How Staffing Agencies Can Leverage Facebook Graph Search for Recruiting

Last February I wrote a piece about Facebook’s, then new, Graph Search (Clarifying Facebook Graph Search). The post centered on how Graph Search worked and what digital marketers need to do to take advantage of it.

“Think 6 degrees of separation. Graph Search is Facebook’s attempt to really use their platform to find information.”

facebook graph searchToday I’d like to talk about how staffing agencies can leverage Facebook’s Graph Search for recruiting.

Graph Search has been live for a little more than a year and with it Facebook has revolutionized the way that you can find information on Facebook. As I often say, “Social Media is like word of mouth on steroids.”

Graph Search makes it so you don’t even have to ask your “friend’s” opinions because it’s all already on Facebook!

What they’ve done is further developed Facebook’s traditional search functionality and gave it the ability to better understand natural language, making it much more intuitive and precise for searchers. This means users can search using natural language to find things such as people, events, personal information, photos, interests, or a combination of all of these and more. Here are some examples:

  • Friends who are interested in soccer
  • People who graduated from University of Tennessee
  • Nurses who live in Cherry Hill NJ

Search Tips for Staffing Agencies and Recruiters

As you can see from the list above, one of the things you can search for is Job Titles (nurses, fork lift drivers, etc.). You can also refine your search by adding a location: “Fork Lift Drivers who live in Philadelphia, Pennsylvania”

Forklift drivers philadelphia Graph search

Furthermore you can refine your search by using a particular Employer’s Name. If you want to recruit from a particular company, or someone that has worked there you can simply search for the company or organizations name. If you would like to find particular job title from that organization you can refine it like this: “Software Developers at Google.” And Facebook will show you a list of software developers at Google.

Facebook Graph Search: Software Developers at Google

Another example: “Nurses at Children’s Hospital of Philadelphia”

Facebook Graph Search: Nurses at Children’s Hospital of Philadelphia

Let’s say you are working on filling a position for a company that will only hire from Ivy League schools. Facebook Graph Search can help you there too. You can search for graduates of Wharton Business School by searching by Education. “People who graduated from The Wharton School”

Facebook Graph Search: People who went to The Wharton School

You can also add the year: “People who graduated from The Wharton School 2013”

Facebook Graph Search: people who graduated from the wharton school 2013

Sample Search Queries for Staffing Agencies and Recruiters:

  • (Job Title) who live in (location of position).
    • Engineers who live in San Francisco
    • Nurses who live in Philadelphia
  • People who graduated from (University)
    • Doctors who graduated from Georgetown University
    • Accountants who graduated from Pennsylvania State University
  • (Job Tittle) at (company)
    • Fork lift drivers at Costco
    • Office Managers at Vanguard

Leverage Graph Search Filters to Refine Your Recruiting Efforts.

You may find that Facebook is returning lots of results when you use some of the broader search parameters such as location. Luckily though, Facebook gives you many options to refine your search. When searching via Employer’s Name, you can then filter using things such as “Current City”, “Gender”, “School”, etc.

Or for Education you can further refine your candidate search with “Employer”, “Degree”, “Concentration”, etc. These refinements could be useful for finding someone that lives close to where the position you’re recruiting for is located, or if the employer is requiring a certain type of degree.

facebook graph search filters

Contact Prospective Employees Directly

By using Facebook Graph Search for recruiting you also get the option to contact candidates directly via their profiles. You may find that in many cases when you try to message a prospect via their profile, you are shown the message, “Your message will go to Art’s Other folder because you aren’t connected to him on Facebook. See More.”

Similarly to LinkedIn’s paid accounts where you get a certain number of messages to people you aren’t linked to, Facebook allows you to pay to contact people you are not connected to. The difference is Facebook does it on a Per message basis; $1 per message. This is a great low cost way to directly let the recruit know you value their skills enough to reach out to them.

