Facebook

The top 4 Facebook career pages (hospitality)

I’m a big fan of the Social Recruitment Monitor from global recruitment advertising, branding and marketing company Maximum. What I like about this index is that they collect a whole range of data to calculate who is working best on Facebook, Twitter and LinkedIn. The algorithm behind the scoring is explained in this way:

The SRM Index applied to Facebook

The calculation of the SRM index for Facebook focuses mainly on interactivity. We look not only at how your page is interacting with fans, but also at how your fans are interacting with one another, thus forming a community on your page. A strong fan base is also important because it means that shared content is reaching a lot of fans. So the blend of measurable parameters we use to create your SRM Index for Facebook is as follows:

Popularity (15%)
Numbers of fans

The number of people who have ‘liked’ an organization’s career page.

Growth of fans

The percentage of change in the number of people who ‘liked’ an organization’s career page since last week.

Activity (30%)
Numbers of posts

The number of posts made by an organization on its career page since last week.

Interaction (55%)
Engagement Rate
=
Likes + Comments + Shares in 1 week

posts made by page in 1 week

Total fans in 1 week

x 100

Community Interaction
=
Likes + Comments + Shares on postings by others in 1 week

# postings made by others in 1 week

Total fans

x 100
I favour this index over others because of the loading towards interaction. Fan numbers tells us very little about how visible the updates are on a page. Edgerank is applied to page updates in the same way as it applies to updates from your friends. You only get notified of the updates on pages that you have interacted with recently. Interaction creates visibility, and visibility is the new influence. If people can’t see your content, it doesn’t matter that they are a fan among the many. The challenge is to get people interacting with you updates with likes, comments and shares.
The Social Recruitment Monitor tracks only career pages, and these are the top ranking hospitality pages for last week. You can view all the results HERE,

1: Intercontinental Hotel Group

The IHG Careers page is positioned at number 4 in the index, with over 59,512 fans and 13,974 people talking about the page over the last 4 weeks. IHG scored 31.9 in the index. The highlights for the week include:
> Fan growth of 11.35%
> 10 posts for the week
> 1,103 Likes
> 165 comments
> 211 shares

Posts are mostly images with a few jobs and links to employee blog posts of the “day in a life”
type, and video updates. Jobs are searchable via a the TweetMyJobs job app, featuring a link to get referred by connections, location search, share and apply. The page also features a link to the welcome page, with links to landing pages including:

> About us
> Graduate programmes
> Jobs
> Campus events
> Our photos
> Our videos
> Our timeline
> Our info

This is a very visual page, making navigation simple. Posts are a mix of pictures and celebrate success stories, which are about acts of good service by employees. What this illustrates is that real stories are of the most interest to people, and are most likely to encourage interaction, and hotels are full of real stories. All of the top 4 pages feature a similar approach, highlighting the need for engaging posts over noticeboard announcements.

2: Marriot Jobs and Careers.

Positioned at number 7, the Marriott International career page has over 995,000 fans, with an impressive 36,699 people talking about updates over the last 4 weeks. Marriott scored 27.90 in the SRM index. The highlights for the week include:
> Fan growth of 2.95%
> 10 posts for the week
> 10,399 likes
> 2,029 comments
> 540 shares

Looking at the page, the updates are all pictures from around the world, with a conversational style comment. All questions are answered, and visitors can view jobs through a search and apply app that keeps visitors in channel, and a tab leading to an interactive app that enables users to upload a picture, search locations, meet some of the local employees on-line, and list why they belong. This is a brilliant interactive app that will go some way to keep visitors engaged.

3: Accor Jobs

Positioned at number 24 in the index, with 16,793 fans, and 1,730 people talking about it over the last 4 weeks. Accor scored 19.59 in the index. The highlights for the week include:

> Fan growth of 2,43% over the week
> 6 posts for the week
> 104 likes
> 34 comments
> 4 shares

The updates on the page are all pictures with one video, and a similar conversational style to Marriott. Questions are answered, encouraging others to engage when they are seeking
information. The banner for the page features the links to the local pages, with each country having a local page. This differs in style to Marriott, and may be behind the reason for the gulf in fan numbers and interaction. Combining all of the pages may result in a higher ranking, but Accor have taken the strategy to promote local pages and community.
Job search is via the Work4Labs job app that enables social sharing (and matching), job alerts, get referred and alerts by e-mail without leaving channel. the page also features an interactive app that enables visitors to explore the possible career paths within the group.

