Recruit Using Facebook

With an estimated 800 million active users, it is no doubt

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there are people on Facebook looking for a new job, however how do you let them know you have a role for them? And is it as easy as just throwing an ad up and waiting for the responses to come in?
Well, unfortunately, no it isn’t.
It is important to note that mediums like Facebook, Twitter, and LinkedIn are all totally different to an internet job board.

With an internet job board you almost have unlimited space to write your ad and the teaser. With Facebook (and the like) you have to create the teaser and then have to direct the reader (or clicker) to somewhere to get the rest of the information. It is that re-direction and how to re-direct which is the part that complicates the process as most HR professionals are not technically savvy enough (sorry but its true) to build a landing page or even hyperlinks, and more to the point, they don’t have time.

Don’t panic, keep, reading, I will teach you how!
In addition to this, the title on a Facebook advertisement can only have 25 characters and the body has a maximum of 90, so it is less than twitter. The figure below (figure 1) is an example of a Facebook Ad
Figure 1
As can be seen from the Seek ad in figure 2 below, the ads on Seek (and other job boards) allow us to provide a whole bunch more information in comparison to the Facebook ad in figure 1.
Seek Ad
Figure 2
So, how do we advertise on Facebook?
First, you have to go to www.facebook.com/ads. You will need to be logged in to your personal account. Then complete the form below. Make sure you select external url in the destination box.
Figure 3
For those of you who have access to your companies website and can make changes, simply build a landing page that provides more information on the role/s that you are advertising. Take the URL of that new page and insert it into the destination box.
However, for those of you who don’t have access to your web presence, here is a FREE tip . I am assuming you are still using internet job boards. If you have a role/s that you would like to take to Facebook, then use the url of the ad on that particular job board. What is a url? URL stands for Uniform Resource Allocator and it is the address the internet uses to find a page. It is easy to find. It is in the address bar of your internet browser. Assume the ad you have is a seek ad. Find it via your browser, not through your ad portal and copy all of the stuff from http:// blah blah blah onwards.
The above url is the address for the ad shown in figure 2 above. If I were to have that as the destination url in my Facebook ad, then the person who clicked on the ad will be taken to the ad on seek. From there they can find out more about the role and then apply by clicking the apply button. All done! Who needs IT :).
Then all you have to do is become creative enough in building the title and body of your Facebook ad, to attract the attention of the Facebook users, your audience.
Once you have completed this, you then are asked to build your audience. This is a critical part of the advertising process. Make sure you have a good understanding of where and what your applicants do and are. If they need to be located in the south of your state, make sure you build something in there to help Facebook know who to show the ad to. For  example, think of local football teams, or shopping centers in the area that you can use to

Facebook Audience InHouse Recruitment Group

hone in on the right audience. For example, a company in Sydney’s southern suburb of Cronulla in NSW is looking for 20 people to join them. When they post the ad on Facebook, it is a waste of time and money if people in Brisbane are seeing the ad. They can safely assume that people who follow Cronulla Sharks or follow Miranda Westfield, are probably linked to the area somehow.
After all of this, you have to build a budget which consists of a cost per click (CPC) and a daily budget. The CPC is the costs it is going to cost you each time a person clicks on the ad. It is usually a range and is dependant on the demographics you have stipulated prior to this section.
The daily budget is the total amount you want to spend per day. Facebook will pull your ad once you have reached this amount.
If you are still not confident in moving forward with advertising on Facebook, call us on +61 (2) 8005 6299 or click here and complete the Contact Form and we will be in touch asap. We will be glad to help
Author: Steve Begg, Managing Director, In-House Recruitment Group
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Social Media and Recruitment

Last week I was taking with a  client about using Social Media for recruitment. The conversation went something like this.

Client: we have a “New” Facebook Fan Page so we are all sorted with our Social Media presence, but thanks anyway. 

Me: “that is brilliant, congratulations. How are you going to use your new Social Media presence in your talent sourcing strategy?”

Client: “what do you mean?”

Me: “how are you going to find talent from your Facebook page?”

Client: looking like I asked a trick question, “we will post our jobs on the page and they [the candidates] will come”

Me: “oh, ok. Uhm, how will they [the candidates]  know you are on Facebook?”

Client: another blank look, “I don’t know, doesn’t everyone just know?”

I am not going to go on as I think the picture has been painted. The fact is that everyone thinks if they just build a Facebook page and post their jobs on it, then they [the candidates] will come. Its what I call the “Field of Dreams” theory. 

This particular company had invested over $10,000 (which is ridiculous in itself) to have a Facebook page built only to have someone like me destroy it as they hadn’t thought through the rest of the picture. 

