Facebook Recruiting

September 23
Hero asking-for-permission

Change is hard. Otherwise my apartment would be completely spotless, and I wouldn't spend my Saturday nights curled up on my couch, streaming Youtube videos, and munching on slices of gluten-free cinnamon raisin toast. Luckily for my love of toast, other than missing out on cool parties, there are not a lot of negative ramifications for this anti-social habit of mine. Unfortunately for employers with anti-social recruiting strategies, the consequences are much more severe than developing a little case of FOMO! Social recruiting is no longer just an exciting new way to connect with candidates. These days jobseekers (especially millennials) expect to be able to connect to potential employers via Facebook, LinkedIn, and Twitter. They want to be able to engage with recruiters and employers, ask them questions, and get a general feel for company culture before applying. Not only do they expect to be able to do all of this, but they expect to be able to do it from their iPhone. If your recruiting strategy doesn't include social media platforms, and if your Career Site isn't mobile-optimized, you're simply not meeting job seeker's expectations. And yet, you're reading this blog post; this means you're already interested in social recruiting, in fact, I'll bet you already know just how important it is to candidate experience. So what are you waiting for? A colleague, partner, or employee to take initiative? Your boss to command you? Permission? The stars to align?! Since we've already established that you're both well-informed and industrious, it's safe to assume that you're waiting on one of the latter two options. I can't help you with the stars — maybe once I finally master the whole transcendental meditation thing — but what I can do is give you permission. Go for it! Tap into Facebook's 1 billion user talent pool. Grow your employer brand, recruit passive candidates, and most importantly, give your potential hires the engagement they've come to expect from employers. At Jobcast, we've witnessed the employer branding of an entire province, through Facebook alone, with Phoenix Group's Think Sask campaign. We've helped grow Earls' Facebook talent pipelines by over 500% in less than a month, and every day we see more and more companies discovering just how easy and effective Facebook recruiting can be. I'm giving you permission to be one of those companies! In case you need more than just my permission (although that seems extremely unlikely), I'm also going to give you some fantastic resources to help you get any additional permission you may need.


The latest version of Jobvite's social media survey is the most often cited resource for stats on Facebook recruiting. It is extremely comprehensive, and answers most of the questions commonly asked by employers, as well as many questions people don't think to ask. Jobvite's survey is also able to provide information about how social recruiting is trending, because they have data compiled from similar surveys they've conducted over the years. (You do have to give them an email address to access the full survey. Or go to AllFacebook for a shorter version) The 3 Pillars of Social Recruiting

If you think you'll need more than just facts and statistics to get the permission you need — do I have the thing for you! In August, we teamed up with Identified to present a comprehensive webinar explaining the basics of why Facebook recruiting is effective, and what successful Facebook recruiting entails.

Earls Case Study

If your audience is still not convinced, then I highly suggest you find a new audience! Or present them with this super cool example of a company using Facebook recruiting to succeed at finding talent in an extremely difficult market. Earls used Jobcast Enterprise to increase their Facebook reach by 500% and get over 200 applications from qualified candidates in just one month's time. Their Earls Wants You Facebook Career Page is gorgeous and completely brand-consistent, so they make for a wonderful example of how successful social recruiting can be, and how to use Facebook to reach talent. Hopefully you now have all the permission you need to get started with Facebook recruiting. Let us know if you have any questions in the comments below!

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September 16
Hero how-to-make-facebook-happy-so-it-does-your-bidding

Facebook can be a very needy social network at times! If you want your Facebook posts to be seen and your employer brand to grow, you have to give it what it wants.

Easier said than done!

Thank goodness saying it is super, super easy, so actually doing it is just plain easy. This article will show you how to get Facebook on your side, but first let’s get on the same Page (pun intended!) about what exactly Facebook wants from you. Hint: it ain’t flowers…

What Facebook Wants

Image-Based Content

Facebook doesn’t want you to send a bouquet, but posting an image of a floral arrangement on your timeline is a completely different story!

Facebook has been pushing advertisers for years to incorporate more photos and video into their content strategy. The recent updates to FB’s link share ads and organic posts take these demands for visual content to the next level by upping the ideal image size for these posts to 1200 pixels x 627 pixels, and setting the minimum to 560 x 292.


Just as you don’t want to be the person still talking about the Britney-Madonna music awards kiss fiasco, once everyone else has moved on to the breaking news that is Miley Cyrus’ twerking abilities (or lack thereof!) I mean really, just writing that has stamped a date on this blog post. Facebook posts, much like today’s pop stars, become irrelevant with age. Old posts get pushed to the bottom of Facebook Newsfeed, never to be seen again.


Facebook gives priority to content and Pages that are engaging, and they determine engagement by measuring interaction and popularity, or as Facebook refers to it, Affinity and Weight.

Weight is how popular your content is. The amount of shares, Likes, and comments that any given post you share receives (there are a few more nuances that affect the amount of Weight Facebook gives posts, but we’ll tackle that in the hows.)

Affinity is basically how much users interact with your Page. Facebook uses this information to gauge how interested a particular user is in the content you share, which determines how often your posts show up on their feed.

How to Make Facebook Happy

Post ALL the Pictures

This one is kind of a no brainer, but we still see so many employers and recruiters who do not include image-based content as a part of their Facebook recruiting strategy.

A really great way to include pictures, while staying professional and true to your employer brand, is by creating and sharing employee profiles. Use a large-scale image of an employee (you can just use your smartphone, or theirs — no excuses!) accompanied by a short blurb about who they are, what they do, or why they love working for your company. The picture will make Facebook happy, and employee profiles make your company more likable in general. Win-win!

Logitech Careers has some great examples of employee profiles on their Page.

