Sirona Says

What to have? Facebook Page, LinkedIn Company Page or a Google+ Business Page?

 

As of this week, social media for business just got a little more confused! The announcement of the release of Google Plus Business Pages this week just blurred a whole lot of lines in regards to social media in business and social recruiting.

So, now you can have a Facebook Page, a LinkedIn Company page and a Google Plus Business Page.......... and of course you already have your website as well. The question is, what should you do - one, two or all of them?

My response is probably a little obvious - you have to do all of them for different reasons. The primary reason is that you need to keep growing your social media footprint. The social sites are all indexed and will appear in searches on Google, Bing, Yahoo etc - so if you want to be found by candidates and clients alike in organic search, you need to give yourself the biggest footprint you can get. That means setting up all these pages (properly) and learning how best to place the right engaging content on them, relevent to the audience on that platform.

So what does each type of page give you?

Facebook Pages

• Facebook is a huge content management platform. 
• It is the biggest social network in the world, so there is immediate access to scale and recognition. With 800 million + people having Facebook profiles and being active, having a Facebook page for your business makes absolute sense, as many people know how to use and interact with Facebook already. They know what the 'Like' is and what to do with them!
• There are loads of superb products/apps etc for recruitment that can sit within Facebook pages such as Work4Us and Facetime, and there are some clever Facebook content management systems being embedded now, such as the brilliant one from NetNatives. 
• People can subscribe to status updates without becoming a Fan of the page. 
• The recent F8 changes are going to bring engagement, interaction and powerful referral actions to a whole new level when they are added to Facebook changes in the near future.

LinkedIn Company Pages

• If you are on LinkedIn you WILL have a Company page....... even if you haven't even set one up. LinkedIn automatically create a page for you when you set a profile up, if your company name doesn't already exist. 
• This is the 'default' business network with over 131 million people now using it. It is THE PLACE people go to check you and your company out, so it is essential you take control of your company profile here. 
• You can add a wide range of content about your company, including listing all the services you provide. You can add blogs, video's, jobs etc and you can even get recommendations for these individual areas from people - a very powerful referral indeed on the quality of your service.
• People can follow your company (for a number of reasons) and by doing so get company updates from you - allowing you to share the latest news and opportunities with them in real time.

Google + Business Pages

• Google search 'owns' the online search industry! They have the number one (by miles) and number two search engines in the world - Google and YouTube, respectively. They can control and alter algorithms to benefit their own products, and don't think Google+ Business Pages will be any different. I have no doubt that Google will give more credence to content on their business pages, in their main search results. For that reason alone (and it is a HUGE reason) you must have a Google + business page.
• Google are slowly integrating their products into their fastest growing social network in the world - Google+. At 40 million people in 8 weeks, the growth has been huge - faster than any other social network before it. As there are 100's of millions of people that use Google products, more and more people will gravitate to Google+ ....... candidates and clients alike. 
• Like Facebook, the concept of sharing and recognition is a major part of Google+, and Fans can recommend your business page with a +1 (similar to the 'Like' action).
• Fans will be able to add your page to one of their Google Circles (in Google+), which will enable them to subscribe to your page's updates, like Facebook and LinkedIn.
• With the option of video chat/interviews and live streaming functionality in Google+ Hangouts, the whole experience for fans of  Google+ Business page is only limited by imagination!

[To create a Google+ Page this walk through will help]

This is by no means an exhaustive list of features and benefits, it is just a few reasons why you as a business will have to have ALL of them for your business. Sorry all  you Marketing Managers out there!

So soon you have to worry about....... Facebook Page status updates, Twitter updates, LinkedIn company statues updates, LinkedIn personal updates, Google+ updates............ AY CARUMBA!!!! 

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Three ways to use Facebook Fan Pages for Social Recruiting (but do they work?)

 

Image credit  AllFacebook

Over the last few weeks I have spoken to a good few people that are using Facebook for social recruiting, and as I expected, they all have different ways of approaching recruitment via their Facebook pages. Some amazed me, others bored me!

But have they got it right?

