Facebook and other social networks can be valuable tools for employees seeking to recruit “passive” candidates — those not actively looking for new jobs, but likely to switch for the right opportunity — according to a recently published a white paper on social job sharing by social recruiting company Work4 Labs.
Work4 Labs pointed out that 92 percent of people are likely to trust online recommendations from friends or family, adding:
If a qualified candidate happens to be scrolling through his Facebook News Feed and notices that one of your employees (his friend) has posted a job, he may be likely to click to learn more. After all, it’s a job at a company that his friend not only knows about, but can also vouch for as an employee. His friend wouldn’t be helping find new talent for a company that his friend didn’t like. And if he has any questions about the job, the culture, or the company itself, he has a direct, trustworthy reference that is only a wall post or direct message away.
And Work4 Labs wrote on the topic of passive candidates:
The key is finding a source of passive candidates. While many active candidates are very qualified and even potentially a good fit for your company, the fact of the matter is that many are not. Even with innovations in talent-management systems, you still don’t want to spend time and energy sorting through résumés.
Just as with employee referrals, so can passive candidates help you find more fitting and better-qualified new recruits. 84 percent of the population is considered to be “passive,” i.e. not actively looking for a new job. Yet 76 percent of people who are not actively looking to change jobs will consider taking the right job if the opportunity comes along. That means that passive candidates are a great opportunity for companies to bring in people who want your job, not a job.
Social media makes finding passive candidates easier. If your company is already connecting with fans, you have a built in talent pool whose eyes are on your updates (and your jobs).
The company concluded:
Look at it this way: There are more than 67 percent of online adults using social media, with an average of 245 Facebook friends; 634 people in their combined Facebook, LinkedIn, and Twitter networks; 9,000 second-degree LinkedIn connections; and roughly 31,000 people in their extended Facebook networks. That’s a lot of potential connections who come to your jobs from a place of trust and relevance. Not too shabby!
You also get the added benefit of bringing your branded employer message to all of the aforementioned people. Even if all 31,000 Facebook friends and 9,000 LinkedIn connections don’t apply for your jobs, there’s a huge opportunity to at least expose them to your brand.
By generating these free “impressions” (or job views), you’re saving your company money on advertising, while planting the seed for potential job applicants and customers/clients down the line. It’s a win-win!
Moreover, jobs shared are free content for your company’s Facebook, LinkedIn, and Twitter accounts, so all of the people who enjoy following you are consistently shown (again) relevant and engaging posts coming from each of your accounts. Content creation and management is another time- and effort-expensive process, and you can maximize your engagement with your followers by providing a steady stream of content for them to like, comment on, and share with their friends.
Readers: How has Facebook factored into your job search or recruiting efforts?