4: Hilton Careers

Positioned at number 53 in the index, with 8,669 fans and 151 people talking about the page over the last week. Hilton scored 7.26 in the index. Highlights for the week include:

> Fan growth of 0.5% for the week
> 2 posts for the week
> 26 likes
> 11 comments
> 4 shares

Posts are a mix of pictures and announcements, particularly around the Hilton Graduate Program. Like Hilton, jobs are searchable through the Work4Labs app, with the same features as the Accor app.

Thanks to the Social Recruitment Monitor for providing the data, and the links to the page. A strategy of combining an on-line brand presence on an engaged page and a simple, in channel application will connect you with job seekers you need in this sector,

Bill

When the fan hits the Sh*t #TruSanFran #TruNY

I’m going to be running an extra track at #truSanFran on the 13th May and #truNY on the 18th May.The topic of conversation is what to do when people update your page with negative comments or try to goad you in to argument or defence of a position. When you open up yourself to comments and updates, you are always going to get some negative comments or feedback. This is not just a Facebook thing, although plenty of trolls live there. Twitter, in my experience, has the largest number of “smug” tweeters who are constantly on the lookout for opportunities to post sarcastic comments and appear to be clever. The question is how do you deal with this? When your fans are being disruptive and attacking you, what do you do? How do you respond if a blogger has you in their sites and is poking and poking?

Here is the problem. Any conflict is played out in the public eye, and conflict attracts plenty of rubber neckers. Rubber neckers are those people who enjoy seeing a good car crash, and enjoy the whole dram of a good scrap. They might not comment directly. but they will share, and like, and draw other peoples attention to what is going on. It is why many marketeers fear fear social media, because you give up the control of your brand in favour of democracy. Of course updates and posts can be deleted, but the memory lives on and they never really disappear  so just how do you deal with a troll?

My rule of thumb is quite simple, don’t poke a troll with a stick. Do your best to keep emotion out of it, however hard it might be. When you get emotional you get aggressive  and that’s just going to fan the flames. Try not to over justify. Answer with facts and thank the troll for their feedback. They will hate that you haven’t been riled or got upset, because that was their plan. Your other fans and followers will come to your defence. The grace with which you handle criticism gives you the upper hand. Only block or remove spam, offensive or illegal comments, because a community should be a democracy, and some negative feedback keeps you on your toes.

During the #tru US tour I’m going to be sharing some real troll stories, and getting your views on how to handle it best. I hope you can join us.

Bill

This post is dedicated to Marc Drees, who regularly refers to me as a self-promoter and rent a pen.

 

Visibility: The new influence (or why Klout is important)

Contrary to the popular myth, content is not king. It is important, yes, but not as important as found content. If I don’t see what you are posting, then you have no opportunity to influence me or change my thinking. The way the social media channels work now, I’m more likely not to see your content than to see it, and that changes things.
Whilst I appreciate what they have been trying to achieve, I’ve always taken my Klout score with a pinch of salt. My Klout score has always been a direct relation to the volume of updates I have been pushing out. Since I moved my principle channel from Twitter to Facebook, my score has dropped considerably, but have I become any more or less influential? I consider my real influence comes through my blog or the #tru events that I host around the world, and Klout doesn’t really factor this in, although my mentions might go up as a result.
Although the actual algorithm is shrouded in a bit of mystery, the guide to Klout lists the signals they use to calculate your score as follows:

