates: Defining by employee attributes required
    • Employee aspirations: Profiling candidates by their key motivations
    • Candidate personas: Clear framework to build a picture of the type of candidate you are targeting
    • Audit & candidate research: 1-2-1 interviews, focus groups, surveys, competitor research, online listening


    • Candidate targeting: How to target platforms that correlate with your expected candidate
    • Platform demographics: Detailed overview of LinkedIn, Facebook, Twitter and other platforms’ user base


    • Recruitment driver: Understanding branding’s effects on the recruitment process
    • The role for social: How social media can be used to support increasing job attraction
    • Industry awards: Their role in supporting brand image
    • Applicant image of an employer: Familiarity, ascribing personality traits and reputation


    • Employee decision-making process: Understanding the role of social content in driving final decision
    • Recruitment content attributes: Research insight into content characteristics that generate attention
    • Value proposition: How to set a proposition that appeals to your target candidate
    • Value proposition canvas: Framework for setting your own content strategy
    • Persuasion tactics: Reciprocity, commitment & consistency, consensus, affinity, authority and scarcity
    • Content calendar: How to build a working content plan to boost efficiency and drive results
    • Content type: How to best plan your mix of copy, image, video and other multimedia content
    • Post frequency: Best practice for planning the number of posts per day
    • Post scheduling: Priority times to post to maximize engagement


    • RJPS and social: Understanding the role of social to create, distribute and promote RJPs


    • Roles & responsibilities: Full run through of the roles & responsibilities of a successful Social Recruiter
    • Social Recruiter qualities: What makes a good Social Recruiter


    • Social sources: Understanding the array of social recruitment sources
    • Social posts: Overview of the myriad of social recruitment post formats and creative executions
    • Recruitment advertising: Bird’s eye view on the full gamut of social advertising options for recruitment
    • Social communities: Third-party and privately owned communities to drive recruitment
    • Company content: Leveraging internal content to support the recruitment process
    • Social referrals: Stimulating and managing social referrals
    • Influencer mentions: Spurring advocacy from online influencers to support brand image
    • Direct communication: Social channels to enable direct outreach to candidates
  • Class 2: Facebook, Twitter, Blogging & YouTube Recruitment


    • Maximize effectiveness of your Facebook Page: Turning Likes into prospects
    • Driving traffic: Proven techniques for growing a targeted audience on your Facebook Page
    • News Feed optimization: How to maximize visibility in your community’s News Feeds


    • Full overview: Detailed guidance on all paid-for recruitment advertising options available on Facebook
    • Bulls-eye targeting: How to target ads by location, connection, demographic and, importantly, workplace
    • Promoted Posts: Ensure your priority status updates reach a larger audience
    • Copywriting: Draft compelling recruitment ads that drive click-throughs
    • Budgeting: How to plan campaign costs and minimize budget spend


    • Set-up: Effective account strategies for personal and company branding
    • Twitter Pages: Maximize effectiveness of your Page; best practice background design; verified accounts
    • Building a targeted follower base: How to strategically grow a loyal group of active, engaged followers
    • Prospect search: How to find and connect with an audience of high value prospects
    • Productivity: Proven time-saving techniques for managing Twitter activity
    • Twitter advertising: Full overview of paid-for opportunities


    • Getting started: Setting up your blog and guidance on the varied blogging platform options
    • Content strategy: What to write, frequency and tone of use; sourcing news and inspiration for content
    • Establish a network: How to connect with influential bloggers in your industry field
    • Promoting your posts to prospects: Inspiring influential bloggers to link to your posts


    • Video production: How to creatively produce your own online video content
    • Organic promotion: Hands-on tips for driving views across the web
    • Pay-per-view: Overview of paid opportunities on YouTube and other video-sharing sites
    • Managing comments: How to prioritize managing comments and dealing with negative posts
    • Branded channels: Creating and customizing a branded channel on YouTube
    • YouTube insight tool: Detailed overview of YouTube’s self-service analytics and reporting tool


    • Platform specific: Full overview of free proprietary analytics tools available on all social platforms
    • Metrics for success: Tried-and-tested metrics for measuring social recruitment results
    • Google Analytics: Advanced techniques to track web traffic and page views
    • Competitor benchmarking: How to gauge your performance with your key competitors and wider industry
Lydian Stone

Course Trainers

Learn from our skilled trainers, with hands-on experience from the front-line.