Employers are embracing social media more and more as you work to build an ‘employer brand’. You build company pages hoping to appeal to candidates and as a space to post your job openings.
The most commonly used social networks are LinkedIn, Facebook and Twitter. Other companies make great use of photo-heavy Pinterest and Instagram.
We regularly get questions for our ATS system about integrating with social media. People want to post their jobs mostly to LinkedIn, Facebook and Twitter. LinkedIn is by far the best choice for professional networking, this is well understood. However, we’ve found that many employers want equally as much to post their jobs on Facebook.
We feel that Facebook is overrated as a job search tool and employer branding site, while Twitter is more beneficial. Here’s why:
Your company page is only shown to your followers.
Despite posting witty updates and hilarious photos, it’s hard for Facebook pages to gain traction within the network itself. Advertising your Facebook page and asking for likes is something often seen outside the network. It’s only when someone ‘likes’ your company page that they will be shown your company updates and jobs. Job postings are not promoted in any way through Facebook, except to people already connected to your brand.
Now your FB posts will have even less reach
In November 2014, Facebook announced it will be reducing page posts in the news feed. This was to minimize overly promotional posts to make room for group and friend updates, etc. What this means as a company, is that a post that may have been seen by as much as 16% of followers will only be seen by 5-6%.
Twitter posts can be seen by all users
While a Twitter feed includes people you follow, it is extremely easy to search and save feeds by subject, using hastags. In this way, even non-followers can see posts relevant to them. Simply tag your jobs with the relevant industry or profession. ex: #HRjobs
Unlike Facebook, Twitter is a much more open platform, and does not restrict posts to only followers/friends.
It’s simply much easier to reach a new audience when posts can be searched and found by all users.