The ABCs of an Effective Facebook Recruiting Strategy
There’s a whole lot more to Facebook recruiting than putting up a couple of job posts and hoping someone finds your page, takes an interest, and applies for a job. We know the post-and-pray method doesn’t work when it comes to job boards, so of course it follows when you do the same with social media. Many companies fail when they start using social media for this reason; however, it doesn’t have to be this way.
In order to build a talent community and increase your job exposure to top quality candidates, we have to change the definition of recruitment online to discover a whole new connotation for “Facebook recruiting.”
By implementing a Facebook recruiting strategy.
To strategize your social recruitment with Facebook, you must understand how to use the platform, and create a plan for using that understanding on a consistent basis.
To help you create that plan, here are the ABCs of Facebook recruiting:
A: Audience (n.) the people giving or likely to give attention to something. (via Google)
Did you know that 83% of LinkedIn users are also on Facebook, but only 1/4 of Facebook’s users use other social networks?
If there are over 1.19 billion people using Facebook every month and 728 million people using Facebook every day, there’s a good chance that the people you’re looking for are on the platform. The question is, without a strategy in place to attract the right ones to your Career Page, you’re no better off than if you were to post-and-pray on a job board.
In order to increase candidate conversion and grow your talent pool with Facebook, you can target your ideal audience with Facebook ads.
Facebook has one of the most sophisticated advertising platforms in the world, and because people post so much of their lives on the platform—from work and education history to location to interests and skills—it is easy to narrowly target the right person for an open job and actually find them – even on a mobile device.
Posting a status update on your Career Page may reach a percentage of your current Facebook talent pool and return mediocre results. However, using a strategically targeted ad can help you ensure that your jobs, your recruiting events, or your employment brand ends up being seen by the eyes likely to give them attention (or clicks & job applications).
B. Branding (n.) how people perceive your company; the marketing, advertising, and promotion that differentiates your company and gives potential customers/candidates and current users/employees something with which to identify.
Out of the hundreds of thousands of Pages, the average Facebook user only “likes” 70. “Liking” a page is a simple act that carries the undertones of a real commitment. It’s an agreement by users to receive whatever communication you care to share on their Facebook News Feeds and a public association of themselves with your brand: your products, your services, your culture, and the image your company represents.
How can you a) stand out from the crowd and b) inspire enough confidence to earn a “like?”
Turns out, your marketing team can take a page out of HR’s book. By creating a Career Page, you have an instant branding opportunity that immediately positions your company in front of your most devoted and loyal fans: the people who want to work for you!
A Facebook Career Page is your opportunity to show off more than just your logo. It’s a chance to share the things that differentiate your company: videos of your employees, posts about your innovative products & services, accomplishments, quirky branded images, status updates about your company’s charity efforts – or simply put – your company’s uniqueness.
Of course, for this to go from a series of haphazard posts to a branding opportunity, you have to strategize. Download and use a content calendar and either define a Page manager or decide amongst your team how you’ll do oversight. You want your brand to have a consistent voice and tone so that even if you change the design of your banners or add a new video, your candidates will know that it’s uniquely you.
You can also combine your branding with the Facebook ads discussed above to increase the spread of your employer brand. This is a very important strategic move to not only make sure that potential candidates are seeing your careers, but also potential customers are seeing your marketing. You’ll kill two birds with one stone (and your marketing team will love you for it!)
C. Culture (n.) The collective patterns and behaviors of members of an organization related to shared vision, values, language, systems, interests and habits.
Do you have a company-sponsored athletic team? An after work Friday meet up? An open-office culture? A shared love of cat memes and a wall dedicated to Mark Zuckerberg quotes?
Your company culture is not only an internal perk of being on your team, It’s also an opportunity to position your employer brand.
More than half of employees in a survey of over 1700 companies worldwide believe that it is important that other people want to work for their employer. In other words, there’s a certain pride that comes from working with a great company, and employees want to share that pride with their friends. In fact, 60% of employees would recommend a job at their company to a friend or family member.
Why not make it easy for employees to share that pride and help their friends work for you by using social employee referrals?
You already know that employee referrals increase the quality of the people you hire (better fit and better retention rates), so why not add them to your Facebook recruiting strategy?
Turn your company culture into shareable posts that double as advertisements for your jobs. Interview your employees and have them share the videos with their friends. Make your job posts visual and give your employees an incentive to repost them on their Timelines. Automate the process with a tool like Social Job Sharing, and give your employees a way to automatically show off their workplace while helping their friends find a job they will love.
Employees will become empowered to think about recruiting and will have a simple tool to help their talent acquisition team attract known candidates to “join the team”.
If 70% of jobseekers say that their decision to take a job is equally based on whether they’re a fit for the job and they like the company, make sure you’re using your employees to show them all of the reasons why they’re a great fit in your organizational culture.
S. Sourcing (v.) Finding and evaluating potential high-quality candidates
Believe it or not, there’s a lot more to sourcing on Facebook than stalking random profiles with little regard for personal privacy.
Facebook is actually an incredible sourcing tool that not only helps talent sourcers quickly locate and contact the right candidates for specific jobs, but also respects user privacy.
The recently launched Graph Search, a search tool that allows users to discover the most relevant people, places, and things on the Facebook platform, allows recruiters and sourcers to discover the best-fit candidates for their job openings without having to change the way they search with filters or keywords.
When you’re looking for a Marketing Manager through other online recruitment methods, you might have to re-search titles and headlines for Marketing Analyst, Marketing Coordinator, Marketing Specialist and more. And if you want to narrow the search, you usually have the task of manually tweaking the search with filters in order to get to the people you want.
But what if you could just type in “Marketers in [Your Location]” and pull up a list of Marketing Managers, Coordinators, Analysts, and Specialists who make the cut? Or narrow it down with other keywords and phrases such as previous companies for which they’ve worked, schools from which they’ve graduated, or interests in line with your company culture?
Not only does Graph Search prioritize those users who are closest to your personal network, but it also respects the privacy settings of those who have limited their profiles to friends and family.
Even if you’re already using a tool like LinkedIn Recruiter, you can save yourself time and effort by supplementing your sourcing on a platform where at least 83% of those LinkedIn candidates—and millions more—are already engaged.
Graph Search is a truly revolutionary tool for speeding your sourcing efforts while increasing efficiency—and if you automate the process using a tool like Graph Search Recruiter, you can easily turn the world’s largest social network into your go-to sourcing solution.
So now that you know your Facebook Recruiting ABCs, what are the first steps you’ll take to get your Facebook strategy under way? Which of these tools are you ready to add to your social recruiting vocabulary and which do you think will require a little more translation before you master the tongue?
Tell me in the comments below!
This post was written by C.J. Reuter