4. What is Facebook?
• Social Network with 835 million
members in over 210 countries
worldwide
• Facebook accounts for 1 out of
every 5 page views on the North America: 173m Europe: 233m
Asia: 195m
internet worldwide
• 250 million photos are uploaded Middle East: 20m
Central America: 48m
to Facebook daily
Africa: 40m
• 2.7 billion likes every single day
on Facebook South America: 112m
Australia: 14m
• 57% of Facebook user are
female, 43% male
• 425 million mobile users
• Average Facebook user spends
20 minutes on the site per visit
Source: internetworldstats.com 2012 / ansonalex.com 2012 4
7. How are your potential candidates
using 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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8. 48% of all job hunters have done at least one
job hunting activity on Facebook in the last
year
http://mashable.com/2012/02/05/facebook-recruiting-infographic/ 8
9. 4 reasons why Facebook is interesting
for recruiters
1. Reach people where they are spending
their time
2. Engages Passive & Active jobseekers
3. Can be highly targeted
4. Can offer potential for real dialogue and
community development
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11. How can your organisation harness
Facebook for recruitment?
• Use your corporate or careers Facebook page
to 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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12. Reach out to candidates -
Advertising on Facebook
– Targeted advertising
– Narrowly defined
parameters (copy length,
image size)
– Pricing based on CPC or
CPM
– Costs depending on
targeting criteria, budget
can be defined by daily
spend limits
– Real-time Monitoring and
optimising is critical (for CTR
and conversion rate)
– Customised landing pages
recommended
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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, apps
they use, and other profile content they’ve provided.
13
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 (one
English, German or French)
– Age group 20-24 years
– Specific under-represented countries targeted
• Wanted to monitor results
• Short deadlines
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16. Key metrics we tracked for this
campaign
Conversion
CTR Nb. FB
standard is
0.025%
rate
0.05% 10%
Facebook Apply
Microsite
advert (front page)
5,288 clicks CPA 527 clicks
CPC
Confidential
BR
Average BR: 65% Nb. FB
standard is
70%
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17. 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 about
campaign performance
18. Results: 12,500 clicks
• Over 45 million impressions
• More than 12,500 clicks over a one-month
period
• Rwanda and Tanzania generated 1,810 clicks in
only 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 management
system
– Develop content plan, content and visuals
– Integrate your Facebook page with the rest of your
online and social media activities
– Monitor and analyse your page’s performance and
your overall digital presence
– Support you in site moderation
• Advertising on Facebook:
– Manage advertising campaigns
– Monitoring and reporting
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20. Next steps
• Which social media are relevant for my
candidates?
• 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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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?
21
22. Stay in touch!
TFA Blog: www.terrafirmaassociates.com/blog
LinkedIn Group: International Public Sector
@TFA_social
jlevy@terrafirmaassociates.com
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