Did you know that 9 out of 10 Swedes of working age (16–64) use social media daily? Leveraging social media in your recruitment process is an effective way to reach a broader audience and engage passive top candidates. By taking advantage of the high usage of social media and the ability to target your ads to the right audience, you can increase the inflow of relevant candidates and fill your open positions faster.
But which social media platforms should you use to reach your specific target audience? And what are the advantages and limitations of the different platforms? Using insights from the report The Swedes and the Internet 2024, we’ve summarized all the information you need to choose the right channel for your recruitment marketing.
LinkedIn – The Professional Network
With 930 million users globally, including approximately 5.2 million in Sweden, LinkedIn is the world’s largest professional network. Today, the platform is the go-to choice for professionals looking to network within their industry, build their professional brand, stay up to date on the latest industry news, and, of course, search for jobs.
Three quick insights about LinkedIn:
- LinkedIn is most popular among users aged 36–45.
- 6 out of 10 white-collar workers in Sweden have used LinkedIn in the past year.
- Slightly more men than women use LinkedIn, though the difference is relatively small.
When should you use LinkedIn?
LinkedIn is particularly effective for recruiting candidates with specialized skills, especially for roles in IT, finance, and marketing. Since LinkedIn is primarily a professional network, users spend less time scrolling compared to other social platforms, making advertising costs higher. To succeed with your recruitment efforts on LinkedIn, it’s essential to have a clear understanding of your audience and what appeals to them. Partnering with an external expert like We Select gives you access to data and insights, ensuring more precise ad targeting.
Facebook – Reaching a Broad Audience
As the world’s largest social network, with over 2.9 billion users, Facebook is a staple in many people’s daily lives. It’s a platform for staying connected with family and friends, participating in groups, buying and selling items, or keeping track of local events.
Three quick insights about Facebook:
- 70% of users aged 26–55 use Facebook daily.
- Facebook is the largest platform among 46–55-year-olds.
- While usage among younger age groups has declined, Facebook remains the platform with the highest weekly usage in Sweden.
When should you use Facebook?
We recommend using Facebook to reach a broad audience, particularly those aged 30–55. Its large user base and strong daily engagement make it an excellent foundation for ensuring your ads get seen. On Facebook, you can target your recruitment ads based on location, occupation, education, interests, and behaviors. At We Select, we can also help you reach even more relevant candidates through our unique data-driven audiences.
Instagram – For Creative and Younger Candidates
As part of the Meta family, Instagram is Sweden’s second-largest social media platform. Unlike Facebook, Instagram is more of a visually-driven platform filled with reels, photos, and stories shared by friends, family, companies, and influencers.
Three quick insights about Instagram:
- Over 80% of people aged 16–29 use Instagram daily.
- It’s the top platform for weekly usage among 26–35-year-olds.
- Women use Instagram significantly more than men.
When should you use Instagram?
Instagram’s high daily usage makes it suitable for reaching most audiences, but it’s especially effective when targeting younger candidates or women. As a Meta platform, we recommend combining Instagram and Facebook for maximum impact. Additionally, Instagram is ideal for showcasing your Employer Brand and company culture through engaging photos and videos.
TikTok – A Fast-Growing Channel for Video Content
TikTok is one of Sweden’s fastest-growing social media platforms, becoming a favorite among teenagers and young adults over the past four years. On TikTok, you can edit and share engaging videos with both followers and non-followers.
Three quick insights about TikTok:
- 33% of Swedish internet users are on TikTok.
- TikTok is most popular among 16–25-year-olds.
- Women use TikTok slightly more than men.
When should you use TikTok?
If you’re looking to attract young talent or promote programs like traineeships or entry-level positions, TikTok is the perfect platform. It allows you to create fun and engaging content that quickly reaches a large audience. While TikTok is great for raising awareness and creating engagement, it tends to have a lower conversion rate. It’s important to align your goals—whether it’s boosting awareness or driving applications—with your channel strategy.
Snapchat – The Younger Generation’s Favorite
Snapchat has steadily grown in Sweden, surpassing YouTube as the top platform among 16–25-year-olds. The platform allows users to chat, follow influencers, and share photos or videos, making it a natural part of the younger generation’s daily life.
Three quick insights about Snapchat:
- Snapchat is now the largest platform among 16–25-year-olds, surpassing YouTube.
- 71% of 16–25-year-olds use Snapchat daily.
- Women use Snapchat more frequently than men.
When should you use Snapchat?
Snapchat is particularly effective for recruiting for junior roles or large-scale hiring projects, such as summer jobs. Compared to TikTok, Snapchat users are more likely to click through, making it an excellent complement to awareness-focused channels for driving conversions.
YouTube – Video for All Ages
YouTube remains one of Sweden’s largest video platforms with broad daily usage. However, the latest report from The Swedes and the Internet shows a decline in YouTube usage across nearly all age groups. This shift indicates a preference for shorter, faster, and more interactive content, like TikTok and Instagram Reels.
Three quick insights about YouTube:
- 79% of Swedish internet users watch YouTube.
- People born in the 1990s, 2000s, and 2010s use YouTube more than older generations.
- Men use YouTube significantly more than women, especially for weekly and daily usage.
When should you use YouTube?
YouTube is ideal for sharing longer, informative videos to strengthen your Employer Brand. While it’s less effective for direct conversions, YouTube is excellent for engaging candidates on a deeper level. Combine YouTube with platforms like Facebook and Instagram to cover the entire candidate journey—from awareness to conversion.
Reddit – For Special Interests and Engaged Discussions
Reddit is Sweden’s largest online forum, where users engage in discussions and follow topics of interest, from programming to cooking. Its strength lies in niche interest groups and a wide range of discussion topics.
Three quick insights about Reddit:
- 11% of Swedish internet users are active on Reddit.
- Reddit is most popular among 16–35-year-olds.
- Users engage in specific topics within various “subreddits.”
When should you use Reddit?
Reddit is an excellent platform for reaching highly niche audiences in specific industries or with specialized skills. It’s particularly effective for recruiting candidates in fields like data, IT, and engineering. However, since Reddit’s overall usage is still relatively low in Sweden, it should be used alongside larger platforms to ensure broader reach.
Choosing the Right Recruitment Channel
Choosing the right social media platform for recruitment is about understanding where your target audience spends their time and how they behave on different platforms. Factors like age, job roles, and interests play a significant role in determining the most relevant channels. By combining multiple platforms, you can maximize your reach and ensure you attract the right candidates.
Not sure where your audience is or which strategy is best? Book a free consultation with one of our specialists today! Together, we’ll optimize your recruitment marketing and help you achieve your goals.