Follow the Rules

Remember how I mentioned earlier that the process by which Facebook decides how much Weight to give the content you share was kind of complex? I hope you do, as it was only a couple hundred words ago! Facebook gives more Weight to posts that follow the rules. Both spoken, and unspoken.

You can find clearcut rules posted on the Facebook Blog. These usually focus on desired image size, amount of characters used, and specific language. It’s also a very good idea to follow InsideFacebook.com for frequent updates, as Facebook really, really loves to change up the rules!

As far as the unspoken rules of Facebook go, I’ll give you a short list:

  • More Weight is given to content you upload yourself, i.e. not through third party apps like Youtube or Flickr. So, if you’re going to post a large image, do so directly through the Facebook interface in order to maximize its effectiveness.

  • Images and video content get more Weight than links; links get more Weight than plain text.

  • You get what you pay for. Promoted posts, ads, and sponsored stories get more, if not the most, Weight. This makes sense as that’s where Facebook makes its money.

Create Your Own Buzz

Boosting engagement can be a tricky thing, especially when you’re first starting out with Facebook Recruiting. We highly recommend using Facebook Ads to improve your reach, but there are a few more tactics you may want to use as well.

First off, get your employees, family, and friends on board (hi mom!). Ask them to share, Like, and comment on your posts as much as possible. If your employees are reluctant to engage with your Company Page, bribe them with pumpkin spice lattes, or smoothies!

Next, tag everyone and everything. Tagging people in posts boosts your popularity points, and alerts them and their friends, which will then hopefully lead to more Likes and shares. Don’t tag people in posts that have nothing to do with them, or they will get grumpy with you, but anytime you post images of staff functions, or employee profiles, then tag everyone involved. Another nice way to include more tags is to post content suggested to you by your staff, and tag them in a ‘thank you’ note. Everyone likes to be appreciated after all.

Be nice to Facebook and Facebook will be nice to you. What are you waiting for? Get out there and get your Facebook recruiting on!

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September 2
Hero does-facebook-recruiting-actually-work

Do employers actually reach candidates through Facebook, and, if so, what are the numbers?

I know you’ve all been waiting for the last two weeks, with bated breath, for the answer to this question! Sorry that I made you wait so long, but our interview with Jessica Slusar about Earls’ Facebook recruiting strategy was so awesome, we just couldn’t wait to publish it. I would also like to say, that the stats and advice we shared in that interview do a pretty good job of showing just how effective Facebook recruiting is.

Yes, Employers do actually convert candidates with Facebook recruiting.

Read our interview with Jessica about Earls’ super-successful Facebook recruiting campaign, or head on over to the Leaders West Blog to check out a case-study on Earls’ super-effective employer branding, and you’ll see just how well it does work.

What? You want even more proof?!

Okay, I aim to please:

52% of job seekers used Facebook to look for work in 2012. (Mashable)

So, yes, there are real candidates on the social network who want to apply for your jobs. This is especially true of younger demographics, so if you are looking to hire for customer service and other hourly positions, Facebook is an especially useful tool.

22 million people surveyed used social media to find their last job in 2012. That’s up from 14.4 in 2011. (Jobvite survey)

Okay, so that stat is not specific to Facebook, but it is relevant. It’s pretty safe to assume that quite a few of those 14.4 million were using LinkedIn, but it’s also important to point out that recent grads, those looking for work in trades and construction, and people looking for hourly positions, are not LinkedIn’s traditional user base. So, if you are looking to fill positions within those demographics, Facebook is a far better choice.

84% of job seekers have a Facebook profile. (Time Business)

That’s a huge talent pool to fish from! And please, please excuse the terrible, terrible metaphor. But it is a huge pool — in fact, it’s more than double the number of job seekers with active accounts on Twitter (39%) and LinkedIn (31%), and yet more employers post jobs on those other social networks than they do on Facebook.

Which brings me to our next stat:

Only about 60% of hiring managers are actually using Facebook to recruit. (NAS Recruitment)

This means less competition, which makes Facebook recruiting a huge win for employers looking to hire in competitive markets. We highly suggest you get started with Facebook recruiting immediately, because more and more employers are starting to implement social recruiting strategies. The sooner you build your Facebook Career Page and start recruiting, the more time you’ll have to build your employer brand, establish social proof, thus give you an edge over latecomers.

Now, stats are all well and good, but honestly, I think examples are always better.

Earls Restaurant recently decided to make Facebook the main focus of their social media recruiting strategy with their Earls Wants You Facebook recruiting campaign. They chose Facebook for all of the reasons mentioned above, but also because it allowed them to convey their company culture to potential hires in a way that neither Twitter nor LinkedIn (let alone any job boards) allowed.

Being able to show candidates what an awesome place Earls is to work at, through recruiting videos, and pictures of staff events, gives the restaurant an advantage over other restaurants. This aspect is very important to Earls, because they are doing a significant amount of recruiting in an extremely competitive market (Calgary and British Columbia in particular).

Earls’ decision to focus on Facebook recruiting has really paid off.

In less than one month they increased their Page Likes by 500%, their main Youtube recruiting video (embedded on their Facebook Career Page) got 1,449 plays, and they received over 200 applications from qualified candidates.

Just in case you were wondering, Earls used the Jobcast Facebook Recruiting App Enterprise Plan for this campaign.

So there you have it, Facebook recruiting works; it’s efficient, effective, and takes less time than traditional recruiting methods.

Get started with Facebook recruiting now.

If you have any questions that you’d like us to tackle on the Jobcast blog, let us know in the comments!

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August 26
Hero facebook-recruiting-and-employer-branding-with-earls-restaurant

I remember going to Earls restaurant when I was a kid — it was awesome. Back then, there were two huge, brightly colored parrots perched astride the entrance, and a train that circled around overhead while you ate your burger.

