Using Facebook as Part of Your Employer Branding Strategy

Facebook employer branding Young people working on a computer STudySmarter

In this article, we will delve into the realm of employer branding on Facebook. We’ll explore why it is a valuable platform for showcasing your company’s culture and opportunities. We will also provide actionable strategies and best practices to leverage its potential for attracting top talent in today’s competitive job market.

In today’s competitive job market, building a strong employer brand is essential for attracting top talent. Potential candidates want to work for companies that align with their values and offer a positive work environment.

As a recruiter, talent acquisition team, or hiring manager, you understand the importance of showcasing your organisation’s unique culture and opportunities. That’s where Facebook comes in. With its massive user base and powerful advertising capabilities, Facebook offers an ideal venue for effective employer branding.

According to a study by Jobvite, 94% of recruiters use or plan to use social media for recruiting, and Facebook is one of the top platforms used. In this article, we will explore why Facebook is a valuable platform for showcasing your employer’s brand and provide you with actionable strategies to leverage its potential.

Examples of successful employer branding on Facebook

What makes Facebook suitable for employer branding? Facebook has over 2.8 billion monthly active users worldwide and over 40 million Facebook users in the United Kingdom according to Statista. Facebook provides a diverse range of features and tools that allow companies to effectively showcase their employer brand. Let’s explore some examples of how organisations have successfully utilised Facebook to further illustrate this.

HubSpot: Showcasing company culture

HubSpot, a leading marketing and sales software company, has leveraged Facebook to showcase its vibrant company culture and attract top talent. They regularly share behind-the-scenes photos and videos, employee spotlights, and updates on company events. HubSpot’s Facebook page provides an authentic and transparent view of their workplace, highlighting their values and the opportunities available to potential candidates. By consistently sharing engaging content, HubSpot has successfully built an employer brand that resonates with its target audience.

Cisco: Amplifying thought leadership

Cisco, a multinational technology conglomerate, has effectively used Facebook to amplify its thought leadership and industry expertise. They create and share informative content related to their industry, including articles, videos, and infographics. By positioning itself as a go-to resource for technology insights, Cisco attracts professionals who are interested in staying up-to-date with industry trends. Through its Facebook presence, Cisco has established its employer brand as an industry leader and an attractive destination for tech talent.

Facebook employer branding A screenshot of a good example by Cisco StudySmarter
Cisco uses Facebook to position itself as a tech industry leader.

Why we love it

  • Industry authority: Cisco’s strategy of sharing informative content positions them as a thought leader in the technology industry. By providing valuable insights and expertise, they attract professionals who are interested in staying informed and advancing their knowledge.
  • Targeted audience: This approach allows Cisco to connect with a specific target audience—technology enthusiasts and professionals. By catering to their interests and needs, they are more likely to capture the attention of individuals who are actively seeking opportunities in the tech sector.
  • Employer of choice: By consistently sharing valuable content, Cisco strengthens its employer brand as a company that values knowledge, innovation, and continuous learning. This positioning helps them stand out as an attractive destination for tech talent looking for growth opportunities.

IBM: Engaging with talent communities

IBM, a global technology and consulting company, has taken advantage of Facebook’s group feature to engage with talent communities. It has created specialised groups focused on various areas, such as AI, cloud computing, and software development. These groups serve as spaces for professionals to connect, learn, and engage in discussions related to their respective fields. By facilitating these communities, IBM strengthens its employer brand by demonstrating its commitment to supporting and nurturing talent in specific domains.

Facebook employer branding Screenshot of IBM presence on Facebook STudySmarter
IBM uses Facebook groups to engage with different communities.

Why we love it

  • Niche focus: IBM’s strategy of creating talent communities on Facebook allows them to engage with professionals in specific areas of expertise, such as AI, cloud computing, and software development. This targeted approach ensures that they connect with individuals who possess the desired skills and interests.
  • Networking and collaboration: By facilitating talent communities, IBM provides a platform for professionals to network, learn from each other, and collaborate on industry-related topics. This fosters a sense of community and enhances IBM’s reputation as a company that supports and nurtures talent.
  • Expertise showcase: Through these talent communities, IBM can showcase their own expertise and thought leadership in specific domains. By actively participating in discussions and providing valuable insights, they establish themselves as a go-to resource for professionals in those fields.

Innocent Drinks: Injecting humour and personality

Innocent Drinks, a UK-based beverage company known for its healthy smoothies and juices, has effectively used Facebook to inject humour and personality into its employer brand. They create light-hearted and entertaining content that reflects their brand identity and values. From quirky posts to playful videos, Innocent Drinks engages its audience and showcases its fun and inclusive workplace culture. Infusing humour and personality into their employer branding efforts helps Innocent Drinks attract candidates who appreciate a vibrant and enjoyable work environment.

