Influencers are the key to recruitment drive success

‘Influencers’ – a term which strikes fear into the heart of recruitment teams. There is much mystique and uncertainty surrounding this role and how they can be used as a tool to attract talent.

You might associate this title more readily with the likes of Molly-Mae or other Love Island winners who go on to sign million-pound deals straight out of the show, rather than someone who can grow the quality of your talent pool.

However, influencers, content and social platforms can impact those job hunting in a similar way to how they shift consumer behaviour.

Humans, and Gen Z in particular, who have been labelled as ‘generation cynic’, look to people as their trusted source.[1] We are more likely to trust a familiar face, whose status is ultimately at stake, than a shiny billboard showing only the good stuff. 70% of consumers are more likely to buy a product from a brand if they work with an influencer they know and trust for instance.

What does this mean for businesses?

In order to attract those hard-to-reach or underrepresented talent groups, it is well worth investing in influencers to bridge the gap.

In research carried out examining attitudes towards companies, one student disapproved of a cosmetic brand for publicly ‘supporting’ the Black Lives Matter movement, despite selling no products for darker skin tones…[2]

Your business may be plagued by a similar disconnect. Proclaiming to value Diversity and Inclusion is useless unless there are visible ambassadors and content which shares the experience of these groups, for instance. If you find yourself lacking in that department, then influencers are a brilliant tool to tackle that.

As Georgina Brough, Partnerships Marketing Manager with Co-Op puts it, ‘young people will believe real people going through real experiences over and above a company CEO saying, ‘We support xyz’.

Case study

Perhaps the advantages of using influencers are best illustrated by detailing the Civil Service Fast Stream’s (CSFS) successful 2021 recruitment campaign.

The CSFS was blighted by misperceptions about its graduate scheme, including issues around the work involved and the types of people who can or should apply. They wanted to diversify their application pool to ensure the Civil Service represented the community it serves.

There were multiple reasons for using an influencer-led social media campaign. It was an innovative and cost-effective move which challenged what the Fast Stream is associated with; the target audience also viewed it as more authentic than traditional methods.

The CSFS chose influencers from BAME and lower socio-economic backgrounds as this was the demographic they wished to engage. Vee Kativhu, a popular studytuber (a type of influencer who primarily focuses on productivity, school and careers content), acted as a middleman of sorts. She spoke to those involved in the programme and produced content such as ‘A Day in The Life of a 23 year old Civil Servant’ YouTube video afterwards.

The video received just over 18,000 views in less than 48 hours and there was a successful % increase in diverse applicants.

Aside from Vee, the CSFS also made use of 12 nano influencers. These may not necessarily have had as big a following, but their highly engaged, often niche audiences guarantee a noticeable increase in interest.

How can 106 Communications help?

86% of job seekers use social media in their job search, so excluding this resource from your recruitment drive places you at a great disadvantage.

Here at 106 Communications, we have a comprehensive understanding of how social media and influencers can bolster your talent pool.

We can help identify those influencers, ranging from nano to macro, who will be best suited to accomplishing your objectives.

So do get in touch if you are interested in connecting with the 86%.

 

[1] https://hypecollective.co.uk/news/wp-content/uploads/2020/08/Generation-Cynic-1.pdf

[2] Same as above