Understanding Timeline for Facebook Brand Pages (WEBINAR)

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  • Hi everyone, and thanks for joining. We’ll get started in just a few minutes as we wait for a couple more people to join. While I have you all here, though, I’d like to do a quick audio-visual check. If you can both hear and see me, please let me know in the chat box to the right of your screen.(Lizzie should also be typing this message into the chat box, in case people can’t hear me. She should also go check with the sales team to make sure they can hear me.)Reminder to record!!!!Hi everyone and thanks for joining us today for another installment of our social recruiting webinars. Today, we’ll be covering the new Timeline layout for Facebook Business Pages. All other webinars in this series are recorded and posted on our website at employers.identified.com/events
  • I’m Jennifer Picard, the Product Marketing Director here at Identified, and I’m joined by Erik Kostelnik, our VP of Sales. Identified Employer Solutions are Facebook Recruiting Solutions for the social employer. Our solutions include a job posting app for your Facebook Company or Career page, a Facebook sourcing tool that helps you professionalize personal Facebook connections and search through existing networks, and Facebook advertising to drive targeted talent to your job postings and build your talent community. Today’s webinar should last approximately 30 minutes, with 15 minutes at the end for a Q&A session, so please ask your questions throughout the webinar by typing them into the Q&A box to your right.As I’m sure many of you have heard, Facebook announced the Timeline layout late last month, and is planning to make them live for all brand pages in just 10 days, on March 30th. Today, we’re going to discuss the changes and what you can do to make the most out of your Timeline layout for recruiting.
  • The key takeaway today is to get everyone up to speed on the Timeline changes. We’ll discuss uploading a new cover image and profile photo, updating your about section, customizing your views and apps, utilizing pinned and starred posts to make your messages stand out, how to see your friend activity, how to insert your history, and how to utilize the admin panel and activity log.
  • The first thing you should do when you preview your new Timeline is update your Cover Image and Profile Picture.A Cover Image is the larger image at the top of your page, above your profile picture. It should be 851x315 pixels. If you upload an image that’s smaller than this, it will get stretched to this larger size, but it must be at least 399 pixels wide. Your cover photo is public, which means that anyone visiting your page will be able to see it. You should choose a unique image that represents your company – perhaps a picture of your employees or your office. If you have a dedicated Career Page, try showcasing your employment brand by uploading a picture of your employees at a company gathering. Just try to be creative and don’t be afraid to experiment with images to see what your audience responds well to. Facebook has developed some guidelines (which is really just a big list of what NOT to do): covers must not be false, deceptive or misleading, and must not infringe on third parties’ intellectual property, yadayadayada.. You may not encourage or incentivize people to upload your cover image to their personal timelines. It may not contain price or purchase information; contact information, such as your web address, email, mailing address or other information intended for your Page's ‘About’ section; references to user interface elements, such as ‘like’ or ‘share’, or any other Facebook site features; or calls to action, such as ”Apply now" or "Tell your friends” are prohibited.Your profile picture stands next to your name around the site, so it should represent your page. A logo is usually best. The photo you upload should be a square, and must be at least 180x180 pixels. Rectangular images will be cropped to fit a square. Depending on the size of someone’s screen, it will display at 125x125 or 150x150 pixels. On your page’s cover, the profile picture displays 23 pixels from the left side and 239 pixels from the top of your cover photo.Now let’s check out a slightly expanded screenshot, so you can see the ‘About’ Section, and apps.
