Recruiters facebook guide

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This guide outlines the business benefits of facebook and is an elementary guide for recruitment businesses contemplating setting up a facebook business page. It can also be used as a reference guide for established pages, acting as a checklist to reaffirm best practices

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Recruiters facebook guide

  1. 1. A BusinessFacebook GuideUnderstand the essence offacebook and learn how toengage with your targetaudience.
  2. 2. IntroductionSetting up a business pageBest practicePost ideasTerminologyThis guide outlines the business benefits of facebook and is anelementary guide for recruitment businesses contemplatingsetting up a facebook business page. It can also be used as areference guide for established pages, acting as a checklist toreaffirm best practices.For more information on how to utilise facebook please referto our advanced guide.Content
  3. 3. Social media and SEO techniques are becoming increasinglyimportant assets for all businesses, particularly within therecruitment industry. Why? These marketing tools enable youto be found by potential clients, as well as find qualitycandidates. It allows you to connect and engage with yourtarget audience and build a group of followers which you cancommunicate with on a regular basis.Facebook was set up in 2004 as a social network for connecting withpeople such as family, friends, co-workers or people with similarinterests and opinions. It has now become a premium marketing toolfor big brands to build a group of brand advocates to communicateand promote effortlessly online.The marketing benefits of facebook are now realised by business tobusiness (B2B) companies, who although slower to adapt to thefacebook potential are beginning to maximise the communicationbenefits.Businesses are moving away from the one dimensional traditionalmarketing channels, and the customer/business marketing elementsare changing, developing a more interactive relationship. Facebook ison the forefront of social media marketing.Recruiters, for sometime now, have been utilising facebook to attractand engage with people, in order to continue to find top qualitycandidates and build brand awareness. Facebook activity alsocontributes to search engine optimisation.Introduction
  4. 4. ……………………………………………………………………..…………………………………………IntroductionThe benefits and functionality of facebook continue to evolve as we live inan era of infinite mobility driven by the obsession with technology.Recruitment businesses are tapping into the potential utilising facebook toaddress core business goals:• Get found by people searching for recruitment activity• Attract potential candidates who will be suitable for job vacancies• Connect and engage with potential candidates• Create a community of supporters who follow your recruitment activity• Share job vacancies• Promote company activity and website updates• Project a positive company culture• Continually nurture candidate relationships• Showcase company activity to potential clients
  5. 5. ……………………………………………………………………..…………………………………………IntroductionBefore you begin to set up your facebook page, take a little time to explore andobserve what is being posted within the recruitment industry. Search for some ofyour competitors or other B2B businesses which you respect and aspire to be like.The facebook search bar is not very robust and sometimes does not find thefacebook page you are looking for - even when you enter the exact name of thepage, so you may need to visit the company website and locate from there.Gather information, make a note of:• What is the frequency of page posting?• What times are they posting?• What are they posting?• What is getting the most interaction – pictures, links, videos, questions?• How many people post directly on the page?• How many respond to a post?Does the page have a events and albums? How does the ‘About Us’ sectionshowcase their business? What other tabs do they have? Also note what isn’tworking for the pages and what you can do better.
  6. 6. ……………………………………………………………………..…………………………………………IntroductionEven though we know facebook is a must for all businesses, it’s still a challenge forB2B companies who don’t share the same engagement characteristics as their B2Ccounterparts. However there are some B2B companies who are seeing extremelypositive results from facebook, here are some examples
  7. 7. Setting up abusiness pageIt’s important to completeall the sections.
  8. 8. ……………………………………………………………………..…………………………………………Setting up a business pageBusiness pages are similar to personal pages, but are by default, public. People can like andbecome a “fan” of your page without requiring approval from page administrators, unlikepersonal pages. To set up a business page:Copy and paste this web address - https://www.facebook.com/pages/create.php……………..……………..Click on local business or place1
  9. 9. ……………………………………………………………………..…………………………………………Setting up a business pageFacebook web addressIf the name of your company has already been taken, try a slight variation byincluding your location.Enable AdsAdvertising your page can be very beneficial to your business.You can enable ads here, which will allow you go back later and set upan advertising account.………..……………………….…..………..…………………………………..…..