Well, the whole recruiting piece on Facebook is still very new indeed, so the answer will be in the end results at some stage in the future (so I don't have that magic answer I am afraid!). After all, we are still in the 'Klondike phase' of Facebook Fan Pages - put your stake in the ground and prospect until you find the gold -  the Fans.
But there is no denying the fact that Facebook pages are hear to stay - you only have to look at TV adverts that display Facebook Fan Page URL's instead of the website URL's to see that!

A really interesting post this week on AllFacebook by Brian Carter, looks at the biggest mistakes people make with Facebook Fan Pages. It makes for very interesting reading when you have a few minutes. There are two points that I want to highlight with reference to the use of Facebook for recruiting.

1. Don't assume people will go to your Fan Page. They are more likely to read/see your updates in their Facebook News Feed. Very few people actually go to the many pages they 'Like'. As Brian says:

• When you log on to Facebook, what you see is your news feed, and this is all Facebook is, to most people.
• Your news feed doesn’t contain every post from all your friends or all the pages you’ve liked.
• You can change your news feed to show more, or everything, or the most recent from everyone, but fewer than 10 to 20 percent of people do this.
• If you have a Facebook page, all your fans do not see all your posts. The fans who have liked or comment on your page’s posts will see more of your posts.
  
  [The image above in this post shows the level of Facebook Fans that will visit your page]

2. Not using Facebook advertising (or allocating a big enough budget) to grow your Fan base. The cheapest way to get targeted fans for your page, is with Facebook ads - especially if you do not have a recognised employment brand or are a very niche recruiter.

Now, let me put these into perspective with three examples of different recruitment approaches using Facebook.

Method 1 - Feeding nothing but jobs through your Facebook Wall.

So effectively what we have here is a Facebook jobs page/stream. Great if that is the way you want to promote jobs- personally I prefer an RSS feed!  They are working on the basis that these jobs (or some of the them anyway, according the Brian theory above) will appear in the Facebook users stream (if they have liked the page). There is no engagement, very few 'Likes' (allowing for sharing) and it is very unexciting. For some this might deliver -but in my opinion, this is not the way to best use an engagement channel. [Caveat - if of course it delivers candidates to your career site, then it works.]
[caveat 2 - it works for other channels that just provide job feeds - maybe it is a way forward?]

Method 2 - Use Facebook Fan Pages to engage and grow your community, but take the candidates back to your own career site

G4S have only have had a Facebook page for a relatively short amount of time, but already have 470 fans, with good amounts of engagement on their updates. They are treating their Facebook page as a proper engagement channel and rightly have had success doing that.
They have a jobs page (accessed via a tab in the side wall) where many of the jobs are posted, but importantly, none of these jobs are fed through The Wall - G4S keep them apart.
All the job links take candidates back to the G4S community career site built on the community platform Tribepad. They can they engage with them in their bespoke (in my opinion, fantastic) and fully interactive online community career site.
So they engage with candidates, offer them jobs, but ultimately take them away from Facebook for the final stage of the process -  the application process and candidate experience -  which is all very good.

Method 3 - Do ALL the recruitment and engagement on your Facebook Fan page.

Very simply, this method is purely Facebook.
Everything is channelled through the Facebook Fan page - all the candidates, recruitment and importantly the applications themselves. The theory being that the candidates don't ever need to leave the Facebook page.
For me this is an example of how Facebook can be so effective as a recruitment tool - the caveat here though, is the brand.
Let's be fair, Hard Rock is a much more household name brand than the other two here, Reed Business Information and G4S. And not just a household name, but a sexy brand as well! As we know, people relate more to brands on Facebook, so Hard Rock have a distinct advantage over the others when it comes to gaining potential interest!
However, this really is a great case study of how to use Facebook in a creative and engaging way. They used the Work4 application to publish all the jobs, Eventbrite to book self-book all the interviews and Livestream to stream videos to help candidate understand the application process. Genius! >> and it delivered all their objectives!
[To read the whole case study - see how Bill Boorman created and delivered the project for Hard Rock here]

So they got what they wanted, a fully enclosed Facebook experience. But what about the Hard Rock career site for the future? As successful as this campaign was, it surely can't replace their career site in the future, can it?

So, which is the right way to recruit through Facebook then?

