Facebook Advertising
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From Vikram Nair
Business Consultant at Career Builder
With a third of all of the UK's internet population returning daily to Facebook, will 2010 be the year it is taken seriously as a tool? Interested to hear the thoughts of the group.
The most concise answer to the information you requested would be to share real-time examples with you of companies using social media successfully to engage potential candidates. I’m going to focus on Facebook since this is the largest and most engaging social media platform in the world.
Here are some links for you to check out (Facebook fan pages)- Be sure to check out the Careers Tabs:
http://tinyurl.com/yeeczq4 Company: Yoh
http://tinyurl.com/yczakm6 Company: Pepsi Bottling Group
http://tinyurl.com/ydsvat9 Company: Drake International (probably one of the best examples of engagement with job seekers)
David Johnson
HOT LIZARD
There's a lot of discussion about Social Networking and how it can improve referals, but its very interesting talking to our clients about how they are using the various sites. As our clients range across recruitment agencies and consultancies of all sizes, job boards and direct employers we get some interesting feedback. These include companies who have set up a careebuilder site. Obviously the Careebuilder set up provides a good job listing functionality, but the disadvantage with some of the sites is that the vacancies link directly back to the Careebuilder Microsite, as with PepsiCo, rather than having them link directly to the client careersite, which would bring far greater benefits in terms of inbound links etc.
Others that have set up sector specific groups and sites on Twitter and Facebook are begining to see more relevant candidates being attracted, simply by using RSS Feeds to announce new opportunities. This niche approach results in more relevant content being displayed to followers or group members.
BUT the big question I get asked all the time is "Is anyone actually making money as a recruiter and placing candidates or generating direct hires" Granted LinkedIn does work and in essence is a huge database of potential candidates. I'll be honest I haven't had any clients say to me "I'm making money from Facebook, Twitter etc" or "I'm employing lots of people through Facebook etc". Referals vary and to be honest the direct employers generally do better, but conversion rates seem to be a bit vague at the moment.
Having been responsible for Marketing for a national recruiter I collated stats over 6 years on direct ROI from our marketing, but most companies I'll be honest don't, so I would be interested to hear if people within this group can point to ROI in terms of fee incoming or recruitment advertising savings.
As Vikram has pointed out there's loads of stats on where companies have built and grown business through social media, but I'd be interested in actual recruitment stats. Don't get me wrong, I'm a great believer in social media in recruitment, but having been involved in candidate attraction from News Papers and Magazines through the birth of the first recruitment websites and job boards to today's multimedia I'm less interested in the hype, but more interested in results.
But by far the most interesting comments come from
Colm Hannon
Managing Director of social media consultancy eSocialMedia
I have been providing Facebook advertising solutions to FTSE 250 direct recruiters for 3 years and have seen the disaster stories and the success stories where companies hired talented people and saved hundreds of thousands of pounds over recruitment agencies.I'd be happy to chat in person to anyone that wants details.
Here are some of the dos and don'ts that might help.
Do:
1. Have a strategy or a game plan. Know your business objective, plan to listen, target and engage effectively. Understand the resources, process and tools that you are going to use, understand your messaging and your technology
2. Listen and research to see if the people that you are trying to target are on Facebook and what they talk about. If they are not there then don't advertise. Ask some of your targets on FB for advice. Tell them what you are trying to achieve and ask them about what would appeal most to others in their industry and what things they like to talk about. Understand what will differentiate you from the competition.
3. Decide whether you are engaging in conversational marketing or social media advertising. Social media advertising means identifying the target audience and delivering ads with a call to action. Conversational marketing can involve ads but means engaging your target audience in conversations with their piers at your company in a way that convinces them of your employer value proposition. This will lead to applications through your ATS or to employee referrals.
4. Budget allowing (approx £3.30 per 1000 ads) use homepage engagement adverts as opposed to the cheaper and one tenth as effective non-homepage adverts. People spend 70% of their time on the homepage and there is only one ad unit on display there so you don't appear next to dating adverts etc
5.Don't measure FB campaigns in the same way as display advertising. Understand what ROI looks like on Facebook. Social media is about creating and engaging in conversation that eventually leads to quality job applications.
For example: If I tell you about an advert I saw on Facebook and you tweet it and your friend retweets it and it ends up on someone's blog and then one of their readers goes to the careers site and applies for the job, has the advert been successful? Your ATS will not record the source of that hire. Your ATS will measure the number of people that click on the job on your FB page or through the advert and then complete the application but how will the ATS accurately measure those that apply in the future through seeing an update on a friends wall or a retweet? If you trust your drop down menu that asks people where they heard about the job then don't. 83% of people don't disclose the ad source accurately.
6. Get your staff in the relevant dept to engage in conversations on your Facebook page. Get them to discuss relevant topics or projects to really engage target talent.
7. Add interesting apps to your Facebook page to make it more engaging.
8. Monitor what people are saying on an ongoing basis and be prepared to adapt your strategy based on what is working best
Don't
1. Don't be the cheesey sales person. Don't just pitch - make the adverts relevant and interesting and use an interesting picture.
2. Don't talk about your brand - it isn't an interesting topic of conversation! Instead talk about projects, issues or opportunities. You could just discuss something that you know they are interested in and link it back to job opportunities on the FB page or on your blog.
3. Don't use the wrong engagement advert, there are ads with videos, RSVP ads, poll ads and many others so use the most relevant one
4. Don't try and run a campaign without being able to manage it or regularly contribute content to your page.
5. Deliver too many adverts to your target audience, 7 adverts per individual is the recommended amount but no more than 10 adverts.
6. Compare PPC and FB adverts, they are different tools that work differently
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