See tips on how to use social media to attract young talent

Brazil ranks third worldwide in time spent on social media, with users dedicating an average of 3 hours and 37 minutes to it daily, according to the Digital 2024 report by We Are Social and Meltwater. Therefore, from a company's perspective, platforms are not just a channel for advertising job openings, but a showcase for corporate culture, values, and projects that can attract a new generation of professionals. And when it comes to finding young talent, messages and ideas must be crafted strategically and transparently, as they will be heavily evaluated by future professionals who are digital natives. 

Ana Krentzenstein, client success specialist at Companhia de Estágios, comments on the growing importance of these channels for attracting talent: "Today, candidates rarely visit a company's website. They turn to social media to understand the brand, its culture, and values. To win over this audience, it's essential that companies align their communication with the profile of their potential candidates. This involves everything from choosing the right tone of voice to creating content that reflects an authentic organizational culture." 

The expert also emphasizes that effective communication on social media requires a well-defined organizational purpose and culture—a starting point without which it's difficult to deliver any message. After mapping this, a strategy for connecting with the public is defined, and social media is a fundamental tool for reaching them, serving as a showcase for all the actions already taking place within the company.

Check out more tips for improving communication with young people on social media. 

1. Coherent communication and representation

Corporate communication should reflect the company's identity. Traditional companies don't need to adopt a style that clashes with their essence, but they can adjust their tone to suit their target audience. For example, when advertising internship openings, you can be more accessible by avoiding excessive formality. This strategy creates a connection with candidates, who are more likely to identify with the organization when they understand its language. 

Furthermore, to attract young talent, the company must demonstrate a learning and challenging environment—which is what young people seek most, according to a survey by Companhia de Estágios itself. This, combined with a competitive benefits package, will attract young people and encourage them to apply for your Internship or Young Apprentice Program.

2. Connection with the values of new generations

Younger generations, especially Millennials and Generation Z, prioritize values that go beyond salary and immediate benefits. To attract talent from this demographic, companies need to clearly communicate their position on topics such as environmental sustainability, inclusion, growth opportunities, and professional development. However, addressing these topics superficially isn't enough; it's necessary to demonstrate how they are integrated into the organization's DNA and daily practices.

An effective strategy is to showcase concrete results: share sustainability metrics, testimonials from employees who have grown within the company, or highlight inclusion initiatives with proven impact. For example, a LinkedIn or Instagram post could showcase a carbon emissions reduction project, followed by a video of an employee whose career was boosted by internal training and mentoring programs.

Furthermore, these values must be communicated transparently, avoiding practices that attempt to appear engaged but lack real action. The narrative must be authentic, demonstrating how the company collaborates to create a better world while providing a stimulating and safe work environment.

3. Creative content and continuous interaction 

The company's social media presence must be active. Ignoring comments or using automatic replies will certainly negatively impact engagement. When posting new trainee or internship openings, why not share a testimonial from a professional who had a genuinely positive experience, encouraging new applications? 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 ongoing interaction helps build a community around the brand, strengthening relationships with potential talent.

Another important point is to use creative formats and content that speaks to the audience's language. Swile, a corporate benefits company, for example, does remarkable work in this area. They use a lot of memes to communicate, as well as iconic characters like Gretchen, Marcia Fu, and influencer Ana Chiyo to create fun content to attract talent. As a result, one of their campaigns generated significant repercussion in the mainstream media. 

A key tip is to follow social networks with high user numbers and engagement. Some suggestions for companies whose networks are worth following for their creative approaches are: Zé Delivery, Swile, Caju, Pirelli, Banco Pan, Hypera Pharma, and Itaú.