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Facebook Recruiting:
Targeting Passive Candidates & Building Your
              Employer Brand

             Educational Seminar Series:
                   April 26, 2012
What to Expect Today
• Quick Intros
• Seminar Topics
  •   Social Recruiting - It's Serious, Start Now
  •   Driving Passive Candidates with Facebook Targeted Ads
  •   Facebook Targeted Marketing Case Study
  •   Building a Facebook Fan Page Strategy
• Q&A
  • Please Ask Away – Don’t hold until the end




                                                              2
About HireClix
  Understanding your Core Value?
• Based in Boston, MA
  – California Team in San Diego & Santa Clara
• Digital Recruitment Marketing Agency
  • Expertise in Digital Marketing, Recruitment Marketing,
    Communications, Events & Branding
  • Focused on Recruitment Advertising
  • Diverse Digital Marketing Experience
  • Turn-key Recruitment Marketing Experts
  • Provide Great Value and Zealous Service

                                                             3
Go Beyond Job Boards – Recruitment Advertising

                                 • Social Recruiting
                                 • Employee Referral
                                   Strategies
                                 • Targeted Recruiting Ads
                                 • Pay-Per-Click Recruiting
                                 • SEO for Recruiting
                                 • Content Development
                                 • Smart Use of Boards




                                                      4
Why a New Recruitment Marketing Mix?
      Number of Monthly Unique Visitors December 2011 – Compete.com
 30




 25
            24.4


 20



                             15.5
 15
                                              12.3              12.1

 10




  5




  0

           LinkedIn         Indeed           Monster         CareerBuilder
                                                                             5
Time Shifts to Social Networks & Search




 Source: JobVite 33 Essential Recruiting Stats   6
Competition will Only Get Tougher




                                    7
Competition will Only Get Tougher




                                    8
800M Active Global Users
•Facebook.com - Jan 2012
                           9
Facebook – It’s Serious



                 2011 Ad Revenue - $4.05B




                                            10
Social Recruiting on Facebook
• Targeted Ads Pushed to Passive Candidates
• Facebook Fan Pages Build a Talent Network




                                              11
Target Facebook Ads to Passive Candidates




                                            12
Targeting Candidates by Geography




                                    13
Targeting Candidates by Profile Likes & Job Title




                                              14
Targeting Users by Profile Information




                                         15
Be Creative In Small Spaces…




                               16
Relevant Ads During Facebook Experience




                                          17
Targeting Passive Candidates of All Stripes




                                              18
Facebook Case Study for Campus Recruiting
 GOAL: Use Facebook to Connect with Students in Extreme Competitive
   Recruiting Environment & Build Employer Brand

 WHO: Facebook ads targeted 480 MIT students
 WHAT: athenahealth Branded “Free Food for Finals” Event
 WHEN: May 18, 2011 – Finals Week
 WHERE: Massachusetts Institute of Technology Campus

 RESULTS:
 Generated 7,000 impressions on campus
 Facebook ads sparked word of mouth/viral actions
 More than 250+ students came to employer event
 One Full Time Hire
 Pipeline of Co-Ops & Interns
 Stronger Relationship with Career Services

                                                                      19
Campus Recruiting: Facebook Marketing
Facebook Ads combined with Live Event @ MIT




                                              20
Building a Facebook Fan Page Strategy




     Corporate Page vs. Dedicated Careers Page
                                                 21
Corporate Page vs. Dedicated Page




                                    22
Facebook for Your Employment Brand




                                     23
Build an Engaging Candidate Experience




                                         24
Common Mistakes using Facebook
 • No Clear Ownership
 • Starts & Stops
 • Job Pollution
 • No Clear Recruiting Call to Action
 • Lacks Authenticity




                                        25
Facebook Recruitment Opportunities
• Serious Volume of Users
• True Passive Candidate Audience
• Sophisticated Targeting for Ads
  •   Education
  •   Employer
  •   Geography
  •   Interests
• Fan Page to Engage Talent Community
• Share a Window into Corporate Culture

                                          26
What’s Your Recruitment Marketing Mix?




                                         27
Q&A
HireClix Contacts –
Scott Ryan – VP Client Services
scott.ryan@hireclix.com -

Neil Costa – Founder & CEO
neil.costa@hireclix.com – 617.899.1166
http://www.linkedin.com/in/neilcosta

www.hireclix.com
www.linkedin.com/company/hireclix
www.twitter.com/hireclix
www.facebook.com/hireclix




