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    Succesvol werven andy-headworth-sirona_consulting Succesvol werven andy-headworth-sirona_consulting Presentation Transcript

    • SuccesvolWerven 2011
      Presented by Andy Headworth
    • Today
      • Why Facebook
      • Branding
      • Recruiting
      • Pages
      • Engagement
      • Moderation
      • Case studies
    • Sirona Consulting
      • Established in 2003
      • Consult About Recruitment
      • Strategy
      • Process
      • Online Recruitment
      • Social Recruiting
      • Recruitment Companies
      • Corporates
    • If Facebook were a country, it would be the third most populated in the world, ahead of the US
      700 million and rising
    • Facebook IS Mainstream – TV Adverts
    • Facebook Users Netherlands
      76% growth in last year
      (Hives -1%)
      57% of social media traffic
      (Hives 66%)
      Source Comscore
    • 1
      195k+ Fans
    • 2
      93k+ Fans
    • User experience is KEY
      • Employees
      • Real
      • Interesting
      • Engaging
      • Regular
      • Conversation
      • Stories
      • Pictures
      • Video
      • Live Stream
      • Live Chat
      • Fun
      • Humour
    • ‘Likes’ are not the only way
      59%
      Of job seekers agree that what is said by others about a company is more important in how they form their opinion about a company than what a company says about itself
      70%
      Positive posts from fans or followers on a company’s social media site would make them more likely to apply for a job at that company
      57%
      Of job seekers expect a company to interact with fans & followers
      Use a company’s social media page to apply to jobs posted, ask and get answers questions and get information –not the company’s website
      Active & Passive
      Job Seekers
      Source - Careerbuilder/Personifiedsurvey June 2010
    • A strategy IS needed
      Brand
      Traffic
      Marketing
      Engagement
      Community
      Recruitment
      Objectives
    • Track and Measure
    • Engagement and Moderation
      Facebook / Social Media Posting
      How do you respond ?
      Acceptable
      Inaccurate
      Not Acceptable
      How to respond?
      • Agree
      • More info
      • Acknowledge
      • Dialogue
      Wrong information posted
      • Company
      • People
      • Products
      • News story
      Not Acceptable
      • Offensive language
      • Inappropriate comments
      • Inflammatory comments
      • Abuse to others
      • Unconstructive anti-company comments
      Facebook now help you with this.
      Facebook
      Filter
      Moderators respond
      Escalate
      Contact legal
      Document
      Delete
      Escalate
      Standard response
      Moderators respond
    • Facebook don’t make sourcing easy!
    • We are still recruiters, right?
      X-Ray
    • Calls to action
      Special Content
      For ‘Likes’ only
      Embedded video
      Job Links
      Going Social
    • Make use of the images
      Calls to action
      Be YOUR Brand. Comment on your own and other pages to reinforce brand
      Tabs
      • YouTube
      • Flickr
      • Twitter
      • Jobs
    • How do people find your page?
    • Facebook Advertising
      Think Google Adwords PPC but .......... it’s not Google
      Your prospective employees aren’t searching for you - you’re reaching out to them earlier in their decision making...... PASSIVELY.
      Target advertising based on:
      • Location,
      • Gender
      • Interests,
      • Place of education
      • Job title,
      • Place of work
      ........ and more
    • For one Facebook Advertising Campaign!
    • Facebook Advertising Example
      108 adverts in total
      Results
      Time 2 weeks
      Cost £1000
      1.3 million page impressions
      1297 click through’s to career site
      71 Job page ‘likes’
    • Case Study
      Objectives
      1: To create a buzz around the opening of the new Hard Rock Cafe in Firenze
      2: To recruit 120 staff in 8 categories from waiting staff to accounting.
      Time Frame
      4 Weeks
      Facebook Advertising Candidate Criteria
      1: Liked Rock and Roll
      2: Lived within 100km of Firenze
      3: Had some hospitality, catering or bar work in their background
      4:Spoke fluent Italian
      Courtesy of Bill Boorman
    • Case Study
      Courtesy of Bill Boorman
    • Case Study Results
      Important note
      No ATS used
      Any form of application – written, visual, audio – English or Italian
      Pledge made – ALL applications dealt with in person
      Results
      • 10,222 fans on the page. (In 4 weeks!)
      • 4000 job applications received (During a 2 week campaign.)
      • 600 interviews completed (over 3 days)
      • 120 Hires
      • Huge logistical times saving of the 600 iv’s
      CostFacebook advertising – c €2000
      Time undetermined
      Courtesy of Bill Boorman
    • What are you waiting for?
    • Thank You - Any Questions?
      Website: www.sironaconsulting.com
      Email:andy.headworth@sironaconsulting.com
      Telephone:+44 1903 206249 / +44 7788 726019
      Blog: www.sironasays.com
      LinkedIn: www.linkedin.com/in/andyheadworth
      Twitter: www.twitter.com/andyheadworth
      Facebook: www.facebook.com/sironaconsulting