LinkedIn is the social media network that usually takes precedence when one thinks of recruiting potential job candidates. However, while LinkedIn’s a good sourcing tool, as a recruiter, one should not underestimate the potential of Facebook as a sourcing tool either. For, while you’ll get more complete professional profiles (on potential hires) on LinkedIn, Facebook has three times as many users that you can find and recruit.
Aside from the large database of potential recruits, Facebook’s own tools and platform is extremely supportive of candidate recruitment – if a recruiter knows how to use Facebook to their recruiting advantage.
Here are a few great ways in which you can make this happen:
Secure a greater number of both passive and active candidates:
Facebook is the social media platform of self-expression and self-promotion. It is the perfect platform in which a recruiter can gain an audience of followers and “friends”. And, in essence, that means a recruiter can gain a whopping number of followers – both active and passive job candidates – through their Facebook profile.
However, you could get that on Linkedin too. The advantage of Facebook, though, is that it has around three times as many users as Linkedin, which consequently means that you have a bigger pool of candidates to market to on Facebook rather than on Linkedin. Plus, Facebook is free and you have a lot of freedom to fill your Page or Timeline with the kind of content that recruiters will flock to. Whereas, Linkedin’s best recruiting features often lie in their paid plans.
As for the actual marketing strategy, you need to employ on Facebook to gain potential candidates as it is a lot like a company marketing on Facebook to your clients or customers. The only difference is, you are selling a job offer here to potential candidates, rather than selling a product or service to potential customers. And with that comparison of marketing potential alone, it should be easy for a recruiter to gauge how widely they can reach potential job candidates on Facebook.
Use targeted advertising on Facebook to reach potential job candidates:
You obviously know that Facebook allows you to run great paid targeted ads (and paid ad campaigns) for your brand and company. What you might not know is that you can use this very same feature to make sure that your content reaches a targeted niche of potential job candidates on the social media platform. And again, Linkedin ads are a good deal more expensive than Facebook ads.
In fact, check out the Power Editor in your Facebook advertising account: You will find a fantastic array of targeting options to choose from. From your target audience’s geographical location and preferred job titles to their interests and remuneration bands, you’ll find that this advertising tool covers all the demographics of the niche candidates you’re looking for.
The overall goal for your ad (or ad campaign) – whether that means the candidate(s) watches your video, clicks on a link, visits your career page, or even just downloads an app – is specifiable too. And you can even track how much you’re paying for each candidate’s particular engagement too (via conversion tracking).
Some additional factors to keep in mind in order to make your recruiting ad more likely to succeed, though, is to make sure that the correct target audience is defined. Ensure that eye-catching visuals are used in the ads along with an engaging copy to catch the reader’s interest. This will help to reach the highest target and to create the strongest impact possible, and then tracking the results and conversions of the ads in order to refine the ad strategy.
Retarget candidates who’ve shown an interest in your business
Just as businesses target old customers and those who have visited their website or shown some interest in the company’s product’s and services, recruiters can target potential candidates on Facebook who’ve shown interest in their business as well. Basically, the goal behind this is to keep your brand and company within the candidate or customer’s sights. And, with the familiarity, the user will also be enticed to take positive action and react favorably to the brand. In a way, it’s a form of subliminal direction: The more frequently the message is seen by the user, the more likely they are to accept the enticement and follow the instruction of the message.
From a recruiting standpoint, this enticement and follow-up method can be a real boon. For instance, it’s likely that a potential candidate may see a job offer or opening on your careers page while they’re multitasking – perhaps during a commute to work while checking Facebook updates on their smartphone. Now, if they have a copy of their resume to upload, they might very well do it right then. However, in case they don’t have a copy on hand to upload, they might very well forget about the offer later in the day, even if their initial decision was to apply for the job. This is where repetition helps: The reminder is more likely to get the candidate actually applying for the job than a single occurrence of the position would. And this can only be done by retargeting interested candidates.
Sourcing candidates on Facebook is thus a very viable form of candidate sourcing. Because, besides the tools and functions that Facebook offers to recruiters, the fact is that Facebook is simply used more than any other social media platform – and more frequently as well. And consequently, recruiters have a much better chance of being seen by a potential candidate on this social media platform, more than on any other platform.
Besides, Facebook as a social network is a leading source of passive candidates as well, which often consists of the largest pool of highly skilled recruits currently available in the job market. And that alone makes candidate sourcing via Facebook a must-do for any recruiter.