Facebook: for HR and Hiring

Apex Resource Solutions Social Media Series

The value of Facebook for HR & Hiring

1. Facebook numbers

2. Tell your story using Timeline

3. Great pages: HR/Hiring

4. Attraction & engagement of staff

6. Apps: need to know

5. Important factors for success

7. Crazy Facebook facts

• Facebook is the 2nd most trafficked website in the world, next only to Google

• 85% of internet users have a FB account

• 58% of users have liked a company page

Look at Facebook’s numbers: you can’t ignore nor its power for hiring & HR

• 1 billion users: expected this month

• 7hr: 45min average monthly time per user

• 42% mobile users share multi-media via FB

• 20% of ALL page views on the web happen on FB

• 3/4 of global Fortune 100 have a FB page

• 9 out of 10 companies update their FB page weekly

• accounts for 3 in 4 minutes spent on social networking sites

1. Facebook numbers

... I need a FB talent community

Timeline is more than a change in design. It’s a whole new way to present your employer brand to your talent community. It’s now a storytelling platform, for you to present the history of your business.

Tabs are now Apps...

Tabs, which used to appear on the left of the page, now appear horizontally on the right, below your cover photo.

Referred to as ‘Apps’ they’re located in the ‘Views & Apps’ section - where your photos, events, likes & custom Apps are located.

There are 4 Apps that can be displayed here, the first is reserved for photos.

2. Facebook Timeline

My timeline is sending me to sleep.... zzzzzzzz.........

Posts are now stories....

You can now highlight your company’s achievements, add milestones, highlight star posts, ask questions, post better photos & get them seen by more people, showcase your company as an employer and thus drive candidate traffic, and build your talent community.

Every post has the opportunity to engage. Stories are what makes social media so magnetic.



Using your cover photo...

It’s the first thing people see when they visit your page - so it’s your critical opportunity to GRAB their attention.

Choose a sharp, visually engaging image.

Ideas include: a photo of staff in action - at work, or play; staff endorsement statement; demonstration of staff benefits; an award or graphic that shows your company’s success.

The cover photo is the large image at the top of your page, above your profile avatar.

Image size MUST BE: 851x315 pixels

The rules:

DON’T include any commercial or overt call-to-action information in the cover photo

DON’T include contact information in the cover photo: keep it branded: simple, clean, stand-out

DON’T reference Facebook features or desired actions of your followers

DO make sure you comply with size specs

DO make sure your pic is clear, well-lit

DO consider a visual contrast with your avatar pic

3. Great HR/Careers Pages......

125k likes....

125,000 people are looking out for Taco Bell career opportunities.

They use photos via Instagram (now a Facebook mobile app) to show photos of staff. It works a treat.

And Facebook LOVES photos. Edgerank, Facebook’s algorithm, favours photos over all other categories of posts.

Other cool features:

Regular content themes: ‘Things overheard in the office’; ‘Recipes for Success’.

Staff get involved in content contribution.

Cover photo is changed regularly.

Star posts & milestones...

Star posts are used to showcase Taco Bell’s success & milestones. These can be pinned to the top of your timeline for greater exposure. Star posts are assigned more value on the timeline & take up more space on your page real estate.

117k likes....

117,000 people are looking out for Verizon career opportunities.

Clever use of Apps & Views section.

Custom tabs for 3 categories of candidates: campus, military & experienced.

Each of these tabs offers something unique & different that attracts potential hires, and each includes job opportunities relevant to that workforce group.

91k likes....

91,000 people are looking out for EY career opportunities.

Facebook offers awesome page insights: something EY uses to really understand the demographics of their talent community.

They post content relevant to these peeps, they respond to them efficiently and meaningfully and they tailor their strategy around the information needs of their followers.

This way, EY are retaining the interest of their community and engaging them with relevant content & on-page activity.

76k likes....

76,000 people are looking out for Boeing career opportunities.

Nice, simple profile avatar. This is featured whenever a post is made or replied to so they’ve used this space to let their emblematic logo stand out.

Cover photo is also amazing. The EVP is highlighted - ‘Amazing people doing amazing things’. And, ‘Boeing employs more than 170,00 people across the United States and across 70 countries’.

68k likes....

68,000 people are looking out for Unilever career opportunities.

A stand-out feature here is the participation of staff in the page content.

Employees are your best assets, & Unilever really demonstrates their belief in this. They showcase the ‘hero of the week’ which gives the community an exclusive look into a day in the life of an employee and how they helped shape the company.

This involvement of staff unlocks the viral power of their existing talent communities & brand champions.

4. Attraction & engagement...

Why do all these pages work?

Consistency in activity.

Commitment to the Employee Value Proposition in all content & activity.

