It’s no secret that social media has changed the way we live. It’s changed the way we read the news, the way we shop, date, communicate. And because social media has changed the way we look for work, it might be a good idea to invest in social media when hiring too.
As of 2019, almost half of the world’s population use social media. On native soil, more than half of U.S. adults use Facebook (for at least a couple hours a day). That means businesses can (and probably should) be expanding their digital reach through social media platforms. This includes recruiting new hires.
Facebook still dominates
The benefits of utilizing various social media platforms to reach potential hires are huge. For now, let’s focus on Facebook.
- It’s cheap: While workaday job boards can cost you, Facebook is a cost-effective (and universal) way to reach new recruits.
- It’s convenient: Jobs on Facebook—their direct job posting platform; Facebook’s answer to LinkedIn—is available in over 40 countries. This platform allows employers to do everything from post jobs to arrange interviews.
- It’s personal: The human connection Facebook offers can be debated. But when companies use the platform to recruit, they are making more of a personal connection than, say, a job board. Recruits can browse your company’s page (their digital storefront) and get to know the brand.
- It increases brand awareness: Again, when potential hires browse your ad on a job board, they might get a vague idea of your company’s mission. On Facebook, they can view photos, posts and comments. They can see your digital reach. Better yet, when you recruit through Facebook, you organically grow your presence (through Likes, referrals, etc.).
Now a few pitfalls
While there are plenty of benefits to recruiting through Facebook, there are also some obvious (and not so obvious) drawbacks. Here, a brief rundown:
- Profile persona vs. In Real Life: Digital representations have obviously been scrubbed of most damaging information. What’s not so obvious is that job seekers often tailor their profiles to make it easier for recruiters to find them. This means that they were singled out due to illusion instead of qualifications.
- Some candidates won’t be seen: While many candidates are on Facebook, some are not. If you’re only using Facebook to recruit, you’re missing a large swath of qualified applicants.
- You know too much: From a recruiter’s perspective, Facebook offers an intimate glimpse into the lives and personalities of potential hires. Because of that, it can be difficult to remain objective in your search.
The bottom line is that Facebook can be a very effective and convenient tool to help companies search for new hires. But exercise caution: You might not be getting the whole picture.