Using Facebook to Easily Connect Students and Employers

Smedstad-Headshot

Shannon Smedstad, Employer Branding & HR Social Media, Geico
Twitter: @shannonsmedstad
LinkedIn: www.linkedin.com/in/shannonsmedstad

Before we jump into the meat of this post, I’ve got a few initial questions for you …

EMPLOYERS: Does your company have a career-related Facebook page?

CAREER CENTERS: Do you have a Facebook page?

BOTH: Could you be doing more with your page?

If you answered “yes” to two out of three of these questions, please keep reading.

Most people know that Facebook is good for sharing photos and status updates. But, what if we could use Facebook as a virtual career fair platform? How exactly would that work?

facebook_logoThe Magic of Facebook for College Recruiting

You can access Facebook from anywhere: desktop, phone, dorm room, or in-between classes. You can chat with an individual or group. You can share information and link to jobs. Some recruiters already use Facebook to connect with job-seeking students.

As the manager of a corporate career page on Facebook, I have now successfully led three virtual career fairs … right on Facebook!

  • June 2013: More than 230 people engaged with recruiters over a two-day virtual career fair. Hires were made!
  • November 2013: We took a more targeted approach and attracted 75 students to our page during a one-day fair. It cost us less than $50.
  • April 2014: Co-hosted a virtual career fair with a collegiate honor society and grew our followers by 3 percent in one day and organic reach was the highest it’s been year-to-date. It’s still too early to know if we’ve made any hires—my fingers are crossed!

Advice and Lessons Learned

When it comes to social media, you have to be willing to take some calculated risks and try new things. Social platforms are designed for real time communication; we just have to be creative in our thinking to create opportunities to do just that.

To me, these Facebook career fairs fall into the low risk/low cost/potential high reward category. It’s all about the planning, promotion, human resources, and execution of the plan, not how much it costs. Here are some of my top tips for anyone interested in hosting your own virtual event:

  • Determine your audience and whether you have any existing partners that will work through this idea with you.
  • Give yourself plenty of time to create a targeted, multi-channel promotional plan.
  • Visual imagery is important in attracting talent and sharing details of the event.
  • Schedule a pre-fair call with the recruiters to talk through what to expect and how you might want to handle certain requests or situations.
  • Make sure that your page (booth) is properly manned during the allotted career fair time, and for a day or two after (questions continue to trickle in).
  • Measure results using Facebook Insights, ATS data, and feedback from the entire team to determine whether the event was successful and worth doing again.

Since our most recent event, we’ve had two student organizations reach out with interest to our team. When you can bring people, technology, and opportunities together for the greater good … it’s a beautiful thing. Thanks, Facebook.

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