As adherents to the venue that is advertising, you’re no shrinking violet when it comes to online initiates. You may even have heard of heat mapping, a technique that tracks users’ eyes when they view a website for the first time. It’s a useful tool when evaluating your website, but what’s more interesting is how it stacks up against Facebook pages—giving us insight into the way consumers take in your profile information.
EyeTrackShop, an organization that develops and institutes eye tracking software, recently came out with a study demonstrating the way surfers scan your Facebook.
Stated simply, people pay the most attention to the following sections of your site:
– Profile picture
– “Fan” list
– Content, based on scanning from top to bottom.
What does this mean when setting up your own Facebook page to maximize attention? Don’t skip steps. Place in a meaningful profile picture. Make sure you have a fan base that can be scanned. And, importantly, make sure your content is fresh and relevant.
Signing off for now,
When faced with a blank slate and the seemingly insurmountable task of creating a community for your business, many marketers grow leery. It can be a difficult proposition, starting from scratch. Here are a few tips to set you down the path to online fame and fortune.
Make friends. Social media is a whole different species from traditional channels. When you’re deciding what to write in the omni-present “update” box, steer clear of anything that promotes your business. “Friends” are not customers, and they can smell a pitch a mile away. Stick to content that benefits them, not yourself.
Gain a little momentum. First rule of social media: empty fan lists tend to empty unless acted upon by an outside force. Ask friends and employees help “seed” your fan list to get you started. If your new fans like what they read, they just may invite friends of their own.
Keep it fun. All work and no play makes Jack… well, you know the saying. Facebook and its ilk are mediums of leisure—therefore, part of your posting strategy should be to entertain your fanbase. Try a few techniques and see what works best.
Until next time,
If you’re in the business of–well, business, and how you’re representing yourself to future employees is a large part of your preparations for overall engagement. How you represent yourselves to employees-to-be is very relevant to the success of your business. That’s because as you recruit talented people, your overall expertise and capabilities grow along with your employee pool. Your brands–your company and employer brands–don’t exist in a vacuum. There is always cross-contamination—for the better or worse. One example is Google—a fun, ultra-modern, Internet-savvy brand has since paved the way to an exceptional employee brand.
Even still, building an effective employee brand takes special attention. When it comes to your employer brand, take the time to get to know yourself. Conduct polls both inside your organization and outside to accurately gauge where you stand. From there, you can build a campaign that’s specific to hiring top talent—maximizing your advertising dollars spent. At Buyer Advertising, we recognize the critical importance of an employer brand, and in many cases, work specifically towards redefining that aspect of your company.
Signing off for now,
Once upon a time, apps for mobile phones were code for fun–small games you could play to kill time while waiting for the bathroom. Short for application, these third-party developed software programs live on Droid, iPhones, and BlackBerry devices, tucked away inside pockets across the world. But it’s not all fun and games–applications today are providing real value. In particular, specialty programs are connecting job seekers with open positions.
Job hunting is an unemployed worker’s game. On-the-go types with current positions looking to further their careers may find themselves with less time to spend on the job hunt. Yet, they remain an important demographic for job recruiters. Mobile applications help HR staff link up with qualified candidates by reaching out through their phones–and on a job seeker’s own schedule.
Such search apps include CareerBuilder’s program and Job Compass, and are already providing value to seekers and recruiters alike. Functionality includes detailed job descriptions with searchable criteria, the ability to view vacancies on a map, and to forward details to a computer for further inspection. As the nation’s workforce migrates away from the desk and becomes increasingly mobile, consider mobile recruiting as an effective, long-term goal for your hiring strategy.
Until next time,