  10. 10. ……………………………………………………………………..…………………………………………Setting up a business pageOnce you’ve selected ‘category’ and input your address details, facebook will then guidethrough several simple steps.2AboutConfirm the company status as ‘recruitment agency’.Describe what you actually do, include any specialised recruitment sectors.Insert your website address and other sites such as Twitter, Pinterest, YouTubeProfile PictureThis can be either a group photograph or company logo, whichever make sure itis a high quality resolution image, clarity of images are important.………..………..………..…………………..
  11. 11. ……………………………………………………………………..…………………………………………Setting up a business pageOnce you’ve completed that section you will be directed to the administrationpage. You are the administrator of your page. Your name will not appearanywhere on your business page unless you choose to post as yourself. Bydefault, you will be posting as your business page name.3Here you can edit the information about your company, including about,location, phone number, website and more. This information is helpful in casepeople want to contact you or visit your agency. Include as much information aspossible.You can decide and select who has permission to post on your page. Ideallychoose only one to two people to co-ordinate and control the posts. Althoughyou want to encourage everyone to get involved in facebook, you also require adegree of management.
  12. 12. ……………………………………………………………………..…………………………………………Setting up a business pageWithin the admin section you can upload and create a number of sections.Cover photographWhen adding a cover image you may want to include photographs of your offices orstaff. If these are not suitable, try using images that relate to the industry sectors youservice which include some key words. You may want to think about getting thisdesigned, it should only be a nominal cost and will be well worth it to achieve animpactful professional image.4Within the photo section you can create albums, here are some ideas:Company SectionUpload any imagery or photographs relating to your agency such as company logo,external and internal signage, thumbnail of a company newsletter, branded items such aspens, pads etc. If you don’t have these items or don’t have high quality photographicimages, you can always get some designed, including external signage, again it doesn’tcost a lot but can look very impressive.UK Employment SectionYou could include a selection of images relating to employment and industry sectorswhich you service, for example, logistics – lorries, steering wheels, petrol, tachograph.CharityInclude any charitable or sponsorship activity employees are involved with. Or include anylocal or regional charity campaigns.Working LifeInclude a montage of working shot photographs of employees not only in the office butout and about visiting clients, all contribute to building up a positive company image.
  13. 13. ……………………………………………………………………..…………………………………………Setting up a business page5 You have the options to include some personalised sections. Click on this button todrop down the other available sections.This is where you can really make your facebook page come to life and project a professionalproactive image. Here are some ideas.UK Employment – an inforgraph relating to employment, unemployment and recruitmentaround the UK, statistics shown by region. You could also include an infograph relating toindustry skills, how many people work in retail, logistics, IT etc.Career Guidance – an overview of the most popular careers, the training required. Obviouslyyou could focus on the industry sectors you serve. Include some contact details of industrybodies whereby more information can be sourced.Recruitment – an overview of the recruitment process, from CV filtering to assessmentcentres. You could showcase some successful candidates.Wow Jobs – have some fun by showcasing some of the most unusual jobs in the UK.All of a sudden your facebook pages looks more interesting and engaging.UK Employment Career Guidance Recruitment Jobs
  14. 14. ……………………………………………………………………..…………………………………………Setting up a business pageOnce you have completed all the main sections you can now add some additionaldetails. Directly underneath the main panel you will find highlights.6……………..EventsUse every tool that is available to you to promote your company. You canuse the event section to promote any company or national activity thatwill enhance your company image and knowledge.15th20th30thThere are three sections to ‘highlights’, Events, Milestones and Questions.These dates will then be listed withinyour company events schedule.
  15. 15. ……………………………………………………………………..…………………………………………Setting up a business page7MilestonesMilestones are key achievements or moments you’ve decided to highlight.These may include company anniversary (how long have you been inoperation), how many placements fulfilled each month, how manytemporary hours processed through your system, how many candidateinterviews arranged or some fun items such as how many cakes eatenwithin the office! Include any charity details such as much raised ‘reached£1,000.Ensure you upload a photograph or image.…..………..
