She’s not looking for a job. She’s scrolling through her feed during a break. Likes a meme. Watches a video. Skips an ad.
And then she sees your job post. Not because she was searching. But because you were there — in her world, in her moment.
That’s not luck. That’s strategy. That’s recruitment built for the way people live, not just the way they search.
So, the new rule of recruiting through social media? If your job ad isn’t in their feed, it’s already too late.
Job portals still matter. But they’re not the whole picture.
Let’s be clear: job boards are still one of the most important starting points when people actively begin a job search.
According to The Nordic Recruitment Report 2025, 46% of candidates say they start their search on job portals.
But here’s the catch: most candidates aren't actively looking. That’s why social media has become the most powerful way to reach passive talent — the ones who aren’t on job sites today, but are open to the right opportunity if it meets them in the right way.
In fact, our Nordic Recruitment Report research shows that 92% of candidates say they’re open to learning more about a job they come across on social media. Even when not looking, 69% say they still notice job ads on Meta platforms, and 35% on LinkedIn.
From search to scroll: the shift in candidate behavior
Candidates don’t just search anymore. They scroll. They decide in seconds what’s worth their attention.
If your job ad wasn’t built for that moment — if it’s too long, too formal, too company-centric — it won’t matter how great the role is. You’ll be skipped.
You’re not just competing with other jobs. You’re competing with the entire internet.
Why traditional job ads fail in social feeds
They weren’t designed for it.
Most job ads are still built for search portals: long text blocks, stiff language, laundry lists of demands. They assume a reader who is already engaged.
But in the feed, attention is the currency — and you only get one shot.
What works?
Recruitment that feels like content — not advertising.
- Start with video, movement, or a bold headline
- Use people, not stock photos
- Keep it short and clear
- Say less — and spark curiosity
- Talk like a human, not a brand guide
Instead of “Apply now”, try:
- “Could this be something for you?”
- “We’re not looking for perfect resumes — just people who care.”
Social media isn’t a replacement — it’s reach
Used with job boards, social media gives you access to a much wider talent pool. It brings your job in front of the people who didn’t know they were looking — but might say yes if it feels right.
Companies that make their opportunities visible in the right places can attract potential candidates even before they're actively searching.
The Nordic Recruitment Report, 2025
This is the new reality
The candidate journey doesn’t start on your careers page. It starts wherever they happen to be — on the train, on their couch, in their feed. If you’re not showing up there, you’re already behind.
