In the recruitment advertising business, we create a lot of social media career pages for clients and over time we’ve found that certain elements make different platforms successful. For a Facebook careers page to be effective, it needs to contain the right content, the right calls to action and the correct amount of job postings. Here are some of our top ideas to make your Facebook careers page experience a positive one.
1. Keep Up with the News
One of the major aspects of inbound marketing and implementing a successful Facebook careers strategy is to stay up-to-date on Facebook product and press release information. For instance, on June 29th the Facebook newsroom put out this release: News Feed FYI: Helping Make Sure You Don’t Miss Stories from Friends.
The most important element of this release was about referral traffic on Pages. “Overall, we anticipate that this update may cause reach and referral traffic to decline for some Pages. The specific impact on your Page’s distribution and other metrics may vary depending on the composition of your audience. For example, if a lot of your referral traffic is the result of people sharing your content and their friends liking and commenting on it, there will be less of an impact than if the majority of your traffic comes directly through Page posts. We encourage Pages to post things that their audience are likely to share with their friends.” This update will make it so that if your content is “less shareable” it will be seen less often. In order to combat this particular update, consider taking some tips from Mari Smith’s post:
- Focus on more video posts
- Broadcast with Facebook Live - often!
- Always include visual elements
- Repurpose Facebook Live videos (download HD file)
- Create professional videos using Animoto (I created this short video for use on both Facebook & Instagram, using Animoto's new Marketing Video tool)
- Craft posts for maximum SHARES (think how your post will make your audience's audience feel)
- Monitor Insights daily (to find best performing posts)
- Pay to amplify reach
- Check out com to analyze what performs best for any Facebook Page
Keeping up-to-date with Facebook news will ultimately help you continue to reach your candidate audience.
2. Keep it Fresh!
This is true for all social networks; fresh, unique content is key to an engaged audience.
Sometimes, careers Facebook pages fall into the trap of just sharing jobs, which is severely detrimental to the page’s success. Just sharing jobs lowers your engagement levels and makes it so you lose the opportunity to show your company culture.
3. Make Your CTAs Clear
Along with a variety of content (including video, imagery and live sessions) one of the biggest issues with less successful careers pages is a failure to provide applicants with a clear course of action. Call to Actions or CTAs need to be easily accessible and should lead to simple landing pages or to your careers microsite with an easy application form. There are many opportunities to reach top talent; don’t lose your candidates by having a complex CTA or a confusing website.
4. Notice Patterns
Are your candidates enjoying one type of content more than another? Then share more of it? Watch for engagement spikes in your Insights section of the careers Facebook page and make sure to make adjustments as necessary.
*Pro-tip: Also make sure to study your recruitment competition and see what is making their candidate pool excited. Adopting some of their techniques may help you pull a few great applicants into your ATS!
5. Interact Regularly
Often, potential hires will ask questions via the message function or directly on a careers Facebook post. Make sure to respond as soon as possible so as not to lose a candidate lead. According to Facebook, “people like when you listen to them. When you reply to posts and comments quickly, you’ll notice customers are more responsive, too.”
*Bonus! Interaction with leads of all kinds will also show other more passive job seekers that your company is actively interested in what their talent community has to say.
Social media careers pages are complex and in our experience, the best way to show our clients successful pages is to give direct examples.