Notes from conference presentation, "Enterprise 2.0 for Information Professionals", Sydney 14 August 2008.
The presenter: Sharon Cartwright, Director, Impact Employee Communications (an Ogilvy PR Worldwide Company).
Link to EY-Australia facebook page.
Ernst & Young not fully open to facebook mainly just for recruitment purposes. (odd)
It's a form of marketing. Don't encourage conversations. Worried about staff sticking to approved messages. Everything is generated in-house.
There is a discussion forum but not being used at the moment.
900 positions available annually - number and quality of applicants are up.
EY trying to get good students as well as A grade because looking for rounded people.
They ask applicants where they heard of EY plus people on facebook site get recognised when they go to recruitment days etc.
Reasons for using facebook: A new way to engage with customers, make contact with people, drive web traffic, viral effects, staying in touch with people. See what people are saying about your brand.
Recruitment - 'fish where the fish are' ie young people use facebook
Fears of management that brand would be trashed were not realised.
People interested in E&Y can become a fan and get updates on the company of interest to young people.
Facebook customer service has improved dramatically in recent years.
Worked carefully with legal & employee comms to make sure their concerns about governance. So they come up with some clear guidelines eg about tone, style of language.
A full service page: Ernst & Young pays facebook for it
Devised a message matrix based on the questions students usually ask.
2,500 fans today like to be twice that by the end of the year.
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