It’s still an awesome restaurant, but it’s nothing like the one I visited as a kid.

Not only does the award-winning restaurant chain now have 60 plus locations across the US and Canada, but Earls has gone through a major branding pivot that has taken the restaurant from brightly colored parrots to exposed brick gorgeous.

Their re-brand is one of the best I’ve ever seen, and they didn’t just stop at their marketing, menu, and interior design.

Earls has embraced social recruiting wholeheartedly, with a well-designed Facebook Career Page, professional recruiting videos, and an extremely effective Facebook Ads campaign.

This recruiting video by Earls has received over 1,750 unique video plays. It is also an awesome example of effective video recruiting!

We were very lucky to get a chance to chat with Jessica Slusar, Earls’ People Solutions Specialist, about Facebook recruiting, employer branding, and what advice she would give other employers looking to get social.

To preface the interview, we’d like to first share Earls’ employer brand philosophy:

“Great guest experiences begin with great partner experiences … At Earls, our people are our most important resource in delivering irresistible food and engaging experiences that build relationships for life.

By practicing the principles of integrity, authenticity, commitment to a cause greater than oneself, and being cause in the matter, we nurture, challenge and reward talent for the benefit of the individual and Earls, People Grow Here.”

This emphasis on finding amazing employees is made apparent through the attention to detail they’ve paid to their social recruiting strategy.

Jobcast: What spurred Earls to start using social media for recruiting?

Jessica Slusar: We realized that this was, and is, quickly becoming the new reality for recruiting. Traditional job boards and career sites are no longer the most effective avenue for getting your “we are hiring” message out there. We also noticed through our research, that very few restaurant concepts have devoted a full social platform to just recruiting. What we see most is that companies are using their corporate sites and pages to push out job postings, so we felt that if we started up social platforms that were solely devoted to recruiting, that would make us stand out. Everyone is mobile and has a device or tablet that they are attached to, so what better way to get them to hear about us then on social media, because we all know that we are all on it everyday.

Jobcast: Which social recruiting sites does Earls use for recruiting?

Jessica: We use Facebook, Twitter, LinkedIn and Instagram currently.

Jobcast: Facebook is obviously a huge focus for Earls’ social recruiting. What makes Facebook recruiting so appealing?

Jessica: Facebook is nice because we have more than just 140 characters to work with. This was a big draw for us, because we have more space to tell stories. Our philosophy of “People Grow Here” (i.e. the development and career trajectory we offer at Earls) is one of many things that make us unique and we like to tell those stories with text, pictures and video.

Also, the fact that we can build photo albums (e.g. our Earls Experience Recognition Gala, US East Coast expansion plans) means we can keep people up to date on what’s going on. We know our people like to be in the loop! And what we have found, is that our fans and followers tend to engage more with visuals and familiar language. They see their friends liking it, they share it, comment etc.

Lastly, when we get into launching targeted campaigns, FB is a great tool to utilize for drilling down and reaching our target audience (who we want to reach) with each of our custom posts.

Jobcast: Have you found Facebook Ads to be an effective way to increase applications?

Jessica: Facebook ads have been an extremely effective way to bring awareness, interaction and engagement to our page. We are unique in how we recruit (for example, we don’t have candidates submit applications via a career website). Instead, we direct them to our Earls Wants You career website so they can download an application and find their nearest Earls location to apply to in person. We want to make a genuine and authentic connection with each of our partners and we feel that by meeting with them face to face we form a unique relationship from the initial interaction.

Jobcast: How has the targeted nature of Facebook Ads affected the quality of the applications you receive?

Jessica: Facebook Ads are fantastic for reaching our key partner demographic, starting from the high school grad getting their first job with no experience, to an experienced hospitality veteran looking for a change. It’s also great in challenging and emerging labor markets like Calgary and the US.

Jobcast: Were there any obstacles or roadblocks you had to overcome when transitioning from typical recruiting methods to Social and Facebook recruiting?

Jessica: What we noticed is that we couldn’t just keep doing what we had done with typical job boards. We needed to find a way to take the traditional job ad and role description and shrink it down to something cool, catchy and relevant. Now, we really think about the content we send out, making sure we add value to our followers feeds while still accomplishing our ultimate goal of getting people in the door to apply. There was a lot of trial and error, test campaigns, and strategy adjustments halfway through. Being flexible and changing it up is how we have started to see some of our successes.

Jobcast: Can you share a few of your Facebook recruiting successes?

Jessica: We found that enlisting our existing partners and leaders in spreading our messages was the first step to success. Word of mouth is a powerful message, so we got our existing partners to start Liking, sharing and talking about Earls Wants You on social, which helped articulate who we are and why we are different.

The second thing we did was research and learn from the success stories out there. We started following and talking with brands that were executing their social recruiting presence well. Imitation is the sincerest form of flattery.

Third, successful social platforms take a lot of time, so the huge win for us was partnering with a company that offered a breadth of social expertise (the Jobcast Recruiting App). Our first campaign was just a test run in Calgary and Edmonton (Alberta is a notoriously tough labor market) and we thought that if we could achieve reach, interaction, and engagement from a targeted campaign in challenging locations, then we could see future success in our other regions.

Jobcast: What tips can you offer other companies looking to get started with Facebook recruiting?

Jessica: Initially, do your research and start following, watching, and learning from other successful brands that do it well.

Once you’ve gotten started, establish what your brand is, what your message is, and what makes you unique and engaging to your followers. Recognizing what is valuable information for your followers is critical for brand perception and long-term engagement. You want to offer value to every potential partner.