Any of them? All of them? A blend?

For me:

• Facebook is a passive platform for recruitment. What I mean, is that candidates don't join Facebook to look for, or be approached for work directly (as opposed to the more business networks like LinkedIn etc). So user expectations are different.
  >>> So I don't think splurging jobs at people works.
• As a platform it is a fantastic way to engage with and grow a community around your company/brand/industry - G4S do this so well in a sector that is not the most sexy! - so why wouldn't you use it that way.
  >>> Thumbs up for the community style approach for me.
• Just feeding jobs through a page, for me is extremely limited  - and is this how you want people to see your brand - just as a job feed with no candidate engagement?
  >>> Not for me.
• If you have invested in a good career site (and I mean a good one that has a great candidate user experience), then you should be taking your candidate back there - it is your your domain, under your control and most importantly your data. What happens if Facebook made changes on a whim (which they are prone to doing), that suddenly affected your Fan Page? What if they started to charge loads of money to use their pages (and they will at some point - they are a business aren't they?)The word 'screwed' comes to mind!
  >>> A good career site rocks for me.
• The way that Bill set up and managed the Hard Rock campaign was brilliant (and brave of Hard Rock), but it wouldn't work that way with small and unheard of brands. But it is worth taking note of the way that he got the fans to engage and participate in providing content, that was very clever.
  >>>Superb innovation - really liked the Eventbrite tip. Take lessons from this case study.
• Facebook apps can work very well, and the Work4 app is proving very successful - but as Brian highlighted above, you first have to get the candidates to the page - a challenge in itself!
  >>> Use the apps by all means, but open up those wallets for the accompanying Facebook advertising as well.
• Facebook advertising has HUGE potential, as long as there is an understanding that a budget does need to be allocated for candidate attraction.
  >>> Need to spend to do it properly - alternatively get yourself over to the Facebook advertising experts at NetNatives to help you!
  
  
• Finally - for me personally, the power of Facebook is engagement and community - get those right and your Fan Page will be a great success.

So, have you figured it out yet?

There is no right and wrong answer - it is whatever works for you and your company. But you must try different things and keep testing, testing and testing. The more times you fail, the more you will learn how to make Facebook Fan Pages work for you!

Feel free to join our growing Facebook community focusing on social recruiting - I would love to see you there :)

Have you had success using Facebook as a recruiting channel, and if so which methods did you use?

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Your referrals could SURGE ahead with this new social recruiting Facebook app

 

Let's be honest, Facebook WILL become an effective social media recruitment platform at some stage. It is so big and has so much reach globally, I believe it is only a matter of time............... once people overcome their individual (and totally understandable) issues of Facebook as their 'personal networks' of just family and friends.

This is the reason why >> Facebook is that it is no longer a social network - it is a content management platform that has many uses, from personal networks to business pages, that uses relationships to share the information. Note I said relationships not friends ( are you friends with ALL your Facebook friends and are are you 'friends' with all the pages you 'like'?)

Recruitment apps via Facebook is proving a challenge, for some of the companies that have tried so far. For me the one that got it wrong was Branch Out (see here), but there are some that are making some real steps forward > check out Jobvite, Work4Us and Hodes (various products). They all rely on posting jobs and using the sharing aspect of Facebook to distribute them.

There is one form of recruitment that is used the world over for recruiting huge numbers of staff - and that is the referral. I have seen a few products to do with online referral tracking, over the years, but no-one has really made huge strides forward (in my opinion, anyway). So, I was really pleased to see a new product called Surge hit the market (on Facebook) that openly talks about referral networks.

In their words, "Surge combines your existing referral program with your employee's social network, creating engagement about your organization and the employment opportunities you may offer."

I spoke to Surge last week and was really impressed with the way they have approached this - after all they are recruiters! The idea came from the founders - executive search consultants who understand the power of referrals. They want the candidate experience to be the focal point, and the plan to provide such a rich experience within Facebook is key to them.
When I mentioned the whole BranchOut spam thing  (from my experiences) to them, their answer is a simple one - they restrict the numbers of jobs that can be posted on people's walls. The last thing they want is to p*** off potential referrers on Facebook with loads of jobs!

