Social media has become an essential tool for businesses. Using social media can enhance employee recruitment, foster community engagement and even make for a more productive workplace. As an employer or manager, it’s important to know the rules and laws specific to social media use in recruiting and hiring as well as employee rights concerning social media use in the workplace. Here are some things to know before using social media to recruit employees:

Trends & Generational Use of Social Media. Understand how different age groups – the millennials, traditionalists, for example – understand and use social media. Followers are highly influenced by celebrities. Traditionalists are mainly baby boomers. They like sameness. Innovators are everyone’s target audience; they are attracted to differences and the “why” of a brand. The problem with many businesses is they go into social media with the mindset of traditionalists trying to be innovators and it’s obvious and uninteresting. Businesses need to use social media to attract the innovators by expressing the meaning or the “why” of their brand.

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