Diversity of content: video, imagery, questions, questions, polls, competitions, company & role insights, opportunities, laughter, education, conversation.

My FB talent peeps rock!!!

ALL are compliant with Facebook best practices:

There’s a strategy in place, that’s SOCIAL BY DESIGN: ‘social’ is embedded in everything they do, not tacked on at the end as an afterthought.

The activity is integrated with ALL OTHER talent community activity for the brands.

Authentic in brand voice. FB is a platform to be clear & open about who you are. Not contrived or corporate in language or image.

It’s interactive. The community can’t help but get involved. They’ve all made their careers activity 2-way.

ALL are compliant with Facebook best practices:

Each of these companies are listening to their community. They have a strategy in place that allows for change, involvement & community engagement.

All of them are nurturing relationships. At every possible opportunity. It’s impressive.

5. Factors for success....

Images: visually engaging updates are incredibly important.

Edgerank favours images first, video & link posts second & copy posts third.


Drive preference & differentiation:

1. Understand what your talent communities (existing & prospective) think of your business

2. Define the gap between your current perception and and your Employer Brand’s desired perception of point of differentiation

3. Launch an integrated brand building campaign to drive preference & differentiation - include Facebook ads, sponsored stories & promoted posts

4. Think about how to integrate your Facebook activity into your EB marketing & communications, your website, mobile apps to make them more personal & unique

5. Check in with your talent community to understand what is resonating and to steer your path accordingly

Conversations create hype and broad user involvement. As this momentum builds, Facebook’s algorithm will pick up on this activity & continue to rank it highly due to its reach & broadcast success.

So give your talent community something to talk about.

STEP 1: Build:

Build your FB page.

This creates an identity for your careers efforts in the social graph - the map of connections amongst people on the web, and the things they care about.

Link your page to your physical office locations.

Use social plugins across your other online assets; engage with FB Apps to create better social experiences involving your offer as an employer. Make it meaningful & personalised.


STEP 2: Engage:

Creating these various FB touchpoints both within and outside of Facebook allows you to start building your talent community.

Consider Facebook ‘like’ ads. They’re a quickand cost effective way of building a tribe of interested peeps.

Publishing & engaging in conversations will allow you to deepen relationships whilst also gaining valuable insights.

STEP 3: Amplify:

Every time someone interacts with your careers page, it gets published in both their and your news feed, creating word of mouth. These organic stories are extremely effective in getting a broader community to participate, engage and take action.

Facebook ads include the names of friends who have already connected with your business, so the network recognises the tacit brand endorsement. Sponsored stories enable you to increase distribution of your careers news feed.

This earned media gives you greater scale & community involvement. Every campaign you run has lasting impact via the relationships you build along the way. This is modern day word of mouth.

6. Facebook Apps....

The purpose of timeline apps is to encourage a diverstiy of activity with your Facebook talent community.

Apps provide a fantastic way of differentiating the experience of your page, for your community.

Some of the best App experiences include:

- Good Reads: sharing knowledge about great books- Instagram: photo sharing - a must for Facebook careers

activity- Viddy: a great App for video streaming. Like Instagram for

video content.- Poll: the perfect app to learn of the mindset of

prospective talent- Facebook promotions: an App for contests, sweepstakes

and competitions with your community

Vatican city has 20 Facebook users..... WTF??

7. Crazy Facebook Facts....

In 20 minutes, 1,000,000 links are shared on Facebook

In 20 minutes, 10.2million comments are posted

1 in every 13 people on earth is on Facebook

700billion minutes a month are spent on Facebook

More than 70 translations are available on Facebook

Al Pacino’s face was the original Facebook homepage

In 20 minutes, 2,716,000 photos are shared on Facebook

50% of Facebook users logon every day

The average user creates 90 pieces of content a day

The average user has 130 friends

Every month over 250million people engage with Facebook from external sites

If Facebook were a country, it would be the 3rd largest

Facebook was initially bankrolled by the founder of PayPal, Peter Thiel

A Facebook employee hoodie sold on eBay for $4k

Finally..... Great cover images.....

In summary...

It’s the best source of passive talent on the web

The 3 key elements you need to remember & apply:

BUILD: in & outside of FB apps, places, the works!

ENGAGE: relevant, meaningful content. Entice!

AMPLIFY: make it sharable. Viral is key!

Thanks for joining us...

Remember...

Pics & videos: heaps of them

Apps: competitions, polls, events, sharing. Vary the experience for your talent community.

Involve your staff.

Share important & memorable moments

Keep it real: personal, human & brand compliant!

Listen, listen, listen.

Plan the content strategy & timing

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Facebook: for HR and Hiring

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