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How AI-Powered Social Media Improves Educational Recruitment

Is it better to search for teaching candidates and students offline or on social media? According to Statista, millennials and Generation Z spend up to 2.5-3 hours a day on social media and have an average of five accounts across different platforms. This fact should be recognised in the professional sphere as well.

That is why social media recruitment has become a trend in recent years. It is used in many industries, including school education. It makes finding candidates faster and more efficient and ensures a higher level of engagement, bypassing outdated bureaucratic procedures. Below, we tell you more about recruiting on social media—what it entails, its advantages, and how AI can improve productivity.

Social Media Recruitment: How Does It Work?

It all starts with an organisation’s official profile. Employer branding on social media platforms is essential in the battle for talented candidates, especially during qualified personnel shortages. It consists of many components that may seem insignificant in themselves:

  • Informative and entertaining posts with valuable insights that grab followers’ attention;
  • Descriptions of daily work processes that build an expert reputation;
  • Live interaction with subscribers—comments, reactions, and feedback;
  • Creative and relevant content that helps increase the audience;
  • Communication policies that demonstrate the attitude towards candidates.

Social media branding is as important for a school as it is for a commercial company. If a supermarket, clothing store, or bank doesn’t keep in touch with consumers online, it looks indifferent and outdated. People have the same attitude towards educational institutions. Active communications build a strong brand. So, during a job search, a potential candidate will recall your offer and look for it first.

The second element of a social media recruiting strategy is targeted advertising campaigns. They offer jobs only to people who are potentially interested in them. Top platforms, such as Instagram or X (formerly Twitter), allow you to narrow down your recipients by many parameters, such as geographic location, age, interests, or even behavioural factors. Let’s say you’re looking for a computer teacher. It would make sense to target someone whose online presence exceeds four hours a day.

Social media is also the world’s largest talent pool. You can learn everything about a person based on their social media activity—their hobbies, academic achievements, favourite books, educational background, and work experience. Unsurprisingly, many employers use social media listening for recruitment purposes. They compile lists of potential candidates for current and future positions, give them a comprehensive assessment, and, if necessary, send offers to the best ones.

Another effective method is recruiting passive candidates. In many industries, top professionals do not actively search for work but wait for new opportunities. They don’t want to accept their first offer and spoil their relationship with management, so they don’t create CVs or respond to newsletters. However, an interesting job offer can motivate them to contact a potential employer to clarify the terms and conditions.

Why Social Media Recruiting Is So Effective: Key Benefits

Most importantly, the role of social media sites is growing. People spend more time on them than on other platforms. Returning to Statista reports, the social media presence of an average user reaches 151 minutes a day. Last year, this figure was 147 minutes, and a decade ago, it was 72 minutes. So, social media channels are no longer just platforms for communication. Today, they are a full-fledged alternative reality for goods and services, shops and consultants, job searching, and employment. They reflect almost every possible aspect of the world around us.

The following are worth mentioning for the specific benefits of social media recruitment.

Ultimate transparency

Let’s face it—almost all of us have exaggerated our talents and achievements on our CVs. It’s not as bad as it sounds, but this distortion of facts can disrupt a carefully crafted recruitment strategy. On the social media landscape, everything is much simpler and more transparent—by analysing data from open sources, you can analyse the candidate’s real experience and level of qualifications.

Convenient search and selection of candidates

It takes several hours to review a thousand CVs. Finding the ten best candidates and sending them personalised offers takes a maximum of 30 minutes. Social networks are streamlining the recruitment process by optimising time and effort. This is accomplished with standard free tools such as advanced Facebook search.

Using word of mouth

Do you want hundreds of people to know about your job opening? Share information about it in relevant communities. Do you want to get thousands or even tens of thousands of responses? Create bright and witty posts that people will want to share without additional motivation. Don’t underestimate the viral effect of social media, even in such a complex area as education.

Increase candidate engagement

Ask young professionals what they think about traditional aspects of hiring, such as CVs, cover letters, and interviews. Most likely, you will hear only negative things. But live communication with employer representatives on social media is another matter. By the way, they are right—in many cases, an informal conversation is faster and more productive than a bureaucratic procedure.

