If a tree falls in a forest and no one is around to hear it, does it make a sound?
This same question can be asked of social media pages, but the answer is much less philosophical. If you build a Facebook careers page but no one sees it, it definitely won’t make an impact on your employment brand or recruiting efforts.
Once you’ve built a solid foundation for your Facebook careers page, you must promote it if you want a growing talent community there to hear your noise. With over 900 million pages, groups, events and community pages for Facebook users to interact with, these promotional steps are crucial because they stimulate expansion of your current fan base and help you reach targeted job seekers.
1. Promote Internally
Current employees are the best brand advocates, so once your page is populated with starter content, design a plan to get star employees and executives on board with your social media recruitment strategy.
Encourage internal contribution such as posting positive comments, telling the company story and sharing your content with their personal networks. Also ask all recruiters to add a link or icon to the Facebook careers page in their email signatures. Once you receive 25 “Likes,” you can claim your easy-to-promote vanity URL at facebook.com/username, and this link can be used in all promotional materials moving forward.
The Facebook logo lets job seekers know that you’re connected socially, but you can even go one step further and add a Facebook plug-in to your corporate careers site. This allows visitors to “Like” your Facebook careers page without navigating away. You should also link to your Facebook careers page from your Twitter, LinkedIn and YouTube accounts, as well as your traditional recruitment marketing materials, like brochures, newsletters and career fair handouts. Print materials can either feature the link or a scannable QR code to direct users back to your careers page.
Another easy cross-promotional tactic is to add your Facebook careers link to job seeker e-mails sent from your ATS and to any HTML design templates used in your recruitment marketing materials.
Finally, if your company has both a Facebook careers page and a company or product page, tag each other in status updates by adding an “@” symbol before the page name. When it appears in the drop down menu, click it and the post will appear on the walls of both pages.
Image: Cynthia White & Associates