A look at the value of Facebook for HR and Hiring; examples of organisations doing it right; insight into best practices; tips for greater success.

1. Apex Resource Solutions Social Media Series
The value of Facebook for HR & Hiring

2. 1. Facebook numbers
2. Tell your story using Timeline
3. Great pages: HR/Hiring
4. Attraction & engagement of staff
5. Important factors for success
6. Apps: need to know
7. Crazy Facebook facts

3. 1. Facebook numbers
Look at Facebook’s numbers: you can’t ignore nor its power for hiring & HR
• 1 billion users: expected this month • Facebook is the 2nd most trafficked
website in the world, next only to Google
• 7hr: 45min average monthly time per user
• 42% mobile users share multi-media via FB • 85% of internet users have a FB account
• 20% of ALL page views on the web happen on FB • 58% of users have liked a company page
• 3/4 of global Fortune 100 have a FB page
• 9 out of 10 companies update their FB page weekly
... I need a FB talent community
• accounts for 3 in 4 minutes spent on social
networking sites

4. 2. Facebook Timeline
Timeline is more than a
change in design.
It’s a whole new way to
present your employer
brand to your talent
community.
It’s now a storytelling
platform, for you to
present the history of
your business.
Tabs are now Apps...
Tabs, which used to appear on the left of the page, now
appear horizontally on the right, below your cover My timeline is sending me to sleep.... zzzzzzzz.........
photo.
Referred to as ‘Apps’ they’re located in the ‘Views &
Apps’ section - where your photos, events, likes &
custom Apps are located.
There are 4 Apps that can be displayed here, the first is
reserved for photos.

5. 2. Facebook Timeline
Posts are now stories....
You can now highlight your company’s achievements, add milestones, highlight star posts, ask questions, post better photos &
get them seen by more people, showcase your company as an employer and thus drive candidate traffic, and build your
talent community.
Every post has the opportunity to engage. Stories are what makes social media so magnetic.

6. 2. Facebook Timeline
Using your cover photo...
It’s the first thing people see when they visit your page -
so it’s your critical opportunity to GRAB their attention.
Choose a sharp, visually engaging image.
Ideas include: a photo of staff in action - at work, or play;
staff endorsement statement; demonstration of staff
benefits; an award or graphic that shows your company’s
success.
The rules:
The cover photo is the large image at the top of your DON’T include any commercial or overt call-to-action
page, above your profile avatar. information in the cover photo
Image size MUST BE: 851x315 pixels DON’T include contact information in the cover photo:
keep it branded: simple, clean, stand-out
DON’T reference Facebook features or desired actions
of your followers
DO make sure you comply with size specs
DO make sure your pic is clear, well-lit
DO consider a visual contrast with your avatar pic

7. 3. Great HR/Careers Pages......

8. 125k likes....
125,000 people are looking out for Taco Bell career
opportunities.
They use photos via Instagram (now a Facebook mobile
app) to show photos of staff. It works a treat.
And Facebook LOVES photos. Edgerank, Facebook’s
algorithm, favours photos over all other categories of
posts.
Other cool features:
Regular content themes: ‘Things overheard in the office’;
‘Recipes for Success’.
Staff get involved in content contribution.
Cover photo is changed regularly.

9. Star posts & milestones...
Star posts are used to showcase Taco Bell’s success & milestones. These can be pinned to the top of your timeline for
greater exposure. Star posts are assigned more value on the timeline & take up more space on your page real estate.

10. 3. Great HR/Careers Pages......

11. 117k likes....
117,000 people are looking out for Verizon career opportunities.
Clever use of Apps & Views section.
Custom tabs for 3 categories of candidates: campus, military & experienced.
Each of these tabs offers something unique & different that attracts potential hires, and each includes job opportunities
relevant to that workforce group.

12. 3. Great HR/Careers Pages......

13. 91k likes....
91,000 people are looking out for EY career
opportunities.
Facebook offers awesome page insights: something EY
uses to really understand the demographics of their talent
community.
They post content relevant to these peeps, they respond
to them efficiently and meaningfully and they tailor their
strategy around the information needs of their followers.
This way, EY are retaining the interest of their community
and engaging them with relevant content & on-page
activity.

14. 3. Great HR/Careers Pages......

15. 76k likes....
76,000 people are looking out for Boeing career
opportunities.
Nice, simple profile avatar. This is featured whenever a
post is made or replied to so they’ve used this space to let
their emblematic logo stand out.
Cover photo is also amazing. The EVP is highlighted -
‘Amazing people doing amazing things’. And, ‘Boeing
employs more than 170,00 people across the United
States and across 70 countries’.

16. 3. Great HR/Careers Pages......

17. 68k likes....
68,000 people are looking out for Unilever career
opportunities.
A stand-out feature here is the participation of staff in the
page content.
Employees are your best assets, & Unilever really
demonstrates their belief in this. They showcase the ‘hero
of the week’ which gives the community an exclusive look
into a day in the life of an employee and how they helped
shape the company.
This involvement of staff unlocks the viral power of their
existing talent communities & brand champions.

18. 3. Great HR/Careers Pages......

19. 3. Great HR/Careers Pages......

20. 3. Great HR/Careers Pages......

