Soon, the leaves will be changing and temperatures dropping, which can only mean one thing: summer is officially over. While nothing is more comforting than a cup of hot chocolate, roasted marshmallows and basking in the glow of a warm campfire on a cool autumn night, getting the fire started requires special attention. From gathering the tinder and digging a pit to fanning the flame and arranging the firewood, creating a brilliant blaze is no quick process. And like a campfire, your new Facebook careers page will need constant attention and nurturing before you can start to enjoy a steady flow of fan engagement.
3 Steps to a Solid Facebook Careers Page
When launching your Facebook careers page, it’s critical to create a strategy, define your process and develop a solid content plan. These three steps are part of a sturdy foundation for social recruitment and talent attraction.
1. Create a strategy. Setting a goal for your Facebook careers page is the first – and arguably – most important step, as it will help you select content and measure your success in the steps to come. Start by focusing on a few broader goals for your social media campaign to act as the groundwork for future page development. A few possibilities include:
- Creating a community: The real goal of social media recruitment is to develop two-way relationships with top talent while building a solid employment brand.
- Increasing visibility: The number of “Likes” is a simple way to measure how visible and attractive you are to users. Watching this number steadily rise is also motivation to keep developing your page and growing your talent network.
- Increasing job applications: Some companies define the success of their social media careers page by tracking the number of applications that have been received via Facebook job posting link.
2. Define your process. Beyond the overall goals of your campaign, it’s important to create an official management process for your Facebook careers page. It’s critical to stay organized and focused if you want to be successful in the space. Depending on the size and structure of your organization, you can adapt the following steps to best suit your company:
- Choose a dedicated community manager: Assign one person – or a small team if necessary – to post regularly, actively engage fans and respond to all comments.
- Establish guidelines for approval: A decision must be made on whether or not a manager needs to approve all content before it goes live. To avoid any delays, create a monthly calendar for preapproval. Just remember, social media flourishes with minimal restrictions.
- Create a schedule: Let your community manager know how many times he or she should post during the week and how much time to dedicate to the page. As your fan base grows and engagement increases, this schedule should be adjusted.
3. Develop a content plan. With your established goals in mind, populate the page with a few starter posts to provide users something to dabble in while you continue your development. Include recruitment videos, eye-catching images and links to compelling content to keep candidates hooked and hungry for more. Starter posts ensure passive and active job seekers are met with a good first impression of your employment brand and provide a basic framework for what’s to come.
When creating a 1-month content plan for your Facebook careers page, you can use a few basic ideas to get started:
- Search for content already available on your corporate careers site, including job seeker advice and benefits information. You can link from your Facebook wall back to your website with a brief snippet of how it relates to your ideal candidates.
- Create photo albums of recent career fairs, charity partnerships or star employees hard at work to paint a visual picture of your organization.
- Upload commercials or recruitment videos, as well as unscripted testimonials from standout employees to showcase your company culture to potential candidates.
- Find relevant news articles or recent company updates that are worth sharing with your target audience.
- Create an event for a job fair, networking social or training class. When fans RSVP, their entire networks are notified, giving your employment brand more exposure.
Now that your social recruitment strategy and content plan are in place, it’s time to promote your Facebook careers page internally.
Check out our second installment of this series on how to build and promote your Facebook careers page.
Image: Nick Armstrong