Join the Global Careers Fair for the International Public and Non-profit sectors

Posted on May 4, 2012 by terrafirmaassociates

We are proud to offer our clients another innovative service to help them connect with candidates.  With the Global Careers Fair for the International Public and Non-profit sector on 26 and 27 June 2012, we bring together recruiters and candidates from all over the world on a virtual platform, from the comfort of your office.

Study results show 26% increase in use of virtual events The need for time and resource-efficient recruitment tools such as virtual events is reflected in a recent study, conducted by the Custom Content Council amongst US-companies across all industries.  According to the study, the usage of virtual events increased by 26.7% compared to last year to almost 40%.

40% of the respondents use virtual events as part of their Marketing toolkit

Complementing your recruitment communications toolkit, this new initiative offers a great way to access your target audience. Participating will help to position your organisation among the top employers in your sector, increasing your exposure to new candidates and bringing your employer brand to life.

Promoted via wide-ranging advertising with our media partners and social media activities, the Global Careers Fair will attract qualified and mobile candidates who are interested in working in the International Public Sector, Not for Profits and Non-Governmental Organisations.

For an informal chat, or to arrange a demonstration of the platform please contact Martyn on either + 44 207 253 1137 or via Email.

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The role of Social vs Search Marketing in Recruitment Communications

Posted on March 26, 2012 by terrafirmaassociates

At Terra Firma, we often find ourselves talking about Search Marketing when giving an introduction to Social Media Marketing in Recruitment Communications.  We came across a great infographic recently which offers a good high level overview of the role of of social and search marketing and how they can complement one another.  With thanks to @mdgadvertising:

Click on the image to enlarge it:

A nice overview of the role of social vs search marketing

In recruitment communications, as in brand advertising, both search and social media have an important role to play – all depending on your strategic and tactical objectives.  The critical message is that ultimately both need to be incorporated into your planning and the different elements of your attraction and engagement strategies tied together to give you maximum impact in your recruitment communications activities.

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What multi-tasking consumers mean for your recruitment communications strategy

Posted on March 26, 2012 by terrafirmaassociates

A recent emarketer study of consumers’ use of different media brings into sharp relief the fact that more of us are increasingly multi-tasking across multiple channels. This chart also highlights the small amount of time that is being spent on traditional advertising channels – newspapers and magazines:

As the article mentions, this reveals opportunities but also challenges for marketing professionals.  From a recruitment marketing point of view, the challenge is that we are now being asked to do more across multiple platforms – frequently with lower budgets.  However, a lot can be achieved by firstly really getting an understanding of your target candidates’ preferences both in terms of media consumption and in terms of their job searching activities. Another important opportunity is to look at repurposing content which can then be used across multiple platforms to give you a “bigger bang for your buck.”

The other challenge is that in a world where we are all multi-tasking, any activity needs to be particularly eye-catching to draw our attention amidst all the “noise.”

Whilst this study focused on a US audience, the underlying messages are equally applicable across many cultures and geographies – all adding to the challenges of international recruitment communications.

 

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New infographic offers great framework for developing social media recruiting strategy

Posted on March 22, 2012 by terrafirmaassociates

We recently spotted this infographic created by Fred Cavazza which gives an up to date overview for social media in 2012.

Social Media Landscape in 2012

We like this because it starts connecting the type of engagement with the platform and technology. Also, by clustering the different social media platforms into groups, it is easier to then link them to the ones that will work best with your own social media strategy objectives.  Fred has also written a great blogpost to go with the infographic which shows how the evolution of social media has been presented graphically over the past few years.  Thank you Fred!

 

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A connected world needs connected brands – what does this mean for recruitment?

Posted on March 20, 2012 by terrafirmaassociates

That’s the (unsurprising) summary of an online study, Forrester Consulting conducted for Facebook amongst 101 high level Marketing professionals.

But how to create a ‘connected’ brand, a brand that talks to and engages with its target audience through social media? And what does this mean for recruitment communications?

Firstly, there needs to be a raised awareness and shift in thinking from the analogue, traditional one-way model of consumer (or applicant) behavior to a more flexible model. This traditional model suggested that raising awareness leads to consideration amongst the target group, followed, ideally, by a purchase and the development of loyalty.

In a more and more connected world, the process is more flexible and fluid. Consumers – or in our case – potential applicants

  • interact with organisations (follow or comment on social media),
  • learn about employer brands (e.g. through online presence, social referral),
  • investigate about organisations (e.g. on blogs or sites such as www.glassdoor.com),
  • purchase or – in our case – apply for a job with the organisation.

