Every week we comb through the news to find employment trends affecting the hospitality industry so you don’t have to. This week’s topic: Facebook marketing in the hospitality industry.
Did you know that 69% of adults in the U.S. use Facebook? With almost 3 billion users worldwide, Facebook is one of the most popular social networking sites out there. While its main purpose was originally to connect family and friends, it has now evolved to include a marketplace, a jobs section, and more.
The jobs section has become increasingly popular as a means to recruit new candidates. Currently, businesses can post an ad (for free) detailing their open position. From there, candidates apply directly through Facebook. Using Facebook as a place to advertise job openings is beneficial for several reasons, including:
- It’s easy to use. Candidates can apply to a job without ever having to leave the website/app.
- You can reach a large audience. Facebooks active users have a wide array of interests, skills, and experience.
- Help share your mission. Getting in front of a wide group of candidates means spreading brand awareness.
- Reach candidates where they spend their time. On average, Facebook users are on the site 38 minutes per day, whereas the average visit duration on Indeed is just over 6 minutes.
There are several reasons businesses are turning to social media for advertisement and recruitment. One of them is to attract passive candidates, AKA people who aren’t seeking employment, but are open to new opportunities. As opposed to Indeed where candidates are actively looking for a new job, Facebook is primarily used as a social networking site, so it’s easier to get in front of passive candidates.
When advertising on Facebook, we suggest using the following tips to ensure you find the most success:
- Create a clear and accurate job description to minimize any confusion from candidates.
- Have a team member dedicated to fielding applications to keep the process speedy.
- Keep your company page up to date so job seekers can learn about your business before they apply.
- Be mindful of company reviews, which will either encourage or discourage people from applying. All reviews should be responded to, especially negative ones. This will show candidates that you take feedback seriously.
Because of its’ versatility, Facebook has become one of the best places to advertise and find open positions. When creating a recruiting strategy, consider thinking outside the box and catering to where candidates spend their time.