 

contact prospective employees via Facebook Messenger

 

Are There Any Challenges to Using Graph Search to Recruit?

Like anything, Graph Search has some challenges. One of the biggest challenges is your search results depend on what people have included in their profiles. Unlike LinkedIn, Facebook is traditionally a more social platform that people use to connect with friends and family, so not everyone will have their employer or job title filled in. However despite this limitation the up-side for staffing agencies and recruiters is that Graph Search provides more personal data such as, hometown, current city, gender, interests, activities and more.

The ability to customize search with Facebook’s Graph Search is its biggest benefit to recruiters and staffing agencies. LinkedIn is a great resource to find white collar talent, however using Facebook will give a competitive edge in recruitment and talent acquisition because it offers access to passive job seekers and prospective employees that traditionally don’t use LinkedIn.

Does your agency use Facebook Graph Search for recruitment? What success have you had with it? We’d love to hear your story.

digital marketing strategy

Social Media Meets Real Life at the June Tweetup

Lancaster Tweetups june

Social Media meets real life! Next Thursday we’re hosting June Tweetup!

Come out and join us for some coffee and networking.

See you there!

Don’t forget to follow ths hosts on Twitter @BbeS & @CommonwealthonQ

Here are the details:
When: Thursday, June 26th at 7:30am
Where: Commonwealth on Queen
Want to join? Let us know! Follow the link to RSVP: June Tweetup

Blogging Should be Your First Social Media Platform

blog word cloud

There are many social media “gurus” out that would have you believe that your first step into social media should be Facebook, Twitter, Google+, LinkedIn or maybe something else. Many will even tell you can skip building a website and use one of these platforms as your main internet presence. There are so many choices out there, how do you make the right decision?

These are all great places to be, and yes you should have a presence on the platforms where your target market is. However social media platforms are well known for changing their terms or algorithm without notice. What do you do if you are using Facebook as your main or only presence and they decide to eliminate Company Pages for the next big thing? You might have to start over from scratch.

There are so many choices out there, how do you make the right decision?

I’m a big believer that your website should be the center of your online universe. So the first step you should take to get your company into social media, is to start a blog.

Here are 3 reasons why:

  1. You control the format, structure and the way it looks.
  2. You control how people find your blog. Facebook recently changed their algorithm for the news feed and many brands are feeling the sting because they audience is no longer seeing their posts.
  3. You control the analytics and database. By using lead capture forms, calls to action and other lead capture techniques on your blog, you can create a database of prospects and customers that you can directly contact. Plus, no third party company can use them or take them away from you.

Bonus: You can still use other social media platforms, but use them to drive traffic to your blog!

digital marketing strategy

Which Marketing Channel Will Give You the Best Results? [Infographic]

This is a very interesting study performed by Conductor.  We often here people, even other marketers, touting that, “SEO is dead” or “Email is dead.” According to this study they are both alive and kicking!

The study examined four areas:

  • Social media marketing
  • Email marketing
  • Paid ads (Paid Search and Paid Social Ads)
  • SEO

They also looked at metrics such as:

  • Which marketing channel gets the most visitors?
  • Which brings in the greatest amount of qualified leads?
  • Which channel gets the most customers?
  • Which sparks the best engagement?
  • Are there different effects on B2B and B2C companies?
  • Which channel has the highest ROI (Return On Investment)?

The results may not be the same for every industry or company, but you may be surprised at what was discovered.  View the results in the infographic below.

Best marketing channels in 2014Want to use the infographic for your blog? Get the original here: [Infographic] Which Marketing Channel Gets You the Most Bang for Your Click?

How To Find Your Target Audience Online

This is the latest post in the series Killer Online Marketing for 2013 Want to receive every update in your inbox? Sign up for our Killer Online Marketing for 2013 mailing list.
Online persona example

One of the things you need to understand early on in your online marketing plan is where your target audience hangs out online. This can vary from industry to industry. Maybe you’re selling to teens, retirees, businesses in the manufacturing industry or maybe businesses that are just starting out.

