In the context of growing dynamism in the today’s labor market, when organisations are facing difficulties in retaining and attracting specialists, traditional recruitment methods are not effective anymore. Instead, the influence of social media has penetrated the human resources field too, bringing countless advantages for companies that choose to include this tool in the strategy of selecting the best professionals.
After LinkedIn has proved its effectiveness, it is Facebook’s turn to gain the trust of HR managers. It has the most diverse and active users among all social networks. Every second, 5 new profiles are created. It is simply too big to be ignored, so using this network in the process of recruitment is a great opportunity, which any company, regardless of its size, should exploit.
The main purpose of Facebook is not recruiting, but this network can be converted into a valuable tool for attracting candidates, having the undeniable advantage of saving time and effort. Facebook can break traditional barriers regarding recruitment. Before, the vacancies announcements were published without any target audience, and after this the companies were expecting applications, hoping they will be appropriate for the job requirements. Now, the Facebook ads offer the possibility to reach, faster than ever, exactly the people who most fit the job requirements.
If the recruiters are not familiar with social media or are skeptical about the results that Facebook can have on the strategy of growing the team, they need to know they can easily monitor the page performance, which will make the application process measurable and effectively.
They can easily access the data page to see the most relevant statistics: organic traffic, number of likes/unlikes, the user’s engagement, how many of them see the posts, how many clicked to learn more, how many likes and comments the posts have generated, etc. Thus, potential employees will be connected to a familiar level with that company, which will significantly contribute to their decision to run for the open position.
Facebook recruitment success lies in the average age of its users. LinkedIn platform is focused on professionals with work experience, who are over 30 years, while Facebook is the place where new generations of young people form their opinions about what career path to take. So recruiters will approach them in the environment in which they are most comfortable.
How to effectively recruit through Facebook
When it comes to recruiting through Facebook, the first requirement is to post open positions directly on the company page, in order to bring the candidates on the website, on the Career page, where they can access more information and where they can fill out an application form.
Many specialists follow certain companies in social media, so the Facebook page could be the shortest way to reach them. Also, the managers of the hiring departments can also distribute the job ad on their personal Facebook pages. Also, there can be created ads in order to reach the best audience.
Companies can use Facebook also in the periods when they are not recruiting, in order to promote their employer brand, sharing information to help potential applicants to learn more about the company’s culture and mission.
Also, because employees are the best ambassadors for the brand, they should be encouraged to share their working experience and their most important professional achievements on Facebook. In addition, HR managers can post videos to give the public a sneak peek from a day at the office. Potential candidates will be sincerely interested in the company if they can get an idea of the work environment.
Along with posting jobs, companies can use Facebook to recruit passive candidates. With Facebook Graph Search, they can be identified by specific criteria (city, studies, the company where they work, spoken languages, etc.). And after interesting people are found, recruiters can send them a message on Facebook or can contact them via LinkedIn.
Another method of recruitment using Facebook is represented by the referral programs. First, company’s employees find it easy to post ads for jobs and, secondly, the chances of new employees to resonate with the company’s culture and values will be higher. This will help medium and long term employee retention rate to increase.
Moreover, if companies need entry-level employees, one of the most effective ways of recruiting is connecting with groups of students through Facebook, the perfect opportunity to attract fresh minds, which can be valued within the organization throw special training programs. Most students are seeking part-time jobs or internship programs, so it will be easy for recruiters to approach them.
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