Some of the big names like Microsoft and Hilton (with some other global names to soon follow) are already using this online referral recruiting app (via Facebook).

So what does Surge do?

• Surge allows recruiters to publish job vacancies on employee walls as if the employees did it themselves - with their permission, of course!
• Link the post to a customized "careers" tab within your organization's profile featuring a job search engine, video job descriptions, photos, branch locations, recruiter profiles, CV submission and other useful stuff.
• Track the friend referral from start to finish so the employee can be compensated for connecting to Surge in the first place!

If you want to know more about this very interesting product you can sign up for the free 30 day trial here or you can  Download Surge Referral Facebook App details here.

The Facebook recruiting space is really getting interesting. I have no idea how long these apps like Surge will take to work effectively, and get acceptance from candidates, but it is definitely only a matter of time before they do.

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How to uninstall BranchOut - the Facebook career networking app.

When the BranchOut app hit the Facebook shelves, I like many other people signed up  - more out of curiosity than a need to find a job. Initially it does seem compelling...

Over the last few months I have been getting more and more spam-like Facebook messages from them, that have no relevance to me whatsoever. In fact It really started to hack me off. So I did the normal thing in social media land and asked around.
Many others are feeling the same way. Yes you can turn off the messages in the Facebook settings, but that kind of defeats the object for a career networking tool doesn't it? Other BranchOut users I have spoken to (which is quite a few in the recruitment world as you can imagine), also are now failing to see the value this app actually adds to them.

So, rarther than just moan about it, I thought I would simply remove the app - my choice and no big issue..... or so I thought! Seems they don't want you to do that! And if you do manage to 'escape' their clutches, they have your email address anyway!

Fortunately the guys over at CV4Biz have worked out how best to uninstall BranchOut from your Facebook account.

There are two ways to remove BranchOut from your Facebook apps:

1. Go to your Facebook page
2. Look in the left hand column, and find the third block down, which is Facebook Applications. If you can’t initially see the admin character (square icon, four equal sized shapes, bottom right is a camera, tab labelled “Apps”), then click more. Once you have found it, click the icon
3. You are now in your Facebook Apps admin area. In the top block labelled Your Apps click the more button
4. You are now in Your Apps page in Facebook. Bottom of the page, you will see written To control how your friends see your activity, click here = click it
5. You are now in Choose your privacy settings – Apps, games and websites in the top block, and click the Edit Settings box
6. You are now in Apps, games and websites – Apps you use Find the line in which BranchOut is listed, and on the far right hand side of that line, you will see a cross. To remove BranchOut click, and accept the “Are You Sure?” question. You have now removed BranchOut!

The second way to remove BranchOut, is to go to this thread on Facebook, and add your name to the growing list. It takes about an hour, and removes you as well from their mailing list.

This section is taken from their excellent blog post comparing Branch Out to LinkedIn (which I certainly recommend reading).

Now, of course, I am sure there are many people (probably in th US) that are successfully using Branch Out. Maybe I haven't seen the real value because I am not actively looking for a job, but I do know many people that are, and they also feel the same as me. So as it doesn't suit me, I choose to vote with my mouse and opt out. You may well have better experiences than me, and I would like to hear them.

Career networking via Facebook WILL happen more and more. I am just not sure this app is the killer app for it just yet. Is there another one on Facebook that has had more success? Or do you just stick to LinkedIn?

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Who uses Facebook, Twitter and LinkedIn? [Infographic]

If you believed the hype then every single person in the world is using social media! The reality is of course much different, but it is true that large nubers are, across a wide ranging demographic.

But who is actually using Twitter, Facebook or LinkedIn? The guys at Flowtown produced (as always) an excellent social media demographic on a number of social media sites  (link at the botton of this post). I have taken the data out for the three main social sites involved in social recruiting (at the moment anyway) and grouped them together for easier reading.

It makes for some interesting reading. So, here are the demographics of who is using Twitter, Facebook and LinkedIn?

The full graphic for the Flowtown Social Media Demographics can be found here.

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Could Livestream for Facebook become a valuable recruitment tool?

