It has been established here on Jobcast how Facebook has become an effective platform for recruiters. This is especially true now, with more job seekers turning to Facebook for job postings than ever. Companies that are not active on the popular social media channel are missing out on opportunities to attract the best talent. However, some organizations that do have a presence on Facebook may not be utilizing it the right way. As discussed previously on this site, the ideal content ratio for job postings should only be 25%, while the rest must focus on other relevant topics. These include tips on how to get hired, as well as fun or lifestyle content. With only one-fourth of your material dedicated to job postings, recruiters must make sure that these career-related posts count.

Videos and Images Over Text

When it comes to content, video is king. Facebook statistics from Social Media Today reveal that video posts have 135% greater organic reach than photo posts. If it’s within budget, recruiters should utilize the video format to capture the interests of potential talent. For instance, the video content could use creative motion graphics to show the responsibilities handled by a certain position. If videos are not possible, then opt for photo posts since they are a better alternative than pure text posts. Social media users are generally more visually oriented, so videos and images should take priority in terms of the type of content a company should put out.

Clear and Compelling Messaging

A “We’re Hiring” Facebook post should follow basic advertising fundamentals, as a company may have only one or two seconds to pique the interest of a candidate. This means content with broad messaging won’t be very effective. A good hiring post should be able to clearly convey key points, such as the specific position needed and the exact location of assignment (in case your company has several branches).

Sharing Insider Information

When it comes to attracting job seekers, recruiters are not limited to “We’re hiring” posts. They can explore other types of content, like testimonials from employees. A post could highlight an employee’s experience as well as his or her growth within a company. One could also focus on content about the work environment or behind-the-scenes stories. This information can help job candidates visualize their future in the business, thus increasing the chances of them applying.

Speaking the Language

Consider the audience. If the recruiter is tasked to look for millennial candidates, then the content should include topics that interest them. The Globe and Mail shared some insights on how companies can recruit millennials, stating that they should emphasize mentorship and career development. Millennial job seekers are generally eager to hone their craft, and thus would be interested in companies that can provide them the necessary resources and training. For instance, a marketing company may share information about sponsorships for employees’ continuing education and personal development. This could be a great way to lure talent who are hungry to learn.

Ad Targeting

Utilizing Facebook Ads is perhaps the most efficient way to reach top talent. Facebook has numerous features that make it easier for recruiters to specify the users they want to serve their ads to. However, Facebook has a constantly evolving algorithm, and it may take a while to come up with a definitive strategy that yields the best results. Social media specialists Ayima suggest several key Facebook targeting steps you should consider, such as choosing an audience that’s neither too niche nor too broad. Ideally, recruiters will want to talk to people who are most likely to engage with an ad, and defining a relevant audience can help them achieve that. Once the target user profile is decided, recruiters can leave it to Facebook’s algorithm to reach potentially valuable audiences for your posting.

Keeping these tips in mind can improve the quality and performance of a company’s recruitment posts on Facebook. That said, recruiters who don’t work to maximize this massive platform’s potential are already way behind.

Article composed by Charlotte York
 for jobcast.net