Get the best of both recruiting and marketing on your Facebook page! Read this free guide for tips on how to: - Avoid communication pitfalls between HR and Marketing - Learn the mutual benefits of sharing a Facebook brand page - Optimize your company’s social recruiting and social marketing strategies

1. Mar 2013
Marketing and HR:
A MAtch MAde on Facebook
How to merge HR and Marketing on your
Social Brand Page

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INTRODUCTION
Why Merge HR and Marketing on your Social Brand Page
So, you’ve decided to give your recruiting strategy a social makeover. Your company
already has a career site, which you’ve been managing well for some time, but you
know you’re missing out on a huge opportunity to engage with talent on their social
networks. Your company also has a social brand page, which is being run just fine
by your marketing department, thankyouverymuch. You have a strategy in mind, and
you’re ready to put your plan into action, but you need a good landing page--and
what better place than one that is already set up, promotes your brand in a positive
and cohesive manner, and has a thriving community of engaged fans?
As a member of Human Resources, it’s easy to see the benefits: your department
doesn’t need to spend any extra time setting up a Facebook page, the marketing
department has already done the work to attract a healthy fan base, and your
company already has cohesive strategy in place for promoting your brand message.
But just because you are ready to start posting your jobs on the page does not
mean that your marketing department is ready to run with the idea. That’s why
we’ve put together this guide to help you communicate the mutual benefits of
sharing a Facebook or social brand page and to avoid the pitfalls that can occur
when two departments share the same fan base for different purposes.
Social media is the best way to reach a large audience, whether it is to sell
them a product or service, or sell them a career. For example, Starbucks
gets 1.8 million visitors to its website every month. By contrast, their
Facebook page gets 19.4 million visitors, roughly 10 times the traffic.*
Both sites provide information about the company and its careers, but the
Facebook page provides an engaging forum for interaction and discussion
about Starbucks’ business, its products, and its company culture.
*http://online.wsj.com/article/SB1000142
40527487037125045762446221461131
18.html?mod=wsj_share_twitter

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CONTENTS
COPYRIGHT
© 2013 Work4 Labs, Inc.
All rights reserved.
Marketing and HR: A MAtch MAde on Facebook
What are Marketing’s Goals for the Fan Page?
Where Does HR Fit In?
ƒƒ Why Do We “Like” Pages?
ƒƒ What are the Benefits to HR?
Making the Case for Social Hiring to your Marketing Team
Avoiding Communication Pitfalls
Happy Marriages: Case Studies
Marketing and HR: A Match Made on Facebook
ƒƒ The Takeaways
Sources
About
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What are
Marketing’s
Goals for the
Fan Page?
Before you can convince the marketing team to
let you share social real estate, you must first
understand the property. The HR department
works on converting people into candidates, and
then retaining them through both outstanding
candidate and employee relations; the marketing
team is tasked with converting people into
customers and then maintaining them through
outstanding customer relations. Both are a form
of customer relationship management that can
be accomplished to some extent through a well-
maintained Facebook page.*
*Candidate relations can be maintained by using
Facebook as a central talent pool. Even if your
candidates are not ready to apply for a job today,
you can bring them back to your careers again
and again through proper ad targeting and
engaging content. Even employee relations can be
maintained through a Facebook talent community
that encourages employees to participate in sharing
company culture on the Facebook page.
While the end goal of marketing’s activities are
numbers-driven--just as yours are with time- and
cost-to-hire, among others--all of marketing’s
social initiatives are people-driven; they take into
account the ways in which consumers directly or
indirectly interact with your brand online. Your
company’s marketing team is highly interested in
how, when, and where those interactions occur
on the customer’s buying journey.
The marketing team uses social media to build a
brand, encourage referrals, foster a community,
offer deals and promotions, and drive continued
customer engagement.
By adding social recruiting to the overall
social brand strategy, you will not only be able
to scale your recruiting efforts and attract
more candidates, but you’ll also be helping to
cement the brand, drive referrals, and foster
a community of current talent, interested job
seekers, and rabid fans.

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WHERE DOES
HR FIT IN?
Your company most likely already has a
corporate career site or at least a “careers”
section of your corporate webpage. Perhaps you
even have an ATS through which your candidates
can apply. When candidates actively search for
your open jobs, they are directed to this page,
and it is on this page that all of your corporate
branding related to hiring is located.
When you take your recruiting strategy to the
social sphere, you expose yourself to more than
just those candidates who are actively searching
for open positions; you are also exposing your
open jobs to potential passive candidates who,
by interacting with your brand, decide to consider
a career with your company. When you move
your recruiting strategy to Facebook, you have
two important tasks:
1. Create a social “home” for your candidates.
2. Drive candidates from your social career site
to your corporate career site or ATS.