  • Directly below the Cover Image and Profile Picture is the ‘About’ Section and space for your Views and Apps. First, we’ll briefly discuss the ‘About’ section. The type of information that shows will vary, depending upon your page’s category (which can be changed at any time). The page you’re seeing here is listed under Brands and Products, so our ‘About’ section includes a brief message to tell our page’s viewers that we’re hiring, and it includes a link to our job posting app - which is a good way to get around not being allowed to put a call to action in your cover image. Just be sure to keep this message brief, there’s not a lot of space for it. Staffing companies may want to alternatively list themselves as local businesses, which will show your address, phone number and hours of operation in this section.Let’s move on to apps. Facebook has changed the location of the apps from the left side of the screen, to directly underneath the cover image. They’ve removed the ability to set an app as the default landing page, but you can link people directly to a particular view or app on your page. That’s what we’ve done with our ‘About’ section – the link sends visitors directly to our job posting app. As you can see in the screenshot, there is only room for 4 apps to be visible at all times, and the first is permanently occupied by photos. The rest can be moved around to include Likes, Videos, Events, Map and a Page’s custom apps. To maximize this space for recruitment, we’d recommend placing your Job Posting App in the second place spot. If you don’t have a job posting app, we have a couple of promotional offers to try our app, TalentLink, for free. If you’re interested, please type us a message in the chat box and we’ll follow up with you after the webinar. Although only 4 apps and views normally show, this section can be expanded by the viewer to show your top 12. You can rearrange the order of the apps by clicking on the inverted delta to the right of your page’s views and apps. Hover over the position where you’d like to put a view or app and click the pencil icon that appears. Choose the view or app you’d like to swap into that spot from the menu. You can’t move the photos view, which will always appear first. Facebook also allows you to customize the icon for most apps and the text that shows beneath them, although some apps do not allow customization. Ours does. To change the icon, you will want to go to the admin panel (which we will discuss later), click on manage, and edit page. Select apps from the sidebar, click edit settings under the name of the app whose icon you want to change and upload a 111 x 74 pixel image. This allows you to turn your featured apps into calls to action – and to bring attention to your job postings.Your ‘likes’ view, shown in the 4th position here, shows the trends of people interacting with your page over time. It includes your total number of likes, count of people talking about this, the week when the most people were talking about your page, the city where the most people talking about your page are from, the most popular age group of people talking about your page, a trend graph showing new likes and people talking about this. Local business pages also have: the number of photos the page is tagged in, the week when the most people checked into the page’s physical location, and the largest number of people who checked in together. For the staffing companies out there, this is a great way to show potential clients that your business is a trusted company for both employers and candidates.Another great way to draw attention to your apps is by pinning a post about one of them to the top of your Page.
  • Admins are now able to pin a post to the tops of their pages for 7 days at a time, and will appear right below the status update compose box. To pin an update, hover over a story, click on the pencil icon in the top right corner, and choose 'Pin to Top.’As you can see on the image to the left, it will have a yellow flag to show that it’s pinned. You can pin posts that were created by the page, but not from people who like your page. You should use pinned posts to drive traffic to your job posting app, to showcase one of your more crucial job postings, or to announce relevant and timely news, such as being named one of the best companies to work for. After 7 days, the post will return to the date it was posted on the Page’s timeline and you should choose a new one. You can only have one pinned post at a time.Starring a post is another great way to make it stand out- as you can see on the right. You just hover over a story on your timeline and click the star, which will make it expand to widescreen. If you’re following the 80-20 rule: posting jobs 20% of the time, and relevant content the other 80%, starred posts are a great way to make your job postings stand out. Unlike pinned posts, you can have as many starred posts as you’d like. Either way, we’d definitely recommend being consistent with your use of starred posts, and it’s going to look best if you use an image or video along with the text. Consider doing a video interview with someone in the hiring department – either the person currently in the job, or the hiring manager, and posting the interview with the job title and description. This will really help your candidates get a feel for the company, as well as help the job posting stand out on your Timeline.
  • Another new feature you’ll see on your Facebook page is the friend activity box.Thisbox will highlight how many friends have liked your Page and how they have interacted with your content. If someone tags you in their post or checks in at your location, the people they originally shared with will see these stories highlighted for them on your page’s Timeline. This will provide a more relevant and personal experience when people who may not be as familiar with your company visit your page. Seeing their friends’ activity will likely result in additional fans and increased engagement within your posts and other content because people will see how their friends have interacted with your page and will want to contribute to the conversation as well. The friend icon in the upper right corner distinguishes these posts from posts by the page.
