Tag Archive for Hiring On 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

The Hard Rock Firenze Candidate Experience#SocialRecruiting

You might recall my recent post on the recruiting campaign Hard Rock Firenze are conducting for the opening of a new cafe in Florence. 3 weeks from launch, the application process is closing and the selection stage begins in earnest. The fan page now stands a few short of 9,500 fans and the excellent Work4Us application has processed over 3,300 candidates, applying in multiple formats and languages. From a response point of view, this is success to stage one, with all objectives over achieved in terms of volume and looking at the breakdown of applications, relevance.

What has been most notable has been what potential candidates have been asking about on the page. 95% of the questions have been about the process. difficulties candidates are having applying, attaching C.V.’s, finding the right job, what language to apply to etc. All of these questions have been easy to answer quickly, encouraged by the promise that they can apply by the Work4Us app, by e-mail, even by video, and that every application will be read by a person.

Theres a team of 8 hiring managers, half Italian, half English, who have been assembled to do this over 4 days. The candidates are well aware of the feedback process, and there’s a series of livestream events scheduled on the fan page to answer questions live, direct with the hiring managers.

As a result of some confusion over end of application dates, it was possible to pick up on the issue quickly via the Fanpage, resolve it by moving the deadline by 24 hours, and what could have been a cause for complaint against the employer brand, has attracted public praise and appreciation. I’m not sure how this would have panned out on a traditional careers site.

The interview booking process, which is normally a logistical nightmare, has been streamlined, with the succesful candidates booking slots via Tungle, filling the recruiters diary. The whole hiring process for a new opening (150 staff), will be completed in record time with much clearer communication. I’m sold on Facebook, and the level of belonging and engagement that a good page can generate, that would be hard, time-consuming and expensive elsewhere. Even a process error, which could have proved a PR nightmare, has been turned in to a positive situation because it was easy to spot, pick-up and publicly respond to.

Kudos to Alison McCue who has championed and implemented the campaign, and all the team who have been monitoring comments, responding quickly and engaging with potential customers and employers. It’s been a great campaign that puts the candidate experience at the heart of the process.

What have been your experiences of recruiting through Facebook?

Bill