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WHERE DOES
HR FIT IN//
Why Do We
“Like” Pages?
The company’s Facebook page is a branded
element that already has fans and cultural
recognition. People “like” a company and become
its fans because:
They have purchased a product from or
used a service provided by your company.
They want to affiliate themselves with your
brand because it grants them cultural
cachet.
They like the content you offer and consider
it relevant to their lives.
They are in the process of becoming a
customer and want to learn more about the
brand, product, or services offered.
They, or their friends or family, work for--or
want to work for--the company.
If people are already fans and visiting your
page because they want to interact with your
company, when they see an advertisement for
an open job or an app that allows them to apply
directly through the Facebook channel, they are
more likely to click through. Even fans who might
not have had a reason to visit your corporate
career page become passive candidates who are
exposed to your jobs because they “liked” your
page to be kept abreast of your updates.

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WHERE DOES
HR FIT IN//
What Are the
Benefits to
HR?
First, you save time and resources by taking
advantage of an established Facebook page with
a group of engaged fans. You can do something
as simple as installing a jobs app on the
company’s brand page, or, if you have a larger
recruiting strategy, you can create a careers page
that links to your brand page and uses similar
branded elements (such as banners and videos)
to keep all of your pages consistent with the
overall branded message.
Second, you save money on advertising, because
you already have a large talent pool of potential
candidates visiting your page and interacting
with the content your marketing department
is generating. And if you do choose to use
Facebook’s targeted ads or Sponsored Stories,
you will reduce your overall recruiting ad spend.
Third, you’ll be able to better target your potential
candidates. Instead of handing out flyers at a
recruiting event or posting jobs on a third-party
employment site and hoping that a fraction of
the active job seekers will find you and become
interested enough to learn more, you’ll be able
to create advertisements that are marketed
specifically to users who match the criteria
for your open jobs, who have searched for or
interacted with your company in the past, or
who are in the same networks as your current
employees. With social recruiting, you become
a big fish in a small pond, and, through better
targeting, potential talent no longer has to swim
upstream to discover your brand and join your
talent pool.
Fourth, you’ll have the opportunity to build
a talent community. A talent community
transcends even a group of fans who “like” your
company; a talent community is a group of fans,
past and current employees, and potential hires
who gather together to act as brand advocates,
while discussing and promoting your company
culture. It is from this community that you’ll
find your “best fit” candidates and keep your
current and former employees engaged with the
company.
You can decrease your ad spend by
leveraging the incredible referral
potential of your employees’ and fans’
networks. By making your jobs shareable,
you give your biggest advocates the
power to spread the word about your
company--for free! Moreover, if you do
invest in Facebook ads, which can be seen
millions of times by your target audience,
you will only pay when candidates click.
These “impressions” become essentially
free advertising.

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Making the
Case for
Social Hiring
to Your
Marketing
Team
Both HR and marketing are in the people-finding
and relationship-building business. Call them
consumers, candidates, or fans, but the people
who find, share, and interact with your Facebook
page are the assets both of your teams seek to
find, engage, and keep.
Here’s how to position your case to the marketing
department:
By drawing new candidates to your brand’s
page through targeted ads, employee
referrals, and other recruiting efforts, you
increase brand exposure and generate
more potential fans who can become brand
ambassadors, leads, and customers.
By creating talent communities, you engage
current employees and brand advocates,
who help amplify the positive tone on your
brand pages.
By amplifying the positive tone on your
brand page, you foster a message
that encourages referrals and
recommendations, which spreads brand
content and awareness.
By spreading brand content and awareness,
you help lead customer behavior. People
who want to work for you do so because
they believe in the product or service
you provide. When they join your talent
community, they’re also becoming social
proof for the quality of your brand.
Social proof and strong advocacy can help
cement brand loyalty. And that, in the end,
is a great way to reach your company’s
bottom line.
And here’s a bonus: if you save money
on your recruiting efforts with targeted
ads, you will free up the budget for other
important campaigns, like those run
by marketing. Not only will that make
marketing happy, but a well-funded
marketing campaign can expose your brand
to even more passive talent. It’s a win-win!*
*And, if all else fails, remind your marketing
team that their next all-star employee is
hanging out on Facebook right now!

