I just started a bit of a study this morning, via Twitter and LinkedIn – asking whether anyone can name a recruitment agency that has a great Facebook page, uses the functionality that Facebook provides, and can measure success in:
1. Raised Profile
2. Good Follower Numbers
3. Increased Community Development through interactivity
4. Tangible results, i.e. Placements made
I’m couple of hours in, as I write this – there been little evidence of genuine success.You see, I’m a sceptic – but I am trying to remain impartial, honestly I am.
To me, it all stems from basic business principles when deciding where you promote your business.
Firstly, is your customer there? Well, Facebook is the 3rd largest `country` in the world, so they say, so they say – so in effect, yes – my customer is there.
But then secondly, what is the behaviour of your customer in that environment? This is where the issue of Facebook versus the Recruitment Agency raises it’s head. Facebook is a predominantly private social tool. You choose who you want to be friends with, and who you don’t. You choose what you follow, or you don’t, and pertinently – you contol the basic privacy of your content. Therefore the behavious style of the Facebook dweller is one of close communication in close circles.
My point is, that Facebook and business do not automatically mix for the average Facebook user. If you have a fab consumer brand, and a Facebook Page, then you will get followers, and if you entertain & interact with them, they will engage, and if they engage, they will read more content, and so if you post a job, they are more likely to apply. Good strategy. No issues. Facebook can therefore be a good option for a corporate company – but in no way even then is it the ultimate recruitment answer – because you have only reached a portion of your potential talent pool – and only a passive one, at that.
A Recruitment Agency rarely has the same profile. You need to be one incredible agency, that takes time and resources to community build in this manner – and if you have the manpower – then who knows? Global agencies I have seen examples of, are trying hard, but it all seems a little untargeted and lacking community feel.
As a guy who uses Twitter effectively to grow a community of people in my industry, and have gained evident results from it – I am intrigued as to how Facebook could also do this. Early signs are not positive, but I welcome examples that show otherwise.
In an amongst this curious landscape, there is a ray of hope – Frankly Recruitment, a small independent generalist agency in Swindon; and a member of the Cloud Nine Recruitment Group; are having real success on their scale with Facebook. No major use of FB development tools there yet, but they are getting the community philosophy right. Could they be the real trendsetters in the `how to` of recruitment agency Facebook pages?
I welcome comments, examples and ideas. I am all ears. I will aim to feedback results over the next week or so.