4 in 5 NFPs are missing this powerful recruitment tool
This is the most surprising finding from Heart Talent's research into talent attraction in the Australian nonprofit sector:
4 in 5 NFP organisations do not use all of their social media channels to engage talent.
The vast majority of NFPs are active across more than one social media platform and 43% share talent-focused content on LinkedIn, yet only 1 in five 5 use other social channels to speak to talent.
78% of the population are regular social media users*. We spend nearly 2 hours a day on socials.
The NFP sector has embraced digital and social media in fundraising, advocacy and awareness. Digital is the fastest growing fundraising channel and social media is more than a digital platform, it’s been referred to as a fundraising megaphone.
Why is this channel so under-utilised in recruitment?
Today's job search is very different to that of the past.
Your brand as an employer is always on show. It exists, even if you do nothing about it.
Social media is a critical channel for your brand but social recruiting is about more than showing up. Your content needs to be authentic and relevant. People are looking for real stories about real people and evidence of your values in action. To get this right, you need to start with employee listening.
73% of Millennials found their last job on social media*.
In 2025, this cohort is aged 29 to 44; they are fast becoming one of the largest segments of the workforce. There is a largely untapped opportunity for NFP employers to meet people where they're spending time online, aka in their social feed.
Beyond social media, online research is a given when you’re applying for a job.
89 per cent of job seekers say an employer’s career website is important for finding key information*.
Yet 1 in 3 NFPs do not have a dedicated careers page.
Your website is a powerful ‘owned’ marketing channel. Unlike job boards and social media where advertising costs, algorithms and platform changes are outside of your organisation's control, your website is entirely within your control.
No competition for eye balls, no editorial guidelines, restrictions or conditions.
If an organisation employs people, a dedicated careers site (or a page within the main website) is essential.
The careers page is your shopfront and the go-to place for job seekers. The content on this site (or page) should be more than current vacancies and a list of employee benefits.
Your careers page should be an authentic yet compelling showcase of your employer brand, employee value proposition and the voice of your employees.
Learn more about the power of social media and an effective careers page in this collection of case studies: Australian NFPs leading the way.
*Sources: We Are Social, CareerArc, CareerBuilder
Flexible talent support for NFP leaders
I am deeply committed to making recruitment easier for nonprofit leaders.
I support leaders and organisations to attract the right people through:
traditional recruitment solutions
flexible unbundled recruitment support
helping you review and improve your recruitment approach
helping you understand and articulate your real EVP through employee research
leveraging this research to develop authentic recruitment content
building campaigns that reflect culture and the employee experience
consulting and advisory work to develop talent attraction strategy and capacity.
If you’re curious to know more, send me a message or get in touch for a chat.
As a communications professional and writer turned recruiter, I know modern recruitment is marketing, and I'm on a mission to share this approach with the sector.
Each Friday, I share talent attraction advice and insights. The Nonprofit Talent Edge will help you become more intentional, creative and proactive with your recruitment.
Have a great week.
Cynthia