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Find Employees on Facebook

Recruitment through social media is becoming increasingly interesting for employers. Advertising in newspapers can now be called almost old-fashioned, with the range also declining considerably. Most applications nowadays go through the internet, whereby social channels such as LinkedIn, Twitter and Facebook are extremely suitable for searching for employees.

Create a community

When you create a company page on Facebook, it's important to position yourself as attractive as possible. This is also called employer branding. The company page must be inviting to visit and the company must be attractive to work for.

Post regular updates, because a blank Facebook page causes little enthusiasm among the readers. Let alone someone decides to apply through this medium. Therefore, actively share information. This includes company news, the latest industry developments, vacancies, inspiring spells and intriguing, relevant photos.

Interaction

As a company on Facebook you initially want to get as many likes as possible to reach as many users as possible. To achieve this, it's essential to interact with your users. A common mistake made by companies starting on Facebook is to only send information. However, with one-way traffic you get little response and therefore few likes.

There are different ways to get the interaction going: ask questions in the updates; present visitors with a dilemma; ask to complete a statement; you can - incidentally - even explicitly ask for likes of your messages. The more people who like or respond to your updates, the greater your reach and the greater the chance that more people will visit the page, the more people will like your updates, etc.

Quality over quantity

Bringing in as many likes as possible is fun, but it doesn't give you much further. It's about the quality of your likes, or the Facebook users who associate with - and feel involved with - your company and products. One of the pitfalls in this respect are the so-called 'Like, Share and Win' promotions. This initially yields extra likes for your Facebook page, but you need a fixed group of 'fans' to gain more publicity for your page.

To remedy a misunderstanding: by no means everyone who has liked a business page sees all updates. Facebook has introduced the Edgerank system so that only a part of the followers will see the message. The idea behind this is that otherwise everyone will see all messages from all (company) pages that he likes. And as a result has a timeline with a continuous flow of messages from companies, so that ultimately no one looks at your messages anymore.

A kind of preventive filter, that at the same time is also a model for Facebook to earn more from advertisements. The qualitative likes pay off in the Edgerank system: the more followers like the message, share or respond to it, the more followers see the message appear in their timeline.

All 'incidental' fans who have entered a 'Like, Share and Win promotion' will never return to the page, so they don't like updates and are useless in that regard.

Target audience

Now that you have built up a community, the social medium that you'll use will differ per vacancy. Selecting the right target group is the first step. LinkedIn is specially popular among highly educated people and is mainly used for (managerial) positions in sectors where it's formally important, such as the IT and the financial sector. Facebook has a somewhat more informal and varied audience from all walks of life and therefore the largest reach.

If you're looking for recent graduates, interns or holiday employees, then the spread of vacancies through Facebook is the most obvious. Jobs for young professionals, for example, are often shared through Facebook. An employee likes and shares the vacancy, so that his entire network of young professionals can see this vacancy. Someone from that group then licks the vacancy and that's how the snowball has started to roll under the right target group.

Segmenting

Where in the past you could only segment by location and language, you can now distribute messages / updates in a very targeted way. So you no longer fire a shot of hail with which you try to end up with as many people as possible in the timeline, but focus specifically on specific goals.

There are now many options for dividing the target group by age, gender, region and education, among other things. For example, if you have a vacancy for a senior position, select the 30+ category. This is at the expense of your total reach, but you now reach the timeline of the right target group. Here too the following applies: quality over quantity.

Targeted advertising

Due to the millions of users, paid advertising through Facebook is an excellent marketing tool. Of course, you don't always have to promote products in the advertisements, you can also use this way to bring vacancies to the attention. Here too, segmentation is the magic word. As described above, you segment the target group into the ideal composition for the vacancy.

You then have the option to choose where the advertisement (read: job opening) will appear to users. Through the mobile app; on the computer or on the right side of the screen. The costs are variable, for example you can choose to pay per click or per x number of impressions (per thousand). As a business Facebook user you'll receive a weekly update with all statistics. Here you'll find for example the number of clicks, the reach of the advertisements and an overview of the costs.

Vacancy app

Since a year it's also possible to integrate vacancies in your Facebook page through an app. Previously you could only place a vacancy in your timeline or have an advertisement redirect to a vacancy on a company website, as described above. You can now install the vacancies on a separate tab on your Facebook page (to be created through an app).

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