Promote Your Job Board With Organic Social Media

To stay competitive, your goal should be building and maintaining a database of those quality professionals in your niche and getting consistent traffic to your board. Because your quality audience is exactly why employers will post their jobs on your niche job board vs. a generic one.

And how do you do that? Marketing your job board.
You need to invest in content marketing to continually lead an increasing number of candidates to your board; through SEO tactics and organic blog content, through a job seeker newsletter, and through social media.

Let’s dive into the social media playbook for job boards:

1. Get the basics right: platform, profile and content

a) Choose the right platform

Your focus when starting out with social media should be creating free content on a platform where your audience already spends time on, hence improving your chances of being discovered by the right people.

Select a social media platform that aligns with your job seekers’ demographics. The two most promising ones are LinkedIn and X (formerly Twitter):

• LinkedIn is ideal for almost all professional audiences, with over half of users being between the ages of 25-34 and the second largest user group being 35-54 years old. Plus, most users will be looking for jobs and career related information.
• X (formerly Twitter) is dominated by news, actionable information and a growing number of businesses. This is a great place to tap into current events and trends as well as to share generally helpful career information. The audience skews slightly younger than on LinkedIn.

Depending on your target group, you can also consider Facebook (with an older audience) or TikTok (with a younger audience). We generally recommend sticking to one platform first, getting good at it, and only then adding a second one to the mix.

b) Optimize your profile for your goal

Your social media profile acts like a landing page. Within seconds it needs to provide prospects an idea of what to expect from you and a reason to follow you.

A great profile generally has these elements:

• High quality profile photo and banner image. Consider using a personal profile instead of a business one, since these generally have much better reach. Turns out people want to talk to people after all.
• Summary of the content you are sharing. Set expectations to attract those job seekers you want, and disqualify those you don’t want going to your job board.
• Social proof showcasing the most impressive outcome from your job board. This could be # of applicants that landed a job, # of jobs posted, or a popular company listing a job with you.
• One call-to-action link. The main goal of your social media profile is driving job seekers to your board and get them to signup. So this is simple: link to your job board.

c) Select 2-3 pillar topics to post about

Your content should be focused around 2-3 core content themes related to your niche. These will be the foundation of all the content you’ll put out there.

For your niche job board, this could be jobs in your niche (obviously), career advice specific to your niche, and expert insights from your industry.

Some relevant categories for job seekers are:

• job/industry insights—job roles, titles, salary ranges, industry trends, remote work
• career advancement resources—CV, LinkedIn profile, cover letter, interview questions & prep, training resources, career transitions, negotiations
• insider interviews—insights from professional in the industry, highlight uncommon career paths, guest posts
• networking—how/where/what to say, LinkedIn outreach, connecting to recruiters, personal branding, portfolio website

Here are some great content examples of job board (owners) on social media:

Remote Work Junkie posts all about remote work, from industry statistics and funny memes to tips for finding real remote jobs.

Martyn Redstone running bot-jobs shares most recent roles, AI industry news and anything to do with AI + recruiting.

Bitcoiner Jobs highlight their roles adding a quick summary and relevant hashtag. They celebrate job seeker successes and curate bitcoin jobs from other sources.

d) Get your existing audience on social

If you’re starting social media from 0, it can be hard to start the momentum. A simple way around this is getting your existing job seeker audience to follow your social media profile.

Announce your new social media presence on your job board. Or make the announcement in a newsletter to your job seekers.

2. Grow your job seeker following

You’ll likely empathize with this situation: you're posting interesting content but nobody is seeing it. What you need to do now is approaching social media a bit differently, especially when starting with a small following (0-1000).

In that case, posting great content isn’t enough. You need to get eyes on your profile first.

a) Increase your visibility by interacting

We often forget: social media is about being social. So focus 80% of your time on building genuine connections, asking questions, and adding value on others' posts. You can also repost and curate content while inserting your unique point of view to relevant topics.

How do you get started with this?
Find 20-30 accounts in your niche that are successful and interact with their content for 30min/day. This will help you make connections to other players in your industry, hence exposing your profile to their follower base (who would likely enjoy your content as well).

b) Follow news around your content pillars

You want to become THE expert for your 2-3 chosen content pillars. So stay up to date with posts around your niche and engage with those posts. Answer questions and comment/repost with you opinion.

