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Understanding Facebook Demographics for Recruitment

Understanding Facebook Demographics for Recruitment






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  • Thanks for joining. We’ll get started in just a few minutes as we wait for a couple more people to join.Reminder to record!!!!Hi everyone and thanks for joining us today for another installment of our social recruiting webinars. Today’s topic is Recruiting on Facebook – Understanding the Demographics.All other webinars in this series are recorded and posted on our website at employers.identified.com/events.
  • I’m Jennifer Picard, the Product Marketing Director here at Identified.Identified Employer Solutions are Facebook Recruiting Solutions for the social employer. We help companies successfully recruit on Facebook through our job posting app, passive search tool, and Facebook advertising. To learn more about the benefits of working with Identified, please type us a quick message in the chat box, and we’ll follow up with you after the webinar.Today, we’ll be covering Facebook Demographics, and what they mean for recruitment.
  • The key takeaway of this webinar is to review what makes Facebook a great tool for recruitment. We’ll cover some of the stats that make Facebook unique, the demographics of it’s users, how job seekers are using Facebook, and the tools available to help you find top talent.Let’s get started by taking a look at how employers use social media for recruitment.
  • According toa recent Identified study, employers are planning to utilize social networks more in 2012 than they did in 2011. POLL: Let’s do a quick survey to see how this group compares – Which social networks did you use for recruiting in 2011, and which do you plan to use this year? In our study, we found that recruiters were increasing their use of Facebook, Twitter, Google+, a blog, FourSquareand YouTube. That’s because social media sites are where talent lives. Something we found interesting about this last survey was that less employers are planning to use LinkedIn in 2012, than they were in 2011. CLOSE POLL: Let’s see what you all had to say.Perhaps the reason employers in our study planned to use LinkedIn less is because it’s more costly to recruit on LinkedIn, than it is on the other social networks. LinkedIn also has a disproportionate amount of senior-level, white collar users – making it hard to find entry to mid level candidates.
  • As you can see from this chart by Hitwise, 57% of LinkedIn’s visits are from users over the age of 45, and very few visits come from the 34 and under age group. Facebook, on the other hand, compares favorably to the online population, and each age group accounts for about 20% of the visit share. That’s because Facebook knows no generational limits.
  • As you can see from this 2011 Forrester study, 96% ofU.S. adults who use social networking sites are on Facebook. So, if you’re going to reach someone via social media, chances are you can find them within Facebook’s 800 million members. While LinkedIn has been the social recruitment network of choice thus far, this study makes it clear that it’s not an adequate social recruitment strategy on it’s own – only 28% of US adults that use social media are on LinkedIn. Twitter boasts slightly less users, with 24% of US social media users. You can see that not a single age group dips below 95% for Facebook – which goes to show that Facebook has become the social network of choice for people of all ages.It’s also fairly even among the sexes.
  • Hitwise has found that Facebook’s audience skews slightly more female than the online population as a whole – with 57% females and 43% male. Now, let’s take a look at income levels for Facebook users.
  • As you can see here, Facebook under-indexes in visit share from the most affluent income group, while LinkedIn has the most visits from those making over $150,000/year. The majority (81%) of Facebook users make under $100,000 per year – again, making Facebook a better network to recruit entry and mid-level talent, while still offering a significant amount of users from the $150,000/year and up group. 6% of 800 million Facebook users making over $150,000/year is still 48 million people, compared to 18 million on LinkedIn.As you can imagine, Facebook users are also well educated.
  • According to Jobvite’s recent Job seeker survey, active job seekers use Facebook more than LinkedIn and Twitter. For the purpose of this survey, “Active” job seekers are both employed and unemployed candidates, while “proactive” job seekers are those that are employed, but open to new opportunities and “Stationary Employees” are employed and not open to a new job. As you can see, 81% of active job seekers are on Facebook, while only 33% are on LinkedIn and 37% are on Twitter.Let’s take a look at how job seekers are using social media to find their next opportunity.
  • Jobviteasked “which career supporting/job hunting activities did you complete with each network in the last 12 months?” Job seekers are using Facebook to store professional information, make new professional connections, and to get job referrals.With 84% of job seekers on Facebook, many have had success using it to find their most current job.
  • When asked “which of the following online social networks did you use that directly led to finding your current/most recent job, 78% of people who found their most recent job on social media, found it on Facebook.Now that we’ve discussed how job seekers use social media to find jobs, let’s get into how YOU can use social media to find candidates.
  • The challenge for you as a recruiter and the reason that cannot use Facebook like your LinkedIn profile is that Facebook is inherently social, it does not come out and show you the catalogued work experience, job titles, education, location, all of the things that would make Facebook a great recruiting tool.However, there are some Facebook and third party tools which can help you reap the benefits of Facebook recruitment. On Facebook, you can build business pages, including one with a career focus. Then you can add apps and advertising to drive job applications. To learn how to use these, please join us in two weeks for the next installment of our social recruiting webinar series: How to recruit on Facebook – Understanding the Tools. You can also reach out to us for a complementary Facebook Recruitment Consultation, where we will discuss your current recruitment strategy and which, if any, Facebook recruiting solutions would benefit your organization. Just write us a note in the chat box and we’ll follow up with you after the webinar.I’m going to get to the Q&A in just a minute. But first, I’m going to do a quick run through of Identified’s Facebook recruiting solutions.
  • Identified has created Facebook recruiting solutions for the social employer to compliment your existing recruiting strategies. Our solutions include a job posting app for your Facebook Company or Career page, a passive search tool that helps you professionalize personal Facebook connections and search through existing networks, and Facebook advertising to drive targeted talent to your job postings and build your talent community. Let’s take a look.
  • Talent Link is a Facebook app that allows you to post jobs on your Facebook page.It will integrate with your ATS, or you can manage your jobs and candidates straight from the app. All jobs posted are pulled by Indeed, JuJu,Simply Hired and Joobleto increase views and drive candidates to your Facebook page. We do offer a 15 day trial of TalentLink, so you can see for yourself how easy it is to get started with Facebook recruiting. If you’re interested in this offer, please just type a message in the chat box or email sales@identified.com and we’ll get you up and running within the week.
  • ProSearch is our passive search tool which allows you to search Facebook profiles with filtering, ranking and relevance.If you’re tired of scrolling though hundreds of job applications for each job posting, try sourcing candidates with ProSearch. Identified has indexed over 50 million Facebook profiles, made them professionally relevant, and given them a score so you can see who the top candidates are. ProSearch allows you to search by location, graduation year, company, industry, and much more.You can also download resumes, message candidates, and see how you are connected to the candidates through your company’s employees. If you’d be interested in a demo, please let us know. You can also start with a free user profile at identified.com.
  • JobReach helps you build your talent community and drive applicants to your job postings with targeted advertising. You can promote a specific job, career event, Facebook page, or your own website with a custom message and call-to-action. Relevant actions from the viewer's friends will automatically be shown to build word-of-mouth awareness.
  • Thanks for joining us today, our next webinar will be How to Recruit on Facebook, in two weeks, on February 21. We’ll run through the tools available, including business pages, apps, ads and search tools and show you exactly how to use them to recruit top talent. If you’d like to get started sooner, contact us for a Facebook Recruiting consultation.If you have any questions, please type them into the Q&A box to your right, and I’ll try to get to all of them within the next 10 minutes.