  • Now that we’re halfway through the webinar, has anyone wondered why the layout is called Timeline? Timeline is intended to allow you to tell your story to your fans – when you were founded, how you’ve grown, when you’ve been mentioned in the media, etc. So, they are encouraging you to go back in time and add updates, links, media and milestones to give your audience a feel for your company’s history. One of our major milestones, and something we want to share with clients and candidates alike, is when we reached 2 million users this month. Milestones are key moments you’ve decided to highlight on your page. They are automatically expanded to widescreen and visible to everyone. You add a milestone just like any other post, but then you can include a date, location, details, and a photo, in addition to your headline. Milestone photos display at 843 pixels wide and 403 pixels tall. The great thing about milestones is that you can go back as far as January 1, of the year 1000. You should go back and add in your founding date, key hires, awards (like a Top 100 companies to work for list), and anything else you’re proud of as a company. Don’t forget to keep your candidates in mind – what would they be most interested in seeing? What makes you stand out as an employer? Just some food for thought.
  • You will noticea new Administration panel at the top of your page when you log-in as an administrator – this is what it looks like.It’s a nice drop down window with a dashboard-style layout so you don’t have move to another page to see important updates about your timeline. The Admin Panel contains your Notifications and new likes.Another new feature, which can be found on the admin panel, is the ability to receive and respond to private messages from users. Please note that you cannot send outgoing messages – only respond to incoming. Still, this a great feature because it allows candidates to reach out to you privately about job opportunities. You can also respond to your community’s posts by asking them to message you privately, especially if it’s personal information or a complaint you’d rather handle offline. You’ll need to consistently monitor and respond to messages though, or you’ll risk being perceived as ignoring your fans. This can be a great thing for small companies, but perhaps will cause a lot more work for larger firms – we’ll see. If you’re interested in messaging Facebook candidates without receiving an inbound message from them first, please ask us about ProSearch, Facebook’s Professional Search Engine, which allows you to search and message candidates, as well as download resumes and see how candidates are connected to your company. We have a special offer for today’s webinar attendees, so please write us a quick message in the chat box if you’re interested in learning more.Ok, back to the presentation…The activity log (which is not shown here, but is accessed through the “manage” button you see on the top right) lets you review the history of your page and change the settings of individual posts. You can see all your page’s stories (organized by date), pin them to the top of your page, star posts to make them bigger, hide and delete posts, change the date of posts, report and remove spam posted on your page.Also under the manage button is where you can edit your page and manage permissions. For example, you can choose not to show posts by others on your timeline until you review them, to now allows others to post on your page at all, and/or to turn off the ‘recent posts by others’ box on your page’s timeline. However, people will still see posts about how their friends have interacted with your page. You can access all these features by going to manage, edit page, manage permissions, post visibility,and check or uncheck each box, depending upon what you want your fans to be able to do. If you choose to review all posts before they are posted, you should visit your activity log every day. On a side note, I want to mention that, although you can turn off the ability for people to post on your timeline, this isn’t recommended. Facebook is supposed to be social, and turning off your fans’ ability to interact with you makes it a broadcasting tool, rather than a social tool. Plus, you’d be missing out on the opportunity to increase your reach. Each time a fan posts on your wall, their post shows up in their friends’ newsfeeds, thus expanding your reach. Your best bet is to keep the posting feature on, and just hide or delete posts that are inappropriate for your page. You can do that from the Timeline, by hovering over the post, and clicking the pencil icon in the right corner, or from the Activity log. Keep in mind that photos you hide from your Timeline will still be visible in your photos view.
  • I know that was a lot of really detailed information, so we’ve provided this checklist to help you make sure you take the right steps to get started. The first thing you should do is upload a cover image and profile photo. Then, update your about section, customize your views and apps, and go back to update your history with milestones. Once a week, pick your top post and pin it to the top of your page so it’s the first thing people see when they visit your Timeline, and then star other important posts as they come up. On a daily basis, make sure you are utilizing your admin panel to respond to messages and monitor posts, and utilize your activity log to determine if you need to make any changes to your posts.Perhaps one of the more important things to remember from today’s webinar is the emphasis on visual content. The first thing users see when they visit your page is your cover image and profile photo. Your views and apps can all be visually updated to make them stand out more. Milestones and starred posts take up the entire width of your page, and are better seen with an image attached to them. It’s no coincidence that Facebook has made Timeline so much more picture-heavy - posts including a photo album or picture can generate 2x more engagement than other post types, so you should post those more often than not. Think photos, charts, infographics and other content visualizations. As an added bonus, many of these things can be repurposed as content on Pinterest and Google Plus.This pretty much sums up the changes to the Facebook Timeline. I will be sending out the presentation and recording as soon as it’s available from our webinar provider, and I hope you’ll use this checklist to help you get started. Don’t forget, the changes go live on March 30 – so get started now! If you have any questions, please type them into the chat box to your right and we’ll try to get to all of them. While we’re waiting for you to think of them, we’ll do a quick review of Identified Employer Solutions.