Jobcast: Earls has an amazing brand on and off-line. How did you manage to transition your brick and mortar branding to Facebook so well?

Jessica: For Earls, we are genuine and authentic in our relationships. How we show up in person is how we should show up online. So we took our Earls Experience, Partner values, mission and vision, how every partner and leader in the entire company functions every day, and brought it online. We wanted to show a glimpse of what they can expect to see when they walk into our restaurant. By telling stories, sharing partner profiles, images, videos and the passion for what we do it adds that level of personal connection for our followers, fans, alumni and potential candidates.

Jobcast: What does Facebook offer your brand that other mediums don’t?

Jessica: The great thing about social media and FB is that we can reach candidates all the time. Unlike traditional job boards that are successful for the active candidate that is pursuing the search, social media helps to reach that passive candidate in a subtle, non-invasive way. By posting great stories, pics, videos and job information, we splash across candidate’s news feeds as many times as they check their phone. It’s proactive vs. reactive.

Jobcast: What advice would you have for other companies looking to improve their Facebook employer branding?

Jessica: Don’t just push out job openings… it’s boring. Engage with your followers and fans, build relationships — that’s what social media is all about. Stay fun, fresh, cool and relevant. Always keep learning and evolving your strategy.

Jobcast: What makes Earls a great place to work? What should potential employees know about the Earls’ company culture?


  • People Grow Here, you will see this in a lot of our posts and it’s true. We can take someone with very little, to no experience, and provide them with all the training and tools they need to become successful in whichever role they are in. There are so many great examples across our company of partners who have started as hostesses and dishwashers and are now President and GM and Chef.

  • We have Soul — as I have mentioned before, we are all about genuine and authentic connections and building lifelong relationships, with each other, our partners and our guests.

  • Your opportunity is limitless — there are so many exciting things happening with Earls right now and the sky is the limit for our people. We are expanding to new markets in the US, so there are so many opportunities for movement and growth and development.

  • We have passion for what we do and why we do it — we deliver irresistible food and drink, and engaging experiences, and have a whole lot of fun while we do it.

Jobcast: Company culture is a huge part of the Earls brand. Could you share some tips for other employers looking to show off their company culture on Facebook?

Jessica: Be real, be authentic and engaging. Don’t try to be something that you aren’t.

We couldn’t sum up the essence of Earls’ employer brand any better ourselves… that’s why Jessica is the specialist! We want to thank Jessica Slusar and Earls for answering all of our questions and being such a great company to work with.

For some incredible Facebook recruiting inspiration, check out the Earls Wants You Facebook Career Page — it’s truly fantastic. And don’t forget to check out how the Jobcast Enterprise plan can take your Facebook recruiting to the next level.

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August 19
Hero two-simple-questions

Feedback is really really important.

Sometimes it hurts, like when I was told that I simply cannot pull-off maxi dresses without looking like a small child who was let loose in her mother’s wardrobe (thank you, Stephanie). Sometimes feedback blows your mind, like when it was revealed to me that my dead-lift grip was too wide, and I narrowed it, and then I was able to throw an extra 20lbs on the bar (thanks, jacked guy at the gym). And sometimes feedback reminds you that not everyone is on the same wavelength. This is the most constructive kind of feedback you can get, as it gives you a much needed perspective shift, and can help you to better communicate with other people.

I got exactly this kind of feedback last week at the passive recruiting webinar, that we hosted with our pals over at Identified. It came in the form of two questions asked by business owners who were contemplating adding Facebook to their recruiting strategy.

Question 1: Does Facebook recruiting make sense for small businesses?

Question 2: Do employers actually reach candidates through Facebook, what are the numbers?

These questions may seem pretty basic, but for me they were a reminder that not everyone is yet sold on the concept of Facebook recruiting. I know, I know… DUH!

But, hear me out!

While writing for the Jobcast blog, I tend to focus on explaining what makes social recruiting different from traditional recruiting, on giving our clients tips for improving their Facebook recruiting, and, obviously, showing off how awesome the Jobcast Facebook Recruiting app is. (Have you checked out our new Enterprise plan yet? It’s pretty much the best!)

For this reason I’m constantly reading Facebook recruiting stats, assessing how well Facebook recruiting works for our clients, and following social recruiting blogs. Basically, I’m so immersed in the culture of Facebook recruiting, it’s easy to forget that not everyone else is too.

It’s like when someone tells me they don’t like chocolate, or Bruce Willis movies. It does not compute!

But these are really important and reasonable questions for employers to ask. I thought it might be a good idea to answer them on the blog, because, as school teachers love to say, “for every one person asking the question, there’s ten more thinking it.”

My answer to question number one is pretty obvious : YES!!! Facebook recruiting totally works for small businesses.

But, that’s far too simplistic an answer to do anyone a whole lot of good, so let’s look at why Facebook recruiting works well for small businesses :

Facebook recruiting doesn’t take a lot of manpower

You don’t need a huge HR team, you don’t need to hire a social media guru, and you don’t even need to enlist the help of your kids to use Facebook effectively. We have a ton of step-by-step tutorials, complete with screenshots that you, or your HR team, can use to get started. With a Facebook recruiting app, the process is even less time-consuming. Good apps will offer plans that let you sync your Facebook Career Site with your ATS or company career site, so that you only have to post your jobs once.

Facebook recruiting has an extremely low entry cost

Facebook recruiting can fit your budget, no matter what that budget is. In fact, the only cost to getting started with Facebook recruiting is about an hour of your time, even less if you use the basic version of Jobcast. You can create a Page, post jobs, and share content completely free. Then, as your business grows, and your need for qualified hires along with it, you can invest more into your Facebook recruiting strategy and improve your results.

