April 18, 2017

Social Media For Employer Branding: 7 Facebook Hacks You Need To Know

With over 1.8 billion people using Facebook every month, and an equally mind-blowing 1.23 billion daily active users, Facebook has undoubtedly become an essential channel for talent attraction and recruiting today.

On Facebook, your employer brand starts with your Facebook page. It’s where you can share with potential candidates real, authentic stories about your company culture, work and people, engage and get them excited about the idea of working for your company, and build a community of top talent ready for hire when a role opens up.

If you’re just getting started with your Facebook Page, here are 7 hacks you’ll want to know to effectively build and promote your employer brand, so you can attract the best (and right) talent to join your company.

1. Video Storytelling

People love watching videos, and they’re dominating social media and the web. Nearly 60% of people watch videos online every day. And while video may only account for 0.9% of all posts on Facebook, that same 0.9% account for over 7% of all reach on the social network. According to Hubspot, 500 million people are watching Facebook videos every day.

If video isn’t a part of your employer brand strategy yet, it’s time to invest in it so you can better connect and engage your target candidates on Facebook. There are many different video storytelling formats you can use to bring your employer brand to life on Facebook. Let’s take a look at a few.

Video Posts

Go beyond your regular Facebook posts with text and images, and try out some video posts instead. To share a video in your post, go to your Facebook Page and click on the “Share a photo or video” feature (just right below the “Write something…” textbox).

Once you click on the “Share a photo or video” option, you’ll see a pop-up window prompting you to select the format you want. Click on “Upload Photos/Videos” and select the video file you want to share in your post.

You might be wondering why you should share videos in your posts this way rather than linking them from YouTube? It’s been shown that videos uploaded natively from your computer to Facebook have 10 times higher reach compared to video links from YouTube. Facebook videos also enjoy a higher engagement rate compared to sharing YouTube links.

Live Video

Facebook Live allows you to share live video with your fans and viewers, showing them what you’re doing and seeing in real-time. Live is a great way to give potential candidates authentic behind-the-scenes look at what it’s like working at your company.

In the past, I’ve seen companies done Q&A sessions with business leaders or recruiters, panel discussions featuring employees from different departments and live broadcasts of company events, such as conferences and training workshops.

Get creative with what you broadcast! For example, if your office has a band room, you can go live when employees are rehearsing and playing a song.

Facebook Live is a fantastic channel to authentically showcase your company culture and employee experience while giving candidates the opportunity to interact with your employees in real-time by posting questions or engaging in conversations in the Comments section.

Here’s an example of a live video broadcast Facebook recently did with their product engineering teams to share their employee experience and promote career opportunities with the company.

Facebook 360

With Facebook 360, you can give candidates an immersive, unique photo or video experience through virtual reality. Viewers have the ability to see the full 360-degree view by dragging on the 360 photo or video up, down, left and right.

For example, you can showcase your offices with 360 photos and videos and let candidates explore the various spaces of your workplace, as if they’re physically there in-person walking through your office.

And like Facebook Live, you can also use 360 photos and videos for your company events, everything from meetups to holiday parties, to give candidates a peek behind the curtain at what it’s truly like working at your company, through the lens of a real employee.

If you’re looking for more ideas on how you can use 360 photos and videos, check out our blog on how you can use virtual reality and augmented reality for employer branding.

2. Organic Post Targeting

Do you want more engagement for your Facebook Page posts? With the Audience Optimization tool, it’s now possible to target your followers so you’re sharing the right content with the right audience at the right time.

The “Preferred Audience” and “Audience Restrictions” features of the Audience Optimization tool allow you to tell Facebook who should and should not see your posts based on their demographics, including location, age, interest, gender and language.

For example, if your company has offices around the world and you want to post employer brand content in their local languages, it wouldn’t make sense to share that with all your fans since they either can’t understand the language or the content isn’t relevant to them. With audience targeting, you can choose and limit the people who can see those posts, so you don’t risk overwhelming your audience with too many posts and losing followers because the content is delivered to the wrong audience.

3. Social Advertising

When you’re just starting out with your Facebook Page, you’re likely not going to get thousands of likes or engagement overnight. It takes time to build brand awareness for your Page and grow your community.

So how can you build presence and create awareness for your Facebook Page? You may want to consider dedicating a portion of your budget on Facebook ads and boosted posts.

Facebook advertising allows you to create and promote custom ads that will appear in your target audience’s News Feed or the right-hand column of their Facebook page. You’ll have the ability to target your audience based on their locations, age, gender, languages, interests and behaviors. You also have a selection of ad formats to choose from, including showing a single image/video or multiple images/videos.  

