Record! Action! And share! We are surrounded by stories. Snapchat, Instagram, Facebook, Whatsapp... Short videos are popping up on every platform. Videos that allow anyone to quickly share a creative, funny or informative message. And for good reason. Because the success of stories is enormous. Also for social recruitment.
Now that stories are wildly popular, ads are increasingly coming around the corner. Instagram has embraced them for some time and now Whatsapp has recently announced that ads will pop up in their stories as well. The possibilities are increasing and usage continues to grow. A more important question, of course, is what can stories do for your social recruiting strategy?
View of the kitchen
In our blog on video content, we previously discussed the latest trend: content must be short, shorter shortest. Because the target audience's attention span is also becoming shorter, shorter, shortest. So stories are a logical development. Not only is it fast, but a story also creates the suggestion that it is real, precisely because it is made in a snap. Of course, big brands and companies do not create their stories on the fly and it is part of a whole strategy, but there is something (semi-)authentic about it. And when we look at employer branding, that is the big advantage of stories. Nothing works better within employer branding than giving a glimpse behind the scenes of your organization. In this way you really introduce your target group to the identity of their future employer.
More traffic!
Looking at our most recent campaigns, there is a clear difference in how a candidate responds to a post in a timeline and to a story. Videos in a story are viewed for less time than a timeline variant. That doesn't sound good. But is it really that bad? No, it just requires the right approach. Because if you design a story well (read: a clear message as a start and a catchy call to action) then the result is amazing: for several clients we see that the website is visited twice as often from a story than from a timeline post. Clearly worth the effort.
Bring on the tools
We are still in the early stages of stories. Already we see that with just Instagram stories as much as 30% of the target audience is reached. Our expectation is that this share will only grow. The story concept is still developing. The social networks are providing more and more tools to better design, optimize and monitor a story. Naturally, usage will grow along with it. And with the rollout of ads, the possibilities will increase even further. It is clear: stories will play an even more important role in social recruitment. To strengthen the employer brand, build your recruitment pipeline and differentiate the candidate journey, this medium is already indispensable.
Want to know how you can use stories for your social recruitment strategy? Leave your contact details below and we'll be happy to tell you more!
