5 Tips to Optimize Your Use of Social Media

I tweet, you Instagram, she TikToks, we Facebook, you Snapchat, they LinkedIn. The work world of 2025 is vastly different from that of 20 years ago. Whether it’s internal branding, employer branding, talent recognition, overall communication, or recruitment, the use of social media by HR and companies is not optional but a necessity. 

Social media and HR: a story to write

When we think of HR and social media, we first consider their importance for recruitment. Finding new profiles via social media is indeed one of the primary contributions of digital technology. But it is far from the only one. Today, Facebook, LinkedIn, and their peers are valuable tools in many other areas as well, such as developing your employer brand or facilitating internal communication. But how should we use them? Follow the guide.

Recruiting via social media 

In the world, 8 hires are made every minute on LinkedIn. And every second, 90 applications are submitted on the platform. Social media offers great opportunities within the recruitment process, such as:

• Posting job announcements
• Boosting them via targeted campaigns
• Interacting with potential job seekers
• Finding profiles that align with your core business
• Reaching out to profiles that are not actively looking for work
• Presenting the image you want of your company: behind-the-scenes, values, successes…
• Storytelling with your current employees, the best ambassadors.

Internal Communication Tools

Social media is not only an external tool for enhancing the company’s brand. It also allows for communication with employees on par with emails, for instance. However, unlike emails or formal meetings, social media facilitates a more relaxed type of communication. It’s an opportunity to showcase a different image of the company and perhaps even its decision-makers.

Furthermore, these tools help build belonging and internal company culture. For example, by highlighting employee achievements or initiatives. Publicly sharing the (good) work of employees helps boost morale, engagement, and satisfaction. This recognition among peers also effectively enhances motivation and team spirit. Additionally, for those highlighted, it can elevate their morale, engagement, and job satisfaction, increasing loyalty to the company.

A striking example? Check out Kellogg Company, which mainly uses its LinkedIn page to highlight its employees:

https://www.linkedin.com/company/kellogg-company/posts/?feedView=all 

Choosing the right channel for your company

Not all social media platforms are equal. They do not all speak the same language, nor are they all useful for HR. So, practically, which ones should be prioritized?

• The first professional social network to use is LinkedIn. It is the social media platform for employees, companies, and discussions around the work world. LinkedIn has several advantages. Firstly, it serves as a recruitment tool, as we mentioned. Secondly, it is a showcase for good business and HR practices. Among the 930 million LinkedIn users worldwide, there are numerous HR professionals sharing their experiences, useful advice, and sometimes lighter anecdotes.
• In B2B and B2C contexts, Facebook also performs well. This now older social media platform (Facebook mainly attracts individuals over 35) remains an excellent showcase for humanizing a brand or a company.
• Instagram also presents a great opportunity for communication. Its broad audience, including younger users (age 13+), is an asset. Instagram is mainly utilized for aesthetic purposes through photos and videos, focusing on brand image.
• Of course, there are many other social media platforms like X, TikTok, YouTube, or Snapchat. These networks also have their advantages for companies, but those are more specific, so they are not the primary platforms to focus on immediately.

Additionally, being active on social media means creating content, managing usage, and moderating interactions. The more present a company is on social media, the more internal resources must be allocated to keep it vibrant.

Which “Digital” Professions to Have Internally?

Over the past 20 years, the rise of social media has led to the creation of dozens of new professions related to the digital sector. There are specific roles (developers, data specialists…) not found in every company. However, there are also management positions because having a “presence on social media” requires specific profiles. Let’s review three essential roles/profiles today.

• Social Media Manager (SMM)

The SMM pilots the company’s social media strategy. They decide the presence on various platforms and develop the use of content (message, tone, etc.).

• Community Manager (CM)

Typically under the SMM’s responsibility, the CM is an expert in social networks and is responsible for the daily management of the company’s online presence.

• Content Manager

The Content Manager creates content that reflects the desired brand tone, including photos, text, and videos. They help tell the company’s story and possess the graphic eye and knowledge of the various social media codes.

Employees as ambassadors 

In our country, freedom of expression and the right to privacy are paramount, but not unlimited. An employee of a company who publicly criticizes the company, discloses internal information, or makes discriminatory remarks could be held accountable to their employer and even to the law.

Today, what is shared publicly on social media is increasingly seen as “not private.”

The critical question concerning social media is how employees utilize it and when they can engage. The question becomes: what can they say or do on social media? And when can they be active or present?

There’s no one-size-fits-all answer. In most countries, there is no specific legislation governing the use of social media in the workplace and beyond. There is also no obligation for employers to include provisions regarding social media use in their internal regulations.

Should social media use be banned during work hours? Aside from the fact that such a ban would likely be frowned upon by generations raised in the digital age, it is practically unfeasible. One can simply disconnect from Wi-Fi to bypass restrictions.

Should it be limited? Some companies “tolerate” its use during work hours but within reasonable bounds. In cases of prolonged “virtual absenteeism” (this is the official term), the employee may need to account for their time.

Should it be regulated? This is probably the most reasonable and practical solution. Regulation can be outlined in workplace policies (a “social media policy”) shared with employees. It’s crucial to note that the rules should be adaptable (as the digital world changes rapidly) and collaborative (developed with employee input).

The TikTok dilemma

Should companies be present on TikTok or not? This question is frequently posed for many organizations, personalities, and institutions. Discover some insights on our blog.

On one hand, the Chinese social network is booming, which makes it seem essential. On the other hand, there are genuine concerns regarding the use and collection of personal data, leading to fears. Many public institutions in have outright banned the use of TikTok on their premises. Politicians have also been urged to remove themselves from the platform. Even more radically, TikTok is prohibited for staff at many public institutions who use their phones for professional information sharing. Some private companies are similarly making the same decisions.

Thus, a presence on TikTok should be a well-considered decision. 

Job listings online: a few tips 

To make your job ad impactful, along with basic information, consider these recommendations:

• Do not limit the publication to personal networks like Facebook. Always prioritize professional networks specifically designed for generating professional connections.
• Allow for interaction: a small “questions?” field should enable the curious to ask queries.
• Install a visible “Apply” button. Today, you need to offer immediacy to those wanting to join you.
• If applicable, mention career advancement opportunities concretely. Avoid vague statements like “possibility of rapid advancement” that mean nothing.
• Provide a salary range. Would you make an offer for a house without knowing the price? Probably not. Younger generations demand concrete information, including salary details. The term “competitive salary” should be banned. It’s now best to follow the Anglo-Saxon model: state the financial details upfront and any potential benefits.