Mastering Facebook Part II

Posted: September 13, 2012 by torontosingledad in Uncategorized

So yesterday we talked a bit about Direct Sourcing on Facebook, but honestly again the platform is not geared to people sharing information about their employment, Facebook was never meant to focus on employment and jobs and although there are online apps such as BranchOut that try to be the “Employment Networks” on Facebook most of the general population are not engaging with these apps, why, well honestly probably because a majority of us even though we may love our work, we don’t like working…it’s kind of a necessary evil to you know making money.  Facebook was always meant to be the online representation of our entire life, that’s why Timeline was such an important feature of the Social Network.

The question for employers then is how do you get folks that are not coming to Facebook to apply for jobs to you know apply for jobs.  And if you do direct source someone from Facebook a lot of folks will not be willing to be approached via Facebook because they still view it as a personal network.  I don’t know how many times I have spoken to groups from multiple generations who just don’t appreciate business as part of the Facebook experience.

Most brands will now feel like they “have” to have a Fanpage on Facebook, or more accurately a Timeline for Business.  There is absolutely no reason that companies as a starting point cannot utilize the power of Timeline to a) serve potential job opportunities to candidates/fans and b) do some strong employment branding.  Now when I say this most companies will point out the fact that they are not a huge brand like Coke or RedBull.  Well guess what, almost any brand can take advantage of the Branding/Talent opportunities of Facebook and here are some simple rules that you can follow:

Here are the folks at Fairmont Hotels, not a well known Canadian Brand (and not a client) however, they have over 6,000 likes on their Careers Timeline, how did they get those Fans?  Well they made a few key moves:

  1. They included the Fanpage/Timeline link in all their Recruitment/Talent messaging, including any automatic messaging from the ATS when folks apply to a position at any of the Fairmont Resorts.
  2. They link back to the Careers page and make frequent mention of it from their main Timeline page.

Here is a big NO NO that Fairmont has to fix though.  As part of the page they are pointing potential candidates who want to look/apply for jobs at an outside link.  Research consistently shows that internet and specifically Facebook users are lazy and will not click out of the system.  Fairmont would be well served to build a job portal Tab right into the Fanpage….oh and when you do so please don’t bury it where Fans have to go looking for it.  I have met with other retailers who have said to me “Geoff it’s a test to see how serious a candidate is” —- wow, that’s a great way to lose talent before they have even had a chance to work with you and gives the message “we are arrogant and a difficult company to work for”, just saying….

 

Fairmont does a great job here with Employer Branding, the message being that if you work hard for the company you will be promoted and you will be recognized, which is awesome, again they have missed an opportunity however to link directly to the job that obviously now needs to be backfilled….

 

When I looked at their Page (and for that matter any other page) I noticed that they have a ton of fan posting questions about roles and processes, here is the biggest FAILS that Facebook companies make (can you spot it), there is no, let me repeat that NO engagement with these folks.  The company has basically set up a Facebook Career Page and then left it.  This is a sure fire way to lose potential candidates, and I get it, sometimes companies don’t have the capacity or capability to respond to every post on their wall….if that’s the case there are some options:

  1. Insource the process — share the posting/responding opportunities internally within your management and/or Recruiting and HR teams.
  2. Outsource — hire a company who’s role will be to respond to Fan’s questions on the Wall.  If you go this route then make sure to set out very clear SLA’s with the provider and for god sakes give them access to the information they will need to respond appropriately and accurately.
  3. Hire — get someone on board who’s role is 100% to manage social.  And my advice is not to hire a revolving door of interns.

 

The Gap has the right idea, they use Work4Labs app to pull their current opportunities into Facebook and allow you to stay within the platform to apply for jobs.

Now is this all the best way to leverage the Facebook platform for it’s Viral nature?  NOPE.  The most shared things on Facebook continue to be internet Meme’s….wondering what a Meme is?  Well here is the definition and an example:

meme (play /ˈmm/meem)[1] is “an idea, behavior or style that spreads from person to person within a culture.”[2] A meme acts as a unit for carrying cultural ideas, symbols or practices, which can be transmitted from one mind to another through writing, speech, gestures, rituals or other imitable phenomena. Supporters of the concept regard memes as cultural analogues to genes in that they self-replicate, mutate and respond toselective pressures.[3]

“The word meme is a shortening (modeled on gene) of mimeme (from Ancient Greek μίμημα Greek pronunciation: [míːmɛːma] mīmēma, “something imitated”, from μιμεῖσθαι mimeisthai, “to imitate”, from μῖμος mimos “mime”)[4] and it was coined by the British evolutionary biologist Richard Dawkins in The Selfish Gene (1976)[1][5] as a concept for discussion of evolutionary principles in explaining the spread of ideas and cultural phenomena. Examples of memes given in the book included melodies, catch-phrases, fashion and the technology of building arches.[6]

Proponents theorize that memes may evolve by natural selection in a manner analogous to that of biological evolution. Memes do this through the processes of variationmutationcompetition and inheritance, each of which influence a meme’s reproductive success. Memes spread through the behaviors that they generate in their hosts. Memes that propagate less prolifically may become extinct, while others may survive, spread and (for better or for worse) mutate. Memes that replicate most effectively enjoy more success, and some may replicate effectively even when they prove to be detrimental to the welfare of their hosts.[7]

A field of study called memetics[8] arose in the 1990s to explore the concepts and transmission of memes in terms of an evolutionary model. Criticism from a variety of fronts has challenged the notion that academic study can examine memes empirically. However, developments inneuroimaging may make empirical study possible.[9] Some commentators[who?] question the idea that one can meaningfully categorize culture in terms of discrete units. Others, including Dawkins himself, have argued that this usage of the term is the result of a misunderstanding of the original proposal.[10]

In internet terms a Meme is a picture or concept or video that goes Viral and is widely shared.

So what would happen if you created an Internet Meme and then added a Job Posting/link to the Meme?  Could you potentially get the Meme to go Viral.  If you thought about viral coefficients then this could be a very successful strategy.  It’s not that difficult to start a Meme…here is one that I posted and created on my Facebook Timeline about a 1/2 hour ago.

 

It works well for my audience and although it’s only been up for approx 32 minutes it has been shared six times and has eight likes, all during the time that folks are at work.  My expectation is that the Meme will go pretty far/wide and I will know that it is successful when I start to see candidates picking up the Meme and running with it.

Just food for thought, tomorrow we will look at the tried and true PPC Facebook Advertising.  Until then stay tuned.

 

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