  16. 16. ……………………………………………………………………..…………………………………………Setting up a business page8QuestionsAsking questions are one of the most effective ways to inject engagement,simply follow several easy steps.…..………..
  17. 17. Best practiceFacebook has the potentialto be your candidateattraction funnel – use itwell.
  18. 18. ……………………………………………………………………..…………………………………………Best practiceBe interactive, fun and helpful. When people reach your Facebook page,they’re looking for a slightly more light hearted tone than your website anda connection to your recruitment agency. Give advice and tips relating torecruitment. Post entertaining content, such as short videos, candidate casestudies, and appealing photos.1Give people on facebook a sneak peek at new releases. Your facebook fansare often looking for some perks for being a fan and following your agency.Provide them with the latest vacancies or information about localcompanies with the highest number of vacancies.2Post interesting industry news. Don’t use your page only for self promotionaluse. Make it a place people want to visit, keep up to date on employmentnews and recruitment trends. Posting details about activity within yourindustry is a great way to become a thought leader and increase your fanbase. Include any opinions popular tv show news such as the Apprentice.3Like other company pages. Facebook is a social place after all, and connectingwith professional bodies and associations such CIPD, can strengthen your imageand your facebook business page credibility. It also acts as a communicationfeed, keeping you aware of any industry news.45Look beyond the recruitment industry to find industry groups which youspecifically recruit for, such as IT, Logistics, Retail etc. Again this keeps youup-to-date with industry news. It will also help you attract candidates whoare interested in those sectors.
  19. 19. ……………………………………………………………………..…………………………………………Best practiceFocus on engagement. You are trying to connect and get response fromyour community. Ask questions, post helpful tips, link to articles that youraudience will ‘like’ and ‘share.’ When you make the posts about youraudience and what they need rather than selling to them, you will develop aricher and deeper relationship with your community..6Don’t oversell or undersell. No one likes a never ending sales pitch. Butequally share your successes, how many placements this week, clientfeedback! Use the 80-20 rule for sales messages vs. content/connection posts.So if you decide to post five times a week, one of the posts should be a salesmessage and four post could be relating to finding a job, tips and of coursevacancies can be posted throughout the day.7Run the odd competition. You don’t have to offer high value prizes.Recruitment related prizes such as 2 hour interview training, CV critique, etccan be seen as high perceived value prizes without costing you the earth.8Don’t be hesitant in asking for a ‘call to action’. If you want people to likesay ‘please like our post’ if you are looking for comments ‘we’re interestedto know what you think, please post your comments’ or even ‘go to ourwebsite to download our latest newsletter’9Create a themed content calendar which provides you with an overview ofwhat you’re posting. The benefits of this are twofold, firstly it forces you toplan what you will posting each week or indeed month, to prevent you fromupdating just anything to fill a void. Secondly you can create some themes,for example ask a trivia question every Friday and make it Fun Friday, orpost a motivating quote each Monday to create Motivating Monday. Postingregularly themes begin to show a pattern, your community will soon noticeand watch out for their Motivating Monday quote!10
  20. 20. ……………………………………………………………………..…………………………………………Best practiceCheck what’s working and what’s not. Ensure you evaluate your posts, it’ssimple enough to do, just click on the ‘insight’ page on the left handside panelyou’ll find sufficient summary data to easily see what people have clicked,liked, shared etc.Post everyday, it’s key to keep engagement with your community, if you areupdating them with interesting and informative updates they won’t get fed up.You may decide that you might take the weekend off as the office is closed butremember facebook is busiest at the weekend!1211People engage with images, they can evoke more emotions than words, sowhen striving to engage with your community images play an important role.Ensure you post images throughout the week. Encourage your team to takephotographs so you can build up a bank of images.13Even though facebook is a social platform projecting a chatty and relaxed tone,beware of spelling. Double check your posts, it is so easy to miss a word outor fail to spot a typo but slap-dash content will have a negative effect on yourimage – so take the time to check.14Feedback is critical, yet listening and accepting feedback is trait most of us shyaway from. Ask for feedback and embrace any negative comments, HarrySelfiridge once said “we can learn far more from a dissatisfied customer thanwe can ever learn from a satisfied one”.15