 

We all know that video is a great tool that can be used in the recruitment process, whether it be in the selection process like Ovia or in candidate attraction via YouTube. But something I was looking at yesterday got me thinking about video in a different way as well.

I was looking at the Livestream Application for Facebook and was thinking about the potential it has for recruitment - both company and agency side.
Companies with a Facebook fan page can now create and embed their own Livestream channel to their page, and host live videos on Facebook for free. And all the previously recorded videos become part of your on-demand library.
What a great way of driving traffic to your Facebook Fan Pages by engaging with them in real time, at the same time offering them interactivity.This is an example of what it looks like on a Facebook page:

Just think about some of the ways you could use it:

• Live presentations to the business internally
• Live presentations to candidates  - think webinars with a twist!
• Live events, like conference formats or workshops
• You could try live training demonstrations
• As a recruiter you could do live 'help the candidate' sessions on subjects like LinkedIn, CV's etc
• Live company announcement across different offices and even different countries

And all this is for FREE - see what I mean about a potentially useful tool? It now means that the only limit is your imagination.

And of course if you then factor in Facebook chat at the same time you then have  method to receive and respond to real-time questions during them as well (you could also use Twitter and a #hashtag of course).

This for me is an excellent way that companies can engage further with their audience and unlike a straight video recording you can make it interactive as well.

I have just downloaded the application myself for the Sirona Consulting Fan Page, so expect some live streaming from me in the near future - if you have any subject requests by the way, happy to try and oblige.
And if your company is using Livestream in a recruiting capacity, please let me know and I will happily share the examples here, to help others understand the power of this medium.

What do you think? What other ideas could companies use it for?

 

 

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When the Facebook LIKE goes a little too far!

 

I saw this cartoon earlier today and am still chuckling about it! I hope you find it as amusing as I did.

PS. Have you seen our Facebook Page yet?

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How to get started with Facebook Pages for your social recruiting strategy

 

We all know the scale of Facebook by now - 550 million people on Facebook growing at millions every week - but ARE YOU taking steps to make the most of it in your business? Have you realised you are going to need a social recruiting strategy very soon? Don't for even one second think that Facebook isn't for you - it is for everyone that wants to engage with their candidates and their clients.

And please don't give me the excuse of people saying bad things about you and making derogatory comments on your wall - if you haven't realised they are saying it about you anyway, just in a different place! Don't be naive on that count!
[Note to that effect: you have got alerts for your brand, URL's and key names set up with Google alerts and Socialmention haven't you? If not, how can you say people are talking about you is you don't even know!]

Facebook pages are now becoming a must-have item for companies in the recruitment space. There is now a high level of expectancy from candidates that companies have them - to them it is just normal. Obviously just putting up a Facebook page without thought and objectives isn't the way forward. But creating a simple social strategy including Facebook, and designing rel event Facebook pages for your needs certainly is.

From a recruitment perspective, Facebook pages can be as simple or as complicated as you need to meet your objectives.
You can have a Facebook Fan page that is a branding and information sharing site like this one,  you can set up your site to use a Facebook application like Work For Us or you can invest some ££ in a professionally built fully interactive recruitment pages like this one from the awesome Net Natives.

If you currently don't have a Facebook page and are considering setting one up, then you will certainly find these 10 tips from the Facebook Legend that is Mari Smith. Her advice is excellent, and if you are not going to use an external company to create your social recruiting strategy, then please take note of these excellent tips:

