How to Attract Diverse Talent Via Social Media

Trusted BY:

• Webinar Questions + Answers
  

• Overview of Beyond Education

• Talent Attraction Framework
  

• Recent Campaign Case Studies

• Freebies Revealed
  

→

• What are the ambitions for Beyond Education? Craig Thompson, HSBC
  

Our aim is to be the go-to talent and employer branding agency in the UK, known for helping employers hire truly diverse talent through a variety of digital channels, i.e. TV, Social Media, Print, etc. We want to be recognised more as a creative-first agency launching cinematic employer branding campaigns that distinguish us from current suppliers in the market. We have several creative projects underway that will showcase our unique capabilities and create a competitive distinction within the market. Over the next five years, we aim to capture at least 50% of the UK employer market as clients while establishing our presence in Ireland and the US, where we already see strong interest based on our demographic data.

• How do you define diversity at Beyond Education? Ceri Sunu, Brabble
  

We define diversity as the representation of individuals who exist as minorities, meaning those who are underrepresented in the workforce. This includes groups such as Black and Brown talent, female talent, other minorities and any groups that fall into the scope of being underrepresented in the workforce.

• Any advice & stats on convincing internal stakeholders to consider TikTok for Talent Acquisition? Hannah Flemming, Kainos
  

As of 2023, TikTok registered over 1.7 billion active users, with hashtags like #jobsearch, #corporatetok, and #careertok making up over 5 billion posts. This showcases that the platform consists of engaged job seekers and working professionals and is often an overlooked channel for talent acquisition. However, a few employers, particularly in the tech space, e.g. LinkedIn, Lenovo, Monzo, etc., have started leveraging the platform due to its expansive reach and broad demographic of talent. These are some of the points we highlight to our employer partners to get their buy-in to use the platform for their talent attraction efforts.

• Can TikTok work for other roles, e.g., those without a university degree, not early careers, i.e., candidates in their 20s, 30s, etc.? Chloe Burri, BT
  

Yes! 56% of TikTok 1bn+ users are between 25 and 54 years old, so there's a significant opportunity to reach candidates beyond early careers. At Beyond Education, 44% of our TikTok followers fall within this demographic, further highlighting our capability to connect with Experienced Hire talent if needed. Additionally, leveraging influencers from these age groups or educational backgrounds is an effective way to reach desired talent.

• Can you reach talent in countries outside of the UK via TikTok? Hannah Flemming, Kainos
  

Yes, we can effectively reach talent outside of the UK through TikTok. While 79% of our audience is UK-based, we also have a noticeable presence in the US and Ireland, each accounting for 6% of our followers. Our website visitor demographics mirror this distribution. We have successfully sourced candidates for a position in Paris, with 48% of applicants located internationally. Additionally, we are engaged to source candidates based in Belfast for one of our client's 2025 internship intake, demonstrating that our digital strategy provides us with global access to talent.

• What are the virtual webinar value propositions for young people? Emmanuel Ayoola, Aleto Foundation
  

Virtual insight events offer candidates a closer look into an employer's brand and a detailed understanding of job opportunities available to inform their decision on career paths. These events typically provide insider tips on making standout applications, effectively upskilling candidates and acting as an enhancer for quality applications. Candidates are also encouraged to promote attendance on LinkedIn to showcase their proactivity, which in turn amplifies the employer's brand to a broader network.

• How do you determine industry benchmarks for email newsletter engagement? - Chloe Burri, BT
  

We source our industry benchmarks for email newsletter engagement from Constant Contact, a reputable global advertising agency. They compile data periodically from their worldwide clientele. Specifically, we refer to the "All Industries - Overall Average" benchmark. Our email newsletter has a 60% open rate and an 8% click-through rate, which are both significantly above the industry averages.

• Can you track viewers who rewatch videos they've saved on TikTok? Craig Thompson, HSBC

TikTok allows you to see which followers have saved a video and provides analytics on unique views. We also monitor the conversion rate of our content by tracking clicks through to our website and job applications. However, TikTok's analytics do not currently offer the granularity to track if a viewer has rewatched a saved video.

• At future peak, how many influencers running content are you looking to work with? Craig Thompson, HSBC
  

Currently, we select influencers on a case-by-case basis to align with specific campaigns and our employer partners' needs. As our client base grows, our long-term strategy is to hire influencers as full-time creators, establishing genuine long-term partnerships. We envision this role as an "influencer/creator in residence," which will enhance our capacity to deliver high-quality content and attract diverse talent at scale consistently.

TL;DR (Summary)

• Fundamentals of marketing

• How to be a content creator

• Social Media = Talent Attraction at Scale
  

❌

<

✅

Cold

Outreach

• Expensive Agency Recruitment Fees

↳Saved £50,000+ in recruitment fees

• Engaging With Diverse Talent
  

↳10 Million+ Digital Impressions

• Attracting & Retaining Quality
  

↳92.8% Retention Rate

• “This is the first time I have experienced an agency really paying attention to audience reach & proper social media marketing...”

• “The candidate selection was so competitive we were thankfully able to take a fifth intern”

• “innovative approach has greatly enhanced our three-day work experience programme, attracting a diverse range of students...”
  

🚫

DEI IS A BUSINESS IMPERATIVE

• Racially diverse = 35% higher earnings - McKinsey 2020

• Narrowing the gender gap = increased GDP - WEF 2022

• Focusing on DEI = 5.8% higher net profit margin - PwC 2023
  

Talent Attraction FRamework

• Leverage LinkedIn organic reach
  

↳People teams take the lead!

• Run frequent insight events

↳Virtual & in-person

• Incentivise employee advocates

↳ Referral schemes

Employer Case Studies

Agency digital Channels

80,000+ Followers

Agency digital Channels

Content Pillars:

• Humour

• Education
  

• Corporate news

• BTS of a business

• Job opportunities
  

85,000+ Followers

Considerations:

• Diverse creators
  

• Community orientated
  

• Engaged audience
  

• Consistency on platforms
  

• Working professional
  

Top of Funnel Breakdown

UK Education System

Partnership Announcement

Gen Z Stereotypes

Gen Z Culture

Personal Career Story

Personal Career Story

300,000+

Impressions 🚀

Topic: UK Education System

Hook ✅

→

Personal Story ✅

Call to Action ✅

→

→ Organic Content = 150,000+ Impressions

→ Influencer Marketing = 50,000+ Impressions

→ Virtual Events = 600+ Sign Ups

Topic: Interview Hacks

• Stitched video w/engagement
  

• Provocative hook
  

• Immediate Call to Action
  

• Promised outcome

Topic: Internship Opportunities

• Short Video
  

• Targeted hook
  

• Virtual Event Call to Action
  

Bottom of Funnel Content

Stats:

• 19,816 Emails Delivered
  

• 65% Open Rate
  

• 8% Click Through Rate
  

Bottom of Funnel Content

• Email subject = Hook
  

• Reading time
  

• Personalisation

• First-person tone of voice
  

• Corporate news

• Humour
  

2024 Applications*

2023 Hires*

Topic: Careers in HR

• Specific hook
  

• Highlighting perks
  

• Fear of Missing Out
  

• Location tag

Topic: Career Advice

• Early Call to Action
  

• Highlighting perks

• Fear of Missing Out
  

Topic: Personal Career Story

• Consistent visual hook
  

• Immediate Call to Action
  

• Highlighting perks
  

TikTok

Lives

3500+

Viewers 🚀

Mystery Marketing

• Never mention employer names on TikTok
  

• Descriptive terms only
  

• Insights curiosity and intrigue
  

Start Now!

.

Still not convinced? Check out what our employer partners say about us...