  21. 21. ……………………………………………………………………..…………………………………………Best practiceSo what triggers people to like?A recent survey conducted by Salesforce found that the most likes werederived from images. Yet out of 1,000 B2B facebook pages analysed only 32%took advantage of images. Funny images particularly receive a high volume oflikes. However you need to strike a balance between content and image, notevery posts requires an image.Facebook have numerous image apps which allow you to alter and reconstructimages, you can then utilise within posts and create competitions or posequestions.ASo what triggers people to comment?Questions of course! Particularly multiple choice questions. Obviously thequestion needs to be relevant, try and maintain the theme of recruitment,skills or employment. We would not recommend posing a question for everypost, but once a week should evoke some interaction.BSo what triggers people to share?People like to share links to useful information or interesting content. Youmay not be the author of the content but commenting on it and including alink to a source of information is a good way to trigger interaction.People also like to share videos, although we’ve not discussed the use ofvideos within the guide, we do explore in our more advanced guide. Videosharing is rapidly growing, YouTube has now become one of the prime socialmedia platforms and is extremely engaging.C
  22. 22. ……………………………………………………………………..…………………………………………Best practiceThe graphs above and below clearly show that fun facts and giveaways arepopular for gaining likes, but not so much for generating conversation. Ifyou’re after comments, questions are the out-and-out winner.
  23. 23. Post IdeasFacebook enables you tobuild up a group ofadvocates, opening up anew style ofcommunication.
  24. 24. ……………………………………………………………………..…………………………………………Ideas for postingFacebook posts should relate to your business objectives, the following ideas aregeneral but hopefully may trigger further ideas which are more relevant to yourbusiness. Here are 10 ideas relating to showcasing and highlight the most …..1 Posting vacancies are very popular in the recruitment industry, but don’t fall into thehabit of only posting vacancies and doing too many throughout the day.2 Candidate of the month - showcase a candidate who competed against many others tosuccessfully be offered a position.3 Job of week – highlight a position which you think has the most potential out of all yourcurrent vacancies.4 Placement of the month - showcase a placement which against all the odds youmanaged to fulfil, it could be a skill in demand or awkward shifts etc.5 Temp of the month – highlight a temp who has ticked all the boxes in terms ofpunctuality, attendance, output and client feedback.6 Fan of the week or month - highlight which follower has liked and shared the most onfacebook, send them a case of wine or beer.7 Achievement of the month - showcase employees who have exceeded expectations orgone beyond the call of duty.8 Most popular vacancy – highlight which vacancy received the most applications withinthe month.9 Most popular industry sector – showcase which industry sector receives the mostapplications.And for a bit of fun the most bizarre interview question!10
  25. 25. ……………………………………………………………………..…………………………………………Ideas for postingCharity events always receive ‘likes’ on facebook, here are 10 ideas to maximise anycharity events you are participating in.1 Announce any commitment to charity evens such as marathon, swim, etc. include a linkto any donation page.2 Detail any training or special preparation required for charity events, which your staffare involved with.3 Declare a target you wish to aim for in supporting a charity and post updates on targetmilestones.4 Upload photographs relating to the charity and ask your followers to share, rememberpeople engage with images.5 Send good luck wishes to any charity that you donate to, again share a link to theirdonation page.6 Let people know how your efforts have helped, what your fund raising has achieved orcontributed to.7 Post thank you comments from the charity organisers you have helped, or ask them topost for you on their site, you can then share.8 Include some employee comments on how they’ve helped and why they decided to getinvolved.9 Try and obtain a short video from your charity detailing their work and charitable eventsfor you to upload.If you are not actively involved with any charities directly promote local charitableevents, by simply sharing some links.10
