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7.3.12 facebook vs linkedin
- 1. 1 Facebook vs. Linkedin - A Social Recruitment Showdown
- 3. 3 Takeaways • Quick Stats • Demographics • Privacy • Tools – Personal profile – Company pages – Advertising – Search
- 5. 5 Average minutes per visitor to social media sites in January
- 6. 6 901,000,000 Global Facebook Users 155,707,900 U.S. Facebook Users Facebook vs LinkedIn Demographics Sources: self reported 161,000,000 Global LinkedIn Users 67,104,506 U.S. LinkedIn Users
- 8. 8 Privacy
- 10. 10 Recruiting with your Personal Profile: Who wins the showdown? Please vote in the “poll” box to the right.
- 13. 13 Recruiting with Company Pages: Who wins the showdown? Please vote in the “poll” box to the right.
- 16. 16 Poll: Who wins the showdown? Please vote in the “poll” box to the right.
- 19. 19 Poll: Who wins the showdown? Please vote in the “poll” box to the right.
- 20. Summary • Why you should use Facebook: – Find Generation Y – Free personal profile – Company career pages engage talent community and provide a window into your corporate culture – Higher volume of users – No/low cost to start • Why you should use LinkedIn: – Find executives – Free personal profile – Free company page – Free Groups • Both work for: – Active and passive recruiting – Targeted ads
- 21. Thank You! • Questions? • Connect with us on Social Media to learn more about social recruitment
Notes de l'éditeur
- Hi everyone, and thanks for joining. We’ll get started in just a few minutes as we wait for a couple more people to join. While I have you all here, though, I’d like to do a quick audio-visual check. If you can both hear and see me, please let me know in the chat box to the right of your screen. (Lizzie should also be typing this message into the chat box, in case people can’t hear me. She should also go check with the sales team to make sure they can hear me.) Reminder to record!!!! Hi everyone and thanks for joining us today for another installment of our social recruiting webinars. Today, we’ll be covering the similarities and differences to recruiting on Facebook and LinkedIn. All other webinars in this series are recorded and posted on our website at employers.identified.com/webinars
- I’m Jennifer Picard, the Product Marketing Director here at Identified. I’m joined by Lizzie Bluestein, our Sales and Marketing Coordinator, who will be shouting out your questions throughout the presentation so we can answer them. So, please feel free to ask away in the chat box to your right. Today’s webinar should last approximately 30 minutes. Also, a quick intro to Identified: Identified Employer Solutions helps organizations recruit on Facebook through our Facebook job posting app and Facebook sourcing tool. We have a special intro package for webinar attendees, so please indicate in the chat box if you’re interested in learning more about our Facebook recruiting solutions. But, for now, let’s get in to some quick housekeeping and the takeaways.
- Facebook is the world’s leading “personal” social network while LinkedIn rules the roost amongst “professional” networks. However, both networks have changed drastically over the past year– Facebook had adopted a more business-friendly and professional approach while LinkedIn is increasingly transforming to add a more personal touch. With the two networks becoming increasingly similar, we’re here today to discuss how the two compare for social recruitment. We’re going to start off with some quick social recruitment stats, demographics of Facebook and LinkedIn users, the privacy settings of each network, and, finally, how each tool compares to help you find, connect with, and hire top talent. Let’s jump into some quick stats to see where potential job candidates have social profiles.
- While LinkedIn has been the social recruitment network of choice thus far, a 2011 Forrester study makes it clear that it’s not an adequate social recruitment strategy on it’s own – only 28% of US adult social media users are on LinkedIn. In contrast, 96% of U.S. adults who use social networking sites are on Facebook. The most notable stat is that no age group dips below 95% for Facebook, while LinkedIn has more of a bell curve, which maxes out at 35% for the 32-45 year old age group. What we’re seeing here is a disconnect between where potential job candidates spend their time, and where recruiters spend time trying to find them.
- In fact, this ComScore infographic about the average minutes per visitor to social media sites in January shows that the average Facebook user spent 405 minutes (or nearly 7 hours) on the site in January, compared to LinkedIn’s average visitor spending just 17 minutes on the site. This is because people don’t go on LinkedIn, or update their profiles, unless they’re looking for a job. Facebook, on the other hand, shows that 50% of users log in every day. That’s because Facebook is where they go to chat with friends, get news, and now, to find jobs. It’s no wonder people spend more time on Facebook.
