Terra Firma Associates Facebook webinar

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

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Terra Firma Associates Facebook webinar

  1. 1. How Facebook can help you to win in the war for talent Webinar June 2012
  2. 2. Agenda• About Facebook• Why use it for recruitment communications• How to use it• Case studies• Upcoming webinars - have your say 2
  3. 3. What?
  4. 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. 5. Facebook leading socialnetwork 5
  6. 6. Why?
  7. 7. How are your potential candidatesusing 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) 7
  8. 8. 48% of all job hunters have done at least onejob hunting activity on Facebook in the lastyear http://mashable.com/2012/02/05/facebook-recruiting-infographic/ 8
  9. 9. 4 reasons why Facebook is interestingfor recruiters1. Reach people where they are spending their time2. Engages Passive & Active jobseekers3. Can be highly targeted4. Can offer potential for real dialogue and community development 9
  10. 10. How?
  11. 11. How can your organisation harnessFacebook 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 11
  12. 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 12
  13. 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. 13
  14. 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 14
  15. 15. Strategy - Targeted Facebookadvertising campaign and microsite• Reach Convince Convert Application page 15
  16. 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% 16
  17. 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. 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. 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 19
  20. 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 20
  21. 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? 21
  22. 22. Stay in touch! TFA Blog: www.terrafirmaassociates.com/blog LinkedIn Group: International Public Sector @TFA_social jlevy@terrafirmaassociates.com 22
  23. 23. For more information please contact Julia Levy jlevy@terrafirmaassociates.com

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