In the first few chapters, we skirted around the idea of having a Facebook career page that’s separate from your standard corporate page, with a focus on your employer brand and company culture.
Now it’s time to dig into our reasoning on that matter. We consider maintaining a separate page for this purpose to be another best practice for Facebook recruitment marketing, but why, exactly, is this separation important, and how does it help your broader recruitment efforts?
Essentially, it all comes back to the algorithm. If you’re posting a mix of recruitment marketing and traditional marketing content on your corporate Facebook page, any given post is likely to be relevant only to a segment of your audience.
Sure, there are people who are interested in your company both as potential applicants and as consumers (and those people’s perception of your employer brand will affect their buying habits), but let’s assume that the majority of your followers aren’t.
That means that each piece of employer branding content will be irrelevant to the consumer segment of your follower base, and vice versa, and Facebook will penalize you by showing your posts to fewer people.
Segmenting Your Audience
Given the difficulty of optimizing one page to reach two different audiences, most larger companies have adopted the strategy of utilizing a separate page for their employer branding.
In this way, it’s possible to create an audience that consists exclusively of Facebook users who are interested in learning more about your corporate culture, mission, and values, meaning that Facebook will deem your posts to be more relevant than they would be if they were targeted towards both potential buyers and potential applicants.
The result, if you’re posting quality content, will be improved reach and engagement for both pages. This division of audiences will be especially crucial when it comes to advertisements and sponsored posts.
Because Facebook gives businesses the option of targeting posts specifically to users who already follow or have engaged with your page, a more segmented audience can actually make your advertising more effective in terms of both cost (since Facebook’s price per click is determined in part by the “relevance score” we mentioned above) and lead generation.
In this way, a separate career page helps to support the advertising workflows and best practices we’ve outlined above.