   1. The design strategy for your Fan page needs to clearly address your objectives for having a Facebook Fan page in the first place. Such objectives might include building your candidate pool; driving traffic to your blog; promoting your products/services; increasing event registrations; getting media contacts and attention; connecting with joint venture partners; establishing yourself as a leading authority; improving customer service.
   2. When you create your Facebook Fan page, you need to be very careful about the category and name you select for your page as those cannot be changed.
   3. Add custom tabs to your Fan page, especially a custom Welcome tab. A recent study has shown that 47% of those who see your Welcome tab as a landing page will Like your page, whereas only 23% will Like your page if they first land on your Facebook wall.
   4. Currently, custom tab content is created mostly in FBML (Facebook Markup Language), which is similar to HTML but with its own proprietary tags and attributes, or through Facebook Apps. At some point in the near future, Facebook will only allow iframe coding, but they’ve promised they will continue to “grandfather in” any tabs you’ve already set up using FBML.
   5. A well-designed landing page will accomplish these purposes: Increase conversions, help visitors know immediately they’re in the right place, be inviting and compelling and provide a positive, interactive user experience.
   6. There are a number of great Facebook Apps you can use to create tabs for your Facebook Fan page. Apps that push content onto your wall (in addition to updating the tab) are better for engagement because that content is more likely to get noticed by your fans because it’s placed in their feed.
   7. You shouldn’t just post content that’s about you or geared to making a sale on your Fan page. Content sources for your Fan page include blog posts, articles, podcasts, videos, photos, interviews (transcribe) along with other people’s content (OPC) available through email subscriptions, ezines, Friends lists, Twitter lists, etc. Fans appreciate content “curators” as it saves them time and allows them to find a variety of useful content in one place.
   8. Allow fans to post items. It’s easy enough to remove anything spammy, offensive or off-topic. Respond promptly to Fan comments with personalized comments of your own. Try to provide daily updates to keep your page fresh.
  9. Conversion strategies may include: regular calls to action, contests, fan-only content, special offers, coupons, etc. If you mix up your content to add sufficient value you’ll find better acceptance of your promotional content.
  10. Remember that Facebook is just ONE marketing channel. You can use a Fan page as a hub for your content or as an outpost. Use your Fan page to educate your marketplace about all that you do, but be sure to enhance the user experience for your fans in the process.

For your social recruiting strategy you should be looking at Twitter, LinkedIn,  blogs, You Tube and even Flickr as well as Facebook, which all need to be incorporated into your existing recruitment process and (of course) your career site.

If you have a recruitment Facebook page at your company that is working for you, then please share it with everyone in the comments below - Facebook is all about sharing, after all.

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So, why do you like using social networks?

So why do you like using social networks like Twitter, Facebook or LinkedIn? Is it for work, a recruiting tool, social recruiting or just staying in contact with friends and colleagues?
Someone asked me that the other day, so I thought I would share my answers with you. It would be great to hear your reasons why social networks are good for you (please post in comments)
Why do I like using social networks?:

1. It started as a curiosity - a sort of 'what is all the hype about' approach. I started with LinkedIn 5  years ago (thanks Jacco!), using it as a tool for my recruitment business. Then Facebook and Twitter followed - and as a person that likes to build relationships for business etc I became an evangeliser very quickly when I saw how great these sites are for that.
2. They are all great for business. I have now generated over £150k's worth of business directly from people reading this blog over the last three years. I find that I use LinkedIn, Facebook and particularly Twitter for building new business relationships and identifying new opportunities. I have met some fantastic contacts on these sites, that moved offline that I would never have got access to otherwise.
3. Fonts of knowledge. They really are a tremendous source of mind blowing amounts of information. The recruitment /HR/ consulting space is well catered fro on all the networks, and the links, websites, ebooks, interviews, product knowledge etc etc that people post on these sites is just brilliant.
4. Sharing. It gives me the chance to really share information tips, experiences, contacts etc with a whole diversity of people around the globe. This blog is read worldwide, and I love being able to share my opinions and advice with many people - and the social networks just help me do that. Having comment and conversation in countries such as America, India, Canada, New Zealand and all of Europe of course really does make me feel good, and just drives me on further, to write and share more on my blog.
5. Superb recruiting tools. (No.6 explains why) Were they invented for recruiters?
6. Access to people you wouldn't normally get anywhere close to. Social media has broken down many barriers within the business world (and the celebrity world of course), and it allows 'normal' individuals to enter dialogue with high profile individuals that previously would have been out of bounds. Of course you still have to go about it in the right way, and make contact in a correct and respectful way, but at least you have a chance to engage with them. They may of course choose to ignore you, but hey, they did that before didn't they??
7. Engaging. Contrary to what people think about social networking - they are very engaging, and it both allows and facilitates conversation, relationships and opportunity.
8. It is fun!!

So, come on then, why do you like using social networks then?

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The Social Recruiting Road (cartoon)

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