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Why Is Facebook Still a Viable Platform for Job Advertising?
Aside from job listing websites, job recruitment is also widely seen in professional networks, such as LinkedIn. While LinkedIn boasts the largest professional platform for leaders, employees, and job seekers, it is not the biggest network today. Facebook, with its massive user base of almost 3 billion active users in 2022, offers recruitment teams an almost endless number of potential talents and job candidates who are likely to be passively looking for career opportunities. In fact, Disney and Boeing – two of the leading companies in the world in their respective industries – recruit through Facebook.
But aside from its user base, what other characteristics does Facebook have that make it a forerunner in candidate sourcing? Here are just a few reasons:
Facebook is the most active social media platform today.
Facebook boasts the highest activity rate in all social media platforms across the internet, with almost 71.8 percent of all social media visits being done on the site. This means that even if potential candidates aren’t active on professional platforms and job listing sites, chances are they’re currently active on Facebook or passively browsing content on their newsfeed.
With Facebook advertising, recruiters can put their brand in front of potential talents through Facebook’s specific targeting. Not only do you get impressive online interactions with an expertly executed recruitment campaign, but you can also enjoy a diverse recruitment pool from Facebook’s active user base.
Recruiters can target passive candidates more.
While job recruitment efforts often focus on candidates who are actively seeking career opportunities, not being able to target high-performing passive seekers would be a waste, especially for jobs in a niche market. When recruitment teams focus on job listing sites to advertise vacant positions, it may take a few weeks up to a few months to collect a decent number for a viable talent pool.
By creating job postings on Facebook and planning a recruitment ad campaign, you’ll be able to connect with more candidates regardless of whether they’re looking for job opportunities or just plainly using social media to pass the time.
Facebook offers a more personal and human approach to recruitment.
- While Facebook is well-known as a digital network of people, it offers a more personal approach to recruitment. By its most basic nature, Facebook offers a human connection even online, which can also be translated into offering a closer connection between a recruiter and a talent through either direct messaging or through personalized Facebook recruitment ads.
Recruiters can leverage on better brand impression.
- Raise the interest in talents and potential candidates by leveraging on your established brand on your Facebook page. If you’re an active brand online, chances are candidates will be much more interested and much more trusting in striking a job opportunity conversation with you. Build on your brand’s positive image and convince potential employees even before they send in their applications.