Is Facebook still a worthwhile platform for recruiters? It certainly can be if you know how to get the most from it. Find out the benefits of the social media behemoth and how to maximise the opportunities this platform offers for recruitment.
At the end of 2022, Facebook broke the news that it was no longer running job adverts. Does this mean it’s the end of the line for the platform from a recruitment perspective?
Well, Facebook still boasts more than 2.9 billion monthly active users globally and that kind of audience is hard to ignore. In this blog post, we will take a look at how recruitment professionals can still use Facebook effectively talent acquisition (TA).
Facebook remains a great place to attract and engage candidates. The fact that there's no dedicated job advertising function on the platform anymore should not put you off.
Organic content is the best way to attract passive candidates. Building Facebook into your careers content marketing strategy can help you build your company's brand and attract potential candidates who are interested in your company culture and values. By creating engaging content and showcasing your company's personality in the same way as you might on LinkedIn, you can attract candidates who are more likely to be a good fit for your company–even if they haven’t actively started to look for a new job.
Keep in mind that Facebook has a massive user base–around 54 million active users in the UK in 2023 (almost 80% of the population). Although usage is falling among teens, it’s the best platform for reaching an older demographic as it’s the most popular platform for people aged 50 and over. However, the largest cohort on Facebook is the 25-34 demographic, and the platform is ideal for targeting a broad range of candidates.
To start using Facebook for recruiting, you need to create a business page if you don’t have one already. Make sure all the necessary information about your company, including your location, industry, job openings and company culture is completed. You can also post updates, photos and videos to showcase your company's brand and attract potential candidates.
To give yourself the best chance of attracting candidates through Facebook, you’ll need to create and post engaging content that highlights your company's values, work culture and job openings. You can post vacancies on your business page, create videos about your company culture, and share photos and updates about your employees' work and achievements. This type of content can help build your brand and attract candidates who share your company's values and interests.
Used in this way, Facebook can become an effective part of an overall content marketing or social strategy where you can share authentic and informative content to help make your online presence and, in turn, your employer brand, more visible.
Once your account is set up and optimised, then you need to make sure that you are writing about your jobs in the right way to attract the right candidates.
As with any vacancy information that you’re sharing on social media, make sure that your job posting clearly states the critical information including job title, responsibilities, qualifications and location. Work with your recruitment marketing agency to create posts that use simple language, avoid using jargon or industry-specific terms that candidates may not understand and build in keywords to make your jobs as visible as possible.
Keep in mind that candidates are flooded with messages and will scroll past anything that doesn’t stand out. You can combat this by adding attention-grabbing headlines and social posts, plus engaging visuals that bring your workplace and culture to life.
The call to action is key. If a candidate can’t see at a glance what action they need to take, you may well lose them. This could be something like "Apply now to join our team" or "Submit your application today". Make sure to include clear instructions on how to apply, such as a link to your company's careers page or an email address for submitting applications.
Once the information is live, monitor your posts regularly to see how they are performing. By tracking the performance of Facebook posts–and content across social media and beyond–you can adjust your social media strategy as necessary moving forward.
Although it feels as though Facebook has fallen out of fashion somewhat, the platform remains a worthwhile tool, offering recruitment professionals a range of benefits, including a target audience that’s simply bigger than you’ll get on any other social platform. By creating engaging content, you can make your vacancies more visible and attract top talent to your organisation.