As the largest online social presence, most people know by now that Facebook is a great way to stay in touch with family and friends. But, did you know that when it comes to the home health care market, if utilized properly, Facebook can be one of your most valuable recruiting tools? To ensure that your organization does miss out on the power of social recruiting, we’re going to take the time to show you some of the best practices to use when recruiting caregivers using Facebook.
Why is Caregiver Recruiting so Challenging?
There are many factors that go into creating a challenge for the caregiving industry, but one of the most prominent ones is the sheer volume of candidates needed. According to the CDC, the number of people 65 years old and older is expected to double between 2000 and 2030. They go on to further estimate that by 2030, the entire baby boomer generation (71 million Americans) will be over the age of 65. And, many of these aging adults, who wish to remain in their homes, will require a part-time or full-time caregiver creating a huge need for people to fill these positions. Additionally, the caregiver industry like so many others struggles not only with recruiting but with retention as well.
The Power of Facebook
Facebook currently boasts an estimated 1.93 billion daily active users, meaning there’s a robust, engaged audience to advertise to. Furthermore, when considering employment with your company, one of the first things potential employees do is conduct online research about your business, oftentimes, that research is done on Facebook.
For home care agencies, the first step to recruiting on Facebook is to set up a Facebook Business page that highlights your brand in the best possible light. This is an excellent place to showcase your workplace culture, employer brand, and get your employees involved.
Through posts on your business page, you can highlight what makes your company unique, the benefits employment with you offers, and why it’s a good place to work. From there, it’s about connection and reach which means increasing your brand visibility through Facebook advertising to get your content seen by both active and passive candidates.
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Why Facebook is so Important to Your Caregiver Recruiting Strategy
In the world of recruiting, there is no shortage of mediums and sources you can utilize for your recruitment marketing efforts. From traditional options like radio and print to in-person and digital hiring events, there’s no shortage of choices. However, none of them offer the same immediacy or scalability that Facebook recruiting does.
Increased Reach
Simply put, particularly in a candidate-driven market, the more qualified candidates you can reach, the higher the odds become of making a quality hire. With Facebook, you can not only expand your overall reach, but by using defined targeting parameters, you can increase your reach to candidates who are likely to be the best fit for your company.
Targeted Reach
Oftentimes, traditional advertising is a guessing game that leaves you hoping that out of the millions of people who see your ad, your ideal candidate is among them. With Facebook, you can use defined targeting parameters, and a complex algorithm to put your ad in front of your dream candidates with ease whether they are down the street or around the country.
An Audience of Passive Candidates
A passive candidate is anyone who isn’t actively looking for work but is still open to new employment opportunities. According to a report from LinkedIn-Talent Solutions, 70% of the current workforce is made up of passive candidates.
With traditional recruitment marketing, your openings might never be seen by this large talent pool, but with Facebook and social media recruiting you can put your job listings directly in their feeds. Passive candidates are a great way to build your talent pipeline with candidates who have chosen your company not because they need a job, but because they saw your ad and think they may be a good fit for your organization. In other words, Facebook helps you to reach candidates that traditional marketing wouldn’t.
Your Employer Brand, Front, and Center
69% of job seekers say that a company’s reputation is a critical factor when considering a new job. So critical, in fact, that 84% of people who are currently employed say that they would consider leaving their job if an opportunity came up at a company with a better reputation. Facebook is an ideal stage for promoting your employer brand to both existing and potential employees.
As a side note, existing employees are an often-overlooked resource. Many companies fail to realize that their employees are a big part of maintaining a positive brand on social networks. According to a study done by the Edelman Trust Barometer, employee voice is 3x more credible than corporate messaging. When you partner with Work4 and our Employer Branding solutions we give you the tools to turn your current employees into your strongest brand ambassadors by leveraging the reach of their social networks. Never underestimate the power of a personal recommendation.
What to Include in Facebook Job Posts
When creating a job post designed to appeal to your target audience you’ll need good copy about the job position and high-resolution visuals. That being said, a good rule of thumb is to keep it simple. You want to give all the pertinent information in a clean and professional design. Consider the speed at which you personally scroll through your own social feeds and determine what information can easily be absorbed in a glance. Keep it to the essentials like:
- Job title
- Job location(s)
- Wage offering
- A link to the original job posting or application
- A strong call to action (CTA) like “Apply Now!
Creating Paid Ad Campaigns for Job Postings
These days, unless you have a massive audience the reach of organic posts can be relatively low, only around 1% to 5% of your audience will see most posts. This means that you have to “pay to play” if you want to see a high success rate with Facebook recruiting. There are 3 primary steps to setting up an effective ad campaign:
Campaign Details
What is the objective of the ad? The decision you make in this step will help the Facebook algorithm to determine what you are trying to accomplish with your ad. Normally, you’ll want to choose either reach or traffic objectives. Reach means your goal is to reach as many people as possible. Traffic means your goal is to get as many people to visit your job link as possible.
As Set Details
This is where you will select who your ad will target. Think about the types of people who would be interested in this ad and who your ideal candidate persona is. Where are they located, and how old are they? What are their interests? What are their current job titles?
Ad Details
This is where the creative and copy for your ad goes, meaning the video or imagery you will be using as well as the written details you plan to include with your ad.
Recruiting Caregivers on Facebook the Easy Way
If maintaining employer branding, creating job postings, and optimizing recruiting ads seems like a lot to manage, Work4 is here to help. We have a line-up of social recruiting solutions that can be customized to your caregiver staffing needs. Contact us today to speak with one of our recruitment marketing pros and see how we can help your organization reach its recruiting goals.
