When it comes to looking for hourly workers, hiring managers often fall back on the traditional methods: newspapers, flyers, job portals. These aren't necessarily the best places to get in front of qualified candidates. Most young people aren't reading newspapers; flyers have a very limited reach; and if a candidate is browsing online job boards, they're likely applying to a dozens of jobs - who knows if they're actually interested. That's why we recommend using social media. You can target people who have expressed interest in your brand and, best of all, there are a lot of free options.
As of June 2019, there are 1.59 billion daily active users on Facebook. So how do we make use of this high volume of audience on Facebook to fit your hiring needs? There are several methods: Facebook community groups, company’s Facebook pages, Facebook job advertisements.
1. Facebook Groups
Facebook groups are one of the best ways to go about hiring hourly workers - it helps to gather people with similar interests and build a community around it. Information circulated in these groups are targeted and relevant to each specific community and thus allowing the job advertisements to reach people who are already interested in them.
Unlike Facebook pages, Facebook groups require a different approach in order to fully utilize their functions. Before advertising about your job vacancy, you’ll need to know the crowd that you’re looking for. In the hourly workers space, you should probably look into local employment groups - avoid the ones that are global or overcrowded. You wouldn’t want your employees to be located five hours away from your business or to have your job advertisement getting pushed down within a few minutes of posting.
How to go about finding the right Facebook groups to join
There are too many variations of Facebook groups for you to join. So how do you narrow down to the ones that are suitable for your business?
Facebook’s advanced algorithm makes it easy for you to find exactly what you are looking for.
In the search bar of Facebook, use keywords that are specific to your business. If your business is located in San Francisco, opt for keywords that highlight the location like “hourly jobs in San Francisco”. If you are looking to hire specific job roles like baristas, use keywords like “barista jobs”, combine it together with the location of your business to make it more targeted - “barista jobs in San Francisco”.
Chances are that there are many other groups out there. You can get creative with the names of your keywords like “employee”, “jobs”, “hiring”, “hire”, “work”, “workers” etc.
2. Creating a Facebook Business Page
To reach out to more potential applicants and build your employer branding, you can start by creating a Facebook page. Audiences following businesses’ social accounts allow for a greater chance of conversion since they have already established brand loyalty towards a business.
To start off, proceed to this Facebook link and follow through the guided steps:
- Select “Business or Brand”
- Select a Page Name and Page Category - your page name would usually be your business name to build brand association; your page category would be the industry in which your business lies in.
- Add the required information from Facebook
- Add a profile picture - this is typically your company’s logo for easy brand association
- Add a cover picture - it’s encouraged to be creative here! If you are hiring hourly workers in this period, you could put up creative job search banners as your cover picture.
- Fill up all additional information such as your page description in the settings bar on the top right hand corner of your Facebook page
After creating a Facebook page, it is encouraged that you start posting some content on your page - it can be in the form of videos or pictures to showcase your business, or even short descriptions that give audiences a clear understanding on what your businesses do.
When you start to gain a following on your Facebook page, you may start creating job advertisements and posting them onto your Facebook page.
3. Produce High Quality Content to Showcase Company Culture
Producing high quality content is key to advertising jobs on Facebook. Each content piece that you post on your Facebook page should help your audience paint a picture of your business. If you’re running a restaurant, you can post high-quality pictures and videos of the food you serve, share new menus or promotions. Include engaging copywriting with these images and videos to appeal to your audience.
The importance of video content extends much further than the importance of high-quality pictures. Numerous studies have shown that videos are far more engaging than content with pure pictures or text. Make use of these variations of content types to appeal to your audience.
With strong content, your business would appear professional and appealing to your audiences. Moreover, it helps you build your brand image and showcase the nature of your business to potential applicants. These content pieces will help you attract more followers to your page and increase your business’s visibility during the hiring season.
4. Maintaining and Manually Promoting Your Facebook Page
Running ads on an empty and unorganized Facebook page will not bring in the results that you want to achieve. It takes time to build and maintain your Facebook page before you start running your job search ads on your page.
