Social Recruiting Strategies to Survive the Loss of Free Job Postings on Indeed

Unless you’ve been living under a rock, you’re aware of the upcoming policy change Indeed announced several weeks ago. While industry professionals are speculating about the reasons behind Indeed’s announcement, the impact is clear:

Indeed’s Policy Change

Effective January 7, 2019, if you want your jobs to be on Indeed, you must be sponsoring your jobs on Indeed.

So now what do you think?

This policy change may seem scary, but it also offers new opportunities for you to evolve your recruitment marketing strategy. As you plan for 2019, here are three options for improving the social recruiting component of your system in the year ahead:


Option 1: Inbound recruiting with content

Want more candidates applying to your jobs…without paying more for job advertising? It would be best if you had inbound recruiting—creating and sharing content to attract active and passive job seekers to your website…and your jobs.

Step 1: Content strategy

Inbound recruiting (and all inbound marketing) is about content. What can you create that will capture the attention of your ideal job seekers and get them interested in your company?

When creating a content strategy, consider both active and passive job seekers. Active job seekers will be interested in specific job opportunities and why they should work with your firm.

But passive job seekers are interested in something other than jobs. To engage them, you need to create content that answers the questions they have about their career and personal issues that matter. We suggest you define personas* for different types of candidates you serve and then craft content plans for each audience.

Step 2: Content sharing

Creating content is one thing. Getting people to find it is another.

A content-sharing plan addresses getting your content in front of your target audiences, including email, SEO, social media, pay-per-click advertising, and leveraging influencers. Content sharing should include organic (free) sharing and paid distributions to reach target audiences.

What’s a Persona?

A persona describes common demographic characteristics, personality traits, interests, challenges, and attitudes. It’s a profile that defines a typical customer. You define personas to help your team understand the types of candidates (or clients) you are trying to attract.


Option 2: LinkedIn


When you think of social networks and recruiting, you probably think of LinkedIn. It was a network built for professionals, and LinkedIn offers a variety of solutions to help you recruit. LinkedIn’s tools can be pretty pricey, but they are often essential if you’re doing direct recruiting.

When it comes to replacing traffic from Indeed, we suggest leveraging LinkedIn’s free tools to their most total capacity:

  • Build talent networks – Each recruiter on your team should spend time daily building connections in the target industry in which they recruit.
  • Content sharing – Share blog posts, videos, images, and other content daily.
    –Status updates (by individual recruiters and branch managers)
    –Updates on your company page
    –Post directly on LinkedIn
    –Share in LinkedIn Groups that target your ideal talent pool
  • Leverage groups – Join groups that target your ideal candidates or create groups to serve the types of talent you place.
  • Ideas for your LinkedIn content strategy:
    –Local market/industry salary guides
    –Industry / career-specific advice
    –Video job posts
    –Video for company branding


Option 3: Facebook


If you missed it, Facebook is now a significant player in the jobs market, and for many of our clients, it’s a top source of qualified candidates. Here are a few ways you can use Facebook to attract talent:

  • Post jobs on Facebook.
  • Post jobs to Facebook via ZipRecruiter.
  • Target passive job candidates with promoted content.
  • Use live video to engage your Facebook followers with educational information.
  • Create video job ads that you sponsor to reach specific target audiences.
  • Share job posts in relevant Facebook groups.
  • Build talent communities (groups) based on skill set and geographic location.
  • Target a list of candidates in your ATS or Job Board contact list (matched audience advertising) to re-engage and reactivate talent.
  • Target a look-alike list to show your content to people with similar profiles to your followers.
  • Use Lead Gen ads to drive more response directly within Facebook.
  • Make your employees the heroes of your content – show how you help people find jobs, advance their careers and learn new skills – position your firm as one that cares more about the people you place than others.


So as you know, Facebook job ads can be targeted by location and title but not by other demographic factors that could be deemed discriminatory. Display ads that are not job-specific (e.g., attempts to attract passive job seekers based on sharing content) can be targeted more specifically to a target audience.


Option 4: Instagram


Instagram just passed Snapchat as the #1 social site for millennials, and it’s rapidly growing in usage with other demographic sectors. Here’s how you can leverage Instagram for recruiting:

  • Create a stream of videos and photos branded to your company.
  • Develop a content plan that fits your audience…and can be best told with pictures.
  • Use hashtags to categorize content and tie your content to news and trends.
  • Tag individuals who are pictured in or related to your posts.
  • Offer to feature Instagram users in your talent community on your account.
  • Consider creating accounts around exciting types of content that would appeal to specific job seekers, such as the most challenging jobs in Chicago; the most excellent IT jobs and companies in Washington; the best workplaces for designers; the best companies for workers under 30, etc.


Option 5: Go mobile


The average adult spends just over 2.5 hours a day on their mobile phone. We even check our phones 80 times a day…when on vacation!

If you want to connect with talent, go where they are…on their phones. To improve mobile engagement with candidates, consider these tactics:

  • Texting – 1:1 or too many; texting is the fastest way to get a response.
  • Email – while email may seem old school these days, it’s still a top app on mobile. Consider job alerts, talent newsletters, and more personal-sounding messages from recruiters to your talent promoting job opportunities and asking for referrals.
  • Push notifications from your career site.
  • Build or buy an app that promotes your jobs, facilitates service to candidates, and allows you to send push notifications.
  • Social advertising targeting mobile – this can be done via Google display advertising, Facebook, LinkedIn, and other social sites.


Is your staffing or recruiting firm looking for more ways to evolve your recruitment marketing strategy – and survive Indeed’s policy change? We’ve created a comprehensive, free eBook: “Indeedmageddon: Strategies to help staff and recruiting firms to prepare for the loss of free job posts,” to help.