Facebook
Mentions: A mention of your name in a post indicates an effort to engage with you directly.
Likes: The simplest action that shows engagement with the content you create.
Comments: As a reaction to content you share, comments also reflect direct engagement by your network.
Subscribers: Subscriber count is a more persistent measure of influence that grows over time.
Wall Posts: Posts to your wall indicate both influence and engagement.
Friends: Friend count measures the reach of your network but is less important than how your network engages with your content.
Twitter
Retweets: Retweets increase your influence by exposing your content to extended follower networks.
Mentions: People seeking your attention by mentioning you is a strong signal of influence. We also take into account the differences in types of mentions, including “via” and “cc.”
List Memberships: Being included on lists curated by other users demonstrates your areas of influence.
Followers: Follower count is one factor in your Score, but we heavily favor engagement over size of audience.
Replies: Replies show that you are consistently engaging your network with quality content.
Google+
Comments: As a reaction to content you share, comments also reflect direct engagement by your network.
+1’s: The simplest action that shows engagement with the content you create.
Reshares: Reshares increase your influence by exposing your content to extended networks on Google+.
LinkedIn
Title: Your reported title on LinkedIn is a signal of your real-world influence and is persistent.
Connections: Your connection graph helps validate your real-world influence.
Recommenders: The recommenders in your network add additional signals to the contribution LinkedIn makes to your Score.
Comments: As a reaction to content you share, comments also reflect direct engagement by your network.

The important thing here is the emphasis on unique interaction and subscriptions in all of the channels, and your ratio of interactions to follower/friend/connection count. This is critical because edgerank (and whatever name LinkedIn and Twitter use to rank content), means that your content is only visible to people who interact with you. This is most evident on Facebook, but is relevant to Twitter and LinkedIn because your updates get pushed right down the stream or feed when there is little interaction. Equally, shares, likes and comments combined with authorship on Google+ will increase your ranking in personal search results amongst your social connections. Whichever way you look at it, interaction means visibility, and visibility presents the opportunity to influence.

Personally, I place the greatest importance on LinkedIn interactions, because my LinkedIn network has the greatest relevance to the areas I work in, and there is less interaction in this channel. I have calculated the relevance of my LinkedIn network at 70%, where as Facebook is closer to 45% (with a smaller network), and Twitter at close to 30%. (with my biggest network.). Whilst it seems Klout ranks all channels equally, your Klout score is a good indicator of interactions, hence visibility. If your not getting visibility, then you need to either reconsider how to get interaction from your updates by inviting comment or asking questions, or consider paying to promote your updates or tweets, which makes them visible to larger sections of your network. Whilst LinkedIn don’t yet offer “promoted” updates, I’m sure the facility won’t be too far away. It might well also be time to take more than a passing interest in your Klout score.

Bill

You can read the full guide to Klout scores HERE

 

At Last: Source In Facebook Featuring @TheBalazs

 

#Trulondon is now over. I’m back in the game with a head crammed full of ideas. If you ask me for the top thing about hosting #tru it is that I get to meet and become friends with so many super smart people. I first met @TheBalazs at #trulondon, then he set up #truBudapest with great success. #Tru gives some of the lesser known names a chance to showcase their talents. I’m really proud of the number of people who got their first exposure through one of the events. It’s hard to imagine that people like Jonathan Campbell were largely unknown only 2 years ago.
Balazs Paroczay is the EMEA sourcing lead for Kelly OCG. He reminds me of a raw and super enthusiastic Glen Cathey (with hair!). This is the outline of his brilliant talk on cracking open Facebook at the #Sourcelab at #trulondon. He has set up a new blog called “Balazs and this magical sourcing world”, to share even more resources like this. It is a must follow.

Brilliant work my friend. Thanks for sharing!

Bill

The Top 30 Career Pages On Facebook, The #SocialRecruiting Index #TruLondon

At #TruLondon Dutch employment  branding firm Maximum are launching the Social Recruitment Monitor, an index that measures a mix of fans, followers and subscribers, comments, likes and engagement. This is how the company describes the index:

“MXMM believes that the number of ‘likes’ isn’t the sole indicator of social media recruitment success on Facebook, just as the number of followers isn’t the sole indicator of success on Twitter. The MXMM Social Media Index, around which the Social Recruitment Monitor is built, uses weighted variables that are proven indicators of ‘popularity’, ‘activity’ and ‘interaction’ – not just ‘likes’. In our vision activity and interaction are better indicators of success/effectiveness so they play a bigger part in the overall index, whilst number of likes (and growth over a period) of course remains an important factor as well. The index gives a mean over the last four weeks and will be updated on a weekly basis. In total the MXMM index is based upon twenty individual variables/numbers to ensure a robust index.”