In a brilliant post on www.ere.net titled Great Expectations: The Reality of Finding Talent on Facebook by Raghav Sing (http://www.ere.net/2012/05/18/great-expectations-the-reality-of-finding-talent-on-facebook/) Raghav talks about the fact that using Social Media for recruitment is not about posting jobs on Facebook, it about building a talent community and engaging with them. That’s great, however how do you do build a community and engage with them?

This takes time and resources. To do it quickly, you need to have resources available to trawl the chosen Social Media elements and drop themselves into conversations. 

Social Media is like any other community and it doesn’t like to be sold to. If all you are doing is pushing content onto people they will soon stop listening. 

Here is an example. I was recently in the market for a new Laptop. I walked into a reputable electronics chain and started to ask questions, a fact finding process I needed to got through before I purchased. This quickly turned from a fact finding mission (for me) to a sales opportunity (for the sales assistant). They pushed and pushed for a sale until I walked out of the store. 

Remember, I wasn’t ready to buy so don’t try and make me. I then went to another outlet where I asked the same questions, and received much better answers and no pressure. When I was ready to buy I walked straight past store 1 to store 2 where I bought the laptop, a case, a new router and a printer. Its the “Pretty Woman” theory, although I didn’t feel as though I had to go back to store 1 to rub it in their face.

When it comes to building a talent community, here are some tips

  • Build a resource centre to continually comment on relevant topics. (ask us how if you are unsure on this)
  • If you are after engineers, talk to engineers, listen to their grievances and use this information as a topic of conversation. 
  • Always answer their questions. Never gloss over their concerns. This is your opportunity to address any concerns they may have.
  • Remember provide information that is relevant. They don’t care about the amount of leaves in your gutters at home.
  • Be consistent.
  • Always be there, i.e., if someone asks a question today, they don’t want an answer in 2 weeks time. That moment, thought or topic has passed.
  • Don’t try a sell to the audience straight away and please don’t try and close prematurely. You will only drive them away.

There are ways and means you can use to constrain the costs of a resource centre. Have a look around, you would be amazed what you can find to help.

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Author: Steve Begg – Managing Director, In-House Recruitment Group – Australia 

Phone: +61 (2) 8005 6299

 

Use Google to Find Candidates

Google LogoAccording to Wikipedia, 74% of people using the Internet use Google as their search engine. There are over 1 billion searches are entered into Google every day!

So if people are using it find jobs, how do we use Google to find the people looking for jobs?

You cannot so much “find” the people however you can wave a big red flag in their face saying hey look at us if they search for certain jobs, in a certain area via Google Adwords.

Google is a great tool for organisations that employ lots of the same people. For example, cleaners, sales people, trades people, blue collar staff etc.

Note: If you are looking for 1 person, then I wouldn’t suggest this as sourcing strategy. Call us and we will try and help you.

How Do We Do This?

Let’s use an example, cleaners. The first thing we have to do is find out if there are enough searches being performed on these words. To do this we use the Google Key Word Tool (click here to go to tool) which is a brilliant piece of free technology that allows you to find out how many searches are performed for particular words/phrases.

Using the Google Key Word Tool, enter in your key words or phrases (as seen below in figure 1).

 Google keywords tool

Figure 1

If there are a lot of cleaning jobs, you may want utilise the location and enter something like ” cleaning jobs sydney”. The tool will tell you the average number of searches performed globally and locally per month.

As an example, here are the local searches for cleaning jobs by capital cities.

City

# of searches

Sydney

5400

Melbourne

3600

Brisbane

2900

Perth

1900

SA

1600

As we can see from the above table, there are 5400 local searches per month in sydney for cleaning jobs. If you are an organisation that employes cleaners, you need to be amongst that! More importantly, as can be seen from below, there is only one employer coming up in the search, the others are job boards.

 Google Ads - Cleaning Jobs Sydney

Figure 2

Once we have identified there is a market, we have to build the ad. Again, Google ads are small and need a destination. Please don’t just link to your website. The destination needs to be a specific page which the clicker feels is a natural extension of the Google ad.

Once you have a landing page or destination, go to Google Adwords (click here) and start the process of building your ad. You will need to be very specific on what words are your key words, and what you do not want included. For example, if we were looking for cleaners, we don’t want cleaning companies to click on the ad, so we insert that in the “Exclude Items” box.

The rest of the process gets a little sticky, so I am going to break that out into another topic. However if you cant wait for the 2nd instalment, then please call us on +61 (2) 8005 6299 or email us at info@inhouserecruitmentgroup.com and we will guide you through it.

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Author: Steve Begg, Managing Director, In-House Recruitment Group

email: sbegg@inhouserecruitmentgroup.com

www.inhouserecruitmentgroup.com