Why Small Business Owners Should Try Facebook to Recruit Hires

Facebook, not LinkedIn, may be the best match for small businesses looking for new employees.
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Job post functionality on Facebook is easy to use and draws more traffic to your business's Facebook page. (Photo: Alexey Boldin/Shutterstock)

If you’re a small business owner struggling to fill a job opening, you’re not alone, thanks in part to a shortage of skilled workers. But chances are, the right people are out there and looking for employment. You may just be barking up the wrong tree.

In February, Facebook launched new functionality that lets business owners post job openings on the business’ page. Here’s how the new job search works, why you should consider using it and tips for leveraging Facebook to fill vacancies at your small business.

How it works

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“Encourage your current employees to share your job posts with all of their friends, or tag people who are looking for a job.” -Tanner St. James (Photo: Tanner St. James)

The job posting functionality on Facebook is incredibly easy to use, said Tanner St. James, hiring coordinator for Laguna Beach House in Laguna Beach, California and The Scott Resort & Spa in Scottsdale, Arizona.

Job openings can be posted directly on your business’ Facebook page or via the dedicated Jobs on Facebook page. The listing appears on your business page feed like any other post, which can then be liked and shared by your followers. It is also added to the public Jobs on Facebook page, which makes it easy for job seekers to search for work opportunities in their area.

Job seekers click the Apply Now button to apply. A form will open that’s pre-populated with information from their profile on Facebook, and applicants can edit it before submitting. Your business will receive the applicant’s information via a Facebook message.

Why it works

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For a more diverse pool of applicants, use Facebook to search for potential new hires. (Photo: AlesiaKan/Shutterstock)

Many times, businesses will try to recruit using LinkedIn. That platform is great if you’re looking for college-educated, white-collar workers, said St. James. But for small business owners looking to fill lower-paying jobs, such as a restaurant server or cashier, Facebook and its more diverse talent pool likely offers more options.

St. James said Facebook lets him reach a broader audience of associates seeking hourly, service-related positions.

Related: How to Recruit the Best Restaurant Employees

Samantha Cortez, HR manager for digital healthcare startup DrFelix, made the same point. “If you’re a pizza owner and all you need is a pizza delivery person, there’s not much of place for you on LinkedIn,” said. “On Facebook however, there are likely hundreds of potential pizza delivery people in your area.”

How to get the most out of it

If you already have a business Facebook page, leveraging the jobs tool can be easier than posting jobs on platforms like Monster, Indeed or CareerBuilder, where you’ll have to create a company profile, add a description, drop in your logo, etc. And using your existing Facebook account gives interested candidates a glimpse into your company’s culture and core values, Cortez said.

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Using your company’s existing Facebook page to search for new hires can give potential employees insight into your company and it’s values. (Photo: Samantha Cortez)

St. James suggested asking employees to promote the job opening on their own Facebook page. “Encourage your current employees to share your job posts with all of their friends, or tag people who are looking for a job,” he said. “This can create a viral post as more and more people share it.”

Jason Parks, president of digital marketing firm The Media Captain, suggested using Facebook ads to increase the visibility of your job posting. He said his firm used the ads to help a local construction company find talent in the rural areas surrounding Columbus, Ohio.

“They had been unsuccessful with the talent pool through Indeed, Craigslist and newspaper advertisements to name a few,” said Parks. By creating targeted ads for each rural area, they were able to bring in hundreds of qualified applications and hired two dozen workers within three weeks.

Related: 5 Effective Facebook Ads Your Small Business Should Model

“Facebook is a great option based off of interests, demographic targeting and location,” he said. “Since these rural areas were small, we went broad with our targeting, just serving the ads to males in the small towns between the ages of 18 and 45. We made sure to come up with clever ad copy and compelling images, which was a crucial for the success in our campaign.”

His final tip: Include a clear call to action. “Whether you are directing them to the application page on your site or enticing them to call into your office, be decisive on your call to action.”

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