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
‘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?
Wrong information posted
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
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:
Place of education
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)
Huge logistical times saving of the 600 iv’s
CostFacebook advertising – c €2000 Time undetermined Courtesy of Bill Boorman