Recruiting on social sounds easy… until you try it. In this episode of HR Famous, Tim Sackett sits down with Sean Worden (CEO/Founder) and Katy Schuck (Co-Founder/COO) of Reelist to unpack why most TA teams struggle to hire through Facebook, Instagram, TikTok, and beyond, and what it actually takes to make social recruiting work in the real world.

Sean starts with the big picture: Reelist makes it “ridiculously easy” to recruit off social by automating creative, running paid + organic campaigns, handling brand safety and compliance, messaging and screening candidates, and tying it all back to your ATS with real-time optimization. Then the conversation gets fun: Reelist didn’t start there. It began as a “TikTok for jobs” concept (think video-based matching)… until they realized it was turning into a job board with extra steps. The pivot? Build the infrastructure that helps employers recruit where people already are on their phones while scrolling.

Tim pushes into the questions every TA leader asks: Which channel works best for in-person roles? The answer isn’t a generic “TikTok!” It depends on geography and density. For rural and small-town hiring, Sean breaks down why Facebook and Instagram often outperform, while TikTok targeting can fall apart when it forces broad DMA-level reach that doesn’t match “I need someone to drive 15 minutes to this plant.”

Katy brings the strategy home with two essentials: awareness and action. Social ads aren’t meant to impress your C-suite, they’re meant to hit candidates with what they care about (pay, conditions, location) in a tight message, then make it frictionless to apply now. That “instant gratification” moment matters because speed matters. Tim shares a Marriott story that proves it: the advantage often goes to whoever responds first, not to whoever has the prettiest employer-brand deck.

They also dig into what “viral” means for recruiting content (including share-to-view ratios and platform-specific behavior), why the best videos qualify and disqualify quickly, and how social can reduce junk and bot applications by capturing real intent.

Finally, the crew gets into agentic AI vs. traditional GenAI, API-driven automation, real-time ATS integrations, and why security/compliance (SOC 2 Type II and more) isn’t optional anymore.

If you’ve ever said, “We’ve tried social… it didn’t work,” this episode might change your mind and your playbook.