The index currently covers Facebook, with plans to extend this to Twitter, LinkedIn and YouTube, so this has the potential to provide a real insight in to how the career brands are doing. One neat feature allows you to compare one account with another directly. What is important is the greater scoring for engagement over fan numbers, and growth of fan numbers over the total fan numbers. When you look at the data displayed, you can see that the emphasis is on engagement, similar to Edgerank. Without engagement on Facebook, and recently LinkedIn, content and updates become invisible from the streams of the people they are trying to reach.

The index is free to access and updated weekly. At #truLondon Maximum are going to look at the top 20 career pages globally, and the top 20 career pages in Europe. I think I’d like to see this extended to any page that features jobs, such as Hard Rock Firenze, but I applaud what they have done so far. If you have a career page you can add it to the index by registering your own career page.

Some of the results are quite surprising. I know AT&T only launched their page a few months ago, yet they sit at 3. They have been quick to get engaged with their fans in the Facebook environment.

 

  • 68,85MXMM-Index
  • 6.574Fans
  • 8,0502Engagement Ratio
2
  • 56,05MXMM-Index
  • +2Index shift
  • 2.556Fans
  • 9,8503Engagement Ratio
3
  • 53,65MXMM-Index
  • -Index shift
  • 10.216Fans
  • 0,3771Engagement Ratio
4
  • 47,26MXMM-Index
  • -2Index shift
  • 24.492Fans
  • 3,6227Engagement Ratio
5
  • 45,67MXMM-Index
  • +1Index shift
  • 36.303Fans
  • 0,1503Engagement Ratio
6
  • 43,68MXMM-Index
  • +7Index shift
  • 77.103Fans
  • 1,2300Engagement Ratio
7
  • 42,87MXMM-Index
  • -2Index shift
  • 6.082Fans
  • 1,5224Engagement Ratio
8
  • 42,40MXMM-Index
  • +2Index shift
  • 10.173Fans
  • 0,5083Engagement Ratio
9
  • 42,25MXMM-Index
  • -1Index shift
  • 4.488Fans
  • 0,9011Engagement Ratio
10
  • 41,79MXMM-Index
  • -1Index shift
  • 8.065Fans
  • 0Engagement Ratio
11
  • 40,84MXMM-Index
  • +1Index shift
  • 16.763Fans
  • 1,7373Engagement Ratio
12
  • 37,61MXMM-Index
  • -1Index shift
  • 33.586Fans
  • 0,9364Engagement Ratio
13
  • 34,58MXMM-Index
  • +1Index shift
  • 9.232Fans
  • 0,3121Engagement Ratio
14
  • 33,99MXMM-Index
  • +1Index shift
  • 87.138Fans
  • 1,9526Engagement Ratio
15
  • 33,57MXMM-Index
  • -8Index shift
  • 960Fans
  • 5,4083Engagement Ratio
16
  • 32,01MXMM-Index
  • -Index shift
  • 4.803Fans
  • 0Engagement Ratio
17

BMW

BMW

  • 29,48MXMM-Index
  • -Index shift
  • 104.495Fans
  • 0,5347Engagement Ratio
18
  • 27,30MXMM-Index
  • -Index shift
  • 16.197Fans
  • 0,3482Engagement Ratio
19
  • 27,08MXMM-Index
  • -Index shift
  • 3.332Fans
  • 4,6596Engagement Ratio
20
  • 26,68MXMM-Index
  • -Index shift
  • 31.911Fans
  • 0,1985Engagement Ratio
21
  • 23,70MXMM-Index
  • +2Index shift
  • 2.904Fans
  • 1,2974Engagement Ratio
22
  • 22,29MXMM-Index
  • -Index shift
  • 18.961Fans
  • 0Engagement Ratio
23
  • 21,41MXMM-Index
  • +4Index shift
  • 742Fans
  • 3,4060Engagement Ratio
24
  • 21,27MXMM-Index
  • -Index shift
  • 38.006Fans
  • 0,3693Engagement Ratio
25
  • 21,25MXMM-Index
  • +5Index shift
  • 2.534Fans
  • 0,3376Engagement Ratio
26
  • 20,86MXMM-Index
  • -5Index shift
  • 24.908Fans
  • 0,0672Engagement Ratio
27
  • 19,96MXMM-Index
  • +1Index shift
  • 96.873Fans
  • 0Engagement Ratio
28
  • 19,67MXMM-Index
  • -2Index shift
  • 18.392Fans
  • 0,4651Engagement Ratio
29
  • 17,82MXMM-Index
  • -Index shift
  • 47.798Fans
  • 0,2595Engagement Ratio
30
  • 15,53MXMM-Index
  • -5Index shift
  • 3.385Fans
  • 0Engagement Ratio

