In this webinar, Julia Levy from Terra Firma, talks about the opportunities for Facebook advertising in recruitment.

1. How Facebook can help you to
win in the war for talent
Webinar June 2012

2. Agenda
• About Facebook
• Why use it for recruitment
communications
• How to use it
• Case studies
• Upcoming webinars - have your say
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3. What?

4. What is Facebook?
• Social Network with 835 million
members in over 210 countries
worldwide
• Facebook accounts for 1 out of
every 5 page views on the North America: 173m Europe: 233m
Asia: 195m
internet worldwide
• 250 million photos are uploaded Middle East: 20m
Central America: 48m
to Facebook daily
Africa: 40m
• 2.7 billion likes every single day
on Facebook South America: 112m
Australia: 14m
• 57% of Facebook user are
female, 43% male
• 425 million mobile users
• Average Facebook user spends
20 minutes on the site per visit
Source: internetworldstats.com 2012 / ansonalex.com 2012 4

5. Facebook leading social
network
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6. Why?

7. How are your potential candidates
using Facebook?
• Networking and entertainment purposes
• Get information about companies and their
career opportunities
• Search for jobs
• Find out who they know at the company (for
example through tools such as Beknown)
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8. 48% of all job hunters have done at least one
job hunting activity on Facebook in the last
year
http://mashable.com/2012/02/05/facebook-recruiting-infographic/ 8

9. 4 reasons why Facebook is interesting
for recruiters
1. Reach people where they are spending
their time
2. Engages Passive & Active jobseekers
3. Can be highly targeted
4. Can offer potential for real dialogue and
community development
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10. How?

11. How can your organisation harness
Facebook for recruitment?
• Use your corporate or careers Facebook page
to bring the organisation to life including
- rich and relevant content
- job postings
- engagement
• Raise your profile with relevant groups
• Advertising opportunities e.g. targeted
adverts
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12. Reach out to candidates -
Advertising on Facebook
– Targeted advertising
– Narrowly defined
parameters (copy length,
image size)
– Pricing based on CPC or
CPM
– Costs depending on
targeting criteria, budget
can be defined by daily
spend limits
– Real-time Monitoring and
optimising is critical (for CTR
and conversion rate)
– Customised landing pages
recommended
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13. Various targeting options
• Location:
– Country or City
• Demographics:
– Age
– Gender
• Education:
– University, Field of Study, Year of Graduation, Student
• Interests:
– based on information people provided in their profile
– includes listed likes and interests, the Pages they like, apps
they use, and other profile content they’ve provided.
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14. Case study: Administrative Assistants
• Needed to recruit Administrative Assistants
– Post-secondary education in the secretarial field or
– Secretarial work experience (at least 3 years)
– Knowledge of at least 2 European languages (one
English, German or French)
– Age group 20-24 years
– Specific under-represented countries targeted
• Wanted to monitor results
• Short deadlines
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15. Strategy - Targeted Facebook
advertising campaign and microsite
• Reach Convince Convert
Application
page
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16. Key metrics we tracked for this
campaign
Conversion
CTR Nb. FB
standard is
0.025%
rate
0.05% 10%
Facebook Apply
Microsite
advert (front page)
5,288 clicks CPA 527 clicks
CPC
Confidential
BR
Average BR: 65% Nb. FB
standard is
70%
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17. Case Study: Graduate campaign
• The brief
– Attract high-calibre Graduates for World Bank’s YPP
– Target nationalities: Brazil, Japan, Norway, Mexico,
Morocco, The Netherlands, Rwanda, Saudi Arabia,
Turkey and Tanzania etc
• Our Approach
– Targeted advertising with Facebook
– Targeting by age group, qualifications, languages,
geography, interest in Int. Development, NGOs
– Tracking & reporting deliver real-time insights about
campaign performance

18. Results: 12,500 clicks
• Over 45 million impressions
• More than 12,500 clicks over a one-month
period
• Rwanda and Tanzania generated 1,810 clicks in
only 4 weeks for a media spend of less than $500

19. How can we help?
• Your presence on Facebook:
– Work with you to develop your Facebook strategy
– Create your page including content management
system
– Develop content plan, content and visuals
– Integrate your Facebook page with the rest of your
online and social media activities
– Monitor and analyse your page’s performance and
your overall digital presence
– Support you in site moderation
• Advertising on Facebook:
– Manage advertising campaigns
– Monitoring and reporting
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20. Next steps
• Which social media are relevant for my
candidates?
• How do I build a social media strategy?
• What social media policy and guidelines
do I need?
• I have limited resources, how can I use
them cost effectively?
TFA can help with a
Customised Social Media Workshop
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21. TFA Webinar Series
•10 July:
Using social media to support your diversity objectives
•Register here: http://www.anymeeting.com/PIID=ED51DD87894B
•What would YOU like to see after the Summer?
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22. Stay in touch!
TFA Blog: www.terrafirmaassociates.com/blog
LinkedIn Group: International Public Sector
@TFA_social
jlevy@terrafirmaassociates.com
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23. For more information please contact
Julia Levy
jlevy@terrafirmaassociates.com