Want to Engage Today’s University Students? Facebook Can Help!
An “employer brand” is a critical element in the war for talent at all levels (from entry level university graduates all the way to seasoned executives) and Facebook can help improve your employer brand with today’s university students and ultimately enhance your ability to engage and recruit them.
Accordingly, you should use Facebook to create a “talent community”, which can be leveraged to turn social media users into candidates and then hires. Your talent community will be composed of college students, campus advisors, student clubs, faculty, careers services professionals from your key core schools, etc., each of whom has “liked” your Facebook page and given you permission to actively engage with them via Facebook. In creating this community, you will build a deep talent pipeline of ambassadors for your firm’s university recruiting effort. Additionally, Facebook can help you stay connected and build a fan base. This talent community can become a ready-made, cost-effective source of student referrals and job sharing information.
You can showcase your current on-going university relations efforts and programs on your company’s Facebook Page or (as I would highly recommend) create a “University Careers” Facebook Page specific to your company. This page can not only feature testimonials from current and former employees or interns, but also highlight other unique elements of your company, such as diversity efforts.
Consider this: when looking for employment, today’s university students are very conscious of employer brand and status as a top employer. You can see some of the top companies students considered working for in the lists below. All of the firms on these lists have very strong employment brands, as well as prominent Facebook pages (some already complete with job and career search features).
Glassdoor.com recently listed feedback from nearly 3,300 businesses as interns to uncover the Top 20 Highest Rated Companies Hiring Interns over the last three years. The Top 10 Internships for 2012 were:
4. MTV Networks
5. State Farm
8. Procter & Gamble
9. Johnson & Johnson
10. Cisco America’s Ideal Employers 2013 Universum
|Walt Disney Company||2|
|Ernst & Young||4|
From the survey: “The results of the American Student Survey reveal how students perceive organizations as employers in the United States. The rankings below reveal how attractive an employer is among students and indicates a company’s position in relation to other ideal employers in the recruitment market.”America’s Ideal Employers 2013
Accordingly, large global companies have turned their sights on creating powerful campus brands, and social media (Facebook specifically) has become the standard for full campus engagement and interaction. Clearly then, employers cannot afford to overlook either their employment brands or employer of choice designations–Facebook can help with both!
By Johnny Torrance-Nesbitt, MBA
This post was written by Johnny Torrance-Nesbitt