ASA Central Network

  • 1.  Facebook Pages- Multiple Locations

    Posted 09-02-2020 16:15
    Good Afternoon,

    We are finding pros and cons to having a Facebook page created for each of our locations- has anyone found more (or less) success by having multiples Facebook pages for each location or do you recommend just having one company Facebook page?

    Thank you!

    Ashleigh Anderson
    Digital Marketing Specialist
    Graham Personnel Services
    Greensboro NC
    (336) 288-9330
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  • 2.  RE: Facebook Pages- Multiple Locations

    Posted 09-03-2020 11:35
    We went from one page to one for each branch (6), solely for the Facebook Jobs tab and making it easier to wade through posted jobs and applicants. But now, we are in the process of merging them all back to one main page. A big factor in this decision has to do with our new ATS and wanting to funnel applicants through that link rather than keep them in FB. We didn't really have any location-specific content that we'd create for each branch other than events, and we'll just continue to publish those on the one page.

    Jamie Woodburn
    Marketing & Communications Manager
    Workforce Strategies Inc.
    Kalamazoo MI

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  • 3.  RE: Facebook Pages- Multiple Locations

    Posted 09-03-2020 11:41
    Edited by CJ Rodriguez 09-03-2020 11:44
    Great question Ashleigh - this is one many companies ponder more than most realize.  

    Consider today's world customers/candidates are savvier than ever.  They research, they engage, and bottom line, they are more educated and demand quality content.  It is said that "content is king but there's a new queen in town and her name is data".  Have you analyzed any data that will guide you either way thus far?

    You have 2 schools of thought and approaches:

    1. Company-wide single page:  having one FB page for all company-wide SM presence online offer convenience in managing this vehicle.  General information with some market targeted posts, campaigns will help with your branding overall.    
    2. Individual market pages:  Depending on your market presence (# of offices, geo, etc.) you may be able to combine a few pages by region.  The downside internally is that it will require more oversight and management but if you have a scheduler tool, this effort can be streamlined.  The upside is you are now "living" where the customers/candidates live. You are driving local market branding with jobs specific to their city/region that feels more relatable and relevant to them.

    I've worked with many companies on their branding strategy (backed by analytics) and found that having a localized FB page gains more followers, increased engagement, and builds a higher number of brand ambassadors because you are speaking to where they "live."  In a survey conducted for a client, we found over 82% of the respondents have no desire to scroll through posts that don't apply to them. In fact, of the 82%, a whopping 93% said they would turn off notifications, unsubscribe, snooze, etc. posts in their feed because they considered it "clutter."

    Not knowing the scope of your team (are you a team of 1?), there are some amazing marketing companies that can help with the heavy lifting. @David Searns would be a great place to start.  Alternatively, I also have had great results by tapping into some freelance partners as well.

    P.S.  As Jaime mentions in her reply, they are merging all back to streamline applicants.  You can drive applicants through multiple pages, just ensure you are using the single app link, etc.  I recently had the same experience and we had great success.

    Feel free to give me a call if you want to dive deeper into this.  Good luck!

    CJ Rodriguez, President
    Las Vegas, NV
    Tel. 702.596.5550

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  • 4.  RE: Facebook Pages- Multiple Locations

    Posted 09-07-2020 09:12
    Sure, you try to take a few days off, and you get tagged in a post on ASA Central! :)

    Just kidding, and thanks for thinking of me CJ! But honestly, I think the advice you gave and that from Alex are spot-on. Multiple Facebook pages make sense when there is a commitment to creating and sharing localized content. But, that's a lot of work (or you need an automation tool for sharing to the local pages).

    There also has to be a commitment to paid content sharing because (thanks to Facebook's algorithm) organic content sharing from company pages will only reach a small percentage of your followers. To get people in each of your locations t see your local content, you will need to pay to promote that content. Thankfully, this can be done across multiple local office pages through Facebook Locations.

    If you go back a few years, Facebook allowed businesses to create parent-child pages. Facebook Locations is the evolution of this structure. With Locations, content can cascade from your parent page to all your individual location pages (this can include cover photos, profile pictures, and posts). Content can also be created for specific location pages (local jobs, recruiting events, etc.). The page names for all your location pages will be the same as the main brand page although you can add a descriptor for the local office (e.g., Graham Staffing (Greensboro). And if you are going to do paid advertising, it can be centrally managed, which will likely be more work across multiple locations but also lead to more efficient use of your advertising dollars.

    The big benefit of Locations is that you can manage all the pages from one place. You can read more about that here: I also found this post that provides a nice "how-to" for setting up Locations pages:

    David Searns
    Haley Marketing | 888.696.2900

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  • 5.  RE: Facebook Pages- Multiple Locations

    Posted 09-09-2020 08:43
    Great info, CJ. I think there is a third alternative as well. Call it a hybrid if you will. Depending on the size of the markets, the staffing firm might choose to have individual pages for larger "A" markets while consolidating the smaller markets. The key to decentralizing this is to establish "standards" for posting and monitoring, so that individual FB pages are being managed the same way.

    Jay Mattern
    Villing + Company
    South Bend IN
    (574) 277-0215

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  • 6.  RE: Facebook Pages- Multiple Locations

    Posted 09-04-2020 09:08
    Hi Ashleigh,

    The best choice is going to come down to what you can effectively manage and what your goals are for Facebook. If your Facebook Pages are a major driver of foot traffic or live customer engagement in different markets, separate pages may be worth it. But if they're mostly for establishing your brand presence, you're probably not gaining much with multiple pages. In the long run, multiple pages are usually a recipe for pages being abandoned or not having enough new content to create engagement.

    Years ago, we had pages for each location (30+), and in some cases, multiple pages in a single market for different business lines. It was a nightmare to manage, and we ended up with followers split across a ton of properties. Now we've consolidated down to a single brand page and have much more consistent engagement and content. We can also be sure what a user is seeing if they search for us. Facebook doesn't always bring up the closest page to a user first, so you can end up showing a non-local page anyway based on what Facebook thinks is the most relevant result. For most companies, the bulk of your engagement will come from sponsored ads, which can still be targeted to certain geographies or groupings of followers, so you're not losing much by consolidating unless you really do have the resource to regionally or locally brand for each market and the bulk of the content flow will be different for each page. 

    Another option that I haven't used yet is Facebook Locations. It looks like they're essentially stealing Google's locations concept to tie multiple storefronts to a single brand. If you did need to be able to drive foot traffic, that seems like a possible solution while still tying back to a single master brand page.

    Alex Acton
    Director of Talent Attraction
    Supplemental Health Care
    Atlanta GA
    (770) 225-8453

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