Understanding Facebook Demographics for Recruitment Understanding Facebook Demographics for Recruitment Presentation Transcript

  • Recruiting on Facebook Understanding the Demographics
  • Presenter Today
  • Takeaways• Why Facebook?• Facebook Demographics – Age – Gender – Income – Education• How Job Seekers are Using Facebook• Tools available for Facebook Recruitment
  • Which Social Network Do You Use for Recruiting? LinkedIn Facebook Twitter Google+ 2011 Blog 2012 FourSquare YouTube Other 0% 10% 20% 30% 40% 50% 60% 70%Source: 2012 Identified Survey
  • Facebook User Data - AgeSource: Hitwise
  • Where do you Find Talent?Source: Forrester
  • Facebook User Data - GenderSource: Hitwise
  • Facebook User Data - IncomeSource: Hitwise
  • US Membership by Education 45,735,340 50,000,000 45,000,000 40,000,000 35,000,000 30,000,000 25,000,000 20,000,000 5,760,120 15,000,000 4,912,360 10,000,000 5,000,000 0 College Grad In College In high schoolSource: Facebook
  • Job Seekers Are on FacebookSource: Jobvite
  • How Job Seekers Use Social Media for Recruitment
  • Which social network led to finding your current/most recent job?
  • Tools to Recruit on Facebook• Facebook Business pages• Facebook Career pages• Career Apps• Ads• Identified Employer Solutions
  • Post Jobs on your Facebook page Candidates apply directly on Facebook or through your ATS.Jobs reposted through partners:
  • Draw an audience to your jobs through targeted Facebook advertising Engage your audience withFacebook Sponsored Stories Build your Talent Community with a Facebook Cost/Like campaign
  • Thank You!• Questions?• Connect with us on Social Media to learn more about social recruitment http://www.facebook.com/IDforEmployers http://www.twitter.com/#!/IDforEmployers http://www.linkedin.com/company/identified https://plus.google.com/113207732250645259561/post s