Each month, we analyze the employer brand of a well-known tech company for examples, tips and best practices you can apply to your own recruiting efforts. This month, we’re looking at Facebook.
Ah, to be a recruiter at Facebook.
A multi-billion dollar budget? Check. At or near the top of every “Best Places to Work” list? You bet. The opportunity to contribute to one of the world’s most popular websites? Just another day at the office. The selling points Facebook’s recruiters have at their disposal are nearly endless. Life must be one big cakewalk, right?
Actually, not so much.
Sure, the House That Zuck Built doesn’t struggle to attract great candidates, but this isn’t just a byproduct of its past (and current) success. It’s the result of a strategic plan, smart decision making and a tremendous amount of hard work. We dug into Facebook’s employer brand for some insight into the company’s approach and came away with three tips every recruiter can implement to improve their hiring results.
1. TELL A CONSISTENT STORY
It goes without saying that your employer brand should accurately reflect your organization, but regardless of the direction your employer brand takes, telling a consistent story is key. Taking the time to define your corporate culture and values will be for naught if your messaging delivers a confusing or inconsistent experience.
Facebook understands the importance of telling a clear story and applies this tactic to great effect on its careers page. The company’s messaging is relentlessly aspirational, demonstrating the culture and attitude of its team at every step of the applicant journey. Job seekers aren’t being asked to apply. They’re being asked to help change the world.
This consistency also extends beyond the company’s careers page. Take a look at the introduction for this job description:
- Facebook's mission is to give people the power to share, and make the world more open and connected. Through our growing family of apps and services, we're building a different kind of company that helps billions of people around the world connect and share what matters most to them.
It’s a well-crafted message that aligns with Facebook’s employer brand, but what’s more impressive is the fact that every single one of the company’s job descriptions starts with this same paragraph. Every applicant that views one of the company’s job descriptions — regardless of function, geographic location or seniority — is introduced to Facebook in the same manner.
Key Takeaway: Whatever shape your messaging takes — and it’s important to note that your approach doesn’t have to sound anything like Facebook’s — consistent application will ensure candidates come away with the right impression. Dial in your voice and tone, and apply it to all of your recruiting channels in a consistent manner.
2. GET YOUR MANAGERS AND EXECUTIVES INVOLVED
Your people are the face of your employer brand. In a perfect world, they would embody everything your organization stands for and serve as ambassadors to potential candidates everywhere. Getting to this point may sound difficult, but if you’ve developed cultural values that accurately reflect what your company and its employees stand for, it’s entirely achievable.
The trick is making sure your people are taking every opportunity to get in front of job seekers and promote what makes your company an ideal workplace. Your entire team can contribute here, but showcasing your managers and senior leadership should be your top priority. More than 60% of American workers consider their direct supervisor to be the primary influencer of their job satisfaction and engagement, which makes these people powerful recruiting tools if properly utilized.
Facebook understands the critical role its managers and senior leadership play in recruiting top talent and has made them a core pillar of its recruiting strategy.
Key Takeaway: Your organization probably doesn’t have major news outlets beating down the doors to interview managers and execs for in-depth articles, but that doesn’t mean you can’t apply this tactic to your own employer branding efforts. Consider pitching executive profiles to niche industry publications and websites. They’re always looking for content, and odds are good they’ll be very receptive to your offer. Or encourage your managers to participate in local events like meetups and hackathons to interact with potential candidates on a face-to-face basis. And don’t forget about your own resources. Your blog, social media profiles and corporate newsletter let you showcase your managers and senior leadership to potential candidates. There are countless opportunities to get your people out in the community. You just have to look for them.
3. OFFER VALUE-BASED BENEFITS
Benefits and perks may not be the first thing that comes to mind when you think of your employer brand, but in many ways, they serve as the most tangible proof that a company believes in its own culture.
Facebook leaves nothing to doubt in this regard, providing a package of benefits and perks that align with its stated beliefs. Let’s take a look at a few examples from its benefits page:
We’re committed to building a healthy community — one person at a time. But health is more than just getting the care you need. It’s about getting and staying healthy in all areas of your life. Our programs can help you do just that.
Facebook follows through on this front with a full suite of benefits (medical, dental and vision), a second opinion service and a wellness allowance to support healthy lifestyles.
We strive to be a great place to work for people with families. Our programs make it easier and give you an extra hand to make sure your family feels cared for at every stage of life.
Once again, Facebook walks the walk. Paid leave for new parents and family planning services (adoption, surrogacy assistance and baby cash) demonstrate the company’s dedication to its employees’ families.
We want to make your workspace as convenient as possible so you can focus on connecting the world. Every office is unique to meet your needs, save you time and help you focus.
Facebook knows the little things aren’t so little for many of its employees, and delivers on its promise of providing a convenient workspace. Transportation support, catered meals and a stocked kitchen are just a few of the perks it provides.
Key Takeaway: Your firm may not be in a position to provide lavish benefits and perks, but that’s not a deal breaker. Remember, the point is to demonstrate the company’s commitment to its stated values. Does your organization value philanthropy? Provide an extra day of PTO for employees to volunteer in the community. Is health and wellness a priority? Start a running or cycling club. Is professional development important? Something as simple as a Lynda.com subscription will help your employees expand their skill sets. There’s nothing wrong with starting small, and practicing what you preach always goes a long way in wooing potential candidates.
We could go on here, but we limit ourselves to three tips per Breakdown so we’ll stop. But if your employer branding efforts would benefit from a little inspiration, make sure you check out what Facebook is up to. You won’t be disappointed.