Question

Topic: Social Media

Social Media Strategy For A Staffing Firm

Posted by erichradlmann on 4/6/2013 at 9:06 PM ET 25 Points
We are part of a large top 5 staffing firm. They technically "own" our local facebook pages, but we can still post whatever we like on there. The corporate marketing department is excellent, but the facebook campaigns could be improved. Beyond posting jobs or interview tips, we haven't done much. What ideas do you have out there for facebook specifically. Budget is $10,000/year. Keep in mind that we are relatively local and serve only within a 20 mile radius.
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  • Posted by SteveByrneMarketing on 4/6/2013 at 10:39 PM Member
    In addition to your interviewing tips, you could develop a series on "how to create a personal brand". There are many books, articles, blogs etc. that you could review and add your own editorial comments and advice. Or better yet, create your own original content on "personal branding" as a book or video. Then roll out this content step-by-step on your Facebook page.

    Example:
    "Post Your Personal Video on YouTube"
    https://mycareerbranding.wordpress.com/2009/11/05/post-your-personal-video-...

    PS - Michael Goodman (see right column) has an excellent book on this subject. I recommend it.
  • Posted by Moriarty on 4/7/2013 at 3:17 AM Member
    It's a long time since I did any Facebook advertising, or even looked at it. They do have a radius targeting feature - in my experience this is a 50 mile radius (which at the time took me well out of my 20km operating radius, so if this is a problem you hit ... ). For the US there is the possibility of zipcode targeting, I don't know if this will be an option for you? Are you allowed to make a "local" Facebook page?

    https://developers.facebook.com/docs/reference/ads-api/targeting-specs/

    Have you tried Linkedin? They have a similar setup to Facebook, you get to make a page and you can advertise to certain categories of people.

    https://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html

  • Posted by erichradlmann on 4/7/2013 at 8:08 AM Author
    Both good suggestions. We do have local Facebook sites that we are admins for. The personal branding is a great idea. That could be many months of material. Thank you! The ads is another good suggestion. Especially targeting clients vs candidates. There is a radius option.
  • Posted by Jay Hamilton-Roth on 4/7/2013 at 8:09 AM Member
    What are your goals? Are you trying to attract more talent? Trying to attract more placement opportunities? Trying to build a fanbase?
  • Posted by Gary Bloomer on 4/7/2013 at 11:40 AM Member
    "They technically "own" our local facebook pages" ... who are "they"?

    For an effective social media strategy you might want to rethink your budget. At $833 and change per month you're talking about paying someone $27 per day.

  • Posted by SteveByrneMarketing on 4/7/2013 at 3:44 PM Member
    Links to books on personal branding and personal positioning strategy:

    https://www.amazon.com/Me-2-0-Revised-Updated-Building/dp/1607147122/ref=sr...

    https://www.amazon.com/exec/obidos/ASIN/0970208804/potchipdiff-20

    https://www.amazon.com/Career-Distinction-Stand-Building-Brand/dp/047012818...
  • Posted by erichradlmann on 4/7/2013 at 4:31 PM Author
    Gary, we are just 1 of 1,000 offices across the world. So, by they, I mean our corporate marketing department at headquarters, but I find that their approach doesn't help us much locally as it is the same post in New York as Canada and Tallahassee, Florida. Nothing that is really driving people locally (20 miles around my office) to get engaged. Currently, the content is just as interesting to someone in California as New Jersey where I am.

    As far as a budget, we are basically going to manage content on our own, but I was just putting a budget in there for contests and things we might giveaway. Thanks for helping me clarify my question.
  • Posted by erichradlmann on 4/7/2013 at 4:34 PM Author
    Jay Hamilton-Roth,
    Thank you. Any of those three would be good goals. What would be easiest and how do you recommend I go after it?
  • Posted by Moriarty on 4/7/2013 at 5:13 PM Accepted
    Erich,

    a few thoughts. You are in business with clients - what are they saying about you? Why have they chosen you instead of others? The point is that you can use this to huge effect when marketing yourself - it's your brand, so to speak. Only because it is targeted at the things your customers already like about you. What's more, it takes half the effort to get them to believe it (and believing it is way more easy simply because it happens to be the truth). In our cynical world, the truth works like magic.

    Have you any "likes" for your own Facebook pages? Those who you consider your best (or nicest) clients who have also given you a like will have liked other things too. You may find that there is some commonality running through your customer's likes, and this is one potential avenue to explore to get more people who are like them.

    Had you considered Linkedin advertising?
  • Posted by Jay Hamilton-Roth on 4/7/2013 at 5:47 PM Accepted
    Easiest ≠ Best. Focus first on the people who are paying for your services.
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