  26. 26. ……………………………………………………………………..…………………………………………Ideas for postingProjecting an image of expertise can be derived from knowledge, including the odd postrelating to statistics, recruitment trends and employment cements a professional image,here are 10 ideas relating to industry facts, which can be sourced via the internet.1 Post the national monthly employment, unemployment and vacancy figures eachmonth, visit www.ons.gov.uk you will find updated details each month.2 Post trends in the hiring of permanent and temporary positions, you can also drill downby industry sector. The REC release these details each month www.rec.uk.com3 The CIPD run a series of reports each quarter including, HR Outlook, Labour Outlook andEmployee Outlook, extract some key statistics and post each month www.cipd.co.uk4 Post some regional labour market statistics, relevant to your area, employment figures,gender split, professional split etc this can be obtained from www.ons.gov.uk5 Look out for employment forecasts within the industry sectors you service andpredicted trends, this will prove useful and interesting to job hunters.6 Periodically post the Top 5 skill shortage occupations in the UK, the national SkillsCouncil releases this type of information www.ukces.org.uk7 Include key facts about the industry sectors you cover, how many work within theindustry, how much revenue they contribute to the economy etc.8 Occasionally post any milestone legislative dates or facts, such as CRB, Drivers CPC,include a link for followers to find out more.9 Post some fun skill facts, the job which requires the most qualifications, or demandsthe longest training period.Watch out for any general news you can piggyback on, with simple comment and a linkto the article10
  27. 27. ……………………………………………………………………..…………………………………………Ideas for postingFinally some good luck and congratulation ideas. Hopefully these ideas will help thosenew to facebook and at least get you started.1 Good luck post to those candidates attending interviews this week, you may want toadd an interview tip or link to interview tips.2 Congratulations to any candidate who has been offered a position whether permanentor temporary, obviously this can be one generic post.3 Congratulations to candidates who have completed the first week or month at the newjob, again this can be a generic post.4 Well done and thank to employees celebrating their annual anniversary of working foryou, add in ‘cakes all round this afternoon’!5 Include some ‘enjoy’ posts for national holidays, Easter, Bank Holidays etc. with tips onchecking the roads etc.6 Comment on any national sporting events, Wimbledon, FA Cup, Ascot, Grand Nationalor any special event.7 Piggyback on any current TV or film craze that hits the UK, with comments such as ‘didyou enjoy ….’8 Add some inspirational quotes, particularly those centred around work, selfdevelopment, motivation.9 Include some logical riddles and teasers, you can find a multitude of them on theinternet.Post some company milestones that you’re proud of.10
  28. 28. TerminologyLearn the jargon offacebook, here is your firstlesson.
  29. 29. ……………………………………………………………………..…………………………………………TerminologyApplicationA program that allows users to share content and interact with other users.EdgeRankAn algorithm used to determine what content is shown in users’ news feeds.FriendA connection on facebookFanA fan is facebook user who has ‘liked’ a company or brand online.LikeWithin facebook, to like a business page means you’ve become a fan of that page.NetworkAn association of facebook users based on a school or workplace.News FeedAn aggregation of friends’ wall posts on your own homepage.PageOfficial presence for public figures, artists, bands, businesses, places, entertainment,causes, or products to share information and interact with fans on Facebook. This is a waybusinesses can use facebook to organically drive traffic and customers to a website.ProfilePresence for individuals to share information and interact with friends and organisations.WallThe core of a profile or page that aggregates new content, including posted items (e.g. statusupdates, and recent actions, (e.g. becoming a fan of a page).
  30. 30. ……………………………………………………………………..…………………………………………TerminologyGroupsGroups on facebook are slightly different than business pages. In some cases, it makes sensefor a business to create a group as well. The main difference between a business page and agroup is that pages represent a brand, while a group is a place for a community of people todiscuss common interests. A group is essentially a page that is used as a chat room for aspecific group of people. In a group, members can post all kinds of content just like onpersonal timelines and business.TagFriends can tag their Friends in Posts, Pictures, Notes, and Videos by typing the @ symbol andthen the person’s name. Then they select the name from a dropdown list to hyperlink it tothe other person’s profile. The person will also get a notification that they have been tagged.People and other Pages can tag your facebook page as well by using the same method. AFacebook Page cannot tag a person unless the Admin of the Page is a personal friend of thatperson.
  31. 31. For more informationabout facebook orsocial media guidancecontact …Claire DohertyMobile 07554 661927Email claire@studio10design.co.ukWeb www.studio10design.co.uk

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