The previous article focused on recruitment through the career page and its importance. Another helper can be Facebook. Companies still underestimate this resource, but let's ask ourselves a question: Why would a satisfied candidate go to a job portal? After all, we want qualified and relevant candidates, and we want to reach them where they are found. And honestly, how many of us just surf Facebook several times a day? So why waste time editing a job portal ad if it has yet to bring us results?
Start driving recruitment through facts and figures, not emotion. For example, calculate your cost-per-hire or your time-to-hire. If you find one of the numbers wrong, stop relying on miracles, involve more resources in the recruitment, and remember to evaluate them.
What do you need?
- A competitive job offer (people want to do meaningful work, get adequately paid for it, want to be proud of the company they work for, etc.)
- A good hiring manager and recruiter (the recruiter must be able to explain the position, appropriately motivate the candidate and deal with the recruitment strategy, and the hiring manager must take recruitment seriously and be on the same page.)
- Enough candidates (where the most painful spot for HR occurs.)
How to do it?
- Use an authentic photo and add your logo or even a specific sign. These steps will set you apart from other ads with stock images. As a result, you will be more memorable.
- A short ad will bring you many contacts but also many unusable ones (typically - I accidentally clicked on the ad, there wasn't enough information, so I tried it.) Longer advertising will bring you fewer candidates but more quality ones.
- The more specific information you provide about the position, the more relevant and motivated candidates you collect, e.g., salary structure, what exactly the candidate will do and how you will support them. Think from the candidate's point of view about what interests them and is essential to them.
- The fastest way is to launch an advertisement via Facebook Lead Ads or Job Offer, but it may not always be practical, try what works best for you. For example, try impression targeting and refer candidates to your careers page.
- Use Facebook pixels (This is a measurement code that you implement in the header of your website's code. It sends data about traffic and completed conversions on your website to the Facebook Ads tool - the manager of Facebook ads.). Again, you will increase the quality of collecting contacts. Remember to measure how many candidates applied to you, how many were relevant, and how many came for an interview.
- Do not use aggressive expressions. Facebook may block you.
- If you set up a separate company page with the name "Career" next to the company name, for example, even if Facebook blocks you, it will not completely block the entire company Facebook. This can also happen with several recruitment posts at once.
- Consider whether you need a CV from the candidates or whether a short questionnaire is enough to ask the essential candidates questions for you. Every candidate only sometimes has their CV at hand (typically on their mobile phone).
- If you need a CV, try running a desktop-only campaign. Candidates still need to improve at uploading CVs via mobile.
- Call candidates immediately if possible (ideally within one day).
If you don't have experience setting up a Facebook campaign, feel free to trust the experts who will help you with the setup, save you money and time, and lead you to your goal.
If you want to increase the conversion of visitors/acquired CVs for your career pages from 5% to 10-20%, consider the solution Customisable Career Pages.
