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Recruitment content marketing

Hi, I’m Martin Couzins and I’ll be posting two guest posts for Bill this week – one today and one on Thursday.

Today I wanted to take a look at some of the great examples of content marketing we are seeing in the recruitment space. Having followed Bill’s endeavours with Hard Rock Cafe and having attended last week’s Social Media in Recuitment conference it would seem that content is the big buzz for recruiters.

SEO services can boost (or destroy) your website traffic. Search Engine Optimisation (SEO) is a concept that’s familiar to most business people. .What does an seo company doSEO stands for Search Engine Optimization, which is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

If you are wondering what the term ‘content marketing’ means then here is a definition from Joe Puluzzi on the Junta42 blog (a great content marketing resource).

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action such as visiting client’s website landing page, for example.

For recruiters that target audience is mainly jobseekers. And for this audience we are seeing some interesting content marketing to help drive engagement and ultimately fill positions.

As I’m on Bill’s blog it would be impolite not to start with a link to his work with Hard Rock, where Bill worked with Hard Rock to build a Facebook page to recruit for a new opening in Florence, Italy.

Clearly, Hard Rock is a strong brand ie you know what it stands for and you know what you get when you walk through the door. But that does not necessarily mean that you build a FB page and the right people will come. Create the right type of content and they will come, which is exactly what they did.

Last week’s Social Media in Recruitment conference featured quite a few case studies of companies/recruiters doing interesting things with content.

One niche recruitment consultancy – Redfox Executive Recruitment – is having great success distributing content using a variety of social media channels. I spoke to founder Max MacGillivray who told me that he sees his company more as a communications company because he is providing relevant industry content to his audience. How many recruitment consultancies would say that?

Particularly interesting is the fact Redfox has created a bespoke news feed which clients can also sign unto via email. Each week Redfox industry news is emailed to more than 8,000 people globally.

On a much larger scale, The Army and security services provider G4S also presented how they use content to engage with jobseekers. Both use different approaches – G4S pulls people into a secure forums area on its career site, The Army uses Facebook and Twitter to engage with its core demographic (16-24 year olds). For both organisations, content is the key to attracting and engaging the right type of people.

Listen to British Army marketing director Colin Cook talk about why the Army is so focussed on Facebook.
And watch G4S global head of resourcing Colin Minto discuss the G4S approach to social media.

We are seeing a wide range of approaches and channels for creating and distributing content. I hate to say that content is king for recruiters, but it would seem that it is.

All of the examples I have pointed to here adhere to a few basic rules, which anyone in recruiting can follow – and at low cost.

They are:

  1. Identify target demographics
  2. Understand where they are on the web and how they like to be communicated with
  3. Create relevant and useful/interesting content
  4. Distribute in the right place and at the right time
  5. Participate in the conversation – publishing any content is always the start of something
  6. Continually evaluate the impact of your content and tweak your content marketing accordingly

It goes without saying that all your content marketing efforts will be wasted if the experience at the end of the journey is poor. So, make sure the user destination is well designed with the right calls to action and prompts in the right place.

Bill will be talking through the Hard Rock Facebook case study at #Tru Amsterdam.

How to book and confirm 360 interviews in 48 hours: HardRockFirenze Pt 2 #Socialrecruiting

The Hard Rock Firenze  fan-page exceeded all objectives in terms of the volume of fans joining prior to the opening of the new cafe in Firenze (Florence) and job applications via the Work4Us application. Close to 10,000 fans have joined the page, most based in and around Florence, and 3,000 applications were received in for the 150 positions listed,20 per post.The whole campaign(which included targeted ad’s), was open for 2 weeks only.
The painstaking job of going through each application was conducted over a 3 day period by a team of recruiters and hiring managers from Italy and the UK, as applicants were encouraged to apply in whatever language they felt most comfortable.
Communication on the process was entirely via the wall and included a livestream broadcast conducted in English and italian, where applicants were encouraged to ask questions, answered live during the broadcast.
The Livestream plug-in available to all fan pages is fantastic, very easy to load, promote via the wall and through sharing on individual networks, and offers high quality broadcast. It’s a great option to use, that I would expect to see more of, not just for recruiting, but an enhancement to engaging with fans.
Having selected 360 candidates for the first round of interviews, the next challenge was how to co-ordinate this volume of candidates across 3 days, with only one week to co-ordinate the whole thing. 
All of the scheduling applications like Tungle presented problems over volume and running multiple diaries. The plan was to schedule 20 interviews per hour across 5 interview teams. After drawing a blank, the final solution was to run the interviews as an event, and the best platform for this was Eventbrite.
The benefit of Eventbrite was that 20 tickets per hour were made available to candidates over the 3 days. The succesful candidates were mailed the link, and “ordered” tickets on a first come first served basis. On booking, a 2 click process requiring candidates to register only a name and e-mail, they received a confirmation e-mail, ticket with a time and a location map.
On the back-end, the names are recorded against the times for reference and printing. It’s also possible to print name badges, and as proved useful, to mail all candidates from the internal e-mail system. A reminder e-mail also goes out 24 hours before the interview.
What is really encouraging is the level of engagement between fans on the fan page. Those that had problems with the booking posted the problem on the page, and other fans who had already been through the process provided the answer.The fans do the work for you, and interviews were announced on the wall and were greeted by good wishes and cheers from other fans. Theres already a big community feel, with fans supporting and helping fans.
Imagine the admin, communication and time that would have been involved in coordinating a project of this size without scheduling interviews this way, without the support of the fans on the site and the work4us app to channel the flow of response.
The result so far, only 24 hours after putting the Eventbrite site live, 305 interview slots have been claimed, confirmed and instructions sent. E-mail communication with questions outside of the wall has been minimal. Although Eventbrite was not built for this purpose, it does the job very well, and as an added bonus, because there is no charge for tickets, there’s no booking fee. It’s free to use. Total spend so far, outside of time and people is less than £1000!
No R.O.I.on #Socialrecruiting?

