When a company is sourcing an open position, it pays to have as many tools in their recruiting tool box as possible.
One of the hottest recruiting tools these days is Twitter. Not a day goes by that I don’t receive a dozen or more blogs, articles and invitations to webinars about how to use Twitter for advertising jobs and sourcing candidates. What’s even better, I’m even starting to read a few success stories.
But truth be told…while Twitter is today’s media darling, its use is still not mainstream. Twitter is a recruiting tool with tremendous potential but it currently lacks universal appeal. With time, that scenario may change.
Nonetheless, I do encourage clients to use Twitter to publicize job openings and even connect with potential candidates because every little effort helps in that search for the diamond in the rough. You just don’t know how and where you’re going to find that next good employee fit.
Questionable ROI is not the case for Facebook when it comes to recruiting hourly and entry-level management and sales positions. (For more senior and experienced candidates, my preference is still LinkedIn when it comes to social networking sites.) Facebook simply has too many eyes watching and thumbs typing every day. With a potential audience of 200 million users daily (total Facebook users exceed 400 million and half of them visit the site daily), a presence on Facebook is just too good an opportunity to pass up. And remember that the candidate you’re attempting to reach may not be your initial target. Social networking is about word-of-mouth. Using Facebook to announce job openings isn’t about sponsoring ads and posting help wanted ads as status updates. It’s about letting your network know that you have an opportunity for someone they might know. Recruiting on Facebook isn’t about just word-of-mouth but as Erik Qualman says, it’s “world of mouth.”
But just creating a Facebook Fan Page is not enough. Successful candidate sourcing on Facebook requires a strategy – a relatively easy, low-cost, 3-step strategy but a strategy nonetheless.
1. Create a Custom Facebook Landing Page for your company. This can be accomplished quite easily by installing a free Facebook application called Static FBML. This application allows you to create a custom design with basic html code, like the one I created for my client Quantum-Services. A graphic designer can create an image for you to post to your landing page or you can use a program like AdKreator. This is a fantastically easy program for non-graphic designers like myself. I used AdKreator to create the ad for my client and my pages as well. With the Static FBML application, you can then add and name a new tab such as “Now Hiring” to the menu bar. Facebook users can click on the tab to apply for jobs. Equally important is that you don’t have to be a Facebook user to see Facebook Business Pages. These web pages are public profiles, searchable by the likes of Google and other search engines. In effect, a Facebook Page is like having a free website on the most popular networking site in the world. Non-Facebook users who find your site when searching are directed to any page you choose. In this case, my client elected to direct visitors to the recruiting page. But you have the option to direct them to any page on your Facebook site. You can even create multiple pages and test the responses.
2. Engage candidates on your Wall. Good candidates are looking for the right place to work just as much as employers are seeking the right candidates to hire. Before they apply, they want to know what it’s like to work for your company. What’s management like? What are the employees like? Getting employees to post updates about their daily activities gives candidates an honest, inside look at the job. Having employees respond to questions posted by candidates is an excellent way to engage them at the front-line and differentiate your company from the competition.
3. Post video clips of what it’s like to work at your company. Record interviews with employees. Give a tour of your facility. Demonstrate what a new hire might expect on his or her first day. These can be added on the same landing page or by creating a second one. The easiest way to display videos on Facebook is to upload them to YouTube and link the YouTube video to a landing page. That pathway also offers the advantage of your videos getting viewed on YouTube (and searched on Google since Google owns YouTube.) You can also upload them directly to your Facebook site. You can also run contests to encourage employee participation in monitoring and posting updates to the site as well as referrals. The more activity on the site, the more likely your Facebook Business Pages rank will increase in the search engines and the more likely candidates will find you.
Click on the link for a free step-by-step guide to creating a custom Facebook landing page.