12 Facebook Lessons (Part One)

February 1, 2013 10:05 pm Published by Bill Boorman

I’ve had plenty of requests recently for posts on how to get started with Facebook recruiting. For the next 4 weeks I’m going to be posting tips on how to get started, and the things you need to be thinking about when it comes to recruiting via the worlds most popular channel. Most recruiters recognise the potential of the channel, but there’s plenty of conflict over whether Facebook is really a business channel, or just the place for keeping up with family and friends. The place for posting pictures of party evenings, holidays and cats. Not the place for recruiting, not for professional staff.

In this series, I’m going to be answering these questions, with a series of simple tips on the considerations you should have when it comes to Facebook recruiting.

1. You don’t have to be friends.

Lets get this one out of the way at the start. It’s the biggest barrier that most people put up, and here’s the truth. Recruiters don’t want to be friends with candidates, and candidates don’t want to be friends with recruiters. You don’t want to be sharing your pictures with candidates, and candidates don’t want to show them to you. This is why Facebook recruiting is about creating pages. Candidates become fans, not friends, and fans get access to your content, and more importantly, your jobs.

2. Reach comes from interaction.

It is a common misconception that every fan of a page gets to see updates. That used to be the case in the past. People had a smaller collection of friends and were fans of only a few brands and pages, because there wasn’t as much choice. Now that networks have been getting bigger and bigger, timelines have gotten noisy. Cue the introduction of EdgeRank, which controls what we see. All the updates from your page get ranked according to your interactions. The algorithm works like this:

– A comment is worth 3 points
– A share is worth 2 points
– A like is worth 1 point.

Only the people who have interacted with your page recently will get your updates (unless you circumvent EdgeRank by sponsoring posts.) To make your page work, you need to think interaction and build a page that encourages commenting, sharing, and interaction. Your active fans are far more important than your inactive ones: inactive fans mean numbers, whereas active fans mean visibility.

3. No one wants to leave channel.

The biggest lesson I learnt early on with Facebook career pages was the importance of enabling interested people to view jobs and apply in channel without the need to go elsewhere on the web. From the accounts I review, the usual drop off rate when you try to take people out of channel (away from Facebook) is up to 55%. Consider that 55% of potential candidates dropping off are 55% of potential candidates lost to you. The use of applications like Work for Us makes it possible to apply, without ever leaving the channel of choice.

This is the start of the series. Next week I’m going to look closer at what content is popular, and gets interaction. Please leave any questions you have on Facebook recruiting in comments and I will do my best to answer them.


This post was written by Bill Boorman

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