Cost savings

The cost savings are substantial. Traditional recruitment methods in British education include job fairs, publications on websites, and even in newspapers. They have a very low response rate due to attracting a wider audience, most of whom may not be interested in such an offer. Social networks have a targeting system that allows you to clearly define the list of message recipients and control your recruitment budget.

Filling vacancies quickly

An informal approach saves you money and time. Candidates respond to social media offers faster and spend less time deliberating. In addition, the absence of bureaucratic elements allows you to simplify communications as much as possible. As a result, school vacancies are filled more quickly—within a team, this reduces the workload of other teachers, and on a national scale, it improves the quality of education in general.

How AI Improves Social Media Recruitment: Top Trends

Artificial intelligence is software that mimics the human way of thinking. Unlike traditional algorithmic applications, it performs a given sequence of actions, adapts to current circumstances, and makes decisions independently. So, what methods are used in AI-powered recruitment?

Integral assessment of candidates

Even the most experienced recruiter pays attention to only a few characteristics of a potential candidate. Usually, these are work experience, education, professional skills, and knowledge of modern software. For AI resume screening and recruitment, dozens or even hundreds of parameters are evaluated, including the regularity of social media posts, the tone of voice, and the nature of comments.

Based on these factors, you can conclude which people would be the ideal candidates for a vacancy, not based on certain points of contact but on a combination of all possible factors. Another advantage is that AI talent assessments are performed blindly, without considering social and cultural background. This ensures equal opportunities for everyone, avoiding discrimination.


The average social media user can narrow the target audience of contextual advertising recipients to several hundred people, while a professional targeting specialist can narrow it down to a few dozen. By attracting top talent through social media profiles, an AI-powered tool can identify several top specialists. It constantly improves the efficiency of its work by learning from each subsequent campaign.

Artificial intelligence doesn’t just look for people who could be ideal candidates. It fully automates the initial stage of the recruitment process. Carefully selected and trained software can independently create and customise an advertising campaign, write engaging content, and choose the best time to launch it. Unlike old-style applications, AI can also test different hypotheses, compare their effectiveness, and choose the most successful solutions. 

An example of this kind of AI application is the socially platform. We help schools in the UK find their perfect teaching candidates and keep in touch with the professional community cheaper and faster than other alternative methods of talent acquisition.

Effective communications

To maintain a high engagement rate, you must respond to messages from dozens or even hundreds of active candidates. The school administration will likely be unable to cope with this, but they shouldn’t accept such a distribution of their resources.

Instead, it is better to use recruitment chatbots. They can respond to the first messages from potential qualified candidates, providing information about the school’s location, working conditions, salary level, or job responsibilities. A chatbot can also serve as a secretary for the principal or HR manager—it will accept an interview application, book the perfect time, and remind you of the event in advance.

Predictive recruitment

We’ve already said social media is the world’s largest talent pool. However, it is not rational to personally monitor the career and achievements of each specialist. Of course, it is better to entrust this task to AI.

Predictive hiring on social media is aimed at passive candidates. It helps to find the perfect specialist and choose the best moment to show an offer. With its help, you can use such effective tools as word-of-mouth marketing, native integrations, and influencer engagement.

The Bottom Line

Given the global changes in people’s online behaviour, we can confidently say that the future belongs to social media recruitment. It optimises time and financial resources, increases the efficiency of candidate selection, ensures maximum transparency of the process, and helps maintain the best engagement level. But moving from specialised job search platforms to social media is only the first step. 

AI can unlock all the benefits of modern technology. It narrows the circle of message recipients in contextual advertising, provides an integrated assessment of candidates, increases the effectiveness of communications through chatbots, and even allows you to follow the careers of top professionals, choosing the perfect moment to reach out.

The effectiveness of AI and the positive results of its application are not just a hypothesis but a proven fact. Many educational institutions in the UK are already benefiting from soccialy’s AI-powered education recruitment, as it optimises their policies, reduces the cost of searching for candidates, and increases staffing levels.