I recently met with a client who wanted to ramp up her recruiting efforts with college students using social media, and one area of particular focus was recruiting on Facebook. Most tend to think of using Facebook fan pages to recruit students, but I recently heard of one company doing something rather innovative using Facebook groups that I thought I’d share.
First off, let’s see a sample recruiting Facebook Page:Ernst & Young Careers Page
What stood out to me most about this page is not that it’s bad, but that it wasn’t very conversational due to the nature of how Facebook pages are set up. Only in the tiny box titled “Recent posts by others” can you see what others post, which limits how conversational one can be using pages.
Here’s an example of what a Facebook Group looks like:
There are quite a few good things you can do with groups that are different than pages. First, anyone that’s a part of the group can post into the main feed, which makes it more conversational. You also have the ability to upload documents (think job descriptions or other promotional materials) and have live group chats. Like Facebook Pages, you also have the ability to post events.
The recruiter that I met who chose to go with a Facebook Group vs. a Facebook Page used it as a way to cultivate talent early by connecting with Freshmen and Sophomore level students and inviting them to be a part of his closed (think exclusive) group. It was a way for top students to stay in touch with this particular recruiter as well as stay informed about every time he would be on campus. The amount of interaction that he saw in his group really astonished me, which opened my eyes to the viability of using Facebook groups vs. pages.
The main downside of a group vs. a page is that doesn’t have the same html capabilities as pages and it doesn’t allow you to create customized tabs. Depending on your recruiting goals, one may be more appropriate than another.