Facebook recruiting has great ROI

The smaller your business, the more important it is to make every investment count. The ROI on Facebook recruiting is boosted by the fact that when you use the social network to recruit for specific positions, you’re also growing your employer brand. This builds social trust, which is beneficial for future campaigns and even marketing. It also helps you build online talent communities to draw on for your future recruiting needs. Jobcast Premium offers you the ability to make a fully-branded Facebook Career Page, complete with a banner, custom color scheme, and embeddable video to make your Page stand out from other employers.

Facebook recruiting is targeted

Facebook let’s you target specific demographics with your job posts, in a way no other social network, or traditional recruiting method does. This is great for smaller businesses, who often find their efforts drowned out by larger-scale recruiting campaigns. The best way to reach the candidates you want is by using Facebook Ads. From what we’ve seen with our clients, Facebook Ads are often the difference between just a few applicants, and a landslide of applications from qualified candidates.

We have a simple guide to targeted recruiting with Facebook Ads, complete with screenshots already on our blog, so you can learn how to make them a part of your recruiting strategy. If, on the other hand, you want someone to do all of that for you… The Jobcast Enterprise plan includes full branding, ATS Integration, and the creation of targeted ads and sponsored stories. We’ll take care of everything.

Example Time!

Another thing I learned from the webinar is that examples are very helpful to everyone, all the time. So, here are some examples of businesses making Facebook recruiting work for them:

Corporate Recruiters use Facebook for their own recruiting! They also have awesome branding.

Esquel Group make their Career Page stand out by showing off their company culture and using video.

VM Innovations have used a great banner and custom color scheme to enhance their Facebook employer brand. They also have great pictures, and video, of employees.

Apparently that tiny little question was actually kind of huge! I will save your eyes and answer question number two next time. It will be a shorter answer, well maybe just a little shorter, or possibly twice as long…

Jobcast out!


If you have any questions about Facebook recruiting, employer branding, or Bruce Willis films ask us in the comments!

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August 12
Hero summertime-facebook-recruiting-goals

I don't know about you, but summer makes me lazy.

It's hot, the beach is nice, it calls out to me saying “come sit on me, eat a bunch of nachos, then take a siesta… you know you want to!”

That's why I think setting summertime goals is so important.

Sure getting shredded for summer is all well and dandy, but you can't just let it all go as soon as the nice weather arrives!

Setting some goals for your Facebook recruiting will keep you motivated to get things done, and act as a buffer against the beach's siren song.

What kind of goals are we talking about? Well, that's up to you of course, but, because we are all rather bossy and think that we know best, the Jobcast team does have a perfect answer suggestion…

Tighten up your content strategy

Not a very specific goal is it?! Well, let's work on that.

Assess your situation

Before you can make a specific strategic goal, you need to know where you're at. This means looking back over your analytics. If you use Jobcast you can go back over the reports we've sent you, and combine that information with the metrics provided by Facebook Insights. If you don't use the Jobcast Facebook Recruiting App then shame on you! I'm kidding, I'm kidding, you can use the info provided by Facebook Insights alone, or combined with any other reports you may have access to.

(This article explains why metrics are so important for successful Facebook Recruiting, and you should also check out Google Analytics, the basic version is free!)

Go over your reports, and make some notes paying particular attention to what kind of content you've been sharing, how consistent you've been with your posts, when and how many times per day you post, and how often you share image-based content like photos and video.

You should also take note of how your community tends to react to the content you share. Pay attention to what type of content gets the most engagement, what time of day your community is most engaged, and whether you notice any correlation between the frequency of your posts and increases in Likes for your Page.

This information will inform how you determine new goals for your Facebook Recruiting content strategy.

Content, still king

The most obvious area to focus on when it comes to content is, drum roll please… content!

Hopefully your handwriting is a lot nicer than mine, so you can check your notes and figure out what kinds of content gets the most engagement from your community, and what gets the least.

From that information you can set up a content ratio goal. Sounds professional huh? I totally made that term up, but feel free to use it in conversation.

For example, we find our clients get the most engagement from job posts (obviously), and posts that express company culture, especially if they include large-scale images or video.

(Check out this cool Webinar, The 3 Pillars of Passive Recruiting, for more info about setting up content ratios)

The reason it’s so important to share images and video is not just because people tend to engage with visual content more, but also because Facebook gives preference to visual content when determining what makes it onto a user’s News Feed. True fact!

One way to really capitalize on this is by sharing an image, then including any content you want to link to in the commentary section, rather than just sharing a link and selecting an image to accompany it.

“Love knows not what time is.” But your Facebook community does

It's important to post consistently and at the right times if you want your content to be seen. Use any data you might have about previous campaigns and this article about how to schedule your Facebook posts in order to set up a solid posting schedule based on when your Facebook community is most active. Then stick to it!

You must be consistent if you want to increase your reach and grow your Facebook community. Now don't be afraid of all the bold lettering and the word 'must'. I'm not suggesting you post every 15 minute, in fact I would highly recommend you don't! But you do need to maintain a social presence by posting regularly.

You’ll definitely want to use a good scheduling tool so that you don’t have to interrupt your day every few hours to put new content up on your Facebook Career Page. We highly recommend using Jobcast Premium for this purpose… But Hootsuite and Buffer are also totally awesome!


I'll keep this last one short and sweet. Keep tabs on your Page and respond to comments, shares, and Likes in a timely fashion. A simple thank you or even a smiley face emoticon is usually enough to make people feel heard. Make sure to answer your community member’s questions, and always stay positive.

Alright, so that’s actually quite a few suggestions! But, honestly, I probably could have rambled on for twice as long, if it weren't time to hit the beach…

Before I get (swim) suited up, I just want to remind you guys one more time to sign up for The 3 Pillars of Passive Recruiting free webinar on Tuesday August 13th at 10 a.m. Pacific/1 p.m. Eastern.