Whoever your potential customers are, if you are putting your money and efforts into the wrong place you won’t see the results you want from your online marketing.

We’ve created a list of tips and tools to get you started finding your audience.

Competitors

Probably the number one source that most companies miss is their competitors. First thing you should do is check where your biggest competitor is setting up shop. Are they using Facebook, LinkedIn, Paid Search or something else? Next you should look at how they are doing in this space. If they are on Facebook and have tons of engaged followers, you should probably be there too.

Search and Social Monitoring

Use search and social monitoring tools to monitor your brand, industry and competitors.  By monitoring what’s happening on social media and throughout the internet you can see who the most active/affluent people are in your industry and see who’s talking about your products and other products like yours, as well as where they are talking.

Then you can tune your marketing to take advantage of the various networks and hone in people that are already interested in products like yours.

There are plenty of tools out there are a few of your favorites.

  1. Google Alerts – With Google Alerts you can have Google search for your brand and report via email anywhere it finds your brand online. You can set where Google looks, the frequency and the number of results you would like to receive.
  2. Social Mention is a social search engine that searches for social media platforms including blogs. You can choose specific types of content (blogs, Twitter, comments, events and more) or all content and set up notifications for the results.
  3. Use Twitter Search to monitor what’s trending on Twitter.
  4. There are also other pay tools such as, Percolate & Raven

Surveys and Questionnaire’s

Surveys on social networks and blogs can be a great source to attract and engage potential buyers as well as to gain insight into the market.  Use tools like SurveyMonkey to help you set up your surveys.

Industry News and Trends

This one is definitely not a new concept, but keeping up with news and trends in your industry and competitors will help you understand what products your target audience is interested in and where they are spending their time.

Try news aggregators like Netvibes, the FlipBoard App or Currents App. There’s also a flock of others out there.

Create Personas

As you start to get an understanding of where your target audience spends their time online, you should be able to create “personas” of your ideal customers from the data. Create personas for each segment and give them names photos and attributes such as age, gender, social networks, how do they search, etc. If you need some help download our “Personas Template” to get started.

Create Your Online Marketing Campaigns with Your Target Audience in Mind

Now that you have some idea where your audience is you can start creating a marketing strategy that focuses on the right online platforms and speaks to the right people.

This will make your decisions easier for where to advertise. It will help answer questions like: Do we need more likes or followers? You’ll know the answer because you know where “your people hangout.”

Knowing the personas of your potential clients will help you be more in tune with their needs, helping you be more exciting, engaging and hey, maybe even sexy.

So download the Personas Template and get started today!!!

Our Week in Twitter 2012-10-11

Our Week in Twitter 2012-10-04

Our Week in Twitter 2012-09-27

Do You Use Twitter.com or Third Party Apps?

twitter dollars

There has been a lot of talk recently about Twitter shutting out developers and third party apps. One of the latest casualties has been photo apps. Twitter has removed most third party apps so that people need to use Twitter to post photos.

I think I can understand why they are doing it. They need to find a way to make money. They’ve decided that by creating an advertising platform around Twitter.com that includes promoted Tweets and profiles is the way to do this. The inherent problem they are having is that many people don’t actually go to Twitter.com. For example we use Hootsuite to manage our accounts and our clients accounts. We never have to see any of the promoted Tweets or Profiles if we don’t want to.

Another part of the problem is they are not very transparent  about why they are making changes. I actually had a meeting with a Twitter who was trying to sell me advertising on Twitter. I actually posed the question. “Do you have any data that shows a comparison with how many people use 3rd party apps as apposed to Twitter.com?” She ignored my question and I never received an answer. I’m guessing because it was not favorable to their advertising plan.

So my question is:
Do you use Twitter.com or 3rd party apps when you use Twitter? 

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Our Week in Twitter 2012-09-20