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Marketing and HR: A Match Made on Facebook


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Get the best of both recruiting and marketing on your Facebook page! Read this free guide for tips on how to:

- Avoid communication pitfalls between HR and Marketing

- Learn the mutual benefits of sharing a Facebook brand page

- Optimize your company’s social recruiting and social marketing strategies

Published in: Business, Technology
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Marketing and HR: A Match Made on Facebook

  1. 1. Mar 2013 Marketing and HR: A MAtch MAde on Facebook How to merge HR and Marketing on your Social Brand Page
  2. 2. Share This Whitepaper Marketing and HR: A Match Made on Facebook // 2 INTRODUCTION Why Merge HR and Marketing on your Social Brand Page So, you’ve decided to give your recruiting strategy a social makeover. Your company already has a career site, which you’ve been managing well for some time, but you know you’re missing out on a huge opportunity to engage with talent on their social networks. Your company also has a social brand page, which is being run just fine by your marketing department, thankyouverymuch. You have a strategy in mind, and you’re ready to put your plan into action, but you need a good landing page--and what better place than one that is already set up, promotes your brand in a positive and cohesive manner, and has a thriving community of engaged fans? As a member of Human Resources, it’s easy to see the benefits: your department doesn’t need to spend any extra time setting up a Facebook page, the marketing department has already done the work to attract a healthy fan base, and your company already has cohesive strategy in place for promoting your brand message. But just because you are ready to start posting your jobs on the page does not mean that your marketing department is ready to run with the idea. That’s why we’ve put together this guide to help you communicate the mutual benefits of sharing a Facebook or social brand page and to avoid the pitfalls that can occur when two departments share the same fan base for different purposes. Social media is the best way to reach a large audience, whether it is to sell them a product or service, or sell them a career. For example, Starbucks gets 1.8 million visitors to its website every month. By contrast, their Facebook page gets 19.4 million visitors, roughly 10 times the traffic.* Both sites provide information about the company and its careers, but the Facebook page provides an engaging forum for interaction and discussion about Starbucks’ business, its products, and its company culture. * 40527487037125045762446221461131 18.html?mod=wsj_share_twitter
  3. 3. Share This Whitepaper Marketing and HR: A Match Made on Facebook // 3 CONTENTS COPYRIGHT © 2013 Work4 Labs, Inc. All rights reserved. Marketing and HR: A MAtch MAde on Facebook What are Marketing’s Goals for the Fan Page? Where Does HR Fit In? ƒƒ Why Do We “Like” Pages? ƒƒ What are the Benefits to HR? Making the Case for Social Hiring to your Marketing Team Avoiding Communication Pitfalls Happy Marriages: Case Studies Marketing and HR: A Match Made on Facebook ƒƒ The Takeaways Sources About 4 5 8 9 10 11 12 13
  4. 4. Share This Whitepaper Marketing and HR: A Match Made on Facebook // 4 What are Marketing’s Goals for the Fan Page? Before you can convince the marketing team to let you share social real estate, you must first understand the property. The HR department works on converting people into candidates, and then retaining them through both outstanding candidate and employee relations; the marketing team is tasked with converting people into customers and then maintaining them through outstanding customer relations. Both are a form of customer relationship management that can be accomplished to some extent through a well- maintained Facebook page.* *Candidate relations can be maintained by using Facebook as a central talent pool. Even if your candidates are not ready to apply for a job today, you can bring them back to your careers again and again through proper ad targeting and engaging content. Even employee relations can be maintained through a Facebook talent community that encourages employees to participate in sharing company culture on the Facebook page. While the end goal of marketing’s activities are numbers-driven--just as yours are with time- and cost-to-hire, among others--all of marketing’s social initiatives are people-driven; they take into account the ways in which consumers directly or indirectly interact with your brand online. Your company’s marketing team is highly interested in how, when, and where those interactions occur on the customer’s buying journey. The marketing team uses social media to build a brand, encourage referrals, foster a community, offer deals and promotions, and drive continued customer engagement. By adding social recruiting to the overall social brand strategy, you will not only be able to scale your recruiting efforts and attract more candidates, but you’ll also be helping to cement the brand, drive referrals, and foster a community of current talent, interested job seekers, and rabid fans.
  5. 5. Share This Whitepaper Marketing and HR: A Match Made on Facebook // 5 WHERE DOES HR FIT IN? Your company most likely already has a corporate career site or at least a “careers” section of your corporate webpage. Perhaps you even have an ATS through which your candidates can apply. When candidates actively search for your open jobs, they are directed to this page, and it is on this page that all of your corporate branding related to hiring is located. When you take your recruiting strategy to the social sphere, you expose yourself to more than just those candidates who are actively searching for open positions; you are also exposing your open jobs to potential passive candidates who, by interacting with your brand, decide to consider a career with your company. When you move your recruiting strategy to Facebook, you have two important tasks: 1. Create a social “home” for your candidates. 2. Drive candidates from your social career site to your corporate career site or ATS.