It's going to be awesome! It was awesome!

Tooooo late! The webinar has come and gone, but you can still see the slides from The 3 Pillars of Passive Recruiting and you can always email us at social@jobcast.net, tweet @jobcastnet or find Jobcast on Facebook, if you have any questions 😀

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August 3
Hero how-to-make-recruiting-with-facebook-ads-even-more-awesome

Targeted Facebook Ads are one of the best ways to reach passive candidates.

Passive candidates make up about 86% of the US workforce (United States Labour Bureau). These candidates are NOT on job boardssimply because they are not looking for work, but EVERYBODY is on Facebook. This is what makes Facebook such an awesome recruiting tool. In fact, we've found that Facebook ads can often mean the difference between zero applications and a landslide of quality applications.

We've already written a step-by-step tutorial on how to use Facebook Ads for recruiting, but we thought we'd share a few simple ways that you can make your ads even more effective.

How to get the most out of your Facebook Ads campaign:

Know thy enemy candidate

Before you log into your fully branded Facebook Career Page, before you even turn on your computer, but definitely after you've poured your first cup of coffee, take some time to think about your ideal candidate.

Whether you're looking for an experienced project manager or hourly workers for customer service position, spending an extra ten to fifteen minutes beforehand writing down what qualities, skills, and level of experience you want those candidates to have will save you hours later.

(More on this and other recruiting tips that will save you time)

Once you have your list, write down how the characteristics you're looking for in potential hires are expressed on Facebook.

For example: You are looking to hire young, well put-together, high-school graduates to fill serving positions at your swank new restaurant. It's a plus if they have a lot of energy and the ability to lift large boxes of food stuffs. Well, you can't exactly type all of that into Facebook and expect to find much of anything.

But you could search for: Women and men between the ages of 18 – 25 who “Like” Banana Republic, Jamie Oliver, and Gold's Gym. Makes sense right?

Now that you know what you're looking for…

Target target target

Why Facebook Ads work so well is that you can specify exactly who you want to reach.

Are you looking for seasonal employees to fill warehouse jobs? Do what Amazon did in one of their recent recruiting campaigns and target RV drivers (of course I would suggest you take it up a notch and target RV drivers that “Like Gold's Gym”)

(More examples of how to target candidates with Facebook Ads)

To take it a step further, you want to target the content of your posts as well.

For example: You can create two Facebook Ads. One that showcases your company culture in a way that will appeal to these candidates, and the second as a job post that is written using the kind of language and tone you think will most appeal to this audience.

(A great example of how to create targeted Facebook content and more on how to write better job posts)

Leverage your lists

Use “Custom Audiences”. This refers to an audience that you've built yourself, by inputting candidate information from networking events, your ATS, Email lists, or random street encounters! This is a great way of continuing contact with potential hires to grow your Facebook talent pool and convert them into applicants.

(A more detailed description of how to use Facebook Custom Audiences)

Lookalike Audiences!

Have you ever seen Double Impact starring Jean-Claude Van Damme (JCVD)? If not, do it now. Your talent community can wait. It's worth it.

Okay, so now that we're on the same page. (i.e. We know that lookalikes kick twice as much a$$.) Let's talk about Lookalike Audiences.

Lookalike Audiences are built to target Facebook users who have similar characteristics to the candidates you already have. Okay, so that's totally confusing. Let's use an example:

You're looking to hire babely Judo masters to hunt down evil villains. You already have some interesting looking candidates on file, they have awesome martial arts skills, hilarious French(ish) accents, and look amazing in tight black pants.

But you need more applicants since, let's face it, there are a lot of evil villains out there that need defeating!

So, you can use Facebook Ads to target a Lookalike Audience that will reach Facebook users who have similar characteristics to the applicants already on your list. You'll have an army of JCVD-caliber candidates in no time!

(A more in depth explanation of Facebook Lookalike Audiences)

I could probably go on forever. Seriously. There are a million more ways to amp up your Facebook Ads and recruitment strategy, but, who has time for that?! These tips will give you the best bang for your Facebook Ads buck!

That means you'll have lots of time left to improve other areas of you recruiting strategy, like for example, by attending this cool, free webinar on the 3 Pillars of Passive Candidate Sourcing! All the cool kids are doing it.

Tooooo late! The webinar has come and gone, but you can still see the slides from The 3 Pillars of Passive Recruiting and you can always email us at social@jobcast.net, tweet @jobcastnet or find Jobcast on Facebook, if you have any questions 😀

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July 29
Hero 4-awesome-tools-to-make-your-facebook-recruiting-more-effective

The internet is a magical place. A place where you can find videos of cute animals you never knew existed, recipes that probably never should have been invented, and “fool proof” health plans to help you recover from said recipes in 7 days without diet OR exercise.


The internet is also host to lots of useful stuff like email, Google calendar, and informative blogs about recruiting written by geniuses.

When it comes to recruiting, the web has provided employers with one of the most useful services ever invented: Facebook. Not only that, but there are a wealth of amazing new tools and resources available online that can make your Facebook recruiting and employer branding easier, more effective, and less time consuming than ever before.

Something we harp focus on a lot, here on the Jobcast blog, is about engaging candidates.


But how are you supposed to know that your talent pool is engaged? An opinion poll of course!

Everyone likes a good poll. They are satisfying to fill out and make you feel like your opinion is important, and who doesn’t want to feel important?!

Polling your fans is a great way to get their feedback on your latest endeavors, the state of your industry, and, most importantly, who makes the best chai tea latte in your town. Polling your fans/talent community also keeps them engaged with your Page. It’s a win-win situation.

