Using Social Media to recruit
If you’re looking to grow your District/Group/Unit/section then using Facebook, Twitter, Instagram or other social media platforms can be useful to help you get your recruitment message out and drum up interest from both young people and adults who might want to join.
First of a all a bit of housekeeping. Do you follow/reshare/comment on the South East Scotland Scouts social channels? Please do so by visiting us on Facebook, Twitter, Instagram and even LinkedIn. We have seen a 3 or 4 fold increase in our traffic so it works, really! This can be used to generate outbound and inbound enquiries. Secondly do you have a private Facebook Group vs public. Private is good for parent/carer communications but limits your potential to outreach so it would be better, for recruitment, to have a standard Facebook page for your District/Group/Unit/Section.
Vital to any good social media activity is a key landing page and supporting website. A landing page is the exact web page where you want the person making an enquiry or follow up to go to on your website eg. if talking about volunteers then South East Scotland Scouts may link to HERE and then we promote other information from that ‘hub’. Consider this on your site? We are in the process of building a new website for the Region.
Strong social media sharing eamples below
Here is a one pager to help you. A step by step to creating brilliant adverts and below are a few things to consider when generating good social media activity. Social media can be broken down into two categories:
Categories of social media
1. Social Networking:
Platforms such as Facebook, Twitter, LinkedIn which are used to connect with people online and engage in direct messaging. These are ideal for recruitment. Some benefits include:
- More visibility for the Scouts
- You get to know the community in your area
- They get to know you
- You can build relationships with local people/businesses
- Helps build trust because people can see what you get up to
- People can direct message you for more information
2. Media Sharing:
Platforms such as Instagram, Snapchat, Youtube, TikTok are used to find and share photos and videos. While these are good for recruitment be mindful the audience is likely to be younger and more of our Scouting ages/members.
Some of the benefits include:
- Great for brand awareness
- Improves interactions
- Post engagement – you can monitor how successful the post has been e.g. how many likes, how many times it’s been seen
- Visual images/videos mean that you can really get people to understand you, what you are about, in a fun exciting way!
- Find an image – use the Brand Centre to choose a suitable image or find a good one of your own section (remember photo permissions will be needed).
- Personalise and edit it – Make sure you can see the fun youth members are having and add some text that will appeal to your target audience. Try and create some movement using editing packages as noted here. And the appropriate branding.
- Share it – use the image that you have created to post on all the platforms you normally use. You might want to share the image with your youth members for then to use on their own social media if they want to. Lastly, be sure to include some friendly text to go alongside the image so that people know how to get in touch.
Remember to ensure you have the correct permissions.
- Keep it simple – short text and a relevant picture, just remember your contact information
- Follow up promptly – remember to check your social media inbox and respond within 48 hours
- Make it fun – this is all about the picture or video, use chatty language (tone) and pick a really exciting image that shows youth members/adults doing ‘stuff’!
- Use the Brand Centre – it saves time, uses the right language and you don’t have to worry about photo permissions!
- Post publicly not just on closed groups – the more people that see the post the better, you never know you might even go viral!
- Paid promotions – if you’re group finances allow, consider using paid promotions to attract families who live near by.
Keep it on brand with your correct logo, colourways and designs. For information on how you can use the Scout branding and logos, visit the brand section of the Scouts website.
Looking for more help?
Watch this video on How social media can support recruitment
Got a question?
Speak to Scouting Support Officer Kirstie Armsworth. She’s available to offer advice and guidance to support your communications.