In today’s competitive job market, there’s a lot of competition for job candidates’ attention (and application). As a business owner and digital marketing consultant, I have had the opportunity to test multiple digital platforms and targeting tactics for my company, as well as consult on the topic for multiple area businesses. At KeyMedia Solutions, social media has become our top source of talented leads. We have also seen success in our clients’ recruitment campaigns for skilled and professional positions.
While LinkedIn can be a viable network for recruiting for professional positions, I’ve seen a growth in successful employee recruitment campaigns on Facebook for both professional and skilled positions. In one case, a single post resulted in an influx of applications for a manufacturing position within the first five days. The network delivered qualified applications faster than any other effort by the company in recent months (including radio and job boards).
Concerns about the ongoing need to recruit a qualified workforce is not limited to my local community or industry. I compiled the following lessons, based on my experiences, which should help you create posts that will stand out in a stream of noise and bring in applications for your open jobs.
To start, you need to learn as much as you can about your potential employees. Gather the intel, dig into the view of your organization and research others that are hiring for the same position. Then, create a persona for the person you are looking to hire.
Use the information you have at your disposal to make informed decisions over assumptions. Chat with current employees to learn what they love about the company and why they chose to work for your company. Poll your employees currently in that position to learn more about their lifestyle outside of work. Review your competitors’ job listings on various job boards, such as Glassdoor, to learn more about potential applicants’ opinions and dislikes by reading the “cons” section.
Taking this time to better understand the individual you are looking to hire will allow you to create an image and message that will appeal to more than the standard claims they will see in every other post about pay and benefits. Analyze the data collected and highlight the key points in your Facebook recruiting campaign. Use photos and video that incorporate images that reflect the lifestyle, not only the office.
For example, we have an office of dog lovers and frequently have a fur baby wandering through. We used an image of a pup on a computer in a job posting and asked for dog lovers to apply. We discussed our passion for our pups before listing the job requirements. This resulted in the most engagement of any of our job posts (likes, clicks and shares), which led to filling the position.
Plan An Event
Next, create events to draw attention, place you in more timelines and add a sense of timeliness. If you plan to host a job fair, for example, create a Facebook event for it. Then use ads to promote the event to individuals with the skills, life stage and interests of the candidates that you are looking to recruit.
Be sure to include a call to action (learn more, apply now, let’s chat, etc.). This one step will get your event promoted by Facebook events, allow attendees to share and create greater awareness.
Create culture videos that showcase work-life balance, employee benefits, why others have selected your organization and why they stay. Talk about your community involvement and the fun aspects of the workplace.
A great way to do this is to showcase select positions — “a day in the life of an engineer.” Add testimonials from current employees in those positions. Highlight the workshop, front office and other areas where the candidate will interact.
Load each video into Facebook (better than sharing a YouTube link, in my opinion). Share it organically and put a little cash behind promoting it to individuals with similar interests, hobbies and life stages of the employees within the group. You can also go live. Use Facebook Live to talk about open positions, benefits, company culture or interview your founder about his or her beliefs and vision.
Create A Facebook Job Post And Recruiting Ad
Promote the post with a paid ad buy. We know that corporate posts are receiving fewer organic views, meaning that most posts to a business page are limited in their views. You can increase the total number of views by boosting the post for seven days. With a minimal budget, you will see a significant increase in views, clicks and engagements.
Use lead generation features so that potential applicants can complete forms using the data from their profile. As of January 2018, 95% of Facebook users accessed their account from a smartphone, so using pre-populated forms will likely increase the total number of applications you receive.
Ask For The SHARE
Finally, encourage others to share your posts, comment on them and like them. This includes your leadership team, employees and family members. Invite your colleagues to view and engage with posts through the “invite friends” feature or by emailing them the link.
Go ahead. Select one or two new ideas that you picked up here and test them on your next recruitment campaign. I predict that recruitment via social media will become a standard procedure — similar to how newspaper classifieds once dominated the landscape. Let me know how this method works for you! I’d love your feedback and analysis.