One of the better free(ish) apps on the market is Poll. Aptly named, Poll allows you to easily post opinion polls on your Facebook Page, and stores all your data right on FB so you don’t need to bother creating a separate account on their website. The free version is pretty basic, but it gets the job done. If you want to customize your opinion polls, and remove ads, you can upgrade to their Premium version for a reasonable $99/year.

Check out these other great Facebook polling app options reviewed by Jeff Bullas.

Get ’em Subscribed

Gathering intel on potential hires and passive candidates, in order to keep them engaged and convert them into applicants, is one of the main goals of social recruiting. Using a Facebook app to collect email lists is a great way to accomplish this.

MailChimp is pretty much everyone’s favorite email subscription app on the market. That adorable monkey icon is ridiculously cute and their user interface is easy-to-use and beautifully designed.

Okay, so you probably knew all of that already, but did you know that you can use MailChimp to sign people up for your mailing list through your Facebook Page? Well, if you didn’t, then this simple tutorial for integrating your Facebook Page with your MailChimp account is going to blow your mind! If you did know all of that then: A) You get a social recruiting gold star and B) Please move on to the next tool.

Attention Grabbers

Someecards. I know, I know, this recommendation is a little bit out there, but trust us, it’s worth trying! If you haven’t come across these hilarious e-cards already, be forewarned, many of them are NSFW (not safe for work) and some are pretty politically incorrect, but that is what makes them so effective.

LG, Ford and even Home Depot are using Someecards to grab Facebook users’ attentions, and it’s working. People love these fantastically sarcastic cards, which mean they get a lot of Likes and Shares, making them a great way to increase engagement, while making your employer brand a little more fun. You don’t have to post anything over the top, and you definitely shouldn’t go against your company values, but that doesn’t mean you can’t come up with some pretty hilarious cards.

Check out this one used by Ford:

See? Totally funny and inoffensive.

Facebook Recruitment

Last, but not least, no social recruiting campaign would be complete without a Facebook recruiting app. Annnd not to brag or anything, but Jobcast is pretty much the best recruiting app on the market.

At Jobcast we have over a decade of experience in social recruiting, so we know how to get results. That’s why we created our Facebook recruiting app.We truly believe that Facebook is the best place to attract, engage and convert candidates, and that our app is the most effective Facebook recruiting tool. Just in case you’d like a slightly less biased opinion, check out this review by The Undercover Recruiter which ranks us right at the top as best value for a Facebook recruiting app. Or this quote by a satisfied Jobcast customer:

“I have been using a lot of tools for online/social recruiting, Jobcast is by far the BEST. Thanks guys for this great tool! Looking forward to the upcoming features!”

– Ruben A. Rabines

Sign up to start recruiting with Jobcast now!

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July 21
Hero improve-your-recruiting-with-facebook-hashtags

The world's favorite method of searching the internet has finally come to Facebook!

No, not Google. Facebook is still partnered up with Bing, as Bing+ does not exist, so the search engine poses zero threat to FB's manhood network.

I'm talking about that wonderfully useful little symbol, the hashtag.

Google Plus' introduction of hashtags to their user interface seems to have lit a fire under the posteriors of our friends over at Facebook. They've rolled out hashtags in full force for all Facebook users, including those using mobile!

Reception has been surprisingly warm and devoid of the backlash FB interface upgrades usually receive. We're all pretty happy about it here at Jobcast and so, it seems, is the rest of the social recruiting world. If I remember correctly, my exact reaction upon hearing the news was “finally”. Okay, so that's not exactly warm, but, tardy or not, I'm happy that Facebook has jumped on the hashtag train. Yay hashtags!

Why are we so happy about hashtags?

Besides making it easier to search for posts about teacup-kittens, it's because we care about you. Seriously. The addition of hashtags to FB's interface is awesome for recruiting and employer branding. Which is, in turn, awesome for Jobcasters!

No, it's not going to revolutionize recruiting or anything like that, but it will make it easier for candidates to find your content, and for you to find theirs.

How you ask? Well…

Hashtags included in status updates and wall posts are clickable, thus hashtags provide a means of grouping messages. You can search for a hashtag to view a set of related messages all containing that tag. This means your hashtagged posts will be linked to other similarly tagged posts, creating a sort of conversation.

For example, if you click on #RyanGosling, you'll instantly see all of the “Hey Girl” posts made by people in your network, assuming they are doing their hashtag duty, of course.

(Facebook is a closed network so, if you click on a #hashtag, you’ll only be able to see conversations started by users in your network. Just another reason you should build up your Facebook talent community!)

More importantly, if you are looking to hire a new server for your restaurant, you can hashtag your job posts #serverwanted or #nowhiring, thus making your post clickable. This means users will see your post when they search those terms. You can also use hashtags to improve your overall reach and employer brand in a similar fashion.

Pretty darn cool. Especially because you don't even have to change your recruiting strategy to start using this new feature.

Just start hashtagging keywords, locations, and terms related to your industry.

Let's go back to our restaurant example. We’ll call our hypothetical restaurant Sam's Waffle House (my article, my restaurant! And waffles because they are the best, obviously).

Here are a few ideas for content I could share on my branded Facebook Career Page:

Sam's #Waffle House #restaurant is looking to #hire a new #linecook at our #Gastown location in #Vancouver #applynow


Click here to see our #delicious new #restaurant #menu items, including a #hotfudge #sunday #waffle and #peanutbutter #milkshake


Looking for #work as a #server at an #upscale #restaurant ? Sam's #Waffle House is #hiring. Make #great #tips and enjoy a #fun work #atmosphere

You can also include hashtags at the end of your posts. Either in addition to posts like the ones shown above or to non-hashtagged posts if you prefer to keep your content free of tags, as some do. Use whichever format appeals to you and, as usually, experiment with different tags and setups until you find what works.