  6. 6. Share This Whitepaper Marketing and HR: A Match Made on Facebook // 6 WHERE DOES HR FIT IN// Why Do We “Like” Pages? The company’s Facebook page is a branded element that already has fans and cultural recognition. People “like” a company and become its fans because: They have purchased a product from or used a service provided by your company. They want to affiliate themselves with your brand because it grants them cultural cachet. They like the content you offer and consider it relevant to their lives. They are in the process of becoming a customer and want to learn more about the brand, product, or services offered. They, or their friends or family, work for--or want to work for--the company. If people are already fans and visiting your page because they want to interact with your company, when they see an advertisement for an open job or an app that allows them to apply directly through the Facebook channel, they are more likely to click through. Even fans who might not have had a reason to visit your corporate career page become passive candidates who are exposed to your jobs because they “liked” your page to be kept abreast of your updates.
  7. 7. Share This Whitepaper Marketing and HR: A Match Made on Facebook // 7 WHERE DOES HR FIT IN// What Are the Benefits to HR? First, you save time and resources by taking advantage of an established Facebook page with a group of engaged fans. You can do something as simple as installing a jobs app on the company’s brand page, or, if you have a larger recruiting strategy, you can create a careers page that links to your brand page and uses similar branded elements (such as banners and videos) to keep all of your pages consistent with the overall branded message. Second, you save money on advertising, because you already have a large talent pool of potential candidates visiting your page and interacting with the content your marketing department is generating. And if you do choose to use Facebook’s targeted ads or Sponsored Stories, you will reduce your overall recruiting ad spend. Third, you’ll be able to better target your potential candidates. Instead of handing out flyers at a recruiting event or posting jobs on a third-party employment site and hoping that a fraction of the active job seekers will find you and become interested enough to learn more, you’ll be able to create advertisements that are marketed specifically to users who match the criteria for your open jobs, who have searched for or interacted with your company in the past, or who are in the same networks as your current employees. With social recruiting, you become a big fish in a small pond, and, through better targeting, potential talent no longer has to swim upstream to discover your brand and join your talent pool. Fourth, you’ll have the opportunity to build a talent community. A talent community transcends even a group of fans who “like” your company; a talent community is a group of fans, past and current employees, and potential hires who gather together to act as brand advocates, while discussing and promoting your company culture. It is from this community that you’ll find your “best fit” candidates and keep your current and former employees engaged with the company. You can decrease your ad spend by leveraging the incredible referral potential of your employees’ and fans’ networks. By making your jobs shareable, you give your biggest advocates the power to spread the word about your company--for free! Moreover, if you do invest in Facebook ads, which can be seen millions of times by your target audience, you will only pay when candidates click. These “impressions” become essentially free advertising.
  8. 8. Share This Whitepaper Marketing and HR: A Match Made on Facebook // 8 Making the Case for Social Hiring to Your Marketing Team Both HR and marketing are in the people-finding and relationship-building business. Call them consumers, candidates, or fans, but the people who find, share, and interact with your Facebook page are the assets both of your teams seek to find, engage, and keep. Here’s how to position your case to the marketing department: By drawing new candidates to your brand’s page through targeted ads, employee referrals, and other recruiting efforts, you increase brand exposure and generate more potential fans who can become brand ambassadors, leads, and customers. By creating talent communities, you engage current employees and brand advocates, who help amplify the positive tone on your brand pages. By amplifying the positive tone on your brand page, you foster a message that encourages referrals and recommendations, which spreads brand content and awareness. By spreading brand content and awareness, you help lead customer behavior. People who want to work for you do so because they believe in the product or service you provide. When they join your talent community, they’re also becoming social proof for the quality of your brand. Social proof and strong advocacy can help cement brand loyalty. And that, in the end, is a great way to reach your company’s bottom line. And here’s a bonus: if you save money on your recruiting efforts with targeted ads, you will free up the budget for other important campaigns, like those run by marketing. Not only will that make marketing happy, but a well-funded marketing campaign can expose your brand to even more passive talent. It’s a win-win!* *And, if all else fails, remind your marketing team that their next all-star employee is hanging out on Facebook right now!
