Brazil ranks third in the world for time spent on social media, with users dedicating an average of 3h37 daily to them, according to the Digital 2024 report, from We Are Social and Meltwater. In that case, from the companies' point of view, the platforms are not just a channel to advertise job openings, but another showcase for corporate culture, values and projects that can win over a new generation of professionals. And when the subject is the search for young talents, messages and ideas must be developed with strategy and transparency, as they will be highly valued by future professionals who are digital natives.
The customer success specialist at the Internship Company,Ana Krentzenstein, comment on the growing importance of these channels for attracting talent: "Today, it is unlikely that the candidate visits the institutional website of a company. He searches social media to understand the brand, your culture and values. To win over this audience, it is essential for companies to align their communication with the profile of their potential candidates. This involves everything from choosing the tone of voice to creating content that reflects an authentic organizational culture.
The specialist also emphasizes that, to have good communication on social media, it is necessary to have clear purposes and organizational culture – starting point without which it is difficult to work on any message. After this mapping, the strategy is defined to connect with the audience and social media is a fundamental tool to reach them, functioning as a showcase of all the actions that already take place inside the house
Check out more tips to improve communication with young people on social media.
1.Coherent communication and representativity
Corporate communication must reflect the company's identity. Traditional companies do not need to adopt a style that does not align with their essence, but they can adjust the tone to the target audience. For example, when advertising internships, it is possible to be more accessible, avoiding excessive formalities. This strategy creates a connection with the candidates, that feel more inclined to identify with the organization when they understand its language.
Furthermore, to attract young talents, it is essential that the company shows a learning and challenging environment – what is it that young people seek the most according to research by the company itself. This, combined with a competitive benefits package, will make young people interested and apply for your Internship or Young Apprentice Program
2. Connection with the values of the new generations
Younger generations, especially Millennials and Generation Z, prioritize values that go beyond salary and immediate benefits. To attract talent from this audience, companies need to clearly communicate their positioning on issues such as environmental sustainability, inclusion, opportunities for growth and professional development. However, it is not enough to address these topics superficially; it is necessary to demonstrate how they are integrated into the organization's DNA and its daily practices
An effective strategy is to show concrete results: share sustainability metrics, testimonials from employees who have grown within the company or highlight inclusion initiatives with proven impact. For example, a post on LinkedIn or Instagram can showcase a carbon emissions reduction project, followed by a video of an employee whose career was boosted by internal training and mentoring programs
Furthermore, the way to communicate these values must be transparent, avoiding practices that try to seem engaged, but they are without real fund actions. The narrative needs to be authentic, showing 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 presence on social media should be active. Ignoring comments or using automated responses will certainly negatively impact engagement. When posting new trainee or internship positions, why not share the testimony of a professional who had a real positive experience, incentivizing new registrations?Investing time in authentic conversations with the audience shows care and creates a flow of engagement that goes beyond a simple exchange of information. This continuous interaction helps to build a community around the brand, strengthening the relationship with potential talents
Another important point is to use creative formats and content that resonate with the audience's language. A Swile, corporate benefits company, for example, does remarkable work in this area.They use many memes to communicate, in addition to iconic characters like Gretchen, Marcia Fu and influencer Ana Chiyo to create fun content to attract talent. As a result, one of your campaigns generated great repercussions in the mainstream media.
An important tip is to follow social media with a high number of users and engagement. Some suggestions of companies whose networks are worth following for their creative approaches are: Zé Delivery, Swile, Cashew, Pirelli, Pan Bank, Hypera Pharma and Itaú.