- Facebook is the largest human database of all time, with 901 million users compared with only 160 million on LinkedIn. This means that for every Linkedin user, there are 5.6 Facebook users. Out of the 158 million US Facebook users, nearly 60% of those are between 18-34 years old. LinkedIn does not require birthdate information so it’s difficult to compare apples to apples, but it’s common knowledge that LinkedIn is not widely used by the younger generation – which is why they’ve recently revamped profiles for students by adding sections for projects, honors and awards, and courses. As of June, LinkedIn reported 15.5 million worldwide members that are students or have graduated in the past three years. Facebook has 4 times that amount in the US alone. To contrast, LinkedIn boasts that they have executives from all 2011 Fortune 500 companies as members, a figure that we have not seen on Facebook’s stats page. This data suggests that LinkedIn may remain the network of choice to recruit executives and more experienced hires, while Facebook can help you find the entry and mid-level candidates that prefer to do their personal and professional networking from a single platform. If you want to reach this demographic, it’s time to start networking on Facebook like you do on LinkedIn.
- Many recruiters use their LinkedIn profile to promote job openings, ask for referrals and connect with candidates. I can include about 600 characters and can choose whether to share my posting with everyone who views my profile, or just my connections. My posting can then be shared on my Twitter account. The advantage to using a LinkedIn profile over a Facebook profile for recruitment has been that LinkedIn allows you to keep your professional connections separate from your personal ones. Well, Facebook heard you and responded by amping up their privacy settings so that you can use your Facebook profile for professional networking.
- This is an example of what Facebook’s privacy settings can do to make your profile appropriate for professional use. The screenshot on the left is what my best friend sees when she looks at my profile. It includes all of my pictures and wall posts, my relationship status, my friend list, and other personal information that I wouldn’t necessarily want to share with job candidates. The screenshot on the right is what job candidates see on my profile. It only includes work and education information, mutual friends, public wall posts, and posts I share to just my job candidates list. I also have lists set up for friends, family and coworkers so I can keep them separate from one another and choose which parts of my profile each can see. Now that I can separate my personal and professional connections on a single platform, I can use my Facebook profile for recruiting, like I would with LinkedIn. Add your candidates as connections, share jobs on your profile, and ask for referrals.
- This screenshot shows how I can utilize my “job candidates” list to promote the job openings on my Facebook profile. I’ve typed in my message, and selected my “job candidates” list to ensure that friends and family do not receive this message. This is a serious advantage over LinkedIn, which makes you send personal status updates to your entire network, whether they’re job candidates, coworkers or family. Facebook also allows you to enter up to 60,000 characters, 100 times the character limit of LinkedIn, so you can be as detailed as you’d like with your posting. So let’s take a quick poll:
- Do you use, or plan to use, your personal profiles on Facebook or LinkedIn to recruit? Facebook LinkedIn Both Neither Does Facebook or LinkedIn win the showdown for recruiting with personal profiles? Facebook LinkedIn Tie (Close poll, share results.) Business pages on Facebook have the same advantage as profiles: they allow you to target your intended audience.
- This is Identified’s Career Page. Facebook allows you to set up a page separate from your marketing page, so that your messages aren’t competing for attention. With a Facebook page, it’s free to post jobs, pictures, videos, and whatever else you’d like. Facebook just announced the Timeline layout you see here for brand pages last week, which will go into effect for everyone at the end of March. They’ve added several features that they believe will boost engagement with your fans. For example, you can now pin and star your page posts to make them more noticeable on your timeline. Pinning a post means that you can choose a post that will stay at the top of your timeline for an entire week. This is a great place to post one of your more important jobs, or perhaps an award you’ve received as an employer. You may also star a post which will increase it’s size across the width of your Timeline, making it easier to spot. This may be a good strategy to make your job postings stand out from other articles and videos you post to showcase your employment brand. Facebook has also made Apps easier to see, by placing them right under the cover photo and giving them icons. You can rearrange the order in which your Apps are shown, and customize the icon and text that identify them. Apps are something that are unique to Facebook, and cannot be found on LinkedIn. However, a job posting app is very similar to a Career tab on your LinkedIn Company Profile – it allows you to keep all of your jobs in one location, making it easy for candidates to find and apply for your open positions. Identified offers a free, 7 day trial of our job posting app, TalentLink, which can act as an ATS to collect resumes for smaller companies, or can integrate with your existing ATS. It also pushes all of our jobs to aggregators, including Indeed and Simply Hired, as well as to our Facebook page, Twitter, and LinkedIn to increase visibility. Let us know in the chat box if you’d like to sign up for a free trial. With a Facebook career page, I can also get recommendations from current and past employees. All of this varied content encourages users to interact with my page by liking it, commenting on it, or sharing it with friends, which then posts a notification to their wall and pushes the content out to their friends’ newsfeeds, effectively increasing my reach and helping me grow my Talent Community. Facebook’s recently updated Insights, their analytical tool, now shows you how many people your message is reaching and what kinds of content are the most effective so that you can optimize your posts. LinkedIn also has company pages, with a career tab and analytical tool.
