The Value of Recruiting on Facebook: Overcoming the Fear of Advertising Jobs on Facebook

153911435As a thought leader in talent acquisition and a leading provider of social recruitment tools, iCIMS fields a lot of questions pertaining to the use of social media in recruitment.  One of the most common concerns involves advertising jobs on Facebook: Specifically, could Facebook job advertising damage the company’s employment brand reputation if the jobs end up posted near objectionable content?

In the world of marketing, concern about the dangers of social media and brand reputation is certainly not new; it has existed since the first emergence of Web 2.0 in the mid-1990s. Since then, we have seen additional risks emerge within the world of Web 2.0: Rating- and review-oriented sites allow individuals to post potentially negative reviews, functions like the ability to “Like” brands on social media allows companies brand content to display on personal feeds, which risks appearing near inappropriate advertisements. Early on, there was no way for advertisers to know what uncontrolled interaction and uncontrolled content was going to do to their reputations.

The overwhelming prominence of social media in the modern world meant that marketing departments who wished to remain competitive in an increasingly social world had no choice but to take the leap into social media. Companies that refuse to accept this change will be left trying to play catch up or run the risk of failing, while those who embraced the new social world discovered many benefits:

  • 78 percent of small businesses get 1/4 of new customers from social media
  • More than 50 percent of marketers say social media increased sales
  • 62 percent of survey participants said social media reduced marketing costs
  • 78 percent of survey participants saw an increase in website traffic using social media

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In short, businesses learned a new way to grow their customer base! The benefits of entering into this new advertising world were significant. Smart marketers know that word-of-mouth advertising is THE single most valuable tool in marketing. However, social media provided a new challenge–the ability for people to voice negative things about a brand. The more progressive companies addressed this head on, interacting directly with customers on social media. This allowed them to potentially change negative word-of-mouth to positive word-of-mouth advertising, building relationships with the customers by addressing customer concerns proactively.

Objectionable content was still a big fear for some. Still, marketers pushed forward as common sense reminded them that internet users see ads and content all the time and they are smart enough to look at each piece of content as its own entity. The wisest marketers realized that the benefit of free word-of-mouth advertising far outweighed the risk of their free advertising appearing near questionable posts.

Even though most users are aware of the distinction between separate pieces of content and engage with each piece as a distinct item, many social media providers understand that businesses still need to be cautious when it comes to their brand reputation. Accordingly, social media providers have taken steps to keep social content as clean as possible. Recently, Facebook put its foot down with new policies to prevent ads from being run on pages of groups that post objectionable content that is violent, graphic, or otherwise inappropriate.

There are two things to keep in mind when considering Facebook as a recruiting tool. First of all, the plain and simple fact is – your competition for the best talent is advertising on social media. Second a lot of potential applicants use social media, especially Facebook, which has 1 billion visitors each month alone.

Furthermore, it’s often said that birds of a feather flock together. In the world of social media, that means your top employees are likely to know top talent. If you want to reach them, you need to grab their attention where they live – and that is on social media. This means companies should make it easy for employees to share open positions.

Whether employers are prepared or not, social media has increasingly blurred the line between personal pursuits and work life. The up-and-coming generation, commonly called Millennials, has an average of 16 co-workers as friends on Facebook. Since 75 percent to 80 percent of people leave jobs because of relationship issues, employers should see the value in the connections their employees build among each other as well as the connections built through social media referrals. According to a Gallup Business Journal survey, employees with friend(s) at work are:

  • 35 percent more likely to report coworker commitment to quality
  • 27 percent more likely to report that the mission of their company makes them feel their job is important
  • 27 percent more likely to report that their opinions seem to count at work

These statistics further underscore the value of leveraging your employees’ Facebook networks. By drawing talent from your employees’ free advertising of positions within your company, you are likely to encounter the kinds of applicants who would fit with your company values and culture, and you increase the engagement levels of both current employees as well as new hires drawn from this pool.

While it may be easy to undervalue the impact of advertising open positions through social media, recruiters willing to brave the world of social media and advocate for the value of recruiting are reaching the best candidates. Facebook in particular, as the largest social network, has an enormous potential to feed referral programs that drive employee engagement.

Learn more here.

MORE: Needle in a Hay Stack: Successful recruiting in rural communities

 

Susan Vitale

Susan Vitale
Susan is CMO at iCIMS.

Susan Vitale

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