The best Facebook features for sourcing and recruiting
Yes, you can source passive candidates with Facebook Groups and Facebook Live. This tutorial will help you take advantage of these features for recruiting, plus using paid job ads and updating your company page.
It’s no secret that recruiters are looking for their future hires on Facebook. A significant number of users claim that they found a job via Facebook, even if they didn’t intend to. This makes Facebook a prime portal for recruiters who want to source passive candidates.
Here are the best features for sourcing candidates on Facebook:
Note that the General Data Protection Regulation (GDPR) places restrictions on collecting EU candidate data. Please refer to guidance on using social media for recruiting EU candidates.
Most people are willing to share their personal information online once they find themselves in more private settings, like Facebook groups. For example, if you’re using social sourcing to look for a web designer, instead of typing ‘Web designers who live/work in X’, you could search groups where designers hang out, like ‘graphic designers’ or ‘UI/UX designers.’
Facebook groups give a feeling of exclusivity. For example, posting a job in an alumni group shows that you have an idea of what kind of people you’re looking for and why you’re reaching out to them specifically, instead of a broader audience.
Facebook groups are where people with common interests gather and share ideas. So, they can offer recruiters a glimpse into what people from a specific field, or profession, talk about. There are both public (open to everyone) and closed groups (where the moderators have to approve your application to join.) In any case, you should read the group’s description and make sure you follow the rules.
Here’s a list with some of the most popular Facebook group, by profession. Explore these groups to find interesting portfolios, source passive candidates and get advice from other professionals.
Posting job ads on Facebook isn’t something new. Although a ‘post and pray’ method might bring you a significant number of applicants, it’s best to aim for quality, not quantity. Paid job ads allow you to focus on the type of candidates you want to attract for each job opening.
You could set specific criteria to get closer to your desirable audience. There are multiple options to choose from, like location, college degree or interests (PHP, Google Analytics, etc.)
Although these preferences are most popular with marketers, they can come in handy for recruiting on Facebook when building your talent pipelines. Create custom audiences for specific requirements or search for lookalike audiences to grow your pool of qualified candidates.
Facebook job ads also offer many opportunities for creative – even fun – content. They could complement your official job postings and link to your website or careers page.
Sourcing candidates on Facebook is hard, but getting in touch with them is harder. Live streaming could help you break down barriers and interact with your followers. Facebook Live lets you broadcast in real-time. You can connect with your audience – with no extra apps or video editing software required. Your video appears in your followers’ news feeds and you get live feedback on the number of people watching and get to see their comments as they come in. When the broadcast is over, your video is automatically saved in your timeline and you can share, embed or delete it. How could that help you capitalize on Facebook for recruiting? Good recruiters don’t wait for an open role to start looking for candidates. It’s all about thinking long-term and building a strong network. If you provide interesting content, people are more likely to remember you and be open in applying for a job with you in the future.
How to use Facebook Live
One idea is to share a video of your employees and show your workspace. This will boost transparency. It’s easy to claim that you have a relaxing work environment or that you offer high-end technology in your job descriptions. But, providing a live (#nofilter) video is better.
Zappos frequently use Facebook Live to showcase their company culture and how they bring art to their work. Here’s one of their recent videos:
There’s nothing more immediate than a Q&A session. For a specific job opening, you could host a live stream with your hiring manager to answer candidates’ questions about the role. Or, your Facebook recruiting team could share career advice with potential candidates in real time.
Sports events and concerts often broadcast live on Facebook to attract more fans. In the same vein, you could live stream an event you’re hosting or participating in. Behind-the-scenes footage is another way to create excitement around an event.
Once you reach out to a passive candidate, more often than not, they’ll perform a little research themselves. Not having a compelling company Facebook page could be a red flag for them. It’s best not to turn your page into a huge job board where you’re only posting jobs for your own company . Instead, provide frequent updates to attract more followers. People who like your page usually match your company culture, which makes them potential candidates. Also, these candidates will receive updates from your page, including notifications of new job postings. That way, you can grab their attention, even if they’re not actively looking for a new job.
Here are some ideas to elevate your company’s Facebook page:
Use your employees’ voices to show what’s it like working at your company. They’re your best advocates and can present your company culture in the most genuine way. In Dell’s video, for example, you can see how the company supports female employees and what they have to say about their experience.
Facebook is all about showing personality. Even if you’re simply advertising your products or services, you may opt for more creative ideas such as a lightly branded short movie designed to entertain audiences.
Facebook is a great way to interact with fans, but it’s equally important to move your communication offline, as well. Use your company page to inform people about conferences or job fairs you’ll be attending and invite them to events you’re hosting. UPS post calendar updates with upcoming events, including career tips for their potential candidates.
The careers section of your company’s Facebook page can be a lot more for your sourcing strategy than a list of current vacancies. You could present your career development plans, share your employees’ achievements and explain what you’re looking for in future employees. Starbucks Facebook page gives potential candidates insight into what it’s like to work at each level within their company. But, you don’t need to have professionally produced videos to achieve this aim. A few well structured Facebook posts, frequent updates and genuine team personality can achieve the exact same recruiting goal.