 

I think what is the most interesting is the top ranking position for Continental, the auto-parts business. Before the index, at least 10 of the entry’s in the top 10 would not have come up on my radar when it comes to social recruiting.

The data that sits behind the index like the volume of likes, shares, comments and weekly fan growth is listed in the index in the detail view. This makes sense of the scoring behind the index. Examining these scores, another surprise is the low number of on each of the rated pages, the highest is 14 and most of the others are between 2 and 4. You don;t need a lot of noise and updates to get interaction, you just need compelling content that provokes a reaction, you also don’t need 1000′s of fans.  I’m really looking forward to hearing about the trends that are coming out of this research.I recommend that you take a look at the index yourself.

You can access the full index HERE 

 

 

Recruiters: No need to be friends

Just when you thought it was safe to start reading the Facebook for recruiting blog posts again, the debate reignites over at ERE over whether job seekers want to be friends with recruiters, and that personal messaging is intrusive. I’m a big fan of ERE. The contributors are well informed, and they provoke great debate from the community, (Who could forget Autodesks Matthew Jeffery’s Recruiters 3.0,4.0,5.0 and subsequent instalments.) The post that caught my attention because it was e-mailed to me by reader Jacob Madsen for comment is titled: “Facebook Recruiting Is All The Rage,” by Howard Adamsky.

The post makes some very good points raised around the danger of making candidate judgments around the content on a candidates personal feed. The really interesting discussion though comes in the comments which range from the hugely passionate Facebook recruiters through to the usual “I hardly ever use the channel for personal use but it deffinitely won’t work for recruiting.” The latter is always a dangerous position to take.I’m all for people saying they don’t “think” it will work, but you really need to have been involved in trying something before you are in a position to say this doesn’t work.

One of the comments that really stood out for me was from the author Adamsky, who posted in response to a comment around Facebook being the place for forming meaningful dialogue with candidates. Adamsky replies:

“@ Michelle: I think you might be wrong. I see FB as struggling, I do not see it as a place for serious recruiting and you will have to define “meaningful conversations” for me. Sadly, I might be missing the boat but I can’t even I imagine how FB would build a brand. “

I’m not going to get in to the health, or not, of Facebook as a channel, but I can say from experience that meaningful conversations start on Facebook every day. I say start because any conversation needs to move from the on-line to the off-line to be truly meaningful. When you run an effective fan page then there is plenty of meaningful dialogue between recruiters and employees and potential candidates. This is harder for third party recruiters to achieve because the desired relationship is often shorter term and job based, but there are plenty of corporate recruiters who are connecting and attracting candidates to apply for opportunities. Facebook is the perfect channel for displaying employer brand content in pictures, updates and video. The length of time people stay connected with brand pages like Careers at Oracle, Hard Rock Cafe Firenze or Salesforce.com I’m happy to accept that these are huge brands, but I also know that Facebook applications are driving much of their hiring because I have been closely involved in the launch of 2 of the 3. One of the notable things about these and other fan pages is that the content is seen as humanising the brand. Can you build a brand on Facebook? There are 1000′s of examples of companies in the B2B sector who have done just that, as well as many others who already had a great brand, (like the 3 listed), but enhanced their employer brand through Facebook.

The important point here is that the connection is as a FAN and not a friend. I think this is the biggest area people jump to the wrong conclusions when talking recruiting in this channel. Recruiters don’t want or need to be your friend. They don’t need to see your pictures or look at your updates to make judgments on your political views. They want to make applying and displaying employer brand content accesible, and to make it easy for interested partys to connect with recruiters as fans, not as friends. When you are weighing up the value of facebook as as a recruiting channel you need to think this way, and understand that this seperates the personal from the professional.

