Facebook is a great way to stay in touch with family and friends because it’s the largest online meeting place. Perhaps you haven’t considered that it’s equally productive for business purposes for exactly the same reason. In fact, if you’re in the market to do some hiring, you’re bound to find your next employee on Facebook.
Here’s why—Facebook has been online for 16 years and they had almost 1.7 billion active daily users by the end of 2019. That means there are millions of men and women between the ages of 18 and 65 on Facebook every day. People are drawn to Facebook, in part, because they enjoy how interactive it is. That makes Facebook a huge resource for hiring and recruitment for home health care staff.
Recruiting Top Talent with Facebook
Facebook’s platform is evolving in ways that get better and better for business. Over 60 million businesses have active business pages and you should too. Hiring and recruitment with Facebook are virtually effortless when you know how to use Facebook for the task.
If you don’t have a Facebook business page, it’s as easy to set up as it is to set up a personal Facebook page. Just follow this 4-step process:
- Go to facebook.com/pages/create. Select the box for business/brand.
- Add your business name to your page and write up a summary of what your business does for the “about” section.
- Add a profile photo and a cover photo. Many businesses like to use their logo for their profile photo. The cover photo can be anything that you feel best represents your business.
- Your slogan
- A photo of your business
- A group photo of your staff
This link will help you get the dimensions of your photo right for various mobile devices.
- A call-to-action that asks your visitors to visit your website, call your number or inquire about a career.
Post the Right Content for Caregiver Recruitment on Facebook
As a general rule, whether it’s a blog article, an event, or anything else, your visitors will be more responsive to soft-sell content. Remember that people pull up their Facebook accounts mostly or entertainment. Good business content will distract them from it, but a hard-sell will likely be a turn-off.
Here are some things to keep in mind when writing a social media job post:
- Make it relevant
- Let your brand shine
- Offer a soft call-to-action by asking them to “comment,” “like,” or “share”
- Don’t use job postings every day
- Answer their questions in your ad-hiring right away, all shifts available, etc.
Here are some ways to apply those tips:
- Add short videos of your staff talking about why they love their job (and your brand).
- Short videos of your clients expressing appreciation for a particular caregiver.
- Give a shout-out to your newest employees.
- Photos of cheerful, hard-working staff doing what they do best.
- Sharing blog content that’s geared toward caregivers.
- Lead them to other relevant content like education opportunities or additional training.
Creating a Great Social Media Job Post for Home Care
In keeping with the soft-sell approach, list the essential information, but don’t give everything away in one post. Here’s a tip for what to include:
- Job title
- Location
- Link to where they can apply
- Call to action link to see the job description or apply today
You can post your job ad as a regular post. Facebook lets you post a job as an official job post.
if you have room in your budget and you want greater visibility or your job post, you can also use a paid ad or your job post. To run a paid ad, you can “boost a post” or go into Facebook Ads Manager and create a paid ad campaign to highlight your job post.
To boost a post, just click on the “boost” box and follow the intuitive steps. Limit your boost to about a week for the best results.
In setting up your ad, pay attention to the geographical radius that you want to attract talent from. Choose the broadest audience possible while being mindful of your budget.
Support Human Resources with a Winning Facebook Recruitment Campaign
If you want to expand or segment your audience for hiring and recruitment a bit more, you can also run ads on Instagram (just FYI, Facebook owns Instagram) by using the Facebook Ads Manager. This makes it easier to track your analytics to assess your results and it gives you more control over producing and maintaining your ads.
The same soft-sell rules apply:
- Define your audience broadly.
- Think strategically about whether to place your ads on feeds, stories, videos, on Instagram or inside Messenger.
- Review your analytics and make changes to your ads two or three times a week.
- Expect your results to vary quite a bit. Take note of ads that aren’t performing well.
Analyze Your Results and Revamp Your Hiring and Recruitment Strategy
When you put the right content on social media and properly optimize it, it can be a real asset for recruiting senior caregivers.
Remember that there are thousands of people looking for jobs on Facebook, so it pays to engage with them in on a platform that they love and already have a comfort level with. Be sure to follow up with prospects for employees as quickly as possible. If you don’t respond in a timely manner, you may appear disingenuous and it could damage your brand.
When you use Facebook to recruit senior caregivers, you’re meeting them where they’re at and you’re introducing your brand at the same time. Even if it’s not the right time for them to answer your ad, they will know where to find you when they’re ready, and they make like or share your ad for now.
If you need help hiring Caregivers. Senior Care Clicks can create a winner Pay Per Click Campaign on Facebook to recruit quality caregivers for your Senior Care Business.
Karina has spent most of her career working in the senior care industry, mostly as a digital marketing manager for home care and nursing home facilities. With 8+ years of hands-on experience in digital marketing to her credit, Karina also worked as a consultant for senior care businesses. As someone who cares deeply for seniors and has expert skills in digital marketing, Karina founded SeniorCareClicks to fulfill her passion for her permanent career.
Karina and SeniorCareClicks have been featured in Home Health Care News, HomeCare Magazine, Forbes, The Nursing Home Podcast, and other media. Karina is “the premier expert in senior care marketing”!
