I was talking to some postgraduate business and IT students (Overeducated and under experienced for Jobs of tomorrow) and asked them who has the Facebook account. I wanted to show how deep the Facebook penetration actually is. I got more hands up than that I could count. So I reversed the question – and asked who doesn’t have or didn’t use his Facebook account in the last week. I have 3 hands up. In the group of 80 people.
I asked them if they bought papers (any papers) in the last 7 days. Two bought local classified advertising paper looking for flats to rent. One bought photo magazine and one other bout a gardening magazine. Same 80 people.
All are postgraduate students, and all are looking at the job market. All are exactly those you will want to target with your jobs advertisements. So where will you advertise?
To look into it even further – the question is how will you actually advertise there. Facebook and LinkedIN will gladly take your money. Since those are ‘Cash Hungry’ businesses. Twitter and most other social networks do not provide a facility where you can just bluntly dump your advertising budget. It is a known fact that the proper ‘usage’ of a social networking site will give you far better results that advertising on the same site. Painfully small is a list of jobs filled from the advertisements on Facebook or LinkedIN. The way one sources the candies from the Social Networking sites is by constant branding, inbound marketing, networking – all the opposites from classical advertising.
Facebook seems like the best place to invest 90% of your recruitment marketing budget from todays perspective. Tomorrow? Ahh… it will probably change again… Just remember, it will never be the same as it once was, and the wheel will never start turning back. Where you will invest next year, is most likely into something that does not even exist today.