Depending on the platform, you can either follow niche specific hashtags (such as #AInews), get notifications via Google Alerts/Trends, or use advanced search features to find news.

Tip: Advanced search on X (formerly Twitter) and LinkedIn
Using search operators, advanced search allows you to find exactly the posts you want. You can filter by keyword, people, place, date, and even common connections.

c) Get discovered with hashtags

Gone are the days of spamming up to 30 vaguely related hashtags in your posts. Try using up to 3 relevant ones, ideally incorporated in the content itself, such as:

• #[your industry]jobs, e.g. #cybersecurityjobs
• #[your industry]careers, e.g. #cybersecuritycareers
• #[skills/role]jobs, e.g. #securityengineerjobs
• #[skills/role]careers, e.g. #scriptingcareers

3. Become a thought leader in your niche

There’s a lot of talk about thought leaders, but the effect is real! Being regarded as an expert in your field can be incredibly helpful in building an engaged audience to drive traffic to your job board.

Your mission? Becoming the #1 source of information, insights, and resources for your target audience of job seekers. For example, if your audience is comprised of remote marketing job seekers, you want to be the go to profile for all things remote marketing careers.

And this is how you become a thought leader in your niche:

a) Consistency in timing and opinion

Posting consistently isn’t glamorous, but it’s the baseline for growth on almost all platforms.

In order to become a trusted source, you need to show up consistently and provide valuable content for your audience. Be reliable and do what you say you're going to do; that’s the way to build trust.

Beyond consistent content, you should also maintain consistency in the topics you write about. To give this an edge, you want to develop a unique perspective about topics in your niche. What’s your stance on industry trends, hiring practices, or career development? Be consistent in your messaging.

b) Content covering all stages of the marketing funnel

The marketing funnel is the journey your job seekers follow through your content, guiding them from initial awareness of your job board, to making the decision to signup for an account or apply to a job via your board.

This means creating content that educates your job seekers about topics relevant to them, such as industry trends, career challenges, and job insights. But also going beyond simple content by providing in-depth guides, expert opinions and jobs in the industry.

Obviously, posting new niche jobs from your job board will be one of the main reasons for job seekers to follow you on social media. If you are using Niceboard, you can set up automatic social media posts for all new jobs that are posted on your board via Zapier. Here’s how.

For concrete content ideas, have a look at this blogpost on driving traffic to your job board with a blog. A lot of the ideas can be repurposed for social media and your niche.

c) Show up daily WITHOUT original content

Posting fresh content daily can be though, especially when running a job board is not your full-time job.

The good news is: you don’t always need original content. You can share curated content, repost or repurpose information from other marketing channels or your multiple other social media accounts.

Here are 7 different ideas to post about without creating original content:

• Answer frequently asked questions from your DMs/emails/support. Bonus if you can provide screenshots of these questions to make it more real.
• Repost and comment on a recent post from an industry expert.
• Screenshot a great review, comment or DM from your audience. Tag them for better reach and a possible connection.
• Shoutout a recent win. For example, a metric from your job board that supports your niche authority or a success story from a job seeker.
• Curate news in your niche. There’s many social media profiles that have become successful by being a curator. You can create a list of interesting industry resources from the past week/month, share salary statistics, or highlight the top 3 career newsletters in your niche.
• Repurpose content from other platforms. Keep in mind: Don’t just post links to content on your blog. The way to succeed with social media is keeping content skimmable and short. If you are using your blog content for social, you need to condense it to the most important takeaways.
• Engage in niche-specific communities and groups. These are great places to make connections and share your content with a different audience.

4. Keep your goal in mind

Ultimately, the goal of your social media marketing efforts is to drive more qualified job seeker traffic to your job board. So choose the metrics to monitor accordingly.

For example, instead of focusing on follower count, your guiding metric might be profile visits or profile link clicks.

Remember, progress isn’t always fast or even linear. But your efforts will add up over time, gradually at first and exponentially at last.

And that’s it—your step-by-step guide to building a successful social media presence to drive quality traffic to your job board.

FAQ about using social media for job boards