Chapter 1


How does Facebook embody the principles of modern talent acquisition and why should you adapt your employer brand narrative?


Ana Maria Mares
Digital Analytics Strategist


The war for talent has never been fiercer or more competitive than it is right now. The most educated, qualified, and desirable job candidates have an unprecedented level of choice in their employment, and businesses now more than ever have to depend on a strong employer brand and a well-built recruitment funnel for sourcing and hiring top talent. This means putting out strong messaging in a deliberate way, but it also means not being shy about leveraging every tool at your disposal.

In this eBook, we’ll be discussing a tool that has sometimes gone overlooked in the world of recruitment—but a tool that, nonetheless, embodies many of the principles of modern talent acquisition: it rewards valuable, instructive content; it seeks to make businesses more open and accessible; and it pushes users to make their messages as relevant as possible to their target audiences.

That’s right, we’re talking about Facebook.

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Of the seven billion people on this planet, two billion use Facebook at least once a month. Each day, Facebook has more than a billion unique visitors. Its group functionality attracts users with all sorts of niche interests and talents, and its ads platform has some of the most comprehensive targeting options among social media sites.

Screenshot 2020-07-29 14.05.08In the United States, the average person spends 40 minutes a day on Facebook. Around the world, Facebook processes more than 4 million status updates, images, and comments every minute.

What better place to spread your employer brand and try to source qualified job candidates for your company? Where else can you reach passive and active job candidates alike in such overwhelming numbers?

That’s not to say that leveraging successful recruitment marketing on Facebook is easy. It’s often difficult to know where to start, and businesses might easily become daunted by the complexity of the platform.

On the other hand, the complexity (from granular ad targeting options to a wide variety of formats for promoted content) is part of what makes the platform so valuable. Luckily, businesses don’t have to face this challenge alone.

Over the course of this eBook, we’ll offer insights and best practices for managing a recruitment-focused corporate presence on Facebook, as well as a detailed guide to using the platform’s built-in targeted ad functionality in order to expand the reach of your employer brand and source candidates who might one day become vital members of your team.

If you’re a complete Facebook novice, we hope that this guide will help to get you started as you explore the many ways in which Facebook can aid your recruitment efforts. While not exactly a how-to guide per se, it lays out the basic foundational knowledge to get you situated and provides you with guideposts for adapting your existing employer brand narrative into a new, sometimes confusing medium.

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If, on the other hand, you’ve already got some Facebook recruitment experience achieved, we hope to provide you with new insights, useful perspectives, and general tips and tricks to help you boost your existing efforts and entice more qualified applicants into your recruitment funnel.

Let’s get started!