                                         28

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Social recruiting seminar facebook for recruiting 4.26.12

  • 1. Facebook Recruiting: Targeting Passive Candidates & Building Your Employer Brand Educational Seminar Series: April 26, 2012
  • 2. What to Expect Today • Quick Intros • Seminar Topics • Social Recruiting - It's Serious, Start Now • Driving Passive Candidates with Facebook Targeted Ads • Facebook Targeted Marketing Case Study • Building a Facebook Fan Page Strategy • Q&A • Please Ask Away – Don’t hold until the end 2
  • 3. About HireClix Understanding your Core Value? • Based in Boston, MA – California Team in San Diego & Santa Clara • Digital Recruitment Marketing Agency • Expertise in Digital Marketing, Recruitment Marketing, Communications, Events & Branding • Focused on Recruitment Advertising • Diverse Digital Marketing Experience • Turn-key Recruitment Marketing Experts • Provide Great Value and Zealous Service 3
  • 4. Go Beyond Job Boards – Recruitment Advertising • Social Recruiting • Employee Referral Strategies • Targeted Recruiting Ads • Pay-Per-Click Recruiting • SEO for Recruiting • Content Development • Smart Use of Boards 4
  • 5. Why a New Recruitment Marketing Mix? Number of Monthly Unique Visitors December 2011 – Compete.com 30 25 24.4 20 15.5 15 12.3 12.1 10 5 0 LinkedIn Indeed Monster CareerBuilder 5
  • 6. Time Shifts to Social Networks & Search Source: JobVite 33 Essential Recruiting Stats 6
  • 7. Competition will Only Get Tougher 7
  • 8. Competition will Only Get Tougher 8
  • 9. 800M Active Global Users •Facebook.com - Jan 2012 9
  • 10. Facebook – It’s Serious 2011 Ad Revenue - $4.05B 10
  • 11. Social Recruiting on Facebook • Targeted Ads Pushed to Passive Candidates • Facebook Fan Pages Build a Talent Network 11
  • 12. Target Facebook Ads to Passive Candidates 12
  • 13. Targeting Candidates by Geography 13
  • 14. Targeting Candidates by Profile Likes & Job Title 14
  • 15. Targeting Users by Profile Information 15
  • 16. Be Creative In Small Spaces… 16
  • 17. Relevant Ads During Facebook Experience 17
  • 18. Targeting Passive Candidates of All Stripes 18
  • 19. Facebook Case Study for Campus Recruiting GOAL: Use Facebook to Connect with Students in Extreme Competitive Recruiting Environment & Build Employer Brand WHO: Facebook ads targeted 480 MIT students WHAT: athenahealth Branded “Free Food for Finals” Event WHEN: May 18, 2011 – Finals Week WHERE: Massachusetts Institute of Technology Campus RESULTS: Generated 7,000 impressions on campus Facebook ads sparked word of mouth/viral actions More than 250+ students came to employer event One Full Time Hire Pipeline of Co-Ops & Interns Stronger Relationship with Career Services 19
  • 20. Campus Recruiting: Facebook Marketing Facebook Ads combined with Live Event @ MIT 20
  • 21. Building a Facebook Fan Page Strategy Corporate Page vs. Dedicated Careers Page 21
  • 22. Corporate Page vs. Dedicated Page 22
  • 23. Facebook for Your Employment Brand 23
  • 24. Build an Engaging Candidate Experience 24
  • 25. Common Mistakes using Facebook • No Clear Ownership • Starts & Stops • Job Pollution • No Clear Recruiting Call to Action • Lacks Authenticity 25
  • 26. Facebook Recruitment Opportunities • Serious Volume of Users • True Passive Candidate Audience • Sophisticated Targeting for Ads • Education • Employer • Geography • Interests • Fan Page to Engage Talent Community • Share a Window into Corporate Culture 26
  • 27. What’s Your Recruitment Marketing Mix? 27
  • 28. Q&A HireClix Contacts – Scott Ryan – VP Client Services scott.ryan@hireclix.com - Neil Costa – Founder & CEO neil.costa@hireclix.com – 617.899.1166 http://www.linkedin.com/in/neilcosta www.hireclix.com www.linkedin.com/company/hireclix www.twitter.com/hireclix www.facebook.com/hireclix 28