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
- 56,05MXMM-Index
- +2Index shift
- 2.556Fans
- 9,8503Engagement Ratio
- 53,65MXMM-Index
- -Index shift
- 10.216Fans
- 0,3771Engagement Ratio
- 47,26MXMM-Index
- -2Index shift
- 24.492Fans
- 3,6227Engagement Ratio
- 45,67MXMM-Index
- +1Index shift
- 36.303Fans
- 0,1503Engagement Ratio
- 43,68MXMM-Index
- +7Index shift
- 77.103Fans
- 1,2300Engagement Ratio
- 42,87MXMM-Index
- -2Index shift
- 6.082Fans
- 1,5224Engagement Ratio
- 42,40MXMM-Index
- +2Index shift
- 10.173Fans
- 0,5083Engagement Ratio
- 42,25MXMM-Index
- -1Index shift
- 4.488Fans
- 0,9011Engagement Ratio
- 41,79MXMM-Index
- -1Index shift
- 8.065Fans
- 0Engagement Ratio
- 40,84MXMM-Index
- +1Index shift
- 16.763Fans
- 1,7373Engagement Ratio
- 37,61MXMM-Index
- -1Index shift
- 33.586Fans
- 0,9364Engagement Ratio
- 34,58MXMM-Index
- +1Index shift
- 9.232Fans
- 0,3121Engagement Ratio
- 33,99MXMM-Index
- +1Index shift
- 87.138Fans
- 1,9526Engagement Ratio
- 33,57MXMM-Index
- -8Index shift
- 960Fans
- 5,4083Engagement Ratio
- 32,01MXMM-Index
- -Index shift
- 4.803Fans
- 0Engagement Ratio
- 29,48MXMM-Index
- -Index shift
- 104.495Fans
- 0,5347Engagement Ratio
- 27,30MXMM-Index
- -Index shift
- 16.197Fans
- 0,3482Engagement Ratio
- 27,08MXMM-Index
- -Index shift
- 3.332Fans
- 4,6596Engagement Ratio
- 26,68MXMM-Index
- -Index shift
- 31.911Fans
- 0,1985Engagement Ratio
- 23,70MXMM-Index
- +2Index shift
- 2.904Fans
- 1,2974Engagement Ratio
- 22,29MXMM-Index
- -Index shift
- 18.961Fans
- 0Engagement Ratio
- 21,41MXMM-Index
- +4Index shift
- 742Fans
- 3,4060Engagement Ratio
- 21,27MXMM-Index
- -Index shift
- 38.006Fans
- 0,3693Engagement Ratio
- 21,25MXMM-Index
- +5Index shift
- 2.534Fans
- 0,3376Engagement Ratio
- 20,86MXMM-Index
- -5Index shift
- 24.908Fans
- 0,0672Engagement Ratio
- 19,96MXMM-Index
- +1Index shift
- 96.873Fans
- 0Engagement Ratio
- 19,67MXMM-Index
- -2Index shift
- 18.392Fans
- 0,4651Engagement Ratio
- 17,82MXMM-Index
- -Index shift
- 47.798Fans
- 0,2595Engagement Ratio
- 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
Hi Bill,
We’ve found some nice surprises in the results too: as you point out it’s not just a matter of amount of fans, and engagement weigh more heavily; although we do realize different countries will have different goals (as well as budgets/business cases) to define succes.
Our colleague Bas Schreurs is looking forward to discuss this with all of you a TruLondon.
There were a few surprises Patrick. I love what you guys are doing to push engagement, because engagement means visibility.
Funny rating, thanx for that? But I am really missing http://www.facebook.com/kronesag !!
Thanks Charles, impressive page! Would love to hear the story of how you developed it, and the results you are getting. If you go to the index you can add any page. I think they started with 100 or so and you must have slipped through the net. Great job btw
Bill
Hi Charles, looks like a great page!
We’ve added it and it will pop up as of next week (we take at least two weeks of data-gathering).
Hi Charles,
I think we should add this page to the Germany-Index since your target audience seems Germany. We’ll let you know as soon as we’re ready to launch Germany.
Still missing Krones AG
Yeah, still missing
Have you added the page Charles to the monitor? be glad to pass on your comments if you have
The school’s out for me on this whole indexing fan pages thing. To me the most important thing is hiring quality candidates – and getting more of the top talent interested / addicted to one’s brand over a competitor’s. Agree reach etc is important, but so is emotional engagement – some of the best hires never actively engage (in terms of liking, commenting, posting, sharing) with a page. Never underestimate the power of a lurker – they can make the best hires and be your most loyal brand ambassadors. We’re seeing a Facebook world of brands gaming their pages and posts to gain and buy more engagement. Some of the pages listed to me make a real attempt to connect with the passions of fans, others don’t. Some are innovative and make a real attempt to be authentic, share their personality, and be “social” – others don’t. Some are innovative in their approaches in terms of differentiation and connection with fans … others follow the crowd. No anti indexing or metrics, but question if we’re often measuring the right things.
… actually got me thinking, there should be an ‘emotional engagement index’ – would put the focus purely on the fan/jobseeker/candidate. Get Gerry Crispin onto it. I believe some big employers simply “show up” and they get engagement in the traditional sense of the word.
Paul; we couldn’t agree with you more! The Index is far from perfect, and in itself meaningless. However apparently it does raise the right questions, which is exactly what we’re aiming for.
We’ve tried to balance the ‘scores’ for Popularity, Activity and Interaction, and while the actual score shouldn’t be anyones focus, we believe in general they do represent the factors you should take into account, not focus on just the number.
The index hopefully provides food for discussion on why you are doing ‘better’ compared to …. (a direct competitor, a ‘best practice’).
We’ve worked with a wide range of companies/brands; not just on their ‘social’ presence but on their overall (marketing and communications) presence, all the way up to hires and even retention; having the tools in hand to objectively compare different projects and business cases is key. I sometimes advise clients to downscale their social media ambitions, because they don’t have (the right) manpower available and are better off to invest in ‘traditional’ marketing than try to be SuperInteractive on FB, but rather just have a decent presence and a good reference to further information on a ‘traditional’ website. We’d love to see everyone go 2.0 or 3.0 (;-) but in reality it’s always a matter of priority setting…
How do you suggest to measure ‘emotional engagement’? What does that mean, and how does it relate to good & efficient hires?
Have to agree there with Paul. Measuring on ‘Likes’ or even interaction isn’t key, hires are. Not everyone on social wants to be ‘social’ especially as the more open it becomes, the more people can ‘see’ what you’re up to – and dependent on your experience/level, that’s even more delicate when job seeking. We touched upon this in our blog over a year ago: http://ow.ly/ePFgn
Mark,
With Edgerank, interaction means visibility in both Facebook and LinkedIn. Without interaction updates become invisible. I dont know what you have found Mark, but on the pages I have been involved with there has been a direct correlation between interaction and hires. There is no way of knowing hiring figures for other pages. I accept the point that hiring is the most important number, but this is useful in my opinion.
I have been doing a lot of work using radian6 for employer brand sentiment and it works well
Thinking deeper than sentiment analysis