Facebook, unlike LinkedIn, isn’t a career-first social media platform. It’s social. It’s where people go to connect with family and friends. So using the channel for recruitment requires a different approach than what you’d use on a platform like LinkedIn.
The Big Benefits of Facebook
One of the big benefits of Facebook, of course, is its sheer size and reach. According to Pew Research, YouTube and Facebook are the most used online platforms. Facebook boasts 3 billion monthly users worldwide, according to Pew, with about seven-in-ten U.S. adults indicating that they’ve used the platform at some point.
Facebook also offers a great deal of diversity among its users in terms of age, education, financial status, and race/ethnicity. Because of its global reach, Facebook offers recruiters the opportunity to literally connect with potential employees around the globe.
In addition, recruiting via Facebook can be very cost-effective. Companies can post positions on their own company pages, connect with candidates directly, or reach targeted audiences via low-cost advertising campaigns.
Unlike LinkedIn, Facebook isn’t a “serious” site. That offers both benefits and some potential drawbacks to companies hoping to use it for recruitment. Finding the right balance and tone in messaging to ensure brand support while also effectively engaging with Facebook users is critical.
Making these connections can be accomplished through a number of means.
Tips and Best Practices
- Consider creating a dedicated recruitment page on Facebook, separate from your company page. This provides you with an opportunity to focus specifically on not only job openings, but your company’s employer brand and culture. Here you can share photos and videos of company events, employee testimonials, and “insider” insights into what it’s like to work at your company.
- Groups on Facebook offer a great way to connect with niche audiences with members who may be intrigued by specific posts that are especially relevant to them. Look for industry- or role-specific groups related to the types of positions you recruit for most often. Offer value in these groups by posting relevant information, responding to questions, and connecting with members to build relationships.
- Hosting virtual events, or webinars, can be another good way to get in front of an audience of potential candidates and provide them with relevant information while highlighting your company and why it’s a great place to work.
- Engage your employees in your efforts. Ask them to share job openings with their own network and, if they’re so inclined, to talk up your company as a great place to work.
- Use video clips creatively to share compelling information about your company, its positions, and its employees in fun ways that serve to offer insights into company culture and to answer common questions that prospective employees might have.
- Offer resume, application, and interview tips online to provide value to visitors—whether or not they’re applying for jobs at your company. The positive word of mouth these efforts are likely to generate can go a long way toward supporting and reinforcing your employer brand.
A number of companies have mastered the use of Facebook to strengthen their employer brand and boost applications and positive word of mouth. Disney, for instance, has a Disney Careers page with more than 600,000 followers where they share information, updates, and—of course—information about job openings. It’s just one example of how companies are creatively connecting with candidates.
But your company doesn’t have to be a flashy, entertainment-oriented place to work like Disney to reap the rewards of reaching people via Facebook. Companies of all kinds and sizes, across all industries, have found ways to leverage the reach of Facebook to connect with people looking for jobs—or ready to be wooed away from the jobs they already have.
In addition to organic posts, activities, and events, having an advertising budget and being strategic in how you promote your openings is a must-do to ensure success.
Looking for help creating your social recruiting strategy? Schedule your free consultation to discuss your needs.
Image by Oliver Graumnitz from Pixabay