Consumer Behaviour © 2012 Facebook

Secondly, the report offers a blueprint for building a connected brand by taking six actions.  Although originally consumer focussed, the actions are perfectly applicable for recruitment communications and employer branding.

  1. Articulate: Define the messages about Employer Brand and Employer Value Proposition you would like to communicate through (social) media. Articulate your identify in a unique and authentic voice
  2. Connect: Leverage “low hanging fruits”, connect with your employees, applicants and alumni and make them your brand ambassadors
  3. Engage: Interact with relevant and engaging content, such as tips for the application process, testimonials and blog posts from newly hired
  4. Influence: Make sharing your content as easy as possible and share-worthy
  5. Integrate: Social recruitment and media needs to be integrated in the overall communication strategy to leverage synergies of a cohesive brand experience
  6. Rejuvenate: The data and analytics social media provides gives you valuable insights to enhance and improve your employer brand

The Facebook Blueprint for building a connected brand © 2012 Facebook

Thirdly, to successfully create a connected brand, some requirements need to be fulfilled. A shared vision amongst management, what the organsiation offers and the brand stands for. A strategy, how to communicate and live the brand values. Resources, to maintain content creation and engagement.

For recruitment communications and employer branding, the study’s findings may seem  ambitious. However, they offer a great framework for developing your social media strategy for recruitment communications – both attraction and the increasingly important field of engagement.

 

 

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Protected: Brussels Workshop – Download the presentation and case studies here

Posted on March 16, 2012 by terrafirmaassociates

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Facebook Timeline for Business and Recruitment

Posted on March 1, 2012 by terrafirmaassociates
Mark Zuckerberg, Facebook Timeline

Mark Zuckerberg introducing Facebook Timeline (Credit: Facebook)

Similar to the introduction of Timeline for user profiles last year, businesses have 30 days to preview and amend their Timeline before it automatically goes live on 30 March.

With Timeline, your page has a much more visual appearance, including a large cover image and your activities structured chronologically. The profile photo, likes and other apps such as a map are arranged at the top of page. Also, you will be able to make any post appear larger, and “pin” a new post at the top of your page each week.

The change to Timeline also includes a new feature, turning it into a communication tool by including messaging. Facebook users will now be able to contact a brand and the brand administrators will be able to respond to those messages. Admins will also be able to turn the messaging function off.

Improved analytics also plays its part in the Timeline functions, as a new dashboard will allow administrators to keep track of the activity on their page and view page analytics.

Branding, engagement and monitoring – it seems the Timeline ticks all the boxes. However, some other changes may be less welcome such as the loss of the auto-direct to a customised landing page.

If you are responsible for your organisation’s Facebook presence, now is the time to start exploring the rich new functionality to work out how you can best use it to bring your Employer Brand to life.

 

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Protected: Geneva Workshop: Download the presentation and case studies here

Posted on February 27, 2012 by terrafirmaassociates

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Do you use social media and email together?

Posted on February 22, 2012 by terrafirmaassociates

One of the really interesting sessions we attended at Social Media Week was “Email and Social media: The New Rules of Engagement”.

On the panel were people from various industries including digital marketers, email marketing specialists and a journalist. At the start of the session, the audience was asked to which of the following ‘camps’ they belonged:

1. People who believe in social media only and think that that email is dead
2. Email marketers who believes social media is not proven and cannot provide an ROI
3. Marketers who uses both email and social media

Most in the audience were in camps 1 and 2, while only a select few were using both medias. The key message from the session was that email should not be forgotten and can play a valuable role in the marketing mix because it offers:

-       Higher engagement as people who sign up for email newsletters are usually interested in your content
-       Potential to segment by source or demographics – if you capture relevant information when people sign-up to receive emails.  While Facebook captures a lot of data too, you cannot adapt messages to the different age groups in your pages.  (However, you can still leverage the profile data by using the Facebook advertising platform. You can also create a more tailored experience by having a Facebook page with different content for different audiences in different tabs)
-       Gets your message right in front of people via their inbox.
-       Ownership (of email list)
-       Ability to share richer content via email vs short tweets or Facebook posts

Email and social media can both play a role in attracting and engaging your target audience. The key is to understand your candidates’ preferred engagement channels and work to the strengths of each media.

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Twitter launches self-serve adverts – new channel for recruitment advertising

Posted on February 22, 2012 by terrafirmaassociates

Twitter has run smale scale of adverts using a few selected partners over recent months. However, they have now announced their self-serve advertising platform. This extends Twitter’s potential as a recruitment advertising and employer branding platform by offering the potential to serve targeted adverts to defined audiences. We are going to be trialling this over the coming weeks and will let you know what we find.

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