  • Identified has created Facebook recruiting solutions for the social employer to compliment your existing recruiting strategies. Our solutions include a sourcing tool that helps you search through the Facebook network, a job posting app for your Facebook page, and Facebook advertising to drive targeted talent to your job postings and build your talent community. Let’s take a look.
  • ProSearch is our Facebook sourcing tool which allows you to search Facebook profiles with advanced filtering, ranking and relevance.You can search by location, years of experience, company, industry, and much more.You can also download resumes, message candidates, and see how you are connected to the candidates through your company’s employees. If you’d be interested in a demo, please let us know. We’ve just launched a beta program, where we’re offering ProSearch and TalentLink for an introductory rate. If you’re interested in learning more, please write us a note in the chat box and one of our Account Executives will follow up with you.
  • Talent Link allows you to post jobs on your Facebook page.It will integrate with your ATS, or you can manage your jobs and candidates straight from the app. All jobs posted are pulled by Indeed, JuJu,Simply Hired and Joobleto increase views and drive candidates to your Facebook page. We do offer a 7 day trial of TalentLink, so you can see for yourself how easy it is to get started with Facebook recruiting. Or, as I mentioned, you can sign up for the 4 month ProSearch/TalentLink beta program.
  • Our third tool, JobReach, helps you build your talent community and drive applicants to your job postings with targeted advertising. This is because anything posted to your wall will only reach about 20% of your fans organically – advertising can help you reach a much larger group. You can promote a specific job, career event, Facebook page, or your own website with a custom message and call-to-action. Relevant actions from the viewer's friends will automatically be shown to build word-of-mouth awareness.
  • Thanks for joining us today, our next webinar will be 5 Tips for Improving your Facebook Career Page, in two weeks, on April 3. We’ll discuss Employment Branding, Job Postings, Advertising, Sponsored Stories, and Insights. If you’d like to learn about some of these things sooner, please feel free to reach out to us for a complementary Facebook recruiting consultation. Just type us a message in the chat box and we’ll follow up with you as soon as possible.Once again, if you have any questions, please type them into the Q&A box to your right, and I’ll try to get to all of them.
  • Understanding Timeline for Facebook Brand Pages (WEBINAR)

    1. 1. Understanding Timeline for Facebook Brand Pages
    2. 2. Presenters Today
    3. 3. Takeaways• Upload Cover Image and Profile Photo• Update “About” Section and Customize Views and Apps• Utilize Pinned and Starred Posts• Watch Friend Activity• Insert History• Utilize Admin Panel and Activity Log
    4. 4. Cover Image and Profile Picture
    5. 5. About Section and Views/Apps
    6. 6. Pinned and Starred Posts
    7. 7. Friend Activity
    8. 8. Insert History
    9. 9. Admin Panel and Activity Log
    10. 10. ChecklistUpload Cover ImageUpload Profile PhotoUpdate “About” SectionCustomize Views and AppsGo back in time to update your HistoryPin your Top Post (Weekly)Star Important Posts (Occasionally)Utilize Admin Panel (Daily)Utilize Activity Log (Daily)
    11. 11. Post Jobs on your Facebook page Candidates apply directly on Facebook or through your ATS.Jobs reposted through partners:
    12. 12. Draw an audience to your jobs through targeted Facebook advertising Engage your audience withFacebook Sponsored Stories Build your Talent Community with a Facebook Cost/Like campaign
    13. 13. Thank You!• Questions?• Connect with us on Social Media to learn more about social recruitment http://www.facebook.com/IDforEmployers http://www.twitter.com/#!/IDforEmployers http://www.linkedin.com/company/identified https://plus.google.com/113207732250645259561/post s

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