Instagram, Twitter are turning into new hiring destinations for Indian companies
Over 70% of global Instagram users are less than 35 years of age, and recruiters are keen to target this audience.
The likes of Infosys, Accenture, IBM and Wipro have a strong presence on Twitter, having official handles solely dedicated to careers with tens of thousands of followers. Some are using Instagram, too, as a recruitment destination, industry insiders and talent search professionals said.
Instagram’s picture-heavy and personal feel is being used to create a more intimate connect with potential employees.
“Our target audience spends more time on social media like Instagram and Twitter, than any other platform,” said Sai Ganesh, head (brand and marketing) at delivery startup Dunzo. Twitter and Instagram are especially effective for creative and engineering roles, he said, adding that 80% of inbound resumes come from social media.
IBM this July launched a page called ‘LifeatIBM’ on Instagram, featuring fun posts where employees talk about their jobs, or the company’s work culture. Potential recruits can leave their CV through a link on the page.
India has 69 million Instagram users and a big majority of them are really young, according to 2019 data from Statista, a German portal for statistics.
More than 70% of global Instagram users fall under the age of 35, and this is the audience that companies are keen to target.
Accenture, for instance, said millennials & lateral hires are targeted through its Instagram page dedicated to careers. It has more than 40,000 followers.
Rituparna Chakraborty, executive vice-president of staffing firm TeamLease Services, said professionals in areas like public relations, content writing, photography, fashion and entertainment are easy to find on Instagram.
Since Instagram has become a de facto portfolio for creative professionals, it is also easy to validate credentials, experts said.
At Capgemini, recruiters are trained on how to use social media tools, which is not just limited to Facebook and LinkedIn, but also Twitter and Instagram. Jaideep Chavan, head of talent acquisition (India), Capgemini, said a social media campaign featuring employees talking about their experience at the company resulted in a 319% rise in web traffic to their careers page. Although most posts are on the company’s pages, many employees have also posted this on their own social media handles.
The idea is to use the power of employees’ own social media networks to get right candidates, said Chavan. According to him, media acts like a “solar system,” with every user influencing others with likes, tweets and shares.
SAP recently introduced a “social job-sharing tool”, which allows employees to post job openings through their personal social media accounts. The company has hired close to two dozen employees through the tool so far.
Dunzo has had not just its employees but its users, too, to act as potential recruiters. In the initial years, most of Dunzo’s recruitments happened through referrals from its users, Ganesh said.