Stéphane Le
Viet, CEO and founder of Work4 Labs, published an interesting article on
recruitment opportunities on facebook.
His main
point is that Facebook ads aren’t good only for sales, in that “they also
represent a tremendous opportunity in the field of recruitment because they can
essentially target and attract candidates who are unreachable through
traditional channels.”
Following a
summary of the 5 main reasons provided by Le Viet in supporting the needs for
recruiters to use Facebook Ads:
1. Fish
Where the Fish Are
Facebook is
the world’s largest social network. Therefore here is where is more likely to
find ideal candidates. However posting a job is not enough. Recruiters need to
drive targeted traffic to their Facebook pages with Facebook ads, in order to
turn the network’s 900 million users into the world’s largest talent pool.
2.
Target Your Ideal Candidates
Recruiters
can target their ads with a wide range of criteria including location,
education, work history, and interests. The campaigns can be as specific as
targeting only recent graduates of U.C. Berkeley with degrees in computer science
living within 25 miles of San Fransisco, or as broad as anyone in the United
States who “likes” music and graduated from high school.
3.
Recruit at Low Cost and High Value
Like most
online advertising platforms, Facebook charges on a pay-per-click basis. This
means that recruiters are not going to be throwing money out the window on
uninterested users. They will only be charged if someone takes the initiative
to click on your job ad in order to explore the opportunity further.
4.
Attract Passive Candidates
This is one
of the great challenges of recruitment. Passive candidates are neither thrilled
with their current employment, nor active in the job hunt. Fortunately,
Facebook ads catch the attention of passive candidates by presenting them with
career opportunities while they’re using Facebook. As a result, passive
candidates will be exposed to your targeted job openings.
5. Build
a Facebook Talent Community
People who will like the recruiter’s page are
often those who match the recruiter’s company culture and have the kinds of
interests that make them high-quality candidates. As fans, they will receive
updates from your careers page, including notifications of new job postings,
making them the ideal talent community.
1 comment:
This is an interesting concept. I think there are a lot of good points, but also can't help but think that most people use facebook specifically for NON professional content. Recruiting in this realm may be treading in an area that would make facebook users uncomfortable. I personally like that a social network like LinkedIn is specifically dedicated for career related purposes.
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