21. 3. Great HR/Careers Pages......

22. 3. Great HR/Careers Pages......

23. 4. Attraction & engagement...
Why do all these pages work?
My FB talent peeps rock!!!
Consistency in activity.
Commitment to the Employee Value Proposition in all
content & activity.
ALL are compliant with Facebook best practices:
Diversity of content: video, imagery, questions, questions,
polls, competitions, company & role insights, Each of these companies are listening to their community.
opportunities, laughter, education, conversation. They have a strategy in place that allows for change,
involvement & community engagement.
ALL are compliant with Facebook best practices:
All of them are nurturing relationships. At every possible
There’s a strategy in place, that’s SOCIAL BY DESIGN: opportunity. It’s impressive.
‘social’ is embedded in everything they do, not tacked on
at the end as an afterthought.
The activity is integrated with ALL OTHER talent
community activity for the brands.
Authentic in brand voice. FB is a platform to be clear &
open about who you are. Not contrived or corporate in
language or image.
It’s interactive. The community can’t help but get involved.
They’ve all made their careers activity 2-way.

24. 5. Factors for success....
Images: visually engaging updates are incredibly important.
Edgerank favours images first, video & link posts second & copy posts third.

25. 5. Factors for success....
Drive preference & differentiation: Conversations create hype and broad user involvement.
As this momentum builds, Facebook’s algorithm will pick
1. Understand what your talent communities (existing & up on this activity & continue to rank it highly due to its
prospective) think of your business reach & broadcast success.
2. Define the gap between your current perception and So give your talent community something to talk about.
and your Employer Brand’s desired perception of point
of differentiation
3. Launch an integrated brand building campaign to drive
preference & differentiation - include Facebook ads,
sponsored stories & promoted posts
4. Think about how to integrate your Facebook activity
into your EB marketing & communications, your
website, mobile apps to make them more personal &
unique
5. Check in with your talent community to understand
what is resonating and to steer your path accordingly

26. 5. Factors for success....
STEP 1: Build: STEP 2: Engage:
Build your FB page. Creating these various FB touchpoints both within and
outside of Facebook allows you to start building your
This creates an identity for your careers efforts in the talent community.
social graph - the map of connections amongst people on
the web, and the things they care about. Consider Facebook ‘like’ ads. They’re a quick
and cost effective way of building a tribe of interested
Link your page to your physical office locations. peeps.
Use social plugins across your other online assets; engage Publishing & engaging in conversations will allow you to
with FB Apps to create better social experiences involving deepen relationships whilst also gaining valuable insights.
your offer as an employer. Make it meaningful &
personalised.
STEP 3: Amplify:
Every time someone interacts with your careers page, it gets published in both their and your news feed, creating word of
mouth. These organic stories are extremely effective in getting a broader community to participate, engage and take action.
Facebook ads include the names of friends who have already connected with your business, so the network recognises the
tacit brand endorsement. Sponsored stories enable you to increase distribution of your careers news feed.
This earned media gives you greater scale & community involvement. Every campaign you run has lasting impact via the
relationships you build along the way. This is modern day word of mouth.

27. 6. Facebook Apps....
The purpose of timeline apps is to encourage a diverstiy
of activity with your Facebook talent community.
Apps provide a fantastic way of differentiating the
experience of your page, for your community.
Some of the best App experiences include:
- Good Reads: sharing knowledge about great books
- Instagram: photo sharing - a must for Facebook careers
activity
- Viddy: a great App for video streaming. Like Instagram for
video content.
- Poll: the perfect app to learn of the mindset of
prospective talent
- Facebook promotions: an App for contests, sweepstakes
and competitions with your community

28. 7. Crazy Facebook Facts....
In 20 minutes, 1,000,000 links are shared on Facebook
In 20 minutes, 10.2million comments are posted
1 in every 13 people on earth is on Facebook
Vatican city has 20 Facebook users..... WTF??
700billion minutes a month are spent on Facebook
More than 70 translations are available on Facebook
Al Pacino’s face was the original Facebook homepage
In 20 minutes, 2,716,000 photos are shared on Facebook
50% of Facebook users logon every day
The average user creates 90 pieces of content a day
The average user has 130 friends
Every month over 250million people engage with
Facebook from external sites
If Facebook were a country, it would be the 3rd largest
Facebook was initially bankrolled by the founder of
PayPal, Peter Thiel
A Facebook employee hoodie sold on eBay for $4k

29. Finally..... Great cover images.....

30. Finally..... Great cover images.....

31. Finally..... Great cover images.....

32. Finally..... Great cover images.....

33. Finally..... Great cover images.....

34. Finally..... Great cover images.....

35. Finally..... Great cover images.....

36. Remember... In summary...
Pics & videos: heaps of them It’s the best source of passive talent on the web
Apps: competitions, polls, events, sharing.Vary the The 3 key elements you need to remember & apply:
experience for your talent community.
BUILD: in & outside of FB apps, places, the works!
Involve your staff.
ENGAGE: relevant, meaningful content. Entice!
Share important & memorable moments
AMPLIFY: make it sharable.Viral is key!
Keep it real: personal, human & brand compliant!
Listen, listen, listen.
Plan the content strategy & timing
Optimise your page SEO.
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