On March 30, 2012, Facebook rolled over businesses from their current Fan Page layout to the new Facebook Timeline design. While the new layout does not change everything in regards to your company’s established Facebook strategy, it does require you to make some key modifications to the way you are currently sharing information.
Facebook launched the new Timeline design for Pages to make it easier for companies to create deeper connections with people through a personal story (isn’t that what you set out to do as a talent professional everyday?), with the addition of an alluring spread of options and enhancements for businesses to customize their Timeline and engage fans. As a recruiter or HR professional, it is important to understand these changes, in order to maximize the positioning of your brand to attract top talent.
Here are six key changes you should be aware of as an HR pro:
- Cover Page Photo – At 851 pixels wide and 315 pixels tall, the cover photo is the first point of engagement for both new and old fans. This picture is meant to be a centerpiece and make a visual statement about your business, not a means to promote deals, sell something, or ask for visitors to “Like” your page. In fact, Facebook has put regulations in place to strongly encourage businesses to not participate in this practice, known as “gating”.
- Applications – The biggest change to applications is that businesses can no longer set a custom tab as the default landing page for fans, meaning they must rely on items they are featuring in their timeline for the first point of visitor engagement. Any applications that have been activated by a business have also shifted from the left column of the former layout, to the area directly under the right side of the cover photo. The applications also now appear as thumbnails vs. word tabs and can be edited to reflect custom names and images.
- Messaging – Previously when fans wanted to contact a business, using Facebook, they had to do so by leaving a message/note on that company’s wall. With the rollout of the new design, fans are now able to send a direct message to that business and hold a private conversation.
- Build Your Audience – Facebook has included a new feature within your Admin panel to “Build Your Audience”, which allows businesses to invite email contacts and personal “Friends” on Facebook, to “Like” your page.
- Milestones/Highlights and Pins – Businesses now have the ability to highlight events, photos, statuses, or any other items they post to their timeline, with the Milestones/Highlights feature. When you opt to highlight an entry on your timeline, an image or status, similar to the size of the cover page, will appear across both sides of your timeline. When you pin an image or status, you are flagging it to remain at the top of your timeline for seven days. Both features are a great way for companies to engage fans by drawing them to items they consider to be the most valuable to their Facebook community.
- Insights/Reporting – Your administrative dashboard has shifted to the top of your timeline and is now the first thing you see when visiting your page, from an account with administrative permissions.
While many companies are still attempting to navigate the new terrain of the Facebook Timeline design, one talent vendor has embraced the changes with open arms. TweetMyJobs identified the opportunities for increased engagement the new layout would bring to businesses, and designed a Facebook careers application, TMJ For Pages, to seamlessly integrate with the release around 5 core principles: Design, Social, Search, Custom, and Talent.
TweetMyJobs has done such a great job designing their application, which is free for small businesses, that some talent professionals may want to consider persuading their company to ditch their boring corporate career site and make the move to Facebook, using the TMJ For Pages application.
Here’s a deeper look at TMJ’s For Pages core:
Design. The sleek design of the TMJ application is eye-catching and pulls key elements of the Facebook timeline design. This mini timeline, within your company’s Facebook for Businesses Timeline, allows HR and recruiters to feature career opportunities and information about their company culture in one destination. By housing all the information within one application, candidates will not have to sift through items that are not relevant to their career search on the company’s main Facebook timeline.
Social. TMJ’s for Pages application integrates with your company’s ATS to display open recs in a stylized rolling format on the application’s jobs tab. The application also has built in share features, which allows candidates to share career opportunities with friends via Likes or private messages, directly from the TMJ For Pages rolling job rec display. TweetMyJobs has also provided visiting candidate’s a “Who” Button, which once activated, shows candidates who in their current Facebook network (friends and friends of friends) works at the company of interest. Did someone say referrals?
Search. The TMJ application provides candidates with an instant snapshot of open recs at a company through their Interactive Jobs Map, displayed by geographic location. Candidates can also search open recs by keywords, job type and location using the application’s built in search function, or sign up to receive emails about opportunities at the company in the alerts field.
Custom. There are three customizable tabs embedded in the TMJ for Pages application, which can be updated to reflect your company’s brand/culture. Don’t like the title “Interactive Jobs Map”? Change it to something that reflects your culture, like “The FOT Footprint”. Members of HR, with administrative permissions, have full control over how they want to communicate their brand. Other options for customization offered in TMJ For Pages distinctive format and features include the ability to display videos, upload custom banners and tab images, share relevant links and unique text – a true engagement toolbox for talent looking at your page.
Talent. Unlike other Facebook career applications on the market, the TMJ For Pages application is unique in that it allows companies to build a community of candidates through a combination of embedded features. An example of this would be displaying custom videos to further illustrate life at the company or enhance open recs. Doing something cool around the office or out in the community? Capture a video and post it for all to see – show candidates that employees enjoy life together outside of the office walls…
Great brands are built by great talent, and great talent comes from developed talent communities. Whether you’re an HR professional just starting to build your company’s Facebook community or are looking for new ways to engage your existing fans, you’ll need to embrace the changes Facebook continues to make. At 900 million active users and growing, I would say they’re doing a few things right – and the Timeline design is certainly one of them.
Holland Dombeck McCue is the former editor turned blogger here at Fistful of Talent. She plays in the employment branding and B2B marketing space and currently heads up Recruitment Marketing and Global Employment Branding for Delta Air Lines. So, it goes without saying that the opinions shared on FOT are hers and hers alone. She wishes it could go without saying, but hey, Legal runs a tight ship…