Everyone is online – and almost everyone is on social media. In 2025, 96% of internet users in Sweden will be active on social media. This means that almost every potential candidate can be reached digitally, regardless of industry or age.
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Reach Candidates Where They Are

The five most used social media platforms in Sweden (weekly usage):

• Facebook (59%)
• Instagram (55%)
• YouTube (51%)
• Snapchat (30%)
• TikTok (16%)

Daily usage follows the same order but with slightly lower percentages: Facebook 49%, Instagram 47%, YouTube 31%, Snapchat 25%, TikTok 14%.

Source: The Swedes and the Internet‍

‍Recommendation: A channel strategy that combines Meta’s platforms (Facebook and Instagram) with YouTube, Snapchat, and TikTok delivers the greatest reach and overall impact.

Tailor Your Channel Strategy to the Target Audience

Social media usage varies significantly across age groups. If your advertising targets a specific demographic, choosing the right platforms is crucial.‍

‍Born in the 2000s (under 25 years old), weekly usage:

• YouTube (71%)
• Snapchat (67%)
• Instagram (52%)
• TikTok (46%)
• Facebook (25%)
  
  

Born in the 1900s, weekly usage:

• Facebook (69%)
• Instagram (56%)
• YouTube (44%)
• Snapchat (19%)
• LinkedIn (15%)
  
  

Source: The Swedes and the Internet

If you need to prioritize and reach both groups at once, focus on:

Firstly Instagram, which has the most balanced audience across generations. Secondly YouTube, which offers broad reach, though slightly weaker among older audiences.

LinkedIn – Niche and Not for Everyone

LinkedIn is particularly relevant for professionals in the private sector. Nearly one in four use the platform weekly, compared with one in six in the public sector.

Remember: LinkedIn is not optimal for reaching younger audiences without established careers, blue-collar roles in production, retail, or service industries, or a general public audience.

The True Impact of Advertising Is Measured in Relevant Applications

To attract and convert potential candidates, success depends not only on where they are, but how they experience the recruitment process.

• 31% choose not to apply due to poor communication from employers.
• 28% are influenced by slow processes.
• 20% refrain from applying when a cover letter is required.

Fewer than half (42%) have an updated CV accessible on their phone, making upload requirements a real barrier—especially for passive candidates, where 12% drop off entirely if a CV is mandatory.

Source: Job Search in Sweden

Tip: To reach candidates digitally, enable mobile-friendly applications and include salary information clearly in the ad.

Increase Application Rates with Salary Transparency

According to Job Searching in Sweden, nearly 70% of job seekers say that salary information helps them decide whether to apply – and among passive candidates, that figure rises to 75%.

Additionally, 42% want full salary transparency within the workplace – a sharp increase from last year.

Want to stay ahead of competitors? Being transparent about salaries is not only becoming a requirement under the EU’s new directive, it’s also a strong competitive advantage.

AI – A Growing Part of the Job Search Process

About four in ten Swedes have used an AI tool in the past year, and among those born after 2000, usage is nearly twice as high, according to Swedes and the Internet. However, 53% of job seekers have never used AI in their job search. Among those who have, the main uses are:

• 31% to create or improve cover letters
• 23% for CVs
• 17% for employer research

AI is perceived to save time (62%) and increase quality, but many still hesitate, feeling it’s impersonal (43%) or cheating (27%).

Source: Job Search in Sweden

Build Your Recruitment with Both Heart and Mind

For job seekers, every step in the process is work in itself – which is why the candidate experience matters.  To reach the right candidates, combine data-driven channel strategies with genuine human interaction. Don’t risk losing candidates’ trust – simplify the process and add a personal touch wherever possible. That’s how you increase the chances that the right person actually clicks “Apply”.‍

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Want to Know How to Adapt Your Recruitment Based on These Insights? Contact us for a free consultation: hello@keeparo.com