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Succesvol werven andy-headworth-sirona_consulting

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Transcript

  • 1. SuccesvolWerven 2011
    Presented by Andy Headworth
  • 2. Today
  • Sirona Consulting
  • If Facebook were a country, it would be the third most populated in the world, ahead of the US
    700 million and rising
  • 16. Facebook IS Mainstream – TV Adverts
  • 17. Facebook Users Netherlands
    76% growth in last year
    (Hives -1%)
    57% of social media traffic
    (Hives 66%)
    Source Comscore
  • 18. 1
    195k+ Fans
  • 19. 2
    93k+ Fans
  • 20. 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
  • 33. A strategy IS needed
    Brand
    Traffic
    Marketing
    Engagement
    Community
    Recruitment
    Objectives
  • 34. Track and Measure
  • 35. Engagement and Moderation
    Facebook / Social Media Posting
    How do you respond ?
    Acceptable
    Inaccurate
    Not Acceptable
    How to respond?
    Wrong information posted
    Not Acceptable
    • Offensive language
    • 42. Inappropriate comments
    • 43. Inflammatory comments
    • 44. Abuse to others
    • 45. Unconstructive anti-company comments
    Facebook now help you with this.
    Facebook
    Filter
    Moderators respond
    Escalate
    Contact legal
    Document
    Delete
    Escalate
    Standard response
    Moderators respond
  • 46. Facebook don’t make sourcing easy!
  • 47. We are still recruiters, right?
    X-Ray
  • 48. Calls to action
    Special Content
    For ‘Likes’ only
    Embedded video
    Job Links
    Going Social
  • 49. 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?
  • 53. 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:
    ........ and more
  • 59. For one Facebook Advertising Campaign!
  • 60. 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’
  • 61. 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
  • 62. Case Study
    Courtesy of Bill Boorman
  • 63. 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!)
    • 64. 4000 job applications received (During a 2 week campaign.)
    • 65. 600 interviews completed (over 3 days)
    • 66. 120 Hires
    • 67. Huge logistical times saving of the 600 iv’s
    CostFacebook advertising – c €2000
    Time undetermined
    Courtesy of Bill Boorman
  • 68. What are you waiting for?
  • 69. 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