Social media is no longer just entertainment; it has become one of the most important spaces for information, exchange and job searching. As a result, social platforms are now an integral part of modern recruiting strategies.
The reach of social networks is enormous: more than 5.6 billion people worldwide use social media, which represents roughly two-thirds of the global population. In Switzerland, around 7.27 million people actively use social media, corresponding to about 81% of the population. For companies, this represents a significant opportunity: few other channels allow organisations to reach so many potential candidates at the same time.
However, one question remains crucial: Where exactly does your target audience spend their time?
Although every industry is represented on social media, platform preferences, usage context and activity levels can vary considerably.
Target groups behave differently
Major platforms boast impressive user numbers. In Switzerland, Instagram has around 4.1 million monthly active users, while TikTok counts more than 2.8 million users. Professional networks have also grown significantly: LinkedIn has more than 5.3 million members in Switzerland.
These figures highlight the enormous potential of social media for recruiting. At the same time, different professional groups tend to use different platforms — sometimes for professional purposes, sometimes privately.
For companies, the key challenge is therefore not whether a target group is online, but rather on which platforms they are most active.
Healthcare and nursing professions
In the healthcare sector, social media usage is generally high, particularly on Facebook and Instagram. Many professionals between the ages of 25 and 55 are active on these platforms daily.
These platforms are often used for private content, communication and entertainment. At the same time, they offer companies the opportunity to reach healthcare professionals where they already spend a significant amount of time.
In industries with a high demand for skilled professionals, social media can therefore play an important role in making job opportunities visible and attracting attention to employers. Through precise targeting, healthcare professionals can be reached in their everyday social media environment — even if they are not actively searching for a job.
Construction and skilled trades
Social media usage is also widespread in the construction and skilled trades sector. According to the Bitkom Social Media Report 2023, Facebook groups play a particularly important role for exchange, recommendations and networking within the industry.
LinkedIn is mainly relevant for site managers, engineers and project leaders, while skilled tradespeople are less active on the platform.
This shows that even within the same industry, different platforms may be relevant depending on the role or function.
Project management and management roles
In project management, consulting and management roles, LinkedIn plays a particularly important role. Professionals frequently use the platform for professional exchange, industry insights and maintaining their professional network.
According to LinkedIn Talent Insights, more than 70% of professionals say they are open to new career opportunities, even if they are not actively searching for a job.
In these sectors, active sourcing can be an effective approach, as qualified candidates are often identifiable and reachable directly. At the same time, targeted job ads can help increase visibility and activate professionals who may be open to new opportunities.
Administrative and commercial professions
Professionals in administrative and commercial roles are generally present on both professional networks and traditional social media platforms. While Instagram and Facebook are mainly used privately, LinkedIn is becoming increasingly relevant for specialists and managers.
Social media presence in this field is therefore broad. For companies, this creates the opportunity to reach potential candidates via social media even before they have developed a concrete intention to change jobs.
Hospitality and gastronomy
In the hospitality industry, social media usage is particularly visual in nature. Platforms such as Instagram and increasingly TikTok are widely used, especially by younger professionals working in service or in the kitchen. LinkedIn plays a role mainly at the management level or in larger hotel chains.
Many restaurants and hotels already use social media actively to provide insights into everyday work and introduce their teams. At the same time, many employees in this sector spend time on these platforms daily.
For companies, this creates an additional opportunity to make job vacancies visible and reach potential employees where they already spend their time.
Conclusion
The question of how present a target group really is on social media cannot be answered in a generalised way. The key question today is no longer whether your target audience is on social media, as virtually every industry is represented online.
What matters much more is which platforms different professional groups use most frequently and how companies can strategically leverage this reach.
In an increasingly competitive labour market, social media has therefore become a crucial element of modern recruiting strategies — not only to reach actively searching candidates, but also those who are open to new opportunities without actively looking for them.
