Social media is no longer just a channel for posting job openings. It is a space where trust, culture, and a sense of belonging are built - well before someone becomes part of a team. But like any communication with potential candidates, recruitment through social platforms has its nuances.

We spoke with Ventsislava Nikolova, founder of WorkVibes, a consultancy that helps companies become recognizable and genuinely attractive employer brands. With vast experience in the HR industry, Ventsi is dedicated to sharing her knowledge and helping organizations improve the experience of talent - whether candidates or current employees.

Here are her expert tips on what works and what to avoid if you truly want to attract the right people to your team:

With job ads flooding every platform, how can employers stand out in competitive sectors?

Showcase your company culture, not just the job. A dry list of requirements and responsibilities is no longer enough. People want to feel what it’s like to work at your company - not just what tasks they will perform. Give them a glimpse of daily life in your team. Share stories, values, achievements, and those small moments that make your workplace unique.

Example: Instead of saying, “We’re looking for a responsible marketing specialist,” try: “We’re looking for someone who believes that a single idea can shift an entire team’s direction.”

Which social platforms are most effective for recruitment? 

If you know your audience well, you don’t need to be everywhere. LinkedIn is best for experienced professionals and B2B roles. Facebook works well for mass recruitment, administrative, or on-site roles. Instagram is great for attracting younger or creative talent. Even TikTok can work - if your brand is bold enough to showcase its dynamic culture.

In short: Don’t try to be everywhere and focus on where your target people are.

Do you have guidelines on tone and language in job ads?

Here is a practical tip: Read the ad out loud. Would you say this to a friend over coffee?

Use natural language and be authentic. Candidates go through dozens of ads daily and can instantly tell whether something was written with care or just copied from a template.

Avoid formal, generic job posts. When everything sounds the same, nothing stands out.

Ask yourself: If you removed your company name, would a candidate still recognize themselves in your ad? If not - do revise it.

What is a key advantage of recruiting on social media?

You can - and should - make the application process as easy and quick as possible. People’s attention spans on social media are short. If your process is confusing or slow, you’ve already lost them.

Use simple forms, allow applications through LinkedIn, a short CV, or even just a phone number. And once they apply successfully, let them know. A confirmation message shows respect and care from the very first interaction.

Is there a universal best practice to showcase yourself as a great employer?

Involve real people from your team early on. Share employee stories, quick interviews, behind-the-scenes photos, and more. Faces matter more than corporate slogans - candidates trust people more than polished branding and beautiful messages.

What are common mistakes employers make with employer branding and social recruitment?

One of the biggest? Posting a single job ad and waiting. Recruitment through social media is about visibility and trust. Candidates need to see more than one post to remember you.

Another major mistake: not giving feedback to applicants. Even an automated reply is better than silence. A company’s culture is most visible in how it treats those it wants to attract - and even those it doesn’t move forward with.

And finally: don’t sell what you can’t deliver. It’s easy to promise a “great atmosphere” or “growth opportunities,” but much harder to back them up.

Be honest from the start. It is better to attract fewer, but truly aligned candidates, than to disappoint many more.

Your final advice for employers hiring through social media?

Authenticity is everything. Show your real culture, speak like a human, and treat every application as an opportunity for connection - not just a number.

People aren’t just looking for a new job. They’re looking for a place where they’ll be seen, heard, and valued. And that starts with the very first word they read about you.

Meet WorkVibes and join the Employer Branding Summit Bulgaria 2025

Our friends from WorkVibes help organizations build meaningful and engaging work environments. Their team offers expert support in employer branding, internal communication, recruitment, and leadership development.

In 2025, WorkVibes is launching Employer Branding Summit Bulgaria - a first-of-its-kind event with international speakers. The pilot edition takes place on November 26, dedicated to employer branding, engagement, and talent retention and will bring on stage global experts and inspiring practitioners from companies that put people at the heart of business.

Learn more and get your ticket to Employer Branding Summit Bulgaria 2025

Can’t wait to see you there!