How Employers Can Navigate the Facebook Algorithm Changes in 2023 to Build Employer Brand and Attract Talent

Introduction

In today’s competitive talent landscape, employers are increasingly turning to social media platforms like Facebook to build their employer brand and attract top talent. However, navigating Facebook’s ever-changing algorithm can be a daunting task. This comprehensive guide aims to demystify the algorithm, offering actionable insights and strategies for employers who are using Facebook for recruitment and employer branding. We’ll also incorporate the principles of Gary Vaynerchuk’s “Jab, Jab, Jab, Right Hook” strategy to provide a holistic approach to social media marketing.

Understanding the Facebook Algorithm

The Basics

Facebook’s algorithm is designed to prioritise content that fosters “meaningful interactions.” This means posts that generate engagement—likes, comments, and shares—are more likely to appear in your audience’s News Feed. Understanding this is the first step in crafting a successful Facebook strategy.

The Shift from Over posting to Quality

The concept of “over posting” has evolved. Whilst it used to be that posting too frequently could mark your content as spam, the algorithm now places more weight on the quality and relevance of what you’re sharing. However, over posting can still lead to audience fatigue, so it’s crucial to find the right balance.

The “Jab, Jab, Jab, Right Hook” Framework

Jab 1: Value-Driven Content

The first “jab” is all about providing value to your audience. This could be in the form of industry insights, tips for job seekers, or even employee testimonials. The goal is to establish your brand as a thought leader in your field.

Jab 2: Interactive Content

The second “jab” should focus on engagement. Think polls, quizzes, or interactive videos. These types of content not only boost engagement but also provide valuable insights into your audience’s preferences and needs.

Jab 3: Humanising Your Brand

The third “jab” aims to humanise your brand. Share behind-the-scenes looks at your company, employee spotlights, or community involvement stories. This helps to build a more authentic connection with your audience.

Right Hook: The Call to Action

The “Right Hook” is your ultimate goal, whether that’s encouraging applications for a new job opening or promoting an upcoming webinar. The jabs set the stage, making your audience more receptive to your call to action.

Organic Posting Frequency: Best Practices

When it comes to organic posts, or “jabs,” a good rule of thumb is to post at least three to four times a week. This ensures you’re consistently engaging your audience without overwhelming them, aligning perfectly with Facebook’s focus on meaningful interactions.

Leveraging Paid Campaigns for Recruitment

Importance of Diverse Ad Formats

Facebook offers a plethora of ad formats, including Lead Ads and Landing Page Ads. Utilising multiple formats is crucial because Facebook’s algorithm is adept at showing users the type of ad they are most likely to engage with. A perfect paid campaign should consist of Images, Videos, and Carousels and also utilise both the Lead Ad format and the Landing Page format.

Lead Ads

These ads simplify the application process, allowing potential candidates to submit their information without leaving Facebook. This increases the likelihood of capturing high-quality leads.

Landing Page Ads

These direct users to specific pages on your website, offering a more targeted user experience and potentially higher conversion rates.

Analytics and Adaptation

Monitoring your analytics is vital for understanding the ROI of your campaigns and making data-driven adjustments. Use Facebook Ads Manager to track key performance indicators and adapt your strategy accordingly.

Conclusion

Mastering Facebook’s algorithm is essential for any employer looking to leverage the platform for recruitment and branding. You can create a compelling and effective Facebook strategy by understanding the algorithm’s focus on meaningful interactions, incorporating the “Jab, Jab, Jab, Right Hook” strategy, and effectively utilising both organic and paid campaigns. This comprehensive guide provides you with the tools you need to navigate the algorithm and resonate with your target audience, ensuring that you attract the high-quality talent your organisation needs to thrive.

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