CareerBuilder and FacebookLeverage an open and connected world
The CB partnership helps recruitment advertisers leverage Facebook and gives people the power to share and make the world more open and connected.
Real people sharing real informationPersonal profile
Personal information
Friend connections
User generated content
Efficient communicationHome page news feed
Default of 20-30 most relevant stories
Filtered by user settings and Facebook algorithms
New design maximizes the opportunity to discover information about friends
News Feed Privacy
Control what stories about you get published to your profile
Search Privacy
Control who can search for you and how you can be contacted
User control over privacyPersonal privacy settings
Profile Privacy
Control who can see your profile and personal information
Established trust and safetyUser satisfaction
“I love that it has security features so not everyone can view my profile.”
Name: CarriAge: 24Location: Colorado
Name: CathiAge: 45Location: Ohio
“Compared to other web sites similar to Facebook, Facebook is fairly clean and safe. I like the safety factor a lot.”
Growth of active users continues on Facebook globally
Over 47% return daily
175M
Facebook User Engagement Globally• 4th most trafficked website in the World!
• 175 million active registered users (40% U.S., 60% International)
• 93.7 billion page views per month
• Over 350,000 new active users a day
• 2.6 billion minutes are spent on Facebook each day
• More than 13 million users update their statuses at least once each day
Facebook in India:
• Over 1.4 Million active users in India
• 8th most trafficked website in India
Facebook and CareerBuilder India combined reach
is over 4.7 million unique visitors!
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
Feb-09
CareerBuilder Network
Facebook.com
Unduplicated Audience FB and CB
Together, that’s 14% of all internet users in India!
207,000
4.58 Mil 4.72 Mil
*Source: ComScore Media Metrix Feb 2009
The opportunity for recruitment advertisers
1 Make it social.That’s what I do on Facebook.
2 Make it simple.If I understand something, I’m more likely to try it.
3 Make it fast.Optimize for speed - if it’s fast, I’ll do more of it.
4 Keep it within my experience.Integrate the opportunity to take action within ad.
Facebook Ads Guiding Principles
Why Recruit on Facebook?
• Engage candidates on their own turf
• Establish a dialogue
• Promote your employment brand
• Connect on a personal level
• Drive traffic to your Facebook page and/or career site
• Proactive recruiting
Integrated advertisingHome Page Ad
Above the fold
Mass reach
Targeted
Frequency caps
Become a FanEngagement Ad
• A person is prompted to become a fan of the brand on Facebook.
• If some of their friends are already fans they will be highlighted in the ad unit.
Creative Best PracticesObjective
HAVE A PRIMARY OBJECTIVE. Facebook Ads encourage users to interact with your brand in several different ways, however, the most successful ads on Facebook have single message and primary call-to-action. Focus on your primary objective when building your ad.
KEEP IT SIMPLE. Users are busy. Make it clear what you are offering and asking them to do. The easier the call-to-action, the more likely they will do it. Make the action fast and keep it within the user experience.
Tone
BE CONVERSATIONAL. When users engage with your page, their actions are often published in the user’s friends’ News Feeds. Having a conversational tone in your title and copy allows for natural integration in News Feed stories.
BE AUTHENTIC. Facebook users are honest and open about who they are. Do the same by being straightforward about who you are and what you have to offer. Authenticity will gain users’ trust in your brand.
MAKE IT ENTERTAINING. The Facebook audience loves humor. Ads with a humorous message have a higher than average CTR.
Creative Best Practices (continued)
Audience
LEVERAGE Targeting . Facebook’s effective and accurate targeting capabilities are based on authentic user data. Reach the audience you are looking for.
Engagement
Photos . Use real photos as images in your Page so the ad blends in with News Feed content and immediately catches the user’s attention. Friend stories with photos have the highest CTR.
Incentivize. Who doesn’t love a prize? Use incentives that will entice users to engage with your brand.
Home Page Ad Selling Points
• Standard and Engagement ad have a fixed exclusive position. The ad is always above the fold on the home page.
• Engagement ad is now the only ad on the home page. The ad will receive 100% share of voice with that user.
• Frequency Caps to better control the unique visitors and to make the ad perform better overall.
• Clients can not get this ad via the self serve tool. Home Page ads can only be purchased from CareerBuilder or Facebook directly
Facebook Pages
Commercials for FACEBOOK Branding
• Rs. 350 per 1000 impressions
• Minimum Purchase: 4,00,000 Impressions
• Maximum Purchase: 15,00,000 Impressions
• All Impressions would be utilised within a quarter
Offers for FACEBOOK Branding
1st OFFER• Buy 7,50,000 Impressions
• Get over 20% discount
• Effective Price Rs. 276 per 1000 Impressions
• 25 Job Postings/Per Month and Brand Builder for 3 months
• Total Investments Rs. 2,07,000
2nd OFFER• Buy 15,00,000 Impressions
• Unlimited Jobs on CareerBuilder India for 1 year
• Featured Employer Logo on CareerBuilder homepage for 1 year
• BrandBuilder on CareerBuilder for 1 year
• Total Investment Rs. 5,75,000