Don’t Turn Your Facebook Page Into a Bulletin Board
I’m getting around to thinking that a Facebook page is as important as a career site for recruiting. When I look at a fan-page, the most important number I look at is “Talking about this.” That metric is far more important to me than how many fans the page has. Fan numbers are more about vanity. That’s why I have never been fond of competitions that require you to like a page, or organizations that force you to like their page in order to get to see the content. I can have thousands of fans, but if they are not visiting or engaging with my page, then any updates I might post just disappear from view.
Every like and every comment on my fan page represents a share. Some content and pages attract far more than others. I regularly look at all kinds of pages to see what content provokes actions, and what stays static.
For the most part, career pages and recruitment sites don’t get shared. The passive candidate just doesn’t want to advertise the fact that they are looking for work. I can understand that. Pages that are all content from the business are basically notice boards. OK for the odd announcement to a small audience, but it’s hardly likely to get shared, and you need shares to get potential candidates.
The best way to get content shared is to first, promote your page internally and make a robust online community. The goal is to get people talking about their work and their life at work in the public place. I facilitate this internal growth through brand advocates, which means that you need to do the following:
1: Set up the Fan Page with a Jobs Tab.
Making jobs available, but not the main focus or content, makes for a more dynamic, attractive page.
2: Set the Tone With an Official Post
Get a high level sponsor to clarify through a wall post or message that posting is allowed and encouraged.
3: Enlist the Support of Brand Advocates.
These positions should be open to anyone in the business, although you might want to use Klout to identify those who are most active in the social channels with established training.
4:Prepare Individuals Before they Post
Provide brand advocate training on a voluntary basis. This usually revolves around educating individuals on what content is great for sharing.
5:Post on a Schedule
Organise a 31 day content calendar, and schedule who is going to take responsibility for answering questions and queries posted on the page, and what comments to refer to other departments, such as Communications. Organise to get all social events, like training, charity days etc covered.
6:Encourage Online Posting Offline
Promote the social pages within the organisation through posters, mail, badges etc.
The best content is pictures, tagged video and the like. Think what would give you an insight in to work if you were looking from the outside in and what you would want shared.
Content creation and sharing should become a part of your organisation’s culture. This takes time, so incentivize and reward sharing and posting to speed up the process.
In the next post I’m going to be posting about converting fans to candidates. Good luck building up your content.
This post was written by Bill Boorman