  9. 9. Share This Whitepaper Marketing and HR: A Match Made on Facebook // 9 Avoiding Communication pitfalls It’s possible for HR and marketing to create an incredibly positive symbiotic relationship while sharing a Facebook page; however, as in every good relationship, you must maintain direct, open communication and set the right expectations. As you both court the idea of forming a Facebook page partnership, you’ll want to make sure you can answer the following questions for yourself, your marketing team, and your executive team: Learn From Others Speak with friends who have started a Facebook careers page or look at competitors’ Facebook pages. Even if you can’t glean the hard numbers, you’ll at least be able to look at engagement and get a general idea of how they are progressing. What is working for them? What challenges do they have or have they overcome? Define Responsibilities Meet with marketing and define clear roles and responsibilities in order to make sure that you’re equitably divvying up responsibilities. If everyone has an agreed-upon job, this will make for much easier accountability and communication as your social recruiting strategy develops and grows. How will your teams share resources--including time, money, and manpower? Agree on Objectives Knowing what goals everyone is trying to achieve will make it easier to come up with a plan to meet those goals. What is your company’s bottom line? What metrics will HR use to measure performance? What metrics will marketing use? What are the areas of opportunity that a social recruiting strategy can help improve for HR, marketing, and the company? Find a Champion on Your Executive Team Having buy-in from the men and women at the top can help facilitate smooth relations between all departments and keep your teams focused on the overall company initiatives. Find out who on your executive team can help advocate for a shared social campaign. Make sure to present your case in terms of operational efficiencies: How are you streamlining your company’s processes to make both recruiting and marketing more cost-efficient to benefit the whole company? Be a Champion for Your Marketing Team No good deed goes unpunished, and good karma comes back around. How can you support the marketing team’s initiatives, and how can you align the benefits with your department’s goals? Analyze, Analyze, Analyze Look at where the money, the resources, and your time are going. Look at what results are coming in. If the numbers work out, they will only serve to reinforce your case. How are you measuring the ROI of your strategy now? And how will you measure the efficacy of your social strategy once you implement it?
  10. 10. Share This Whitepaper Marketing and HR: A Match Made on Facebook // 10 Engagement The marketing department at a well-known, multinational fashion retailer was resistant to letting HR post anything to their Facebook page because it was concerned that posts about jobs would negatively affect engagement with the company’s millions of global fans. As an experiment, the marketing department let HR post a single job-related status--and within four hours, 14,000 people had “liked” it. In fact, it was their highest engaged post to date. Happy Marriages// Case Studies Brand Awareness A Japanese clothing company that only recently broke ground in the US discovered how easily it could implement a successful social recruiting strategy with targeted ads when the company began recruiting on Facebook only one year ago. Though the company has thousands of stores in Japan and hundreds in Europe, it opened its doors in the US with limited brand recognition. The US HR department had limited resources and a need to hire 500 retail employees in a short period of time; however it was able to not only achieve all hiring goals, but also drive brand awareness through ad impressions and save so much money in the process that the CEO was impressed. The C-Suite decided to transfer significant recruiting funds to marketing, with the rationale that both teams had proven the ability to use the company’s 200,000 Facebook fans to reach their respective bottom lines.
  11. 11. Share This Whitepaper Marketing and HR: A Match Made on Facebook // 11 Marketing and hr: A Match Made on facebook If you take a look at some of the biggest companies’ social recruiting strategies, you’ll clearly see that they are all benefitting from a symbiotic relationship between HR and marketing. That relationship, though an internal endeavor that requires communication, coordination, and HR benefits An established brand page means a built-in fan base and a potential talent community that can be converted to candidates through targeted ads and an in-channel, 1-click application system, like the Work for Us solution. Marketing benefits A good social recruiting campaign can bring new eyes to the brand page. Those who want to work for you probably do so because they already like your brand. Building a good talent community means building brand loyalty and establishing social proof. a little bit of education as to the benefits,will eventually lead you both to create the most important relationships of all: relationships with your fans and candidates. Everyone benefits With more people visiting, “liking,” and sharing your page comes more brand recognition, more potential hires, and more potential for lead generation and sales conversion. By joining forces and sharing resources, your teams build more and better quality relationships with your fans--while saving money and meeting your respective goals. The Takeaways
  12. 12. Share This Whitepaper Marketing and HR: A Match Made on Facebook // 12 SOURCES 8.html?mod=wsj_share_twitter executive-summary.pdf marketing-department/
  13. 13. Share This Whitepaper Marketing and HR: A Match Made on Facebook // 13 FOR ADDITIONAL INFORMATION +1 (877) 509-0403 CONNECT WITH US ABOUT WORK4™ Work4 develops the #1 Facebook Recruiting Solution, which enables tens of thousands of companies — including VMware, Gap, and L’Oreal — to hire qualified candidates across industries, geographies, and pay-grades. Our award-winning products help recruiters easily launch branded corporate career sites on Facebook and mobile devices, and drive traffic, job applications, and employee referrals from the network’s 1 billion users. Work4 was founded in 2010, and is headquartered in San Francisco with an additional office in Paris. Read: Facebook Recruiting Basics: A Guide to 21st Century Employment Branding ENJOYED THIS? WANT TO LEARN MORE ABOUT FACEBOOK RECRUITING?