Why we love it

  • Brand differentiation: Innocent Drinks’ strategy of injecting humour and personality into their employer brand sets them apart from competitors. By showcasing their fun and inclusive culture, they attract candidates who appreciate a relaxed and enjoyable work environment.
  • Emotional connection: Humour is a powerful tool for creating an emotional connection with the audience. By sharing light-hearted and entertaining content, Innocent Drinks fosters positive associations with their brand, making potential candidates more likely to engage and develop a genuine interest in working for the company.
  • Cultural fit assessment: Injecting humour and personality in their employer branding helps Innocent Drinks assess cultural fit. Candidates who resonate with their brand’s tone and values are more likely to thrive in their work environment. In turn, this results in a higher likelihood of long-term employee satisfaction and retention.

L’Oréal: Leveraging employee advocacy

L’Oréal, a global beauty and cosmetics company, has successfully leveraged Facebook for employer branding through employee advocacy. They encourage their employees to actively participate in sharing content related to the company and their roles. L’Oréal’s employees share personal experiences, insights, and achievements, providing a genuine and relatable perspective on working for the company. By empowering their employees to be brand ambassadors, L’Oréal amplifies their employer’s brand message and creates a sense of authenticity and credibility.

Facebook employer branding A screenshot of L'Oreal's Facebook page StudySmarter
L’Oreal uses Facebook for their employee advocacy campaigns.

Why we love it

  • Authenticity and credibility: L’Oréal’s employee advocacy strategy on Facebook adds authenticity and credibility to their employer’s brand. By encouraging employees to share their experiences and insights, they provide a real and relatable perspective on working for the company, which resonates with potential candidates.
  • Amplified reach: Leveraging employee advocacy extends the reach of L’Oréal’s employer brand message. When employees share content related to the company, it reaches their personal networks, increasing brand visibility and attracting a wider pool of potential candidates.
  • Employee engagement and satisfaction: Employee advocacy fosters a sense of pride and engagement among L’Oréal’s workforce. When employees actively participate in promoting the company on social media, it strengthens their connection to the organisation and enhances their overall job satisfaction.

Using Facebook ads for employer branding

In addition to organic content, Facebook’s advertising capabilities can significantly amplify your employer’s branding efforts. The engagement rate on Facebook ads is impressive, with an average click-through rate of 0.9% for all industries [source: WordStream]. Facebook ads offer precise targeting options, allowing you to reach potential candidates based on their demographics, interests, and job preferences. Here’s how you can leverage Facebook ads for employer branding:

Targeted audience reach

With its extensive user base, Facebook offers access to a wide range of professionals across industries and demographics. By utilising Facebook ads, you can target specific segments of potential candidates that align with your ideal talent pool. For instance, if you’re seeking software developers in London, you can create ads that specifically target individuals with relevant job titles or interests in the tech industry within the London area.

Employer brand awareness campaigns

Facebook ads can be a powerful tool for raising awareness of your employer’s brand among your target audience. Create visually appealing ads that showcase your company’s unique selling points, values, and workplace culture. Highlight employee testimonials, company achievements, or unique benefits that make your organisation stand out. By consistently displaying these ads to your target audience, you can increase brand recognition and attract potential candidates who resonate with your employer’s brand.

Retargeting engaged users

Retargeting is a valuable strategy for engaging with users who have already shown interest in your employer’s brand. For example, you can create ads specifically targeted at users who have visited your Careers Page or interacted with previous employer branding content. These ads can provide more in-depth information about your company, highlight specific job opportunities, or offer incentives to encourage them to take the next step in the application process. By staying top of mind with these engaged users, you increase the chances of converting them into qualified applicants.

Facebook employer branding Facebook is a popular tool in employer branding and recruitment StudySmarter
Facebook allows you to create specifically targeted ads.

How you should use Facebook for employer branding

To make the most of Facebook for your employer’s branding efforts, here are some key strategies and best practices to follow:

Define your employer brand identity

Before diving into your Facebook employer branding strategy, it’s crucial to have a clear understanding of your employer brand identity. Define your company’s mission, values, and unique selling points that set you apart as an employer. Consider what makes your workplace culture special and what types of candidates you want to attract. This clarity will guide your content creation and targeting decisions on Facebook.

Create compelling and authentic content

When crafting content for your Facebook employer branding efforts, focus on creating content that is compelling, authentic, and resonates with your target audience. Share stories, videos, and images that showcase your company’s culture, employee experiences, and career opportunities. Be transparent and showcase the real faces and voices of your employees to build trust and authenticity.

Consistency and regular updates

To maintain a strong presence and engagement on Facebook, it’s essential to be consistent and regularly update your content. Post on a regular basis, whether it’s employee spotlights, behind-the-scenes glimpses, or updates on company initiatives. Engage with comments and messages promptly to foster a sense of connection and responsiveness.

