Reel in the job applicants with a few simple tweaks to your recruiting strategy.

Not only are job seekers competing with one another these days, but so too are job recruiters when it comes to attracting prospective employees. With recruiters saturating the social media sphere, it can be hard to stand out. But with a little pizazz and strategic planning, it can be done.

Stay current on trends within each platform

Coming up with different variations of just one item of content can be a lot of work, but it’s important to take this route over the easy way (using the same post, as is, across social media networks). For example, if you intend to recruit on Instagram, your best bet it to use a GIF without audio, whereas on Facebook you will have a longer timeframe and opportunity to use audio and subtitles.

Know what goes where

Determining what kinds of marketing to filter through which channels depends on the primary reasons an audience is on a network in the first place. Users flock to Facebook for social and news updates, Instagram users are keen on bite-sized visually oriented posts, and LinkedIn users want to know about news pertaining to their careers. Of course, you can overlap some content, but keep in mind that many of your connections are following you on multiple platforms and may not want to see the same thing repeated at every corner of social media.

Integrate entertainment value

Create content that not only delivers your message, but also has the added layer of entertainment value (bonus points if it’s humorous!). While not within the realm of social recruiting exclusively, you can learn a lot from JCPenney’s content strategy. Their example here has a lot going for it—humor, personality, hashtags, and glimpse into company values. Aside from everything (both obvious and implied) that you can incorporate into posts like this, you will also likely see an uptick in reach that the post has. Connections will be more inclined to share it with their networks, which can take it further than even paid advertising could. And who knows, it might go viral!

Use content types that attract readers

These days, plain text doesn’t cut it. Social media users want to see visuals, infographics, and short videos than the relatively boring text-only posts. What’s more is that multimedia posts are more likely to show up in newsfeeds anyway, so try to use plain text sparingly—and when you do, keep it short and sweet or make it more interactive by positing a question and creating a dialog around it.

Anticipate what job seekers are looking for

Appealing to job seekers by posting content that emphasizes what they value in an employer can help you gain applicants that may not have applied for the job title alone. Nowadays, job seekers want to know about what it’s like to work somewhere. They want to know what the workplace culture encompasses, benefits like parental leave and vacation, and company values. Consider posting interviews with company employees that explain why they enjoy working there or emphasize each way the company gives back to the community.

As you go about your social recruiting, it’s important to pay attention. Use likes, shares, and other metrics to determine what your audience is most responsive too. Then shape your recruiting campaign accordingly, always listening to your followers and numbers to ensure that you maximize your time and effectiveness.

Elizabeth Lee is a passionate blogger and content specialist involved with PACK & SEND. When she is not preoccupied with work, Elizabeth follows her second passion – traveling.