Recruitment trends: Social media hiring and candidate ghosting

Recent findings highlight evolving dynamics in the recruitment landscape, specifically regarding social media usage and candidate behavior. According to a 2025 Hellowork survey, 66% of recruiters use social media for recruitment, though only 36% integrate mainstream platforms like Facebook and Instagram into their strategies. These platforms are effective for reaching passive candidates who are not actively searching on job boards. Data shows that 17% of candidates have applied for jobs via mainstream social media, with Facebook accounting for 61% of these applications, followed by Instagram at 26% and TikTok at 7%.

Separately, the phenomenon of candidate ghosting is affecting approximately 90% of employers. Delphine Minchella, a researcher at EM Normandie, suggests that ghosting is often a reaction to recruitment practices perceived as disrespectful or dehumanizing. She identifies three main profiles: the accidental ghoster, who may feel overwhelmed by multiple applications; the occasional ghoster, who uses silence as a response to unfair or inefficient hiring processes; and the serial ghoster, who mirrors the negative experiences they have previously endured from employers.