Here are tips on how to use social media to attract young talent

Brazil is in third place worldwide in the time spent on social networks, with users dedicating to them on average 3h37 daily, according to the Digital 2024 report by We Are Social and Meltwater. Thus, from the point of view of companies, platforms are not just a channel to disseminate vacancies, but a showcase for corporate culture, values and projects that can win a new generation of professionals. And when it comes to the search for young talents, messages and ideas must be elaborated with strategy and transparency, as they will be highly evaluated by future professionals who are digital natives. 

The customer success specialist of the Internship Company, Ana Krentzenstein, comments on the growing importance of these channels for the attraction of talent: “Today, the candidate hardly visits the institutional site of a company. He seeks social networks to understand the brand, its culture and values. To win this audience, it is essential that companies align their communication with the profile of their potential candidates. This involves from the choice of tone of voice to the creation of content that reflects an authentic organizational culture”. 

The expert also points out that, to have good communication in social networks, you need to have well-defined purposes and organizational culture ¡ ̄T the starting point without which it is difficult to work any message. After this mapping, the strategy to connect with the public is defined and social networks are a fundamental tool to get to it, functioning as a showcase of all the actions that already happen inside the house.

Check out more tips to improve communication with young people on social networks. 

1. Consistent communication and representativeness

Corporate communication should reflect the identity of the company. Traditional companies do not need to adopt a style that does not match their essence, but can adjust the tone to the target audience. For example, when disclosing vacancies to interns, it is possible to be more accessible, avoiding excessive formalities. This strategy generates connection with candidates, who feel more likely to identify with the organization by understanding its language. 

In addition, to attract young talent, it is essential that the company shows a learning environment and challenge 5 which is what young people seek most according to research of the Internship Company itself. This combined with a competitive benefits package will make the young person interested and apply in their Internship Program or Young Apprentice.

2. Connection with the values of the new generations

Younger generations, especially Millennials and Generation Z, prioritize values that go beyond immediate pay and benefits. To attract talent from this audience, companies need to clearly communicate their positioning in topics such as environmental sustainability, inclusion, growth opportunities and professional development. However, it is not enough to approach these topics superficially; it is necessary to demonstrate how they are integrated into the DNA of the organization and its daily practices.

An effective strategy is to show concrete results: share sustainability metrics, testimonials from employees who grew up in the company or highlight inclusion initiatives with proven impact. For example, a LinkedIn or Instagram post may feature a carbon emission reduction project, followed by a video of an employee who has had their career driven by internal training and mentoring programs.

In addition, the way to communicate these values must be transparent, avoiding practices that try to appear engaged, but are without real background actions. The narrative needs to be authentic, showing how the company collaborates to create a better world, while offering a stimulating and safe work environment.

3. Creative content and continuous interaction 

The company's presence on social networks should be active. Ignoring comments or using automatic responses will certainly negatively impact engagement. When posting new trainee or internship vacancies, why not share the testimony of a professional who has had a real positive experience, encouraging new signups? Investing time in authentic conversations with the public demonstrates care and creates a flow of engagement that goes beyond a simple exchange of information. This continuous interaction helps build a community around the brand, strengthening the relationship with potential talents.

Another important point is to use creative formats and content that speak to the language of the public. Swile, a corporate benefits company, for example, does a remarkable job in this area. They use many memes to communicate, as well as iconic characters such as Gretchen, Marcia Fu and influencer Ana Chiyo to create fun content to attract talent. As a result, one of their campaigns generated great repercussion in the mainstream media. 

An important tip is to follow social networks with high number of users and engagement. Some suggestions from companies whose networks are worth following for their creative approaches are: Ze Delivery, Swile, Caju, Pirelli, Banco Pan, Hypera Pharma and Itau.