// Glossary · Measurement, Data and Channels
Career Social Media Accounts
Career accounts are the company's LinkedIn, Instagram, YouTube and TikTok channels dedicated to the employer brand, telling candidates about culture, teams and opportunities.
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The corporate account speaks to customers; the career account speaks to candidates. Content series (employee stories, "a day in my life", team introductions, office tours, open roles, special days) are run on a calendar; community management (comments, messages) is part of the candidate experience. Measurement: reach, engagement rate, follower quality, career page clicks and application contribution.
Why it matters
Social media is the most effective way to reach passive candidates, and combined with employee advocacy the reach multiplies. Irregular accounts that only post vacancies damage the employer brand.
Management principles
- A purpose and audience per channel (LinkedIn: professionals; Instagram/TikTok: young talent)
- A monthly content calendar, 70% people / 30% corporate
- Video first, vertical format
- A monthly performance report and optimisation
// Measurement, Data and Channels