Facebook is an ever-evolving social media machine, which is undoubtedly what makes the channel so successful and popular. The channel makes updates all the time and rolls them out slowly to its users – the key is keeping up to date with these changes. If you are not keeping up with changes to the social channels, you need to be, as you can be sure that your No1 competitor will be using the audience of Facebook’s 2 billion monthly users!
Facebook in recruitment
You may think that recruiting is more suited to ‘professional’ social channels such as LinkedIn. However, with Facebook’s wider age range and demographic, your job opportunities are exposed to a broader audience. In fact:
84% of job seekers have a Facebook profile (Time Business)
81% of job seekers want to see job opportunities posted to Facebook career pages (Work4)
Facebook recruiting encourages passive candidates to come to you. These candidates may not be searching for a job, but you can be sure they’re browsing in their social time. A well placed and appealing ad may well snare you that perfect candidate that you’ve been looking for!
How will these updates influence our recruiting?
Facebook pages will have a section that lists Team Members and this will help increase engagement with the page as this feature puts a face behind the page. This is a great opportunity for potential candidates to gain an insight into your brand, see the individuals working for you, and decide if they would be a good fit.
It also creates added promotional value for the page by connecting it to the admin’s own network, and therefore puts the service/page in front of what could likely include professionals in the related field.
Top tip: Find the Team Members section in the about tab on your page in the bottom right hand corner. Train people listed as Team Members to help them optimise their personal profile (introduction, featured images), as well as their privacy settings, and suggest good content to publicly share and post. This will encourage advocacy with your brand and ensure that users are sharing appropriate content.
Facebook Watch Tab
Facebook is launching its new home for original video content, with a focus on live communities and messaging. This will increase engagement with Video Ads on Facebook. Showing off your brand by video is a great way to drive engagement with future candidates, making your brand come to life.
Top tip: This feature is currently live in the US but will be rolled out in other countries soon. These types of adverts, that are integrated with content, are generally seen as being the most effective form for engagement/attention with the audience. They will have the added benefit of having the specific Facebook targeting controls – use this to pinpoint the perfect candidate for your role.
Page Profile Photo Update
Facebook will be changing the shape of Pages profile pictures from square to circular in the News Feed and on your Page’s timeline.
Top tip: Check that your logo is optimised for the circular profile picture as you don’t want to spend lots of time attracting candidates to your page, only to lose them if they don’t recognise your brand logo.