Bill

Hard Rock Firenze Fan Page

Livestream on FB

Eventbrite.Com

Work4Labs

Hard Rock Go #SocialRecruiting

Hard Rock Cafe are opening a new venue in Florence. The challenge in opening a new venue for anyone is always finding the right staff, and  Hard RockFlorence requires 150 staff at all levels. For the previous openings, they’ve followed a traditional media route using newspapers,billboards in the city,job boards, the whole range. It’s a challenge to reach the right people which previously required a shotgun approach.
I’ve been spending a lot of time at Hard Rock recently, not just becauseI love the “Legendary Burgers”, (though I do). I’ve been  talking social-media , as well as career sites and social-recruiting. There’s one requirement anyone working for Hard Rock must have, and that is that they must like rock and roll. It stands to reason really, theres music playing everywhere all day, every day. If you didn’t like it much, you’d quit the job very soon.
Just before #trulondon,I travelled to Prague and spent the day discussing fanpages and my 31 day content Calender with the heads of marketing from all the cafe’s across Europe. The main topic was content that would create engagement with the fans, inform the existing customers, attract a few new ones among other things,and  recruit staff in the process.
My friend Paul Jacobs in New Zealand, who is a real Facebook expert, goes by the title of Community DJ. I really like the term because it sums up for me what the person who runs a fanpage should be.In the background,creating the vibe,keeping the fans happy and encouraging,sometimes prompting the fans to generate the majority of the content. I titled the talk community dj, and spent 4 hours in conversation about what this means.
Jump forward a few weeks to the Florence recruiting campaign.The plan was quite simple:

Firstly create a HardRock Firenze (Italian for Florence) fan page. Nothing overly corporate other than the logo.The rest looks pretty much like any other fan-page and that was the intention.The only place to apply for any of the Florence posts is via the fanpage.There has been no additional spend on other advertising.
A quick search of Facebook ads found 1,900 profiles that listed Rock and Roll in interests,located within 50km of Florence, with relevent experience to the roles needed. This meant Facebook ads could be targeted at individuals that matched the profile,announcing the opening and directing them to a welcome page that has been built simply in Pagemodo at very low-cost. The page is headed:”For those about to rock we recruit you,” and has 5 images of 2 Hard Rocks and 3 staff members. Visitors to the page are invited to either “Perform for a packed house” and apply for a job via the “Work For Us” tab on the main page or “Connect With Us” for updates.
The campaign will run for 2 weeks only, with the emphasis on ease of application.Candidates can apply via the career site linked by the Work For Us tab,via the app itself completing a simple registration and adding a CV, by e-mail to a careers account with a C.V. in Italian or English, even by leaving a video on the wall. There’s no ATS, and at the end of the 2 week period a team of hiring managers from Florence and London will go through each of the applications and invite the successful candidates in for interview. A plan is in place to send resources and vouchers to unsuccessful candidates with those being called in for interview booking time slots on-line, taking out the lengthy logistical nightmare of coordinating multiple applications. News of the roles have been further spread by the share button on the Work4 app (from Work4labs) that sits behind the “work for us” tab,with extensive sharing by fans.
The results so far have been astounding. The page has now been public for 4 days with over 6,100 fans signing up and over 2000 job applications being received via the “Work For Us” tab.
What is equally good to see is the high level of public engagement going on via the page,covering everything from questions on the jobs, the application process, difficulties they are having with the tech, a whole range of things.
The costs are significantly lower than previous campaigns. the page and app cost about £200 to set up,with the only significant costs being the Facebook ads,paid by click-through.
It’s early days of course, and the proof will be in the hiring, but looking at the numbers and a selection of fans profiles, I’d expect to report a real success story when Florence opens for business. Hats off to Hard Rock for taking this approach, and to all the staff involved in creating and maintaining such a simple, effective and engaged campaign.

We salute you!

Links:

Hard Rock Cafe Firenze Fan Page

The Work4 App

Pagemodo