I was speaking this evening with Ohio Recruiter Meredith Soleau, who recruits for the automotive industry, and is hiring candidates that will almost definitely not be on LinkedIn, or many other places on the web. Meredith uses the BranchOut enterprise application on Facebook to find people who meet her criteria, and she does it very successfully. Interestingly, and related to Howard;s original post, Meredith does not use Branchout or Facebook to message the candidates unless there is no other option, but it is the place where she can find people who can’t be found anywhere else. The BranchOut Recruiter Connect, has reach across the whole of the network for finding people. Once Merredith finds the right people she contacts them by phone to sell the opportunity, and she is making hires. If you can use Facebook for finding the right people, you don’t have to message them as an unconnected contact, there are other ways to speak that might be better received. Twitter is the place for talking to strangers, Facebook probably isn’t, but it could be one of the best places for finding strangers and identifying what they do in some sectors.

In conclusion, stop thinking that the need to be friends or access to personal updates, pictures etc. There are fan pages, applications that don’t require access to anything other than employment detail. There are referral applications, and get referred applications that build pipeline. Facebook should only be part of the recruitment mix, but it is an error to leave it out because you are thinking of Facebook as a personal channel, think fan not friend!

Thanks to Howard and ERE for prompting this post. It is a discussion I have often.

Bill

What About The Facebook Jobboard?

There’s been a lot of talk about the Facebook job board and just what it might look like. The speculation is really around if Facebook are looking to take a chunk out of the job board revenues. Being the dominant force on the internet for user numbers and potential, it is easy to see the potential for a job board that lives on Facebook, but I have never really seen this as the intention coming out of Palo Alto.

The way I see it is that Facebook have a clear vision to become the internet. The more services Facebook can offer, and the more areas of our life they can support in a meaningful way, the more time we will spend in the channel, and career is a big part of life. The job board fits in to this vision perfectly, and the more services Facebook can offer, the more they get to know about us, our likes, interests and habits. This is important because like Google, the more they know about us, the better they can target advertising to our needs, and the better the advertising matches our needs the more click through, which means more $’s. It also stands to reason that the longer we spend in the channel over other parts of the web, the more opportunity to serve up ads and sponsored posts.
My view is that for this reason, the job board is going to be a giant aggregator of jobs from the boards around the world with local search and filters, and Facebook friendly features. These are probably going to centre on keeping notifications, messaging, registration, search and applications within Facebook. User behaviour on applications like Work4Labs shows that users like to stay in channel and in an environment they are comfortable in. When it comes to recruiting, they want destinations to be app based with an easy opt in and out, and no public notifications or wall posts that might alert connected colleagues. When it comes to connecting in Facebook, users want to be fans but they don’t want to be friends. We don’t mind giving access to our data like contact details and our social graph, but we don’t want to give access to our pictures, our wall or personal details. Facebook have been able to observe this from the many career and job hunt apps that have been launched, and I would expect these principles to feature highly in the new job board.
There are seven features that are beginning to get integrated in to the leading Facebook job apps that are changing the way job seekers connect with companies and investigate opportunities:
 Get referred
This maps the user’s social graph with the company to show who you are connected with at the company with the job opportunity. The more sophisticated versions prioritise results by relationship and interaction combining “influence” with footprint. This enables users to message friends to request an introduction.
 Join our network
This feature enables users to request relevant updates according to their social profile without committing to applying. It is simple one click, taking social data from other parts of the internet to create a searchable profile and tagging. I’m expecting to see this feature grow and grow, and become the primary source for candidates in the future.
 Talk to rather than apply
Applying for a job is a big commitment. Many possible candidates get lost or drop out at the thinking about it stage. Talk to connects recruiters with the interested earlier in the process to answer specific questions and help the user to make the choice over the fit of the opportunity and the company culture and values.
 Similar opportunities
Amazon were the pioneers in matching users and making recommendations based on similar interests. It started with “people who liked this book also liked these” and then became more sophisticated based on matching profiles and intuitive learning about you based on a user’s previous habits and actions. The more you interact, the better the technology “knows” what to recommend to you.
 Share with specific friends
Matching jobs with your social graph to give you the option to send the job as a notification or message to a friend who matches the requirements of the job. This plays on the social desire to share and help your network if you can. Whilst users may be reluctant to share jobs in to their stream carte blanche, they are often wiling to send relevant opportunities to specific friends.
 Geolocation matching
Companies in the service sectors particularly retail and catering who have similar jobs in close proximity display opportunities in a map format that enables candidates to express interest or apply for multiple jobs at the same time. Matches are based on geography. In the same way, a job board can display all the jobs matching a candidates wants in a specified geographical area.

