Strategy

• Pilot social media approach with Facebook and grow to include other mass social assets.
• Create an integrated Facebook strategy that provides corporate content, tools and resources to regional recruiters and candidates and creates both a consistent and personalized experience.

Results

• Built a solid foundation for expanded social marketing program.
• Provided a pathway for ongoing engagement with a 6 million-candidate database.
• Established a cohesive Facebook presence while still allowing content personalization at the local level.

ComBlu's Role

• Developed a comprehensive Facebook playbook specific to Manpower. Playbook included:
• Policies and procedures for establishing satellite Facebook Pages.
• Templates for Facebook design.
• Best practices in engagement, moderation and measurement.
• Content guidelines and resources
• Measurement dashboard to monitor overall performance.
• Designed a custom Facebook platform.
• Used a content syndication approach that creates a 90:10 ratio of corporate-to-regional content for local Pages.
• Set policies and procedures for establishing new local Pages with guidelines to ensure a consistent look and feel.
• Provided local Pages with the ability to customize content relating to regional jobs and news to deliver the most relevant information to local job seekers.
• Developed guidelines and best practices for governance, administration, content and measurement.
• Provided training to local offices for effective planning and execution of Facebook Pages so they could effectively use Facebook as an engagement tool.