Facebook and LinkedIn are very similar in many ways. They’re social media platforms, they allow us to easily create and build networks, add images and other content, and update our connections on our progress and thoughts. However, recruiters have typically viewed LinkedIn as the platform where most of their recruitment social media efforts should lie.
This is about to change. In February 2017, Facebook launched its new recruitment feature in North America. It allows companies to post vacancies to their pages as well as traditional updates or product posts. Companies are able to advertise the posts, setting a target audience in order to gain more impressions and engagement. Applications can also be made through Facebook, rather than having a portal on a website.
Why use Facebook for recruitment?
Why is this such an important development and why does it matter to UK recruiters? Ultimately, many of the things implemented in North America are quickly rolled out in the UK. As a recruitment consultant, it can sometimes feel like you and your competitors are fishing in the same pond. More often than not, that can be the case, with recruiters using the same job boards, databases and LinkedIn for candidate generation. Facebook’s new feature could help expand that candidate pool.
A survey carried out by Jobvite found that:
87% of recruiters used LinkedIn to evaluate candidates when hiring, 43% used Facebook and 22% Twitter.
At the moment, there is a large disparity between Facebook and LinkedIn and this update is expected to close that gap.
Using Facebook as a recruitment tool has a number of benefits. Firstly, you can extend your database of candidates – Facebook has the largest number of social media users in the world with more than 1.9 billion users, whereas LinkedIn has 450+ million users. By having a strong social media strategy there is greater potential for your job advert to be engaged with.
Secondly, the content that we place on personal profiles is often more open and less professional than LinkedIn. While we may expect to see job adverts and content on LinkedIn, when it’s experienced on Facebook, it can be more impactful. It also allows recruiters to actively seek out candidates that are not proactively looking for work.
Thirdly, it can be argued that the audience type on LinkedIn is typically made up of white collar workers. The average salary of those on the platform is $75,000 per annum. On Facebook, these users are still prevalent, with 73% of Facebook users having a salary of more than $75,000. However, there is a greater mix of white collar and blue collar workers on the platform. This makes it an excellent platform for recruiters to drill down their target audience by location, job titles and interests when advertising a job.
Finally, Facebook advertising is a cost-effective advertising solution. For only £10 and the right audience targeting, adverts can reach thousands and engage with hundreds. Linkedin, on the other hand, is typically more expensive when advertising content and vacancies.
What does this mean for LinkedIn?
LinkedIn has built up a loyal and strong user base and two new account registrations are completed every second on the platform. 11% of users are using the premium version, which allows messages to users outside of one’s network alongside other benefits. Compared to Facebook, users on LinkedIn are more open to receiving personal messages and requests. Furthermore, work history and skill sets are more likely to be completed, allowing recruiters a greater insight into their experience.
The latest offering by Facebook opens up a new option for social media marketing. As well as LinkedIn, Twitter and other platforms it could and should be incorporated into an encompassing strategy to widen the pool of candidates.
To discuss your social media strategy or if you have any recruitment marketing queries, speak to us at APEX today.