Every recruitment team should be skilled in using Facebook jobs. It’s free, your candidates are there, and it increases productivity metrics like Time to Hire and Cost Per Hire.
Facebook Jobs is a powerful tool for a simple reason: popularity. The platform offers recruiters a vast talent pool with 1.6 billion users daily. To put it in perspective, LinkedIn has 310 million monthly active users and Indeed has 250 million. Your candidates are already on Facebook, so it makes sense to connect with them where they’re already spending a huge chunk of time. It also allows you to capture passive job seekers, as well as people who already like your brand.
Its accessibility makes it a referral booster — even if you reach people who aren’t interested in your job offer, they can easily share it with somebody who is. Did we mention it’s free? All you need is a Facebook Business Page. Posting jobs on Facebook increases conversions, since it makes it easy for candidates to research your company by looking at your profile and applying with a few clicks. 37% of candidates won’t apply if they can’t find information about the company.
We’ve also got our own data that proves the effectiveness of the platform when it comes to hiring. Our numbers show that Facebook Jobs has become the #1 channel for our customers in 2020.
So, if you’re not actively sourcing using Facebook Jobs it’s time to start. And if you are, it’s also time to revisit your strategy to make sure it's leveraging all of the benefits of the platform so your team can be more productive, hire faster, and reduce churn with qualified talent through highly targeted campaigns.
How does it work?
To get started with Facebook jobs you must first have a Business Page. Once you have it and start filling it with quality content that showcases your employer brand and life at your company, you can start highlighting job opps. You can make a regular Facebook post linking to your career site, but actually using the Facebook Jobs tool is much more effective. The less candidates have to do, i.e navigate to another page, the higher the rates of conversion. To do so, simply click on the “Job” option right next to where it says “Create” and follow the information prompts. The job postings feature allows companies to easily post jobs which will appear on your business page or Jobs bookmark on Facebook. This makes it easily searchable.
Facebook Jobs doesn’t exist in a vacuum. For this strategy to be truly successful your social media presence should be consistent and it should be part of a larger plan that includes targeted job ads and organic community building.
Facebook and Instagram ads are about 50% cheaper than they were 3 months ago. Targeting candidates through paid social media campaigns can be very effective in generating thousands of leads. This is probably the most cost effective advertising channel, if you’re looking to hire millennials and Gen Z— demographics that job boards have had a hard time attracting.
Most young job seekers explore career opportunities by scrolling through LinkedIn or swiping away on Instagram. By refining your audience, testing and tracking your conversions you can increase the quality of traffic generated from ads. Here are 4 quick tips
Create personas for each of your open positions: by segmenting your audience according to skills, education, location and other relevant attributes you’ll be able to target them more accurately. If you want more information on how to create candidate personas check out this article (it includes a template you can use to create your own.)
Adapt your messaging and visuals to each platform: Instagram might be owned by Facebook, but each platform plays by different rules. If your job ad will be displayed in multiple channels make sure to include visuals with the right specs for each medium.
A/B test with copy and CTAs: Although you can refine your CTA’s depending on your ad objectives, testing is always the best way to know what works.
Create descriptive and accurate job descriptions: Employers have a huge opportunity to stand out when it comes to job descriptions. The truth is most are pretty boring, but yours don’t have to be. For more tips on writing for recruiters you can watch this webinar.
Thinking about your Facebook experience
Post regularly about company culture and strengthen your employer brand, we recommend encouraging interdepartmental collaboration between Marketing and HR. With a thoughtfully curated social media experience, you’ll be attracting passive candidates who are now more likely than ever to become active.
It’s important to increase engagement from within, encouraging employees to participate in social media activity. This is the part where Marketing and HR can have some fun! Campaigns geared towards employee interactions can be creative, boost morale, and get your social media stats up. For example, in Talkpush we launched a remote work challenge using #WaterCoolerChats, asking Talkpushers to send pictures of their “water cooler chats” - a company-wide initiative to get people connecting, outside of the scope of their professional role. The results have been great. Employees have loved taking 20 minutes to connect with their peers and have taken it to the next level thinking of creative pictures, Zoom backgrounds and original ways to get them the coveted spot on our social media highlights.
You can also ask them to post jobs on their personal Facebook and LinkedIn feeds, a “Social Media Sharing” Slack channel (or whatever platform you use to communicate) is a great way to get everyone sharing what they’ve posted so that others can engage with it. All these mini-strategies will help you achieve your recruiting targets, while also positioning the company in a positive light to the public. Active social profiles and employee participation are all signs that your company is doing well, even though we’re in a recession — and this is in turn is good for business.
Elevating Facebook Jobs
You can apply all the Facebook Ads targeting tips above to the jobs you list on Facebook, as well as share them organically. Now imagine that a candidate finds a job on Facebook, decides to apply, but has some questions. Without ever leaving Facebook, that candidate can engage with your application on Messenger — while getting answers to FAQ’s. That’s a heck of candidate experience. Not only that, if you combine a conversational agent (chatbot) with your Facebook Jobs strategy you can greatly reduce your time to hire with screening questions to shortlist your candidates.
But, it does sound like a lot of extra work, which it is if you manually have to migrate all of your jobs to Facebook. Chances are if this isn’t your first time on the Talkpush blog… you know what we’re about to say.
Who said it had to be manual? With an automated recruitment process, listing your jobs on Facebook is, you guessed it, automatic. If you have a CRM or an ATS that easily integrates with other platforms, your recruiters should be able to create one job campaign that is then copied into all of your recruitment channels. By using a Facebook integration with your recruitment software you should also be able to track and measure the effectiveness of the channel and compare it to the others you use, inside a single platform.
👉👉👉 Curious about how to find Facebook recruitment nirvana through automation? Give us a call and we can discuss how Talkpush aligns with your social media recruitment goals.