Potentialpark interviewed HR professionals about their motivation to be active on Facebook and found that they had multiple reasons for involvement. Here’s an overview of reasons why recruiters cited a preference for Facebook when dealing with young talent:
- 1. It’s more engaging. With Facebook, employers can follow a “let them come to us” strategy by setting up a business page for recruitment and career purposes. Recruiters noted that the interesting content on pages leads to comments, discussions and more personal interactions. With LinkedIn, the communication is very much one-way in the recruiting world, as employers proactively search for candidates and message them.
- 2. Facebook is where the action is. Recruiters perceive that few students and recent graduates actively update their LinkedIn profiles, whereas they are quite active on Facebook. Therefore, it just makes sense to connect with them where they already hang out online.
- 3. It’s free. Employers like that Facebook enables them to upload advanced recruitment content, such as testimonials, videos, pictures or a job search — and it’s all free of charge. This broad range of tools enables a company to showcase itself as an attractive employer.
- 4. It’s a bigger network. Facebook offers a larger audience, with more than 800 million active users worldwide, compared with LinkedIn’s user base of around 120 million members.
- 5. It’s more open. Facebook is free for all members and requires no premium accounts to use certain features. As a result, it’s a more open network than LinkedIn.
- 6. The Like button. When it comes to career website integration, Facebook takes the cake — Facebook feeds and the Like button are easier to integrate.
- 7. It’s better for branding. Recruiters report they tend toward LinkedIn and other business networks for networking, screening and recruiting. However, when it comes to employer branding activities and talent communication — especially with students, graduates and early career professionals — many prefer Facebook.