Posted by: Professionals In Human Resources Association (PIHRA) | July 31, 2011

My Company is on Facebook, Now What?

Theresa Maher
Vice President, Media, Jobing

Social media is the buzz tool in the HR community these days.  You’ve likely heard it’s a great way to extend the reach of your employment brand and a viable way to connect with those candidates that you might not have had the opportunity to connect with before.   Facebook is one of today’s most popular social networking channels, and savvy companies are using this outlet to build a candidate pipeline and share information about their organization and culture.

If you haven’t created a profile for your company on Facebook, it’s an easy process.  But, for those of you who have, you may be asking youself: “What now?”

The success of any social media endeavor begins and ends with desirable, relevant content; a neglected and lifeless Facebook page can hurt your company more than it can help, so it’s important to create a content plan that engages potential candidates and keeps them coming back for more.  If you’re struggling with integrating Facebook into your recruitment marketing plan, here are a few ideas to get you started:

Create a Schedule
Successful social media recruiters are spontaneous posters who participate in active conversations with their “friends” and “followers.”  But, not all Facebook updates have to be spontaneous. Creating a regular content schedule will help keep your page fresh while conditioning you to log on regularly. Start with a couple of updates per week. Decide what information would be most relevant to the audience you are trying to build (job postings, company culture information, quick remarks about what is happening in the office today, etc.), create a list of updates, and a scheduled day to post them. As you become more comfortable, you can jump in and add impromptu posts throughout the rest of the week.  Before you know it, posting regularly, and spontaneously, will be natural.

Reply to Comments
Even if you are not posting updates daily, it is important that you are keeping up with the other content on your Facebook page; this includes updates from those in your network and comments on your wall. If someone comments on one of your updates or posts something to your wall, you should always respond (the exception is an inappropriate comment, which should be removed and reported to Facebook). Interacting gives life and personality to your page, while allowing you to better connect with those interested in your company.

Engage Your Employees
Who better to offer insight into what candidates want than those who currently work for you? In addition to building your Facebook network with employees and their direct referrals, you can learn what information they feel is important. Ask your employees why they would recommend working there. If your company policy allows, you can have them post updates and comments on your company page as well. You can also include photos of your work environment or employee-focused events to give candidates an inside look at life as an employee.

Although adding a Facebook strategy to your employment marketing efforts may seem like just one more thing to add to your already full schedule, the reality is that social media is a very manageable way to connect with potential candidates and extend your employment brand reach.  Simply find the balance that is right for you and have fun with it.

For more information on how you can build an effective Facebook campaign, visit


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