Facebook Changes: Click “Like” to Build Your Talent Community.

Thanks to Pinstripe Social Media Specialist Brittney Horn for this timely post.

C  Users bperkins Desktop hosting facebook marketing locationAs the competition between Google+ and Facebook heats up, Mark and team are turning out revisions to stay at the top of the market. Like, love or despise the changes, we all have to accept and adjust.  Much has been written about the new Facebook features and what they do. But what about what they mean?

At this point most companies have jumped on the Facebook page bandwagon, and smart companies have learned that using dedicated pages for recruitment can pay off.  The buzz term “talent community” has taken off in the last few months, with most uses meaning nothing more than a replacement for the standard “sourcing pool.”  But with the new Facebook, the best companies (that are truly trying to build strong communities of interested people with business-imperative skills) are being handed an amazing opportunity… if they have the content to take advantage of it.

This new Facebook can be a game changer when it comes to truly engaging fans and potential employees. Sharing a brand’s message is going to be simpler than ever, but so is ignoring it. With the redesign, company sites have the potential to be more “sticky,” in the words of Mashable.com. The “Subscribe” button allows people to fully control what comes up in their news feed. So if a company’s content is light, irrelevant or just plain boring, it isn’t going to be viewed, circulated or shared. To attract people into a talent community, companies need to drive engagement with their postings. Companies have to work harder than simply posting open positions and press releases.  It is necessary in the new social environment to share news articles, engage in discussions, address comments and concerns, and encourage users to interact with your organization. Oh, and automatic responses and robotic postings isn’t going to cut it anymore.  People want to share and be heard by a real human representing your organization. 

500 million people log onto Facebook every day. The talent you are looking for is on Facebook. Facilitate conversation that is interesting to the talent you want to attract and they’ll share it, and they’ll share it, and they’ll share it, and they’ll… 

(And yes, “investigating” latent candidates will be easier too thanks to the more transparent options for sharing, but that’s not popular to talk about publically, so you didn’t hear it here first.)
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