Let’s get this out of the way—what I’m about to say might sound really obvious. In order to attract potential applicants to your company, you need to find where they hang out online and make sure that you have a presence there, too. It may sound like a no-brainer, but how much do you actually use this strategy in your social media outreach?
In a past post, we named our top 5 university recruiting Twitter accounts. In case you missed it and don’t feel like clicking on that link right now, here’s a quick recap: Twitter is an ideal platform for sending out short and sweet messages to potential applicants. But as you may know, Twitter doesn’t offer any way for you to tailor your message to specific groups, or really to know too much about your followers beyond what they put in their public profiles.
Facebook, on the other hand, has a few advantages from a recruiting perspective. First of all, you’re not limited to 140 characters, so Facebook allows you to share meatier messages with your fans. And one of the huge advantages to Facebook is that you have more detailed information about your fans, like which age range they fall into, where they go to school, and where they live. You can even use this information to target specific posts to particular demographics.
But we’re not going to worry about that too much in this post—let’s just say that these are some of the advantages of this particular medium, and you should consider them when deciding whether to build out your presence on Facebook.
You know what else you should consider? Some other university recruiters who have been maintaining Facebook pages and kicking some serious butt at it.
One little caveat we’d like to add here: For many students, Facebook is not a place where they will actually be applying for jobs. It’s a place for them to discover your company’s work, culture, and the types of opportunities you have available. So keep in mind that Facebook will probably be most effective as a branding and educational tool rather than one that will directly lead to applications.
Here are the criteria we used to choose the Top 5 university recruiting Facebook pages:
- Does the organization have a university recruiting dedicated page? If not, is the core audience of their careers page in the 18–24 age range?
- Do they post frequently (several times a week, if not daily)?
- Do their posts incorporate a range of media (text, links, images, video) and content (job openings, job search advice, company culture)?
Without further ado, here are our top choices along with a few examples of why we think their accounts deserve the title of Top 5.
Why we love Nielsen University Recruiting on Facebook:
They feature a good mix of photos, video, links, job openings, and information about Nielsen’s offices, applications, and other company news.
Some recent posts:
This top ten post is a fun way of sharing Nielsen’s culture. It’s got great images that showcase activities Nielsen employees are involved in, and the copy is irreverent and a little silly.
Facebook is a visual medium, so it makes sense to share images, quotes—anything that can be quickly viewed, liked, and shared. This is also an example of how you can share content that’s not necessarily directly related to your employer brand, but still relevant to job-seekers who follow you.
This post features the TV shows that have been most tweeted about this past season (tweets and TV—two topics that most millennials are interested in!). It’s also a good example of how you can use Facebook to keep students informed of your company’s current projects.
Why we love JPL University Recruiting on Facebook:
The people who manage this page clearly have a great sense of humor. We love their clever copy (Why say “Happy Earth Day” when you can say “Happy Pale Blue Dot Day” instead?) and the whimsy that’s apparent in their posts, like the global selfie and the photo of the university recruiting team at Disneyland.
Some recent posts:
Nice work highlighting some of the benefits of living in Southern California by sharing someone else’s beautiful time-lapse video of the city lights and skyline. One suggestion for improvement: the video is really beautiful, so it’s a shame that the thumbnail didn’t show up in JPL’s post. It’s definitely worth spending a little extra time on a post to ensure that images show up properly, especially when you’re linking to something as visual as a video.
We like the idea of using trivia questions to encourage interaction in your posts. This helps potential applicants learn more about your company and get engaged with your online community.
Love how they carried the “field trip” theme through the post and give you insight into the kinds of projects you’d be involved in if you worked at JPL.
Why we love Hallmark College Recruiting on Facebook:
Their posts demonstrate a fun company culture, they use great images, and even respond to individual applicants.
A few recent posts:
A simple, shareable image thanking the US veterans for their service. What’s not to like?
This post shares an upcoming Kansas City event, which gives potential applicants insight into life in this city. They’ve also incorporated hashtags in this post. Hashtags are not as common on Facebook as they are on other platforms like Twitter and Instagram, but you can definitely experiment with using them and see if they improve your posts’ performance.
Ryan Gosling certainly gets our attention!
We love the fact that Hallmark College Recruiting takes the time to respond to individual applicants like this. It shows that they actually are listening and gives other applicants hope that their applications didn’t just end up in a black hole in the galaxy somewhere.
Why we love Cisco University Careers on Facebook:
They post regularly, include photos from their offices, and share relevant links and upcoming university recruiting events.
A few recent posts:
Who hasn’t experienced the problem of tangled earbuds? This is also great branding for Cisco because the image has the company logo on it, so no matter where it gets shared, people will always know where it came from.
Linking to relevant content for your audience is a great idea, and when it comes from another source, you can reduce your risk of coming off as too self-promotional.
This is a perfect example of making your company’s mission clear to potential applicants, and is especially important since students told us caring about what a company does is their top priority in selecting an employer.
5. Capital One
Why we love Capital One Campus Careers on Facebook:
Their posts feature a good mix of photos of company offices and employees, relevant links, and company info.
A few recent posts:
Not every company would condone dressing up in a marching band outfit during office hours, but we love the fact that Capital One encourages this type of whimsy, and we have a feeling students will enjoy it, too.
Testimonials from current or past interns can help to bring your organization to life for prospective applicants. This post could be improved by… you guessed it—including a visual element, like a photo of Kate, the person who’s being quoted.
Useful content that gives job-seekers advice for their job search in general—and not just your company—makes them much more likely to pay attention to your posts.
A few takeaways
- Visuals are always good—photos, videos, and infographics are much more compelling than just text.
- The location of your office (or offices) can provide a lot of fodder for Facebook posts. Think about upcoming events or general features of what makes these places appealing. Remember that many college students/recent grads are open to relocating, so make the case for why they should consider where you’re based.
- Try to find ways to incorporate elements of gamification in your posts. For example, ask a trivia question about your company or organization and offer to send some swag to the first person who responds.
- Do you have a fun company culture? Showcase that through clever copy or fun photos. Show potential employees that working at your company really is fun.
The next step:
If you haven’t already, come up with a content strategy for your Facebook posts. It doesn’t need to be too complicated—just create a schedule and think of some regular features you can start to include. Remember that not all of the content needs to be your own. In fact, it’s probably even better if you occasionally share useful and relevant content from other sources.