TalentMinded

Now that you’ve built your Facebook careers page from scratch, developed compelling content, promoted internally and grown your initial fan base, it’s time to focus on external promotion and fine-tuning your content if you want to attract members of your target audience and keep them coming back for more.

1. External promotion. Advertising externally serves a few purposes. First, it allows you to reach individuals who know of your company as a consumer or product brand and show them your employment brand and what you have to offer career-wise. Second, display ads can attract top talent in your industry that may be completely unaware of your organization overall.

To get started, a general best practice is to add the vanity URL of your Facebook careers page to all recruitment marketing materials, including print brochures, business cards, your careers site and targeted e-mails. While this step will increase your page’s visibility to some extent, Facebook advertising can be an effective way to attract new fans, increase page views and elicit more job applications. Hypertargeted at your ideal candidate based on occupational keywords, location, gender and more, this investment is worthwhile. Engaging ads receive higher click through rates and encourage top talent to join your community.

2. Fine-tune your content. It’s not always true that the more “Likes” your page has, the better. Instead, it’s important to create an active community of top talent engaged in two-way conversation. Evaluating the responses to your posts and the engagement on your page will provide insight as to what content and topics are highly sought after, the type of media your audience prefers and the appropriate frequency of which to post.

You must determine what to emphasize, what to move away from and where opportunities for improvement lie to ensure your Facebook careers page is engaging. To get started, ask the following questions:

• Which posts haven’t been successful? If you’ve tried posting trivia questions but you’re hearing crickets, it may be time to remove them from your content plan or give the content a fresh twist.
• Which posts have been successful? Take the posts that have produced the most engagement and analyze them. What did your community like? Was it the conversational tone? The topic? Once you’ve narrowed it down, incorporate several variations into your plan.
• What else can we try? Visit competitor pages and take a look at their content. What do you like? What don’t you like? How can you translate this research to your careers page?
• How can we counteract negativity? The best practice is to respond to negative comments instead of deleting them. Put a positive spin on negative remarks, offer solutions for complaints and identify employee brand advocates that can help promote a positive environment.
• Am I following good social media etiquette? Make sure your posts are relevant to your industry. Express your interest by “Liking” user comments and answering questions, and showcase a variety of content including interesting links, job listings, videos and images. Let your personality shine through, but make sure your voice is brand-appropriate.

Now that we’ve gone through page and content development, internal and external promotion, and fine-tuning your posts, think of your content plan as a fluid outline that will change with your fans. Be responsive to their likes and dislikes and your talent community will thrive!

 

Image: Visrez