terra firma associates facebook webinar

How Facebook can help you towin in the war for talent

Webinar June 2012

2

Agenda

• About Facebook• Why use it for recruitment

communications• How to use it• Case studies• Upcoming webinars - have your say

What?

4

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

5

Facebook leading socialnetwork

Why?

7

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)

8

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/

9

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?

11

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

12

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

13

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.

14

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

15

Strategy - Targeted Facebookadvertising campaign and microsite

Application page

• Reach Convince Convert

16

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

19

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

20

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

21

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?

22

Stay in touch!

TFA Blog: www.terrafirmaassociates.com/blog

LinkedIn Group: International Public Sector

@TFA_social

jlevy@terrafirmaassociates.com

For more information please contactJulia Levy

jlevy@terrafirmaassociates.com