I’m expecting to see these features incorporated in to the job board, as well as integration with the more established apps. All of this will lead to Facebook increasing in popularity as a channel for job search and recruiting.

Bill

Facebook don't want you to search.

Sourcing wizard Glen Cathey posted an excellent article on his Boolean Black Belt blog titled “Searching Facebook For Sourcing And Recruiting.” Without going in to too much detail (you should read the post yourself.) the upshot of the post was that it is extremely difficult to extract any meaningful data from Facebook for the purpose of sourcing. In the post Glen published the results of a number of searches he had conducted, including:

> Searching for friends by company and co-worker. This gives you a default return to the standard search bar.

> Find friends from different parts of your life, hitting the find friends and co-workers tab then the “enter another employer” tab. This returned the best results when you added a location for specific results, though as Glen pointed out, this is dependent on the data entered by users being accurate, and it often isn’t.

> Searching the people search bar with a combination of employer and job title. This returned some results but required you to hit the “see more results” twice. Some results were there, but were well hidden.

> Using the “add another filter” under people search which gives you a whole list of other options. This sometimes worked for Glen, but also returned some baffling results of no relevance.

> Searching Facebook using boolean operators – This doesn’t work. Facebook doesn’t support Boolean.

Glen is one of the worlds best sourcers, whilst I’m really a novice by comparison. All the same, I ran each of these

Glen Cathey

searches and could only draw the same conclusions. The most successful way I have found of searching the channel is to search the friends of an employee of a target company using the people filters. This brings results provided you have a name at the target company. It works, but is cumbersome and time-consuming.

A few weeks ago I was involved in hosting a hack day to automate Facebook search. There were some sharp guys there, but we kept coming back to the same problem in that what you can automate in search is seriously restricted. This, combined with Glens post and my own tests lead me to one conclusion, Facebook just don’t want you to be able to search beyond your own friends or brand pages. They don’t want to support Boolean because this would bring the people sourcers. The only way they want you to be able to reach your targets is through advertising, and they protect this position by scrambling results, hiding filters and returning searches to the people bar.

Whilst there is an obvious commercial benefit to Facebook in this, it’s not all about the dollars. I believe that this also has a lot to do with what they want for users, they want commercial messaging to be determined by user choice and opt in, hence the advertising approach where users are invited to connect by opting in. Whilst the numbers on Facebook make it an appealing hunting ground, the architecture behind the channel and the structure of the data makes it a bit of a barren land for sourcers searching in channel. As Glen concludes in his post, you can get better results by x-ray searching Facebook profiles via Bing or Google to identify people by job title and location provided they have left their profile open. The challenge then is effectively messaging in the channel without any previous connection, and this gets a very mixed reaction.

This highlights again that Facebook strategy is really about creating fan pages, targeted advertising to reach people (using the ad filters in the same way as you would search), engagement and making it easy to search for and apply for jobs in channel.

Bill

Searching Facebook For Sourcing And Recruiting

 

LinkedIn To Build On Facebook?

This post is based on speculation and opinion. I have no inside information, but I have a theory as to the direction LinkedIn and Facebook might take. Over the last few months I’ve been thinking a lot about what the long term aims and ambitions are for the super channels that are LinkedIn and Facebook. My feeling is that there might just be a marriage of convenience coming, and I wouldn’t be surprised to see this happen over the next twelve months. This doesn’t mean that I expect to see any formal acquisition or merging, but I wouldn’t be surprised to see a LinkedIn app built on top of Facebook, and this would be big news for recruiters.

