Putting Together International Social Media Campaigns

Julia Levy, who is responsible for international recruitment advertising and social media and employer branding at Terra Firma Associates provided delegates with a look at how to create an international social recruitment campaign.

She provided some very illuminating slides that provided a look at the mechanics of doing an international campaign. I haven’t captured that detail here, rather some of the headline points.

She started off by saying recruiters need to work with employers to really undersatnd the challenges, resources, org context, competitor context candidate activity and perception of the employer.

Language and mobile are also key, obviously. Mobile, and smartphone penetration in particular, differ around the world so we need to be aware of who is using what device. This echoes the point Steve made about context.

For a strategy, look at:

  • Paid media – search engine marketing, social advertising
  • Owned media
  • Earned media

Build your social media strategy. Many managers in organisations default to ‘its safer not to be here’ as we are not already there. need to get over that.

So, get more focussed on who the target is and go for that. Target people where they spend their time, whether it is on Facebook or Twitter or Linkedin.

Listening is so important in social media – understand what is being said about you. This is a point Julia came back to more than once. Then shift to community and building it, if it is right for your organisation. But is building community right? Not necessarily – you can engage where people are hanging out and talking to each other.

The complexity ramps up when you scale up to international level.

Paid for media
Gave an example of a Fcebook campaign.

Audience defined and ran a FB campaign to see if the grads were out there. This was across many countries. Brazil, Japan, Norway, Mexico, Morocco, The Netherlands and more.

Looked for Tanzanian people so targeted those who like Tanzanian food.

Result: 45 million impressions. 12,500 clicks, over a month. Spend of less than $500. And in Rwanda and Tanzania generated 1,810 clicks.

Consider cultural differences and motivators for people in different countries. FB enables you to try out multiple adds so can experiment on the hoof to see what works best. Real time analysis.

Listen, monitor and learn so you can target candidates effectively using social media.

Don’t make assumptions about the language candidates will react to. Use the wrong language and you will be ignored.

Building your owned media
Logisitics – bandwidth etc, resources are just some of the challenges when building your own content.

To attract candidates in multiple countries you might have to produce multiple sites – gave examples of EU careers sites in different languages.

Outreach is important. Be where your candidates are. Answer questions and offer content and ask questions. Think about being at a party – you wouldn’t arrive and shouting at people – would you?

Start by seeding in networks and – social adverting search engine marketing and seeding and listen.

Julia says that it is critical to keep measuring the impact of your actions across networks.

Final point, understand how candidates lead their lives, not how they job hunt.

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