Boosted posts, on the other hand, help increase the chance of your existing audience to find your content, or to get your posts to a larger audience beyond the people who like your page. You can boost most posts that you create with your page, including status updates, photos and videos. Boosted posts will appear higher in your audience’s News Feed, so there’s a better chance that your target audience will see it.

Like Facebook ads, you have the ability to customize your target audience for your boosted posts as well as how much you want to spend and the time period you want your boosted posts to run.

Whether you decide to run Facebook ads, boosted posts or both, it’s important to spend time customizing and targeting the right audience so you can get the most out of your ad investments for your employer branding efforts.

4. Pages To Watch

A lesser known Facebook Page feature that can be very helpful if you want to compare and see what’s working for your talent competitors with their employer branding efforts on Facebook is the Pages To Watch tool. You’ll need to have at least 100 people like your Page before this feature becomes available to you.

The Pages to Watch feature allows you to monitor other Facebook pages to see what content they’re posting, when and how often they post, as well as their weekly engagement and growth numbers. This information can give you a better idea in terms of your post frequency and time.

To use the Pages to Watch feature, go to Insights at the top of your Facebook page, scroll to the bottom of the Page and click on Add Pages (this should be below your 5 Most Recent Posts section). From there, you can search and add the Facebook pages you want to watch.

Note that when you add a Facebook Page to watch, the community managers of that Page will get a notification that their Page is added to a watch list, but the notification won’t tell them who it is that added them.

5. Event Promotion

550 million of people use Facebook Events each month, and 35 million people view a public event each day. In the US alone, 41% of Facebook users engage with public events every month.

If you’ve got an open house, recruiting event, meetup or Facebook live broadcast coming up, spread the word by creating a Facebook Event to help promote it on your Facebook Page. Once you’ve created your event, you can share it in News Feed to build buzz, engage your attendees and continue promoting it leading up to the day of the event.

If you want to give your events an extra boost in marketing and attendance, you can also promote them with ads or boosted posts targeting people who like your Facebook page, their friends or custom targeting based on similar demographics we covered under the Social Advertising section.

Here's an example of a Facebook Event that Cisco created to promote their Women In Tech live broadcast event last month.

6. Job Posts

Back in February, Facebook announced that businesses in the US and Canada are now able to post job openings on their Facebook Page.

According to Facebook, candidates can apply directly to job posts on Facebook and their mobile devices. Page admins can track all job applications and contact applicants directly through Messenger. And as with other Facebook content, you can also boost your job posts to target your audience and improve reach.

Based on its existing functionality though, this feature may be more suitable for smaller companies and startups that have fewer open positions. For larger companies with higher volume of job openings and applications, it may not be practical to post every single job you have.

Instead, you may want to consider running Facebook ads or boosted posts for your high priority job openings that direct candidates to apply via your careers site or recruiting microsite, so applications are going to your applicant tracking system (ATS) rather than a separate platform.

A longer term solution to posting and promoting your job openings on Facebook is Facebook’s own Work4 solution, which essentially builds an extension of your jobs site within your Facebook page. The solution automatically imports your job postings into your Facebook Page from your careers site or ATS, and allows candidates to search, view and share job openings as well as submitting applications, which are then either forwarded to a recruiter or redirected to your careers site so all applications are centralized in your ATS.

If you're interested in trying out Facebook's new job post feature, here's how to do it: go to your Facebook Page and click on the “Publish a job post” feature.

You should then get a pop-up window to fill in the details about your job opening. You'll be able to preview your job post to see what it looks like in the desktop and mobile News Feed view.

7. Post Scheduling

Many community managers like to use social media management tools like Hootsuite or Buffer to schedule and publish social posts. But what if you don’t have access to these tools?

Facebook’s own Publishing Tools feature actually allows you to schedule future posts, save drafts that you can come back and work on later, and even backdate posts if you want them to appear earlier in your timeline. The backdate feature is something you can’t do with social media platforms like Hootsuite.

To start scheduling your posts, go to the “Write something…” textbox on your Facebook page, or go to the Publishing Tools tab then click the “Create” blue button near the top right-hand corner.

You should then get a pop-up window prompting you to enter your post, click on the arrow button (right next to the "Schedule" blue button) and you'll get a drop-down menu option to choose to schedule a time, backdate or save your post as a draft.

I hope you’ve found these 7 tips helpful in building your employer brand on Facebook! If you’d like to chat more about how you can improve your employer branding efforts, you can contact me at grace(at)proactivetalent.io. You can also learn more about our employer branding services here.

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