Creating 'We’re Hiring' Posts That Actually Work on Social Media

Navigating Social Recruiting with Confidence

Let’s talk about the real shift happening in talent acquisition: social recruiting. It’s not a nice-to-have anymore. It’s a core part of finding and hiring the right people. Recent figures show that 92% of recruiters are using social media channels in their hiring strategies. That’s no surprise. Social platforms meet people where they already are, scrolling, watching, sharing, and connecting.

Social recruiting opens up doors that traditional methods can’t. It’s not just a faster way to hire. It also helps improve the quality of hire. When you align job posts with real-time behaviours on platforms like LinkedIn, Facebook, Instagram, and TikTok, you reach passive candidates who rarely show up on job boards. These are people who aren’t actively looking, but they might lean in if the offer catches their eye.

Why does this matter to TA teams? Because the best candidates aren’t always applying. They’re busy being great at their current jobs. It takes visibility, relevance, and timing to reach them. That’s where social recruiting wins. It blends employer branding with targeted reach, and it brings your message to life in the places your future hires already spend time.

What Makes a 'We’re Hiring' Post Stand Out?

A good 'We’re Hiring' post isn’t just a message but an invitation. The most effective posts are simple, visual, and speak directly to the person on the other side of the screen.

Let’s break it down.

First: visuals. Photos, short videos, or carousels grab attention. Choose images with intention, not generic stock. Showcase your real team, your real office, or even a quick video of someone in the role. These visuals humanise your brand and help candidates picture themselves on your team.

Next comes the copy. Keep it tight, benefit-driven, and on-brand. This isn’t the place for full job descriptions. Instead, highlight your EVP: what makes your workplace different, rewarding, or exciting to be part of. Think in headlines. What would make you pause while scrolling?

Clarity matters. Always include the essentials: the role title, location (if relevant), and a direct application link. If someone has to go digging for next steps, they’ll keep scrolling. Social recruiting works best when there’s a clear path from interest to action.

Avoid these common mistakes

• Overstuffed text blocks. Posts with too much writing are easy to ignore. Instead, use emojis or bullet points to add rhythm and ease.

• Missing or unclear CTAs. Every post should point towards action, “Apply here”, “DM us”, “See more at [link]”.

• Overly corporate tone. Social media is personal by nature. Keep your voice human, confident, and clear.

Using polished visuals is smart, but authenticity wins. People connect with people.

Picking the Right Format for Every Platform

Each social media platform has its own pace and personality. If you copy and paste the same post everywhere, you’re missing the trick. Tailoring your message and format gives your hiring posts a better chance to land.

LinkedIn: Speak to professionals, but keep it warm

Use clear role titles. Keep the language professional but approachable. Include links to your careers page or ATS. Mention your company page.
A solid format for LinkedIn looks like:
“We’re hiring a Customer Success Manager in London. Love helping clients shine? Let’s talk. Apply here: [link]”.

Instagram: Tell your story visually

This is where team culture comes to life. Use carousels to show a day at the office. Add captions that speak like a human. Make use of Stories for time-limited CTAs with swipe-up features (if available). Hashtags, emojis, and some playful energy work well here.

Facebook: Tap into networks

Write like you’re speaking to a friend. “Know someone who’d love this role? Tag them!” Share posts in relevant groups. Encourage employees to repost openings within their own circles.

TikTok: Keep it short, visual, and real

TikTok works best when you use video content that feels relatable, not overly polished. Trending audio, snappy captions, and behind-the-scenes peeks can go a long way. Think 10 to 30-second glimpses into the culture or role. Include role details in the caption to encourage action.

A quick don’t list

• Don’t post the same message without adjusting for tone or format.

• Don’t ignore platform dimensions, text limits, or character lengths.

• Don’t forget to engage with the comments. A post is only half the work, being responsive matters.

Grab-and-Go Template Ideas

When you hit a creative wall, templates make life easier. They save time, create consistency, and offer guardrails across TA or employer brand teams.

Template 1: Clean and professional

“Now hiring: [Job Title] at [Company]. Make an impact in [key message]. Apply now: [link]”

Template 2: Friendly and casual

“We’re growing, and we’d love to meet you! Click here to learn more: [link] or DM us with questions.”

Template 3: Visual-focus caption

“👀 A peek inside life at [Company]. We’re hiring! If [Job Title] sounds like your kind of role, let's start a conversation. Link in bio.”

Having a few go-to templates also helps keep brand voice consistent across channels, while giving flexibility for role-specific edits. They’re not scripts, they’re scaffolding. Feel free to evolve them with your team’s tone and goals.

Staying Consistent and Optimised

Getting attention online is tricky, even when you have a brilliant role on offer. That’s where consistency and optimisation play a huge role. Social recruitment isn’t a one-off blast. It’s always-on visibility.

Set a rhythm. Whether it's every week, every role, or every first Tuesday, make sure your audience gets used to seeing your posts. Over time, that builds familiarity and trust, and keeps you top of mind.

Think mobile-first. Most job seekers, or passive candidates, will see your posts on a phone. Preview posts before publishing. Are the visuals legible at a glance? Is the CTA tappable without hunting for it?

And don’t forget inclusivity. Use plain language. Avoid buzzwords. Include alt text on visuals. Look at your imagery, is it diverse, welcoming, and real?

Keep the conversation going

Social recruiting isn’t set-and-forget. Follow up with people who comment or share. Reply to questions. This shows potential candidates you’re active, engaged, and human behind the scenes.

Track what works. Use engagement data to learn. Did short, punchy posts get more clicks? Did a video perform better than a photo? Use those clues to evolve your approach over time.

Avoid the trap of posting inconsistently or relying on boosted posts without a strategy. The more natural your content feels, the more it acts like an extension of your culture, not just an ad.

How Adway Supports Social Hiring at Scale

At Adway, we’ve seen first-hand how social recruiting can unlock the potential of modern talent acquisition teams. That’s why our technology is built to make it scalable, data-driven, and stress-free.

Our platform automates job advertising across all major social platforms. We help you meet untapped talent where they already are, all through campaigns that are brand-aligned, measurable, and seamless to launch.

With support for always-on employer brand visibility and smooth ATS integrations, you get more than reach. You get results that fuel long-term hiring success.

We focus on quality of hire. That means using data and automation to help you surface candidates who aren’t just applying, but truly aligned with your culture and role needs.

Our consumption-based pricing model keeps your costs predictable and flexible. You control how and when you scale, without being locked into outdated structures.

Social recruiting isn’t a guessing game. With Adway, it becomes a continuous, intelligent part of how your TA team works, from post to placement. Use the examples and tips we’ve covered, experiment with your voice, and let your brand shine through every post.