Facebook Changes: 4 ways to adapt your employer branding efforts

In a desperate attempt to stay relevant to what some people claim is an increasingly disenchanted audience, especially teens, FB is soon to be rolling out a more visual and less cluttered look, consistent in look-and-feel across platforms. These changes will also enable users to filter the type of content they see. 

This is important to employers and recruiters who are using brand pages in order to engage the mass audience Facebook offers. 

Recruiters and Employer Brand Champions should be ready...
The main changes are: The News Feed stream will be more prominent, with the home page reduced from 4 columns to 3 and the right hand side news ticker disappearing.

Page posts and ads will be more visually appealing – caption overlay, larger format, and more filter options by type.
The EdgeRank algorithm, will not be affected, so this is a mostly cosmetic overhaul rather than one that lives “under the hood”
Implications for Recruiters using Facebook

[hint: content, relevance, content, relevance, content, relevance] 
Choose your page cover photo wisely: in addition to the profile pic, Sponsored Page ‘Like’
Stories will now also include the brand page’s cover photo, which will definitely influence users’ decision to ‘like’ your page.
Get Visual or Die Trying: This is basically forcing Recruiters & Employer Brand specialists using FB brand pages to take the “Visual Content” medicine or else be pushed into insignificance. Text-based status updates shouting about your jobs without compelling visuals will not be shared or work with this media channel successfully anymore (if they ever were!) 
Hit the Passion Points and Re-engage your fan base: Facebook is giving users the option to actively ‘watch’ feeds from pages they “like” – I suspect there will be more opportunities for employers and recruiters to part
with their ca$h for paid media opportunities later in the year around this part. Whilst sponsored stories are one route into the feed of your fans, the best way to increase reach is to really harness those passion points!

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