How Facebook can help you to win in the war for talent Webinar June 2012
How Facebook can help you towin in the war for talent
Webinar June 2012
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Agenda
• About Facebook• Why use it for recruitment
communications• How to use it• Case studies• Upcoming webinars - have your say
What?
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What is Facebook?
Central America: 48m
North America: 173m
Australia: 14m
Europe: 233mAsia: 195m
South America: 112m
• Social Network with 835 millionmembers in over 210 countriesworldwide
• Facebook accounts for 1 out ofevery 5 page views on theinternet worldwide
• 250 million photos are uploadedto Facebook daily
• 2.7 billion likes every single dayon Facebook
• 57% of Facebook user arefemale, 43% male
• 425 million mobile users• Average Facebook user spends
20 minutes on the site per visit
Source: internetworldstats.com 2012 / ansonalex.com 2012
Africa: 40m
Middle East: 20m
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Facebook leading socialnetwork
Why?
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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)
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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/
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4 reasons why Facebook is interestingfor recruiters
1. Reach people where they are spendingtheir time
2. Engages Passive & Active jobseekers3. Can be highly targeted4. Can offer potential for real dialogue and
community development
How?
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How can your organisation harnessFacebook for recruitment?
• Use your corporate or careers Facebook pageto 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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Reach out to candidates -Advertising on Facebook
– Targeted advertising
– Narrowly definedparameters (copy length,image size)
– Pricing based on CPC orCPM
– Costs depending ontargeting criteria, budgetcan be defined by dailyspend limits
– Real-time Monitoring andoptimising is critical (for CTRand conversion rate)
– Customised landing pagesrecommended
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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, appsthey use, and other profile content they’ve provided.
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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 (oneEnglish, German or French)
– Age group 20-24 years
– Specific under-represented countries targeted
• Wanted to monitor results
• Short deadlines
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Strategy - Targeted Facebookadvertising campaign and microsite
Application page
• Reach Convince Convert
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Key metrics we tracked for thiscampaign
Facebookadvert
Microsite Apply(front page)
CTR
CPC
BR
CPA
Conversionrate
5,288 clicks 527 clicks
0.05%
Average BR: 65%
10%
Nb. FBstandard is0.025%
Confidential
Nb. FBstandard is70%
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 aboutcampaign performance
Results: 12,500 clicks
• Over 45 million impressions
• More than 12,500 clicks over a one-monthperiod
• Rwanda and Tanzania generated 1,810 clicks inonly 4 weeks for a media spend of less than $500
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How can we help?
• Your presence on Facebook:– Work with you to develop your Facebook strategy
– Create your page including content managementsystem
– Develop content plan, content and visuals
– Integrate your Facebook page with the rest of youronline and social media activities
– Monitor and analyse your page’s performance andyour overall digital presence
– Support you in site moderation
• Advertising on Facebook:– Manage advertising campaigns
– Monitoring and reporting
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Next steps
• Which social media are relevant for mycandidates?
• 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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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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Stay in touch!
TFA Blog: www.terrafirmaassociates.com/blog
LinkedIn Group: International Public Sector
@TFA_social
For more information please contactJulia Levy