Grow and leverage a Facebook fan base to drive brand awareness in key markets and industries, increase the number of candidates on billing and improve job fulfillment rates.
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 six 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.
