We live in a digital world, and it can be tempting to think that everybody uses the same social platforms as we do. This isn’t reality, of course, and if you are looking to reach young people, you may need to look outside your own favorites.
For example, imagine your business is growing, and you need to bring on new team members. If you’re looking to attract prospects under the age of 25, how do you get the word out that you’re hiring? You can advertise on an array of social media platforms, or course, but a bit of planning is helpful to ensure that you are reaching the correct audience. In the United States, for instance, only 15% of 18-24 year olds use Facebook, around 13.5% of 18-24 year olds use LinkedIn and roughly 23% of 18-24 year olds use Instagram.
However, 48% of 15-25 year olds use Snapchat. That’s quite an increase compared to the other platforms. If you’re not familiar with Snapchat, it’s a photo sharing platform that has been around since 2011. Each user can share photos/videos that will stay on the platform for 24 hours, then disappear. Submissions aren’t posted to a wall, and (for the most part) they aren’t viewable later.
Your company can create a “now hiring” message, and it will appear in between images / videos on Snapchat or on the Stories page (where users go to find news updates and articles). Your ad can be an image, a video, or you can even create your own image filter (though that last one is fairly cost prohibitive).
The point is this: To attract Generation Z, you need to put your recruiting message where Generation Z will see it.
In the old days, we did this by selecting a younger-skewing TV show, magazine or radio format. Today, we do it by choosing a younger-skewing social media platform.
By the way, if you want to target even younger than Snapchat, there is already a popular platform for that: TikTok. However, this platform is still finding its legs from an advertising standpoint, so it may be a few years before it makes sense for local messages (such as recruiting).
Are you feeling overwhelmed with your digital marketing strategy? Contact the Anchor team today, and we can discuss your goals and help you get a strategy in place.