In my view, the long term aim of Facebook is to become the web. Everything I see being introduced in to the channel or talked about is aimed at getting users to spend more and more time in the channel, and to be able to do all that we want to do without leaving Facebook. The recently launched App Store promotes apps from all providers, aggregating the apps in to one store that keeps the users in channel. Facebook acquired instagram which again has the same objective, competing with the likes of Flikkr for users. at the same time they launched the Facebook Cam App which makes images perfect for timeline, further encouraging users to keep their images in the channel.

There has been a lot of talk recently about the proposed Facebook job board. From what I can see this is going to be an aggregator for external job boards. looks like Facebook are not trying to compete with the job boards for users, but under the guise of enhancing the user experience are looking to give users yet another aspect of their life they can conduct on Facebook and stay within the channel. My other feeling about the job board is that they will be introducing a feature like Work4Labs that keeps the application process in channel. I think we are going to be seeing more developments like this in other areas that serve to encourage us to spend more and more of our on-line time in channel, and don’t forget that there has been a lot of talk around a Facebook phone, which I’m guessing will automatically divert and prioritize access to the channel.

My feeling is that this is all about PPC and other ad revenue. The more time we spend in the  channel and the more we do there, the more Facebook learns about us, and the more they know about us, the better the ads they can serve up, and the more we will click on. My feeling is that despite all the talk of Facebook v LinkedIn, the real play is  Facebook v Google, and if there is no need to leave the channel for anything because it is all served up in Facebook, then there is no need to search elsewhere.

This is where LinkedIn come in. My view is that the long term aspirations of LinkedIn are to become the people reference channel. In the past, any time you’ve met someone new or wanted to check someone out, you went to Google, now the first place you look for anyone in the professional space is on LinkedIn. The way the data is structured in the channel also makes it the best social sign in, form auto-completer or application. I think Facebook recognise that they are unlikely to ever be able to compete with LinkedIn in this area. This provides a platform for the channel to grow well beyond recruiting, generating their revenue through third-party access to the API and data.

What I think LinkedIn recognize is that they will never be able to compete with Facebook for numbers of users or non-professional users. If the two channels were to combine resources through a LinkedIn app on Facebook, bot channels could achieve their objectives without competing. If the professional data on a user came from LinkedIn, rather than Facebook info section, and everyone on Facebook was encouraged from registration to create a LinkedIn profile via the app, imagine the possibilities. LinkedIn gets the data, a wider range of users across all work types rather than just the professional sector, and the app gives users another reason to spend even more time in Facebook. both channels achieve what I believe are their objectives, and it is Google who would suffer.

This might seem a little crazy, but think about what a LinkedIn app integrated in to Facebook would mean for everyone, not least the users who both channels claim to consider before everything else. When it happens, you heard it here first.

Bill

Top 10 Countries By Growth In Facebook Users

After last weeks post on the number of LinkedIn users by country, I thought it would be interesting to look at the top 10 countries by growth in number of Facebook users over the last 3 months. Thanks again to SocialBakers.Com for the data. The pen figure denotes penetration of the total population.

1. Brazil:  Users  46339720   Growth +8 432 320  Gain +22.24%  Pen  23.04%
2. India:  Users 45774260 Growth  +2 276 280  Gain +5.23%  Pen 3.90%
3. Japan: Users 8606640  Growth +1 836 820  Gain +27.13%  Pen 6.79%
4. United States: Users 157233760 Growth +1 531 980 Gain +0.98%  Pen 50.68%
5. South Korea:  Users 7034640  Growth+1 332 820  Gain+23.38%  Pen 14.46%
6. Egypt:  Users 10643740  Growth +1 099 340 Gain +11.52% Pen 13.23%
7. Mexico: Users  33041600 Growth+1 006 720  Gain +3.14%  Pen 29.38%
8. Germany: Users 23522500 Growth +921 840  Gain +4.08%  Pen 28.59%
9. Colombia: Users 16348660  Growth+729 080  Gain +4.67%  Pen 36.98%
10. Canada: Users 17883840  Growth +693 600  Gain +4.03%  Pen 52.97%

The data for the UK during this period was:

13: Users 30783600 Growth: +534 260 Gain: +1.77% Pen: 49.37%

Not quite half the population yet, but this figure should be achieved over the next quarter at the current growth rate. You can see the figures for any country by clicking on the link below.

Bill

SocialBakers.Com