Utilise Facebook Groups and Communities

Facebook Groups and communities provide an excellent opportunity to engage with a specific audience or niche. Join relevant industry-related groups or create your own community centred around topics related to your company or industry. Actively participate in conversations, provide valuable insights, and position yourself as a thought leader. This engagement helps build your employer brand’s visibility and reputation among professionals in your field.

Engage with user-generated content

Encourage employees and candidates to share their experiences and stories related to your company on Facebook. User-generated content not only showcases the positive aspects of your employer’s brand, but also fosters a sense of community and authenticity. Engage with and amplify this content by liking, commenting, and sharing it on your official company page.

Where to start with an employer branding strategy?

Getting started with an employer branding strategy on Facebook may seem overwhelming, but with a clear plan in place, you can make significant strides in building a strong employer brand presence. Here are some steps to help you get started:

Set clear goals and objectives

Define your goals and objectives for your Facebook employer branding strategy. Do you want to increase brand awareness, attract specific talent, or showcase your company culture? Setting clear goals will guide your strategy and allow you to measure the success of your efforts.

Research your target audience

Understand your target audience’s demographics, interests, and motivations. This information will help you tailor your content and targeting strategies to resonate with the right candidates.

Create a content plan

Develop a content plan that includes a mix of engaging and informative content. Consider the types of content that will showcase your employer’s brand, such as employee testimonials, videos of company events, or Q&A sessions with team members. Plan a content calendar to ensure consistent and regular posting.

Facebook employer branding Facebook careers page of BMW StudySmarter
A Facebook careers page can be your central hub for employer branding efforts.

A well-optimised Facebook Careers Page like BMW’s serves as a central hub for all your employer branding efforts. It allows you to highlight your company’s mission, values, and culture in a visually appealing and informative manner. Companies can share employee testimonials, showcase workplace initiatives, and provide insights into career growth opportunities. The Careers Page can also feature job openings, making it easier for potential candidates to explore and apply for positions within your organisation. 

Utilise Facebook insights and analytics

Regularly monitor and analyse the performance of your Facebook content using Facebook Insights and other analytics tools. Pay attention to metrics such as reach, engagement, and click-through rates to understand what resonates with your audience and make data-driven adjustments to your strategy.

Experiment and iterate

Don’t be afraid to try new approaches and experiment with different content formats, targeting options, and ad campaigns. Monitor the results closely and iterate based on what works best for your employer branding goals. Keep learning and adapting your strategy to optimise your reach and engagement on Facebook.

Sharing behind-the-scenes content provides a unique opportunity to showcase your company’s culture and day-to-day operations. It could include photos or videos of team-building activities, office events, or sneak peeks into ongoing projects. By giving potential candidates a glimpse into your organisation’s inner workings, you create a sense of transparency and authenticity, building trust and interest in your employer’s brand.

Foster employee advocacy

Encourage your employees to actively participate in your employer’s branding efforts on Facebook. Encourage them to share company updates, job openings, and their own experiences working for your organisation. Employee advocacy amplifies your employer’s brand message and adds a personal touch that resonates with potential candidates.

Companies can also use Facebook for employee spotlights, like this one from Bayer.

Companies can leverage Facebook to showcase their employees through engaging and authentic content. Employee spotlights, whether in the form of photos, videos, or written interviews, give potential candidates a glimpse into your company’s work environment and the people behind the scenes. By highlighting employee achievements, success stories, and personal experiences, you humanise your brand and create a relatable connection with your audience.

Leverage Facebook insights and audience insights

Facebook provides valuable insights and data on your audience’s behaviour, demographics, and preferences. Utilise these insights to refine your targeting strategies, understand what content performs best, and make informed decisions about your employer branding efforts.

Measure and optimise your strategy

Regularly assess and optimise your employer branding strategy on Facebook by:

  • Measuring key metrics like reach, engagement, click-through rates, and conversions.
  • Utilising Facebook’s diverse features, including optimised Careers Pages, engaging content, targeted ads, and employee advocacy, to showcase your company’s culture, values, and opportunities to a wide audience.

A data-driven approach will help refine tactics and achieve better results over time, while defining your employer’s brand identity, creating compelling content, being consistent in posting, engaging with user-generated content, and leveraging Facebook’s analytics tools will maximise the platform’s effectiveness. With careful planning and execution, Facebook can become a valuable tool for attracting top talent and establishing your company as an employer of choice.

So, take the first step and start harnessing the power of Facebook for employer branding! Showcase what makes your company unique, connect with potential candidates, and watch as your employer’s brand gains visibility and attracts the talent you need to succeed.

Share this article