The key to maintaining your Facebook page is to update it on a regular basis and be creative. The biggest imperative is having a content calendar set up for your Facebook page. A content calendar is one where you plan in advance for the content that you would like to publish on your page on selected dates with a fixed frequency.
Frequency of posts
One of the most common questions businesses asked was how many times should I be posting on Facebook? You wouldn’t want to be posting too much and end up spamming your audiences, and neither would you want to miss your opportunity of engaging your audiences by posting too little. It is recommended to post one post per day on Facebook to avoid having your posts perceived as spam.
Sharing regular updates help keep your audiences and potential employees up to date with your business. If you are currently running an existing Facebook page with a following from your target demographics, you can start putting up ads on your job hunt.
With Facebook’s schedule function, you will be able to pre-schedule all your social media posting without worrying about being on standby to post every day.
Answering machine and interaction
Staying responsive on your Facebook page helps you communicate with your prospective job applicants as quickly as possible. Pages which are responsive also gets awarded with a responsive badge by Facebook.
In the settings section of your page, there is a drop-down with a “messaging”. You are able to set up automated responses under “response assistant” so that you can engage the audiences who opened a chat window when you are not online by sending instant replies. You can customize this to any greeting or advertisement of your choice.
There are numerous ways you can attract followers other than simply pushing ads out.
You will need to understand who are your targeted demographics and tailor each piece of content to appeal to them. Having more followers ultimately mean a larger pool of potential employees too.
5. Utilizing Facebook Ads
When you are done with the basics of creating and maintaining your Facebook page, it is time to look towards promotional strategies like ad campaigns.
A good ad campaign not only brings customers to your business, but also, it helps you attract potential new employees.
Understand Facebook ad promotion
At the top bar of your Facebook page, you’ll find an “ad center” tab where you can create and maintain your ads. You can start off by selecting the “promote” function on the top left corner of your Facebook page. Here, you can select the type of promotion that you would like to run.
In this particular context of hiring, it will be ideal to run ads that help you generate leads.
Creating a lead generation ad
A lead generation ad helps you collect information from your targeted audience with a form. You can set up ads that promote the job role that you are hiring for and use the form to collect details of interested applicants and reach out to them.
The few main things to include in your form would be
- Contact number
- (Optional) Some short answer qualifying questions
Select a photo that depicts the kind of job that you are trying to hire for or select a fun photo of your company to showcase your team culture. Include creative copies to capture the attention of your target audience.
Now that your ad is done, you need to think about who you would like to target your ad to. Since your goal here would be to hire hourly workers, your target audience for your ad should go towards millennials or students who are seeking for a job while studying concurrently.
With all the data that you have, you can post these ads onto the Facebook groups that were covered in the earlier part of this guide. This helps you get your ad out to a targeted demographics who are also active job seekers.
6. Ad Bidding
For your ad to reach your targeted demographics effectively, ad bidding is essential - you will be competing with your competitors to reach out to your target audience and interest them in what you have to offer.
Facebook has a standard automated Facebook ad bidding setting for your campaigns but it does not necessarily reap the best results. In order to launch your ad’s full potential, you will have to do custom aid bidding.
Advertiser bid is the amount of money you are willing to invest in your ad. Bidding too low can bring in results but the outreach volume will be compromised. On the other hand, bidding too much can mean throwing money freely.
Ad quality and relevance
Ad quality is very much similar to your overall page quality. Facebook will determine the value of your ad through the means of testing - if your ad receives negative feedback, the value of it decreases; if your ad receives positive responses, the value of your ad increases, and so does the chances of your target demographics.
Similarly, ad relevance is tested in the same way - if your targeted demographic responds poorly to your ad, the ad relevance is low and if your targeted demographics responds well, your ad relevance increases.
To estimate the action rates of your advertisement, Facebook gets feedback from your targeted audience based on how likely they are to click on your ad combined with their past behavior.
Photo credits: https://www.themedialab.me/usa-social-media-statistics-2019/
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