As the US economy continues to recover and companies across the nation in the full spectrum of industries begin to hire new employees the topic of recruiting becomes a pressing concern. It is not enough merely to hire employees to fill seats; for a company to get ahead it needs to recruit top quality talent. One major recruitment platform which is often under-utilized is Facebook.
Why You Should Use Facebook for Recruiting
Thanks to its status as the uncontested professional social networking site, LinkedIn dominates most discussions of how to recruit using social media. We certainly aren’t advocating that you ignore the recruitment behemoth; however, precisely because LinkedIn is so saturated with recruiters and job seekers, Facebook offers a number of competitive advantages. Consider the following:
- Facebook is the most popular social networking site in the US.
- About 23% of all online hours are spent on Facebook.
- 14% of users have searched Facebook specifically for a job.
- 52% of users have used Facebook at some point to find work.
These statistics make it clear that Facebook offers distinct advantages to effective recruiting. Companies should make their recruiting efforts as effective as possible to tap these advantages.
Set Your Objectives
The key to just about any successful endeavor is to begin by clarifying your objectives. For Facebook recruiting that translates to identifying the type of candidate that you are looking for. Consider these factors:
- What position you are trying to fill.
- When you need the position filled.
- What type of candidate would be a good fit for your company.
- How common or rare this type of candidate is.
- What you want the candidate to know about your company.
- What types of networks and groups are potential candidates likely to be a part of.
Once you have determined the above information you can begin to tailor your recruitment efforts explicitly and implicitly to target the best possible applicants in the best possible ways.
Attract Traffic with Quality, Dynamic Content
Whether the potential job candidates are referred to your company page by other users, ads, and job postings, or whether they find your page based on its own merits, at some point they are going to see it. You will want to make sure that what they see is a high quality, engaging page with a consistent, easy to determine message. Additionally since many job candidates will visit your page multiple times before contacting you, it is also helpful to make the content dynamic. Update the page regularly with relevant, interesting posts.
These strategies are also helpful for attracting visitors to your page in general and keeping them coming back. Thus your recruitment efforts will often be able to synergize with your general marketing efforts. Make the effort to portray your company as someone people both want to do business with, and want to work for.
Specific Facebook Recruitment Strategies
After applying your recruitment efforts towards making your company page more appealing, we suggest focusing more towards advanced and specific recruitment strategies.
Referrals – The key to building the best professional relationships is often through referrals. Referrals are inherently quality leads because the source of the referral carries an intrinsic amount of trust and influence with the person being referred. To get these referrals, make the process quick and easy on your Facebook page. Additionally, research indicates that visitors are up to 10-30 times more likely to make a referral if there is some type of referral reward offered. This could be something simple such a chance to win a free product or service or a small prize.
Groups – In order to connect with the most viable candidates it is extremely useful to maintain a presence in the groups that they belong to. This will raise your visibility, give you the chance the direct them to your company page or job listing, and often begin to develop a relationship with them prior to formal recruitment efforts. It is imperative that you identify which groups are likely to interest your job candidates and then join those groups.
Highlight Jobs and Personnel – Job candidates need to realize that the jobs they are seeking are available with your company and that they have the qualities to fill them. One effective strategy is to highlight the positions you are trying to fill on your company page. You can also highlight specific top employees who embody the qualities that you are looking for in a candidate. This makes the connection more personal and give the applicant someone with whom they can relate. Ideally you want them thinking, “That’s the type of job I want, and I have those same qualities.” From there applying is a natural next step.
Conferences, Webinars, and Other Events – Putting on live conferences and hosting other real-world events is a great way to connect with potential recruits. Doing webinars is also an effective strategy. Highlight these upcoming events prominently on your company page and make it easy for potential candidates to find them.
Showcase Your Company Culture – Making routine Facebook posts that showcase your company culture is an important way to demonstrate your values as a company and show applicants why working at your company is a great experience. Remember that pictures don’t lie and they are frequently more compelling than written text. Post images of company events or employees having fun while doing their jobs. This will help applicants visualize working for your company.
Recruitment Is Only the First Step
Facebook can be a very powerful recruitment tool. However, recruitment is only the first step. To keep the talent that you attract you will also need an effective retention strategy in place. Fortunately, Facebook offers many possibilities in this arena as well. In fact, many of the recruitment strategies, such as referring friends, highlighting employee accomplishments, hosting enriching events, and emphasizing a positive company culture will simultaneously make existing employees more likely to stay.