Facebook, or at least cracking Facebook, seems to be the Holy Grail for recruiters. How can we leverage the world’s most populated social network to find candidates for our jobs? Here are 3 ways you can measure to see if its even worth your time in pursuing.
1. Is anyone visiting your website from Facebook?
This is a fairly obvious metric to get right, and a really important one as well. If no one from your Facebook community is coming to your website, then why do you have a community at all?
Well first things first, you have to make sure you’re measuring website visits from Facebook. Every single click of your links in your posts should be tracked on your website Analytics, so ensure you’re using an Urchin tracker to keep an eye on your visitor sources.
Use the Google URL builder to add an urchin tracker to your links. This goes for links to your site if you’re using Facebook ads (or LinkedIn ads etc). Measure how many people are visiting your site from Facebook on a daily basis, because you need to assess if your Facebook community are listening to you. Which leads me nicely to our next test:
2. Is anyone engaging with you through Facebook?
Writing engaging material on Facebook is the only way for your community to a) pay attention, and b) respond. Facebook should not be, and is not, a one-way street. Nor is it just a publicity/ PR/ shove-our-message-down-your-throat medium.
If your fans aren’t getting involved with you then they’re not really fans. Facebook will start pulling back how many people see your posts organically, because they’re not of any interest to the majority of your fan-base. This is disastrous situation.
Believe it or not, quite a large number of businesses (not just those recruiting) are finding this is happening right now because they grew their current fan base in an non-genuine way, in other words: they ran a (technically Facebook-illegal) “Like and Share” competition that pulled in scores Facebook users in the hopes of winning something completely unrelated to their brand (like a free iPad or money etc). Their “fans” know nothing of their brand, and don’t actually want to hear anything from them.
So, measuring if people are engaging with your stuff is a good way to start rectifying your style of post, realise if your fan-base is actually worth its salt, and you can try to pull back some credibility and esteem from your fans.
In your Facebook page analytics (“Insights”), you are able to measure how many fans your posts reach on a daily basis, how many friends-of-fans (viral) you’ve reached, their engagement of your content (in the form of Likes, Comments, Shares, photo-views, video-views, and link clicks), and also “negative feedback”. This is the number of fans who’ve selected to hide your post from their newsfeed, or mark your post as spam. The more of these you get, again the more Facebook’s algorithm will hide your stuff naturally from your fan-base.
Here’s some useful links on engaging your fan-base on Facebook (or any social media platform):
And for some great examples of how not to do Facebook posts by brands, check out the Condescending Corporate Brand Page.
What you are looking to justify here is if your fan-base actually listen and engage with you via Facebook. If they are, it means that your community on Facebook care about what you have to say, will promote your stuff, spread your news amongst their friends (like news of job openings), and are very possibly a talent pool in themselves who’re interested in your company and want to work for you.
If you’re not getting engagement at all, maybe give up the ghost?
3. Is anyone applying for your jobs through Facebook?
This is the be-all and end-all of recruitment ROI. Why do this at all if no one is applying for the jobs which you’re promoting via Facebook?
You should be promoting your job vacancies in one of three ways:
- A dedicated brand Careers page which fans subscribe to in order to hear about job vacancies, employee stories and ask recruiters questions;
- A general brand page with a dedicated Careers tab, which showcases all open jobs and where people can apply directly from Facebook;
- Posting updates about jobs as they come about, amongst all of the other posts you put out on Facebook.
Whichever way you promote your jobs, you should be able to directly attribute Facebook as the source of that candidate. Remember that old adage, “if you can’t measure it, it’s not worth doing”?
Promoting your jobs through linking the job spec to a post must always have an Urchin Tracker on the link so that your analytics can track the source of the link and how far down the application-funnel they go. Do they just view the job spec or do they hit “Apply”? Do they leave the application process halfway through, or do they go all the way? Your analytics should be set up to track this.
And if you’re promoting your jobs by way of a Careers tab on your page, like a Work4Us, BeKnown or similar tab, then an application to a role will already be directly attributed as a Facebook-sourced candidate.
What’s left to do?
Check through your Facebook Insights analytics and see how your page is performing. If you’re not getting engagement, then try experimenting with engagement-led posts to find a style that works for your audience.
Set up urchin trackers on all of your links to jobs that you post out to your fans that can attribute Facebook clearly as the source of that candidate.
And at the end of all that, if Facebook still isn’t giving you the goods, ask yourself: is it worth my time? Don’t be afraid if the answer is no. Facebook doesn’t work for every brand.