In February of 2009, the Talent Acquisition Team launched the Careers at Allstate Facebook fan page, a passive recruiting tool designed to help college students and professionals become familiar with the Allstate employee brand and employment opportunities.
Facebook, once a platform for college students to keep in touch with their friends has changed radically since its launch more than 5 years ago. As the number of Facebook users continues to grow, the site has become a great way for business to connect with their customers and communicate new ideas, job openings and other pieces of relevant information.
In early 2008, the Talent Acquisition Team began seeing an opportunity to take advantage of the growing number of college students and young professionals on Facebook.
Using Ernst & Young as an example of a successful corporate Facebook page, a team in Talent Acquisition began researching examples of different ways to incorporate Facebook and social media into their recruiting strategy.
After 6-8 months of research about social networking as it relates to recruiting, the Talent Acquisition Team with the help of Career Builder, unveiled the Careers at Allstate fan page on Facebook.
But launching the page wasn’t easy. Because insurance is a heavily regulated industry, getting legal approval and overall support for social media was a challenge.
Some were concerned with the potential of hosting a two-way conversation with people backfiring and hurting the Allstate brand image.
While negative comments are unavoidable, a team of three dedicated employees in Allstate Careers checks the Facebook page several times daily so they can monitor page content and comments from fans.
The Careers at Allstate Facebook page is updated two to three times a week with content related to current job openings, Allstate’s presence at career fairs and internships. During the summer, there is a heavy focus on the summer internship program, with many wall posts highlighting the intern volunteer program and the emphasis on social responsibility.
The Employee and Intern Spotlight is a way for Allstate to give a personal touch to the page by showing real life examples of who our employees are and what they do.
As the number of fans of Allstate Careers continues to grow, the social media team in Talent Acquisition is also continuously looking for ways to give back to fans with relevant interview tips and job search advice.
While the Careers at Allstate Facebook page is still in its infancy stage, it already has over 250 fans simply through word of mouth. In September, Allstate Careers is launching a Facebook ad campaign targeting 5 colleges and rising juniors and seniors with technology, finance or engineering majors.
While Carrie O’Hara, a member of the social media team, admits that the Careers at Allstate Facebook page should never replace the personal interaction between Allstate recruiters and potential employees at career fairs and college visits, the fan page is becoming an integral part of Talent Acquisition’s social media strategy and another way of “reinventing recruiting.”
URLs/Links
Careers at Allstate Facebook: http://www.facebook.com/pages/Careers-at-Allstate/75395969912
Follow @AllstateCareers on Twitter: http://twitter.com/AllstateCareers
Learn about Allstate’s Summer Internship Program: http://www.allstate.com/careers/internships.aspx
Allstate Careers: http://www.allstate.jobs
Tags: Careers, Internships, Facebook, Allstate, social responsibility, job, employment, social media
Related Links:
Follow @Allstate on Twitter: http://www.twitter.com/allstate
Fan Allstate on Facebook: http://www.facebook.com/Allstate
Car Friendly Tips on Vehicle Vibes: http://www.vehiclevibes.com
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