succesvol werven andy-headworth-sirona_consulting
TRANSCRIPT
Succesvol Werven
2011
Presented by Andy Headworth
Today
Why Facebook
Branding
Recruiting
Pages
Engagement
Moderation
Case studies
Established in 2003
Consult About Recruitment Strategy Process Online Recruitment Social Recruiting
Recruitment Companies Corporates
Sirona Consulting
If Facebook were a country, it would be the third most populated in the world, ahead of the US
700 million and rising
Facebook IS Mainstream – TV Adverts
Facebook Users Netherlands
76% growth in last year (Hives -1%)
57% of social media traffic (Hives 66%) Source Comscore
195k+ Fans
1
2
93k+ Fans
User experience is KEY
Employees
Real
Interesting
Engaging
Regular
Conversation
Stories
Pictures
Video
Live Stream
Live Chat
Fun
Humour
‘Likes’ are not the only way
59%
57%
70%
Of job seekers agree that what is said by others about a company is more important in how they form their opinion about a company than what a company says about itself
Positive posts from fans or followers on a company’s social media site would make them more likely to apply for a job at that company
Of job seekers expect a company to interact with fans & followers
Use a company’s social media page to apply to jobs posted, ask and get answers questions and get information –not the company’s website
Active & Passive
Job Seekers
Source - Careerbuilder/Personifiedsurvey June 2010
A strategy IS needed
Objectives
BrandTrafficMarketing
EngagementCommunityRecruitment
Track and Measure
Engagement and Moderation
Facebook / Social Media Posting How do you
respond ?
Acceptable Inaccurate Not Acceptable
How to respond?
Agree More info Acknowledge Dialogue
Wrong information
posted Company People Products News story
Not Acceptable
Offensive language Inappropriate comments Inflammatory comments Abuse to others Unconstructive anti-company comments
Moderators respond
Escalate Contact legal
DocumentDelete
Escalate Standard response
Moderators respond
Facebook now help you with
this.Facebook
Filter
Facebook don’t make sourcing easy!
We are still recruiters, right?
X-Ray
Calls to action
Special Content For ‘Likes’ only
Embedded video
Job Links
Going Social
Calls to action
Make use of the images
Be YOUR Brand. Comment on your own and other pages to reinforce brand
Tabs YouTube Flickr Twitter Jobs
How do people find your page?
Facebook Advertising
Target advertising based on: Location, Gender Interests, Place of education Job title, Place of work........ and more
Think Google Adwords PPC but .......... it’s not Google Your prospective employees aren’t searching for you - you’re reaching out to them earlier in their decision making...... PASSIVELY.
For one Facebook Advertising Campaign!
Facebook Advertising Example
ResultsTime 2 weeksCost £10001.3 million page impressions1297 click through’s to career site71 Job page ‘likes’
108 adverts in total
Case Study Objectives1: To create a buzz around the opening of the new Hard Rock Cafe in Firenze2: To recruit 120 staff in 8 categories from waiting staff to accounting.
Time Frame 4 Weeks
Facebook Advertising Candidate Criteria1: Liked Rock and Roll2: Lived within 100km of Firenze3: Had some hospitality, catering or bar work in their background 4:Spoke fluent Italian
Courtesy of Bill Boorman
Case Study
Courtesy of Bill Boorman
Case Study Results Important noteNo ATS usedAny form of application – written, visual, audio – English or ItalianPledge made – ALL applications dealt with in person
Results 10,222 fans on the page. (In 4 weeks!) 4000 job applications received (During a 2 week campaign.) 600 interviews completed (over 3 days) 120 Hires Huge logistical times saving of the 600 iv’sCostFacebook advertising – c €2000Time undetermined
Courtesy of Bill Boorman
What are you waiting for?
Website: www.sironaconsulting.com
Email: [email protected]
Telephone: +44 1903 206249 / +44 7788 726019
Blog: www.sironasays.com
LinkedIn: www.linkedin.com/in/andyheadworth
Twitter: www.twitter.com/andyheadworth
Facebook: www.facebook.com/sironaconsulting
Thank You - Any Questions?