What can Facebook’s Open Graph do for your Recruiting Strategy?

March 5, 2012 9:15 pm Published by Deepti Arora

Many of us have heard how Facebook’s new Timeline is changing the way we interact with music, photos, and other content on the web. Timeline’s Open Graph apps and new design is making the prevalent network even ‘stickier’ for users, integrating everything from the song they’re playing to what article they just read. But what does this have to do with recruiting?

Since Timeline encourages users to share even more than they already were, Facebook is gathering more data from their users. Consequently, advertisers are gaining more information, and Facebook is likely to improve as a recruiting platform for small and big companies alike. With the new profile quickly spreading, recruiters should start brainstorming now the best ways to leverage Open Graph apps.

The Open Graph platform allows 3rd party applications on Facebook to integrate more deeply into the Facebook experience, letting users see their friends’ popular actions in the moment. The more a user interacts with the app, the more prominently it’s displayed on the Facebook Timeline, news feed and Ticker.

As a recruiter, there are multiple ways you can take advantage of this new feature:

1. Create Your Own App
If you’re looking for a particularly creative way to draw attention to your job openings, and have the appropriate funding, you may want to think about creating your own app. In June, Marriott International created a social gaming app called “My Marriott Hotel” to draw attention to their 50,000 hospitality careers. Players were able to manage the budget and accommodations for a virtual hotel, and are rewarded if their operation turns a profit.

Other companies, like Farmers Insurance Group, have sponsored virtual goods in popular social games, winning them more brand exposure and Facebook fans. Farmers negotiated the creation of a blimp featuring the company’s logo in Zynga’s popular game, FarmVille. In 10 days, more than 5 million users downloaded the free blimp and Farmers’ Facebook page gained more than a 100,000 Facebook fans. With new apps being released every day, there is an opportunity for companies of every size to use 3rd party apps to creatively advertise their brand and job openings.

2. Targeted Facebook Ads
In addition to using your own app, take advantage of other companies’ custom apps and more specific, valuable user data they generate. Thanks to Open Graph’s increased data sharing architecture, you can now create more targeted Facebook ads. If you want to fill a financial analyst position, wouldn’t you like your ads to reach the candidate who reads five articles on the Wall Street Journal every day? If your vacancy requires someone who’s willing to travel, wouldn’t it help to know that a potential hire is a frequent jet-setter, based on their activity on apps like “TripAdvisor” and “Where I’ve Been”? With the new Timeline layout you will be able to more directly target that perfect candidate.

3. Install Apps on Your Brand Page
With millions of apps being installed every week, they are quickly becoming an integral part of the Facebook experience. The new Timeline profile encourages app usage with its more visible placement, so install some on your brand page to increase user engagement. If you’re trying to find the right candidates for an open position, consider installing a jobs app to reach out to already interested fans and simplify your application process. Or, if you are trying to direct visitors to your content on other social media networks like the increasingly popular Pinterest, install their app. Keeping visitors on your page with exciting and engaging apps will encourage them to further explore your brand and help turn casual visitors into fans.
As Facebook continues to grow beyond just a “social network”, it is important to take advantage of all the new features it adds. With the new capabilities offered by apps, users are staying on the site even longer and sharing more information. Use this new attention and information to build your brand and find the right candidate to join your team.

How are you planning to use Open Graph apps? Which apps have you found are essential to your Page?

This post was written by Deepti Arora