In the first week of February, a number of Facebook pages appeared to lose the ability to post jobs directly to their company Facebook pages.
As soon as we saw this at the Haley Marketing Group, we started to think of some alternatives. Our Digital Marketing Specialist Hannah jumped into a Facebook chat to gather more information, and Facebook said it rolls out features constantly. Sometimes those features are still being tested and they get removed. There isn’t anything we can do.
So now what?
If one tactic gets taken away, we need to look at other tactics that drive the results we are trying to achieve. Let’s look at five other tactics that can drive candidate applications easily. (Editor’s note, Facebook Jobs appeared to be rolling back out on Feb. 14. However, these five tactics shouldn’t be ignored as they diversify your recruitment approach.)
Posting Jobs Directly to the Facebook Timeline
This is the easiest tactic to pivot your job postings on Facebook. One, it’s free. Two, you are already doing it with your other content.
Create a standard post on your Facebook timeline that includes important information (job title, pay (yes pay!), hours, shift, location and other information relevant to the job seekers). But keep it short – posts with less than 250 characters receive 23 percent more interaction.
The followers of your page can now see that post in their News Feed. If they are visiting your company Facebook page, they will see the content on your page.
Ask your internal employees to share the post on their Facebook pages to increase the reach organically.
(And don’t forget an image!)
We have seen a lot of success recently with Facebook Groups.
(Facebook Groups are a group of people on Facebook who have joined a community based around a topic. Buffalo Jobs, Accounting Jobs, Healthcare Jobs are three examples of groups that are candidate focused.)
Facebook Groups work really well because the people in those groups joined for a purpose. A jobseeker originally joined that group with the intent of receiving information about jobs. That’s exactly what your recruiters want.
The engagement in those groups is also strong. I have seen a lot of comments from job seekers and that’s the perfect way for recruiters to respond quickly and start to network with the interested Facebook user. People may tag their friends. People may say they are interested. Jump into that conversation and show how your staffing agency can help.
How to do it?
Go to Facebook, search at the top for your desired topic (“Atlanta Jobs” for example). When the search completes, click on Groups and then find the appropriate Group to join.
Once approved, go into the Group and share your job.
(Again – don’t forget an image!)
Job Board Related Posts
Use your Facebook page to get job seekers to engage with your career site.
Some really effective options:
- Sign Up for Job Alerts
- Now Hiring!
- Submit a Resume
Maybe the Facebook user isn’t an active candidate today, but they want to stay up-to-date on your latest job openings. Job Alerts are perfect there.
Just saying “Now Hiring!” can invoke the emotion in a job seeker that they are missing out on an opportunity by not applying for a job.
Submit a Resume gives them the opportunity to get into your system and let the recruiters determine if an opportunity exists now or in the future.
Think about the conversion pages on your career site. Share them with a great image and copy!
Think about how your job postings can be re-purposed into video content. It could be a recruiter talking about the position. It could be an employee mentioning the benefits of the job and your staffing agency.
According to BuzzSumo, video content receives the most engagement of any Facebook content.
How should you use video?
- Keep them short: 30 seconds, no longer than 60 seconds
- Use captions if necessary – 85 percent of Facebook video is watched without sound
- Don’t have autoplay sound – 80 percent of Facebook users react negatively to videos with sound playing automatically
- Make it engaging. Showcase your team. Showcase your company
Just like with text posts or image posts, upload the video directly to your timeline and share!
Video is the hottest trend in social media content. Framing job postings in the right format can be really effective.
Putting Paid Advertising Behind Your Posts
For the posts being made directly to the Facebook page of your business, putting paid advertising expands the reach of your post. A recent study showed that Facebook posts reach 6.4 percent of your Facebook followers.
The easiest way to put advertising behind a post is to click “Boost.” The audience targeting options will be limited but Facebook will show your content to people it thinks will find the content engaging and interesting.
A more in-depth Facebook advertising approach involves using the Facebook Business Manager. Audience targeting is more robust through geography, job titles and even targeting your candidate database.
Will It Come Back?
Honestly, my guess is that Facebook is making tweaks (or changes) to its Facebook jobs feature. At the Haley Marketing Group, we manage social media for over 100 clients. When you are managing that many pages, it’s easy to see certain features available for some clients while other Facebook pages don’t have those options.
I would be shocked if Facebook Jobs is being eliminated. Facebook made a big deal about the Jobs feature when it launched in 2017. Taking it away without an announcement doesn’t follow their traditional strategy and tactics.
Hopefully, the ability to Create Jobs on Facebook pages comes back soon for all businesses. In the meantime, it’s time to diversify the strategy to collect applications for your recruiters.
Try any or all of these tactics to drive more candidate traffic with your Facebook page. Even when Facebook jobs come back, continue to leverage these tactics. They are effective and keep your candidate recruitment strategy diverse.