Recruiters are the face of the company to cleared candidates and are now mostly operating in a digital environment. Regularly posting job openings, insightful articles, and breaking news within your niche can allow you to meet cleared talent where they peruse and devour content. These passive ‘touches’ allow you to expand your recruiter and employer brand, ultimately turning an inactive candidate to a potential hire.

With the online world we live in, you’re naturally competing with thousands more recruiters – and standing out isn’t just a want, it is an ABSOLUTE NEED to converting your pipeline into hires. Enter the social media post… but how do you reach more talent?  Become viral.


There isn’t necessarily a set formula to what makes something go viral or flop. There are many factors that affect high engagement: an active audience, the timing of the post, and of course, the content. Here are a few factors to consider:

1. Bringing Out the Emotion: Whether it is controversial, hilarious, or shocks your audience, content that evokes high emotion instigates engagement.

2. Visual Appeal: Many online audiences resonate with memes, which offer an eye pleasing photo with some text, and usually a punchline that’s funny. Posts with too much copy generally lose readers.

3. Perceived Authenticity: The more reactions on a post, the more users are likely to jump in. Think to yourself, “would an influencer share or promote this post?”

4. Optimized for Desktop & Mobile: Whether you are managing a company page or posting a video to a personal profile, you will want to ensure you are including assets that have the correct specs for each platform or are optimized if you have a lot of visitors on mobile.

5. Power Words: Use power words in your post (think words like free, proven, exclusive, remarkable, challenge, bonus or even power) and use the ‘read/see more’ drop down on posts strategically – by asking a question or making the reader want to know more.

6. Timing: Check to see when followers are online and what the peak times are to post content. Use trial and error here and even come to your own conclusions.

7. The Trendy Element: Current events are always going to resonate with online audiences – so if there is something to exploit in the media by creating content that will reach more candidates, go for it.

If the country is watching a former president’s house being raided in Florida, share one of our articles on classified materials in hopes of starting a discussion thread with potential candidates that have worked in the SCIF. Or if Joe Rogan shows a meme worthy reaction to Leon Edwards knocking out Kamaru Usman, make that meme on how a cleared candidate will look while working at your company.



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Katie Keller is a marketing fanatic that enjoys anything digital, communications, promotions & events. She has 8+ years in the DoD supporting multiple contractors with recruitment strategy, staffing augmentation, marketing, & communications. Favorite type of beer: IPA. Fave hike: the Grouse Grind, Vancouver, BC. Fave social platform: ClearanceJobs! 🇺🇸