It is no secret that employers are using Facebook as part of their employer branding and recruitment communication. If the initial phase of social recruitment process was all about turning your target audiences into followers, the time has come to move forward. The analysis on Social Recruitment Monitor index scores of Top 10 global employers shows that employers’ activity and engagement level on Facebook has increased over the year despite decline in population growth. And this raised an interesting question: Why is population growth of employers’ Facebook page decreasing when employers are putting more efforts to update and engage their target audiences? Let’s take a look back at what happened in Q2 of 2015 and compare it to previous years.
Top 10 global employers using Facebook for recruitment in Q2 2015
In order to study which global employers performed best in Q2 of this year using Facebook for their employer branding and recruitment, we carried out an analysis by the Social Recruitment Monitor using the average weekly SRM index scores – a calculated metric that is defined by a series of weighted variables that determine an employer’s popularity, activity and interaction. Based on the average SRM index from January on, we can see that the G4S leads the following top 10 list.
Although there are signs of a small decline in popularity of using Facebook as a social networking tool, it still has the largest active user base worldwide. Many HR/recruitment departments acknowledge the importance of connecting, engaging and hiring via a dedicated careers channel or a career tab on a company’s corporate Facebook brand page.
According to the Social Recruitment Monitor, the average growth of the Top 10 global firms’ Facebook page-likes has declined over the last 3 years. This could be due to the large existing fan base who have been Facebook members for the past years and there is a lack of relative growth in new Facebook users which limits popularity growth of the companies’ Facebook pages.
Unlike the decline in popularity, there is a gradual growth in the average number of Facebook posts per week as most firms have regular schedules planned for their updates. Furthermore, according to the content analysis, more employers are updating posts that are ideally designed for Facebook.
The majority of the updates shared contain visual content in the form of photos. Also in 2015, this is the most popular way to grab one’s attention and let them experience their employer branding.
Facebook engagement includes likes, comments and shares of employers’ Facebook posts by Facebook users. There has been a minor decline in engagement level between 2013 and 2014 but, engagement level increased significantly from 2014 to the second quarter of 2015.
Overall, companies are increasingly more engaged with their target audience in Q2 of this year and have provided more content on their Facebook to stay active on social recruitment. One of the possible reasons for increasing Facebook activity and engagement despite declining popularity could be due to employers’ rising interests in paid advertisement on Facebook for recruitment.
An employer’s use of paid advertisement would boost their company’s appearance and posts on Facebook users’ timelines and this could further stimulate interaction between the employer and target audience. Therefore, it will be interesting to observe how employers will continue to attract new pools of talent for future popularity growth while maintaining active relationships with existing target groups.
Another potential reason for increasing engagement and activity could be explained by employers’ rising inclination in letting their employees to share employers’ Facebook contents via individual social network. According to 2015 Social Recruitment Management Benchmarking survey conducted by Maximum, it was revealed that 74% of employers want their employees to share content through their own social media which was more than 50% rise from 2014. Such phenomenon could be due to rising popularity of ‘Social referral’ among employers where they leverage on their employees’ networks to expand reach and engagement to target audience.
The numbers presented in this article give you an overview of developments in Facebook popularity growth, activity and engagement over the year from 2013 to the second quarter of 2015. If you are interested to learn more about the performance ranking week by week of individual country’s employers on other social channels like Twitter, Instagram and YouTube, visit the monitor on www.socialrecruitmentmonitor.com
We are excited to see future trends of employers’ use of Facebook in social recruitment and look out for our insights on upcoming changes.