Sure, a paid campaign would be the best option if you want quality reach, but don’t underestimate how many more impressions you could gain by organically sharing your job advert. It would cost nothing on your part and only increases your chance of receiving the right talent for the role. But, is there anything more to organically sharing other than sharing on your timeline? The simple answer is, yes! Here are the full 6 steps you need to take to maximise your organic reach.
1) DOES YOUR JOB POST HAVE THE SHARE-FACTOR?
It’s like the X-factor except it needs to look appealing rather than sound. If you can, you want to avoid uploading an image with a bunch of text written on. This approach looks cheap, pixelated and more importantly, shows a can’t be arsed attitude. Who would want to work for a company like that?
You ideally want a link which takes the candidate to the application page and a snazzy, eye-catching image which features a few buzzwords, logo or graphics to make your advert pop and to avoid pixelation ensure you have the correct image ratio. Finally, optimize your post by tagging any other relevant accounts if you’re posting on behalf of a company and any hashtags you think would help boost results. The subtitle is down to you and how you want your brand image to come across. Check out these two examples below for inspiration:
2) POST ON YOUR PERSONAL AND/OR WORK TIMELINE
Okay, so you’ve created your amazing job advert, now what? Well, now you post on your company page and personal page. But before you do, read on to step 3…
3) SET-UP ORGANIC PAGE TARGETING
This feature seems to be Facebook’s guilty pleasure as it’s not as easy to find! First, go to your company page settings, click general and then click edit on Audience Optimization For Posts and then tick the box. Now you’re ready to organically target!
When you share your job link (or URL shortener) you’ll see a small crosshair symbol, click this and now you can specify your preferred audience. Though, this only targets followers of your page – so work on bulking up your followers if you haven’t already.
4) ASK YOUR FRIENDS TO SHARE
Sure, not all your friends will be interested in your job advert, but one of their friends might be. Ask them to share your post or send them the post URL to make it easier (click on the date of when your post was published, now your address bar will have the exact post URL)… You’re welcome.
5) SHARE YOUR JOB IN A RELEVANT GROUP
Don’t underestimate the power of Facebook groups, there is surprisingly a large proportion of the UK packed into one page. Although not very targetted, you still want to achieve as much reach as possible on a budget (or in this case for free!). The easiest way to do that is by searching for jobs in [Location] in Facebooks search bar. On the next page, click Groups at the top and it will list all pages which match. Some groups only have up to 1000 members, but others have around 21,000! That’s a possible 21,000 people in the location your job advert is based viewing your job for free! You don’t have to restrict yourself to location but it seems to be the most dominant category for job groups.
6) RE-SHARE YOUR JOB A WEEK BEFORE THE CLOSING DATE
Finally, you’ve done all you can to gather as much organic interest as you can on Facebook, there’s just one more thing… One week before the closing give your audience a nudge by re-sharing your job post. If your job is running for more than 2 weeks then re-share it once a week… but not every day.
Want to know more about how you can utilise social media as a seller tool? Follow me here for daily updates: LauriewoodUK, SocialLite @TMPworldwideUK.
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