How do you get started? Essentially, the goal here is to share your company culture in a way that’s consistent with your employer branding, so that potential applicants can begin to envision what their day-to-day lives would be like working at your company (which, not coincidentally, is one of the top hurdles that candidates face in deciding where to work). So, let’s say you’re interested in creating a standalone career page on Facebook. Because Facebook gives businesses the option of targeting posts specifically to users who already follow or have engaged with your page, a more segmented audience can actually make your advertising more effective in terms of both cost (since Facebook’s price per click is determined in part by a “relevance score”) and lead generation. This division of audiences will also be especially crucial when it comes to running advertisements and sponsored posts. The result, if you’re posting quality content, should be improved reach and engagement for both pages. In this way, it's possible to create an audience that consists exclusively of Facebook users who are interested in learning more about your corporate culture, mission, and values, meaning that Facebook will deem your posts to be more relevant than they would be if they were targeted towards both potential buyers and potential applicants. Given the difficulty of optimizing one page to reach two different audiences, most larger companies have adopted the strategy of utilizing a separate page for their employer branding. That means that each piece of employer branding content will be irrelevant to the consumer segment of your follower base, and vice versa-and Facebook will penalize you for that by showing your posts to fewer people. Sure, there are people who are interested in your company both as potential applicants and as consumers (and those people’s perception of your employer brand will affect their buying habits), but let’s assume that the majority of your followers aren’t. If you’re posting a mix of recruitment marketing and traditional marketing content on your corporate Facebook page, any given post is likely to be relevant only to a segment of your audience. When deciding whether or not to display your content even to people who have already liked your page, Facebook is interested in a few things: how many likes, comments, or shares does the content have, and how relevant is it to the people who would see it if they increased its viewership? This is where the distinction between your corporate brand and your employer brand comes into play. Though this ostensibly improves the user experience, it does make things harder even for businesses that are following established best practices for reaching their target audiences organically. If, over the past few years, you’ve noticed that it’s become harder to earn organic reach with your posts, that’s because of broad changes to Facebook’s algorithm that make posts by businesses less likely to appear in the newsfeeds of regular users.
the curation program that Facebook uses to determine who will be shown what piece of content at what moment. In almost any discussion of Facebook, we have to bring up “The Algorithm,” i.e. But do you also have a separate careers page for posting employer brand-related content? If not, you really should. If you’re reading this article, it’s probably safe to assume that you already have a corporate Facebook page you use to share news and updates about your company. It boasts a total user base over 2 billion, and monthly active user over 1 billion, which represents a huge percentage of both passive and active job users all across the world-which means that the questions isn’t whether to use Facebook in recruitment efforts, but how best to take advantage of what the global social media giant offers. To paraphrase Douglas Adams (albeit he was talking about space), you won’t believe how vastly, hugely, mind-bogglingly big it is.
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