For example:

Check out all of the great jobs available for servers, and hostesses at Sam's Waffle House in Vancouver. Go to our Career Page and apply now!#nowhiring #hiring #needajob #apply #lookingforwork #serviceindustry #jobs #hostess #server #restaurant #Vancouver #downtown #kitsilano


Don't worry too much about overtagging if your main goal is letting people know you're hiring. What's important is that you use keywords related to your field, the jobs you need filled, and your location.

Here are some more tips about using Facebook hashtags to improve your reach.

FB just keeps adding more cool stuff for employers and recruiters to supplement their Facebook recruiting arsenal. Graph search is proving to be a great tool for sourcing passive candidates and hashtags look to be equally promising.

These new features go hand-in-hand with Facebook encouraging users to share more of their salient information such as skills, education, and interests, that employers can use to build talent communities and source candidates. Not only that, but the social network's userbase is expanding, as are the numbers of users using Facebook specifically to hunt for jobs.

It's a pretty exciting time for Facebook recruiting, which makes us especially happy to be able to offer the best Facebook Recruiting App on the market.

Click here to start recruiting with Facebook right now.

“I have been using a lot of tools for online/social recruiting, Jobcast is by far the BEST. Thanks guys for this great tool! Looking forward to the upcoming features!” – Ruben A. Rabines

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July 15
Hero no-summer-vacation-for-team-facebook

This is ridiculous.

Doesn’t Facebook know that summer is for lounging about, eating too many hotdogs, and watching summer league baseball?!? Apparently there’s no good baseball or highly processed meat-like foods available in Silicon Valley.

That’s the only explanation I can think of for all of the changes and updates Facebook has been rolling out over the past month.

Really guys, we are not amused! Well, at least I’m not.

But, fear not. I have sacrificed a whole day’s worth of grilling salmon to bring you guys up to date on all that’s new in the world of Facebook and how it will affect your recruiting.

Don’t worry; I’m not going to bore you with Victoria Harbourcats stats, or updates about my friends’ new dogs. I promise to only bore you with the important stuff that will affect you directly.

.. like …

Facebook pulling the Question tool for Pages

Yes, sadly this tool is no longer available for most Pages, although FB has stated that certain Pages may be allowed to keep using Questions, specifically those related to news and media. FB says that the tool is redundant due to the ability to posit questions via images and video, but I know quite a few of our users are unhappy over losing what they found to be an effective tool for engaging fans.

What can you do about it?

Roll with the punches and take this change as a sign that it’s really important to start focusing on posting more great pictures. Although it’s always sad to see familiar tools go, the ability to roll questions into images is awesome, as images do improve engagement quite a bit.


This one started a whole bunch of Team Twitter vs. Twitter Facebook mud-wrestling rumors, which were sadly proven false. But, if those rumors had been true, Instagram video would have been the clear winner as, according to Simply Measured:

· Instagram videos are being used by twice as many brands, and more videos are being posted [than Vine].

· Instagram videos are seeing significantly higher (over 2X) engagement than Instagram photos, suggesting brands should focus more time and energy on them.

Not only that, but Facebook has now made Instagram photos and video embeddable, so they are likely to garner even more attention.

What can you do about it?

Jump on board the Instagram train, but only if it makes sense for you. If you have a lot of staff events, or a cool break room, then post pics and video on Instagram. You can also take super short Instavideos of staff members, either talking about how great their workplace is, or playing foosball in the cool break room.

If you don’t have a lot of interesting stuff going on in your workplace, or you’re mostly targeting candidates who are a little more mature, don’t worry about Instagram — just focus on the basics like Facebook, LinkedIn, and Twitter.

Hot Tip: If you do decide to make Instagram a part of your social recruiting and employer branding, do not go overboard with filters. Choose a few (1-3) that have a similar vibe and stick with them for all of the images you post. This will keep your feed looking cohesive and attractive.

Graph Search for everyone

We have already written about how Facebook Graph Search is going to change the face of recruiting, and now this awesome tool is being rolled out to the general public! I don’t know about you, but I’m super excited.

Graph Search lets you search FB’s databases for people, interests, photos, and places. Graph Search uses “long-tail” searches, which means the more detailed you are, the better your results.

So you can, and should ask specific questions like, “which of my friends like baseball and meat-on-a-stick?” and perform more detailed searches, such as “women with great social media and writing skills living in Holland”. Graph search also promises to be faster, easier to use, and to be better at selecting relevant results than its predecessor. It is also integrated with Microsoft’s web-search engine Bing.

Those using Facebook in U.S. English should have seen their search upgraded last Monday.

What can you do about it?

Other than wasting countless hours hunting down hilarious photos of your high-school crew … LOTS!

First, update as much information about your company as possible, as this will make you more searchable.

Second, think about using the content you post to make your company more searchable. Note that the causes you support, the news you post, and the links you share, all add to your companies profile on FB’s social graph. Ask yourself what you can share that will showcase your company culture and values in a way that will attract the candidates you want to hire.

Third, use Graph Search to find talent with highly specific skills. Because FB users share details about past jobs, interests, education and volunteering on their profiles, Facebook’s Social Graph has access to all of this info and now, so do you. You can use detailed searches to source niche candidates like never before. Pretty darn cool!

But, before we get too excited, remember, this is dependent on those candidates updating their profiles with all of their relevant information. Luckily, Facebook has been making a concerted effort to encourage users to do just this.

Thank you Facebook!

This article has gotten rather long, so we’ll continue next week with more cool new Facebook stuff, like the addition of hashtags and much, much more.

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