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Avoiding
Communication
pitfalls
It’s possible for HR and marketing to create
an incredibly positive symbiotic relationship
while sharing a Facebook page; however, as
in every good relationship, you must maintain
direct, open communication and set the right
expectations.
As you both court the idea of forming a Facebook
page partnership, you’ll want to make sure you
can answer the following questions for yourself,
your marketing team, and your executive team:
Learn From Others
Speak with friends who have started a Facebook
careers page or look at competitors’ Facebook
pages. Even if you can’t glean the hard numbers,
you’ll at least be able to look at engagement and
get a general idea of how they are progressing.
What is working for them? What challenges do
they have or have they overcome?
Define Responsibilities
Meet with marketing and define clear roles and
responsibilities in order to make sure that you’re
equitably divvying up responsibilities. If everyone
has an agreed-upon job, this will make for much
easier accountability and communication as your
social recruiting strategy develops and grows.
How will your teams share resources--including
time, money, and manpower?
Agree on Objectives
Knowing what goals everyone is trying to achieve
will make it easier to come up with a plan to meet
those goals. What is your company’s bottom
line? What metrics will HR use to measure
performance? What metrics will marketing use?
What are the areas of opportunity that a social
recruiting strategy can help improve for HR,
marketing, and the company?
Find a Champion on Your Executive Team
Having buy-in from the men and women at the
top can help facilitate smooth relations between
all departments and keep your teams focused
on the overall company initiatives. Find out who
on your executive team can help advocate for a
shared social campaign. Make sure to present
your case in terms of operational efficiencies:
How are you streamlining your company’s
processes to make both recruiting and marketing
more cost-efficient to benefit the whole
company?
Be a Champion for Your Marketing Team
No good deed goes unpunished, and good
karma comes back around. How can you support
the marketing team’s initiatives, and how can you
align the benefits with your department’s goals?
Analyze, Analyze, Analyze
Look at where the money, the resources, and
your time are going. Look at what results are
coming in. If the numbers work out, they will
only serve to reinforce your case. How are you
measuring the ROI of your strategy now? And
how will you measure the efficacy of your social
strategy once you implement it?

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Engagement
The marketing department at a well-known,
multinational fashion retailer was resistant to
letting HR post anything to their Facebook page
because it was concerned that posts about
jobs would negatively affect engagement with
the company’s millions of global fans. As an
experiment, the marketing department let HR
post a single job-related status--and within four
hours, 14,000 people had “liked” it. In fact, it was
their highest engaged post to date.
Happy
Marriages//
Case Studies
Brand Awareness
A Japanese clothing company that only recently
broke ground in the US discovered how easily it
could implement a successful social recruiting
strategy with targeted ads when the company
began recruiting on Facebook only one year ago.
Though the company has thousands of stores
in Japan and hundreds in Europe, it opened its
doors in the US with limited brand recognition.
The US HR department had limited resources
and a need to hire 500 retail employees in a
short period of time; however it was able to not
only achieve all hiring goals, but also drive brand
awareness through ad impressions and save
so much money in the process that the CEO
was impressed. The C-Suite decided to transfer
significant recruiting funds to marketing, with the
rationale that both teams had proven the ability
to use the company’s 200,000 Facebook fans to
reach their respective bottom lines.

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Marketing and
hr: A Match
Made on
facebook
If you take a look at some of the biggest
companies’ social recruiting strategies, you’ll
clearly see that they are all benefitting from
a symbiotic relationship between HR and
marketing.
That relationship, though an internal endeavor
that requires communication, coordination, and
HR benefits
An established brand page means a built-in fan
base and a potential talent community that can
be converted to candidates through targeted ads
and an in-channel, 1-click application system, like
the Work for Us solution.
Marketing benefits
A good social recruiting campaign can bring new
eyes to the brand page. Those who want to work
for you probably do so because they already like
your brand. Building a good talent community
means building brand loyalty and establishing
social proof.
a little bit of education as to the benefits,will
eventually lead you both to create the most
important relationships of all: relationships with
your fans and candidates.
Everyone benefits
With more people visiting, “liking,” and sharing
your page comes more brand recognition, more
potential hires, and more potential for lead
generation and sales conversion. By joining
forces and sharing resources, your teams build
more and better quality relationships with your
fans--while saving money and meeting your
respective goals.
The Takeaways

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SOURCES
http://online.wsj.com/article/SB1000142405274870371250457624462214611311
8.html?mod=wsj_share_twitter
http://naceweb.org/uploadedFiles/NACEWeb/Connections/social-jobs-partnership-
executive-summary.pdf
http://windmillnetworking.com/2010/08/18/7-ways-to-sell-social-media-to-your-
marketing-department/
http://www.youtube.com/watch?v=OAfLQOi0Gm0
http://kylelacy.com/social-media-is-not-scary-read-the-stats/

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ABOUT
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Work4 develops the #1 Facebook Recruiting Solution, which enables tens of
thousands of companies — including VMware, Gap, and L’Oreal — to hire qualified
candidates across industries, geographies, and pay-grades. Our award-winning
products help recruiters easily launch branded corporate career sites on Facebook
and mobile devices, and drive traffic, job applications, and employee referrals from
the network’s 1 billion users. Work4 was founded in 2010, and is headquartered in
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Read: Facebook Recruiting Basics: A Guide to 21st Century Employment Branding
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