- This is our company page on LinkedIn. As you can see, LinkedIn blatantly copied Facebook’s Company Pages by adding status updates and the ability to “like”, “share” and “comment” on them. The big difference is that LinkedIn does not allow you to keep a separate career page for free. So, you must either share your company page with your marketing department, or pay an extra fee for job postings and/or a premium career page in which you can add employment videos, pictures, etc. If you’re going to use your LinkedIn company page for recruiting, I’d suggest spending the money on the career tab to make sure your messaging is targeted. Customers don’t want to be bombarded with job postings, and candidates don’t want to be bombarded with promotional information. You can get around this by using LinkedIn Groups, which we’ll get to in just a minute. You have to pay $10,000 to get a basic Premium Career Tab (Facebook is free to set up a Career Page). They have an upgraded version that tailors the page based on keywords in the viewers title (ie a Marketing person would see a company profile that talks about marketing opportunities). The price on that is obviously higher, but they wouldn't give me a number because it depends on the options you go with. But first, let’s take another poll
- Is anyone on this call already using, or planning to use, Facebook or LinkedIn career pages? Facebook LinkedIn Both Neither Who wins the showdown for recruiting with company pages? Facebook LinkedIn Tie (Close poll, share results) Now let’s talk about groups.
- Both Facebook and LinkedIn offer advertising solutions, which can be a great way to find job candidates by targeting your ads to the exact users you want to reach. LinkedIn allows you to choose your audience based on location, company, title, group, gender or age. This makes it really easy to find candidates from your competitors. You can pay per click or per thousand impressions, and set a daily spend limit, making it easy to budget your ad campaigns.
- Facebook won’t let you target by title, but you can target by interests and education level, in addition to the filters offered by LinkedIn. Facebook users are providing detailed information and news about their own interests, hobbies, education, and activities throughout the day and Facebook allows advertisers to use that information to target vey specific groups of people. Advertisers can show their advertisement based on education, location, and interests, and can specifically target those that like competitor’s page. Facebook made some recent changes to ads, which allows them to show up in several different places: in the newsfeed, in the mobile newsfeed, on the right side of users’ screens, at the logout screen and as offers. Just like LinkedIn, you can choose cost per click or cost per impressions and set a daily budget. Let’s do a quick poll on Advertising.
- Poll: Which platform are you using, or plan to use, for advertising? Facebook LinkedIn Both Neither Who wins the showdown for recruiting with ads Facebook LinkedIn Tie (Close poll, share results) Advertising is a great way to get people to come to you, but what if you want to search for passive candidates?
- As many of you know, LinkedIn Recruiter allows you to source candidates from their database of 150 million users. You can sort through results with filters and message up to 50 candidates per month. The 50 message limit is actually a good thing as LinkedIn has become super-saturated with recruiters and users are less apt to respond to messages if they are being bombarded. LinkedIn also credits you back for messages that are not responded to, so you can actually receive 50 responses. This tool has always had a major advantage over Facebook, which does not have a candidate search engine built in. They are primarily focused on user to user interactions, and probably won’t be venturing into the recruitment market. To fill this need, Identified has created search engine which allows you to find candidates from Facebook’s 845 million members.
- ProSearch is our sourcing tool which allows you to search Facebook profiles with filtering, ranking and relevance. You can also download resumes, message candidates, and see how you are connected to the candidates through your company’s employees. Start with a free user profile at identified.com or let us know if you’re interested in a ProSearch subscription. We’re currently running a 4 month promotional trial for ProSearch and TalentLink, so let us know if you’d be interested in trying it out.
- Poll: Which platform are you using, or plan to use, for advertising? Facebook LinkedIn Both Neither Who wins the showdown for recruiting with ads Facebook LinkedIn Tie (Close poll, share results) Advertising is a great way to get people to come to you, but what if you want to search for passive candidates?
- The results are in for the social recruitment showdown, While LinkedIn is still a great tool for recruiting executives, Facebook is the clear winner for recruiting Generation Y. Why you should use Facebook: Find Generation Y Free personal profile Company career pages engage talent community and provide a window into your corporate culture Higher volume of users No/low cost to start Why you should use LinkedIn: Find executives Free personal profile Free company page Free Groups Both work for: Active and passive recruiting Targeted ads
- Thanks for joining us today, our next webinar will be on the new Facebook Timeline updates, in two weeks, on March 20. We’ll run through the updates to the new Facebook Timeline layout, so you’re ready for the changes on March 30. If you’d like to get started with this transition sooner, please feel free to reach out to us for a complementary Facebook recruiting consultation. Just type us a message in the chat box and we’ll follow up with you as soon as possible. If you have any questions, please type them into the Q&A box to your right, and I’ll try to get to all of them.