Two Ways to Combine Email and Facebook for Better Social Recruiting

July 25, 2013 3:46 pm Published by Kristen Smith

If you know anything about the marketing world, you may be familiar with the phrase “the money’s in the list.” (If not, you’re probably very confused. Don’t worry–I’ll enlighten you!)

The “list” I’m talking about is your email list, or your candidate database. Every time a candidate adds him or herself to your online talent pool, whether by applying for a job or choosing an option to receive job alerts, you gain one more potential candidate (a lead) who you can communicate with (keep warm) until a hot job comes along.

What does this have to do with social recruiting? Well, what if you could massively scale your talent pool while also gaining more subscribers to your recruiting message via your email list? Sounds like a good deal, doesn’t it?

Combining email and social media gives you a best-of-both worlds scenario: emails are a great way to give consistent, one-way communication about your jobs to your interested potential candidates; social media is a way to help your fans, brand ambassadors, and interested members of your talent community engage with and learn not just about your careers but also your company culture.

Here are a few ways you can combine social media and email to get even better social recruiting results:

1. Job Alerts: Opt-In on Your Facebook Career Site

If you’re already recruiting on Facebook, then you’re one step ahead of the game. Building a social career site that features a list of your current job openings instantly puts your careers in front of a large audience of interested brand ambassadors and fans.

With a Facebook Career Site, you’ve got your careers in an easily accessible place. Now you just have to get your fans to come back and keep checking it out.

You can do that by posting updates to your page, so that your fans will see new job opportunities in their Newsfeeds; however, while those fans may be interested in pursuing a career with you someday, they may not see the perfect career right now.

Moreover, while they can “like” your brand for updates about the latest openings on Facebook, they’ll only see a certain percentage of your posts in their own newsfeeds. What if they miss the perfect job because they’re not online when you post it?

You can augment candidates’ Facebook careers experience by giving them the option to join your talent pool to receive email updates, or, better yet, opt in for job alerts directly from your Facebook page.

By leveraging job alerts, you can empower candidates to find out about the perfect job opportunities as soon as they’re posted, while continuing to engage with candidates via your brand page to build relationships and welcome them to your talent community. Win-win!

2. Facebook Ads: Engage with Your Email List on Facebook

Let’s say you have a list from your latest recruiting event, and it’s been sitting untouched in your talent management system ever since you sent your follow up emails. Or perhaps you have a list of candidates who registered for your applicant tracking system, but, for whatever reason, gave up on their application halfway through.

Don’t let these leads go cold! If you’ve got a Facebook presence, you can actually leverage your lists to drive more candidates to your career site (or back, if they’ve already visited).

As our CEO Stéphane Le Viet has discussed in another post, you have a couple of options when it comes to attracting candidates with ads. For the purposes of this post, we’re going to look at two types of “audiences” for Facebook ads that you can build using your email lists:

The first is Custom Audiences. These are audiences you build directly from your email list. So if Sally Candidate pops her email address into your ATS or hands it to you at an event, you can create an ad that will appear when Sally Candidate logs onto Facebook. You can use a Custom Audience to continue your engagement with someone who has already expressed an interest in your company and your careers (and you can use this engagement to build your talent community and deepen your relationship with potential candidates through your Facebook Career Site).

The second is Lookalike Audiences. These are audiences you build based on characteristics of your ideal candidates whose email address you already have. Let’s say that Johnny Jobseeker is an interested candidate who fits a list you have for a certain hiring initiative. You can actually increase the audience for your ads by using Lookalike Audiences to target profile characteristics similar to Johnny’s in users who aren’t currently on your list.

In other words, Custom Audiences help you engage with your current email list on Facebook, and Lookalike Audiences help you find a new audience on Facebook similar to your email list.

So there you have it: email and Facebook are the perfect pair when it comes to increasing the effectiveness of your social recruitment.

Don’t miss the “money” (read: engagement) in your list! What steps are you taking to keep your candidates coming back for more?

Kirsten

This post was written by Kristen Smith