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SuccesvolWerven 2011<br />Presented by Andy Headworth<br />
Today<br /><ul><li>  Why Facebook
  Branding
  Recruiting
  Pages
  Engagement
  Moderation
  Case studies</li></li></ul><li>Sirona Consulting<br /><ul><li>  Established in 2003
  Consult About Recruitment
  Strategy
  Process
  Online Recruitment
  Social Recruiting
  Recruitment Companies
  Corporates</li></li></ul><li>If Facebook were a country, it would be the third most populated in the world, ahead of the...
Facebook IS Mainstream – TV Adverts<br />
Facebook Users Netherlands<br />76% growth in last year<br />    (Hives -1%)<br />57% of social media traffic<br />    (Hi...
1<br />195k+ Fans<br />
2<br />93k+ Fans<br />
User experience is KEY<br /><ul><li> Employees
 Real
 Interesting
 Engaging
 Regular
 Conversation
 Stories
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Transcript of "Succesvol werven andy-headworth-sirona_consulting"

  1. 1. SuccesvolWerven 2011<br />Presented by Andy Headworth<br />
  2. 2. Today<br /><ul><li> Why Facebook
  3. 3. Branding
  4. 4. Recruiting
  5. 5. Pages
  6. 6. Engagement
  7. 7. Moderation
  8. 8. Case studies</li></li></ul><li>Sirona Consulting<br /><ul><li> Established in 2003
  9. 9. Consult About Recruitment
  10. 10. Strategy
  11. 11. Process
  12. 12. Online Recruitment
  13. 13. Social Recruiting
  14. 14. Recruitment Companies
  15. 15. Corporates</li></li></ul><li>If Facebook were a country, it would be the third most populated in the world, ahead of the US<br />700 million and rising<br />
  16. 16. Facebook IS Mainstream – TV Adverts<br />
  17. 17. Facebook Users Netherlands<br />76% growth in last year<br /> (Hives -1%)<br />57% of social media traffic<br /> (Hives 66%)<br />Source Comscore<br />
  18. 18. 1<br />195k+ Fans<br />
  19. 19. 2<br />93k+ Fans<br />
  20. 20. User experience is KEY<br /><ul><li> Employees
  21. 21. Real
  22. 22. Interesting
  23. 23. Engaging
  24. 24. Regular
  25. 25. Conversation
  26. 26. Stories
  27. 27. Pictures
  28. 28. Video
  29. 29. Live Stream
  30. 30. Live Chat
  31. 31. Fun
  32. 32. Humour</li></li></ul><li>‘Likes’ are not the only way<br />59%<br />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 <br />70%<br />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<br />57%<br />Of job seekers expect a company to interact with fans & followers <br />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<br />Active & Passive<br />Job Seekers<br />Source - Careerbuilder/Personifiedsurvey June 2010<br />
  33. 33. A strategy IS needed<br />Brand<br />Traffic<br />Marketing<br />Engagement<br />Community<br />Recruitment<br />Objectives<br />
  34. 34. Track and Measure<br />
  35. 35. Engagement and Moderation<br />Facebook / Social Media Posting<br />How do you respond ?<br />Acceptable<br />Inaccurate<br />Not Acceptable<br />How to respond?<br /><ul><li> Agree
  36. 36. More info
  37. 37. Acknowledge
  38. 38. Dialogue</li></ul>Wrong information posted<br /><ul><li>Company
  39. 39. People
  40. 40. Products
  41. 41. News story </li></ul>Not Acceptable<br /><ul><li> Offensive language
  42. 42. Inappropriate comments
  43. 43. Inflammatory comments
  44. 44. Abuse to others
  45. 45. Unconstructive anti-company comments</li></ul>Facebook now help you with this.<br />Facebook<br />Filter<br />Moderators respond<br />Escalate <br />Contact legal<br />Document<br />Delete<br />Escalate <br />Standard response<br />Moderators respond<br />
  46. 46. Facebook don’t make sourcing easy!<br />
  47. 47. We are still recruiters, right?<br />X-Ray<br />
  48. 48. Calls to action<br />Special Content <br />For ‘Likes’ only<br />Embedded video<br />Job Links<br />Going Social<br />
  49. 49. Make use of the images<br />Calls to action<br />Be YOUR Brand. Comment on your own and other pages to reinforce brand<br /> Tabs <br /><ul><li> YouTube
  50. 50. Flickr
  51. 51. Twitter
  52. 52. Jobs</li></li></ul><li>How do people find your page?<br />
  53. 53. Facebook Advertising<br />Think Google Adwords PPC but .......... it’s not Google <br />Your prospective employees aren’t searching for you - you’re reaching out to them earlier in their decision making...... PASSIVELY.<br />Target advertising based on:<br /><ul><li> Location,
  54. 54. Gender
  55. 55. Interests,
  56. 56. Place of education
  57. 57. Job title,
  58. 58. Place of work</li></ul>........ and more<br />
  59. 59. For one Facebook Advertising Campaign! <br />
  60. 60. Facebook Advertising Example <br />108 adverts in total<br />Results<br />Time 2 weeks<br />Cost £1000<br />1.3 million page impressions<br />1297 click through’s to career site<br />71 Job page ‘likes’<br />
  61. 61. Case Study <br />Objectives<br />1: To create a buzz around the opening of the new Hard Rock Cafe in Firenze<br />2: To recruit 120 staff in 8 categories from waiting staff to accounting.<br />Time Frame<br />4 Weeks<br />Facebook Advertising Candidate Criteria<br />1: Liked Rock and Roll<br />2: Lived within 100km of Firenze<br />3: Had some hospitality, catering or bar work in their background<br />4:Spoke fluent Italian<br />Courtesy of Bill Boorman<br />
  62. 62. Case Study<br />Courtesy of Bill Boorman<br />
  63. 63. Case Study Results <br />Important note<br />No ATS used<br />Any form of application – written, visual, audio – English or Italian<br />Pledge made – ALL applications dealt with in person<br />Results<br /><ul><li> 10,222 fans on the page. (In 4 weeks!)
  64. 64. 4000 job applications received (During a 2 week campaign.)
  65. 65. 600 interviews completed (over 3 days)
  66. 66. 120 Hires
  67. 67. Huge logistical times saving of the 600 iv’s</li></ul>CostFacebook advertising – c €2000<br />Time undetermined<br />Courtesy of Bill Boorman<br />
  68. 68. What are you waiting for? <br />
  69. 69. Thank You - Any Questions?<br />Website: www.sironaconsulting.com<br />Email:andy.headworth@sironaconsulting.com<br />Telephone:+44 1903 206249 / +44 7788 726019<br />Blog: www.sironasays.com<br />LinkedIn: www.linkedin.com/in/andyheadworth<br />Twitter: www.twitter.com/andyheadworth<br />Facebook: www.facebook.com/sironaconsulting<br />
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