“CERN is a scientific organisation that’s trying to understand the science behind the universe – Net Natives is the company that understands the science behind Facebook. They understand the metrics, the branding, the algorithms and most importantly they understand both the customer & the target audience. Our people here love what Net Natives have achieved for us and creating engagement via Facebook has now become an integral part of our daily job in recruitment” Head of Recruitment, CERN.
The Challenge?
It seems that everyone has now heard of, and has an opinion about, CERN and their pioneering experiments. This made the management of their employer brand within Facebook and ability to focus on quality not quantity approaches almost as hard as trying to find the Higgs Boson Particle. By far their biggest exposure, but greatest opportunity, lay in the user generated communities which had been created on the Facebook platform. This engaged community numbered over 50,000; all wanting to enter the conversation with CERN. Many willing and expertly able to be involved in some way.
What did Net Natives Do?
After consultation with CERN, we established the relevance of a Facebook specific strategy. As a Facebook agency, we then worked with the platform to consolidate the various CERN identities, to create one official Facebook page, www.facebook.com/CERN. Marrying this with a relevant social media content strategy and training (an “On the Wall” Strategy) that we developed for their communications team, that was informative and engaging.
We then turned our attention to their recruitment strategy. Obviously, recruitment is not built on “Likes”, but with variety of relevant and quality applications, regardless of the channel. Net Natives call this, “Beyond the Wall”. Through our unique Social Content Management System (SCMS), we built a multi layered recruitment site. One that had the full functionality of their existing career site, but which respected and worked in the social environment. www.facebook.com/CERNjobs.
The Result?
CERN are now in control of their identity on Facebook, controlling and engaging with their connections. Their main page is now a primary resource for ongoing comment about CERN and their Facebook page doubled in connections within 2 months, with a vast increase in relevant applications through the platform and one of the principle recruitment communications channels for existing and potential employees.
“CERN is a scientific organisation that’s trying to understand the science behind the universe – Net Natives is the company that understands the science behind Facebook. They understand the metrics, the branding, the algorithms and most importantly they understand both the customer & the target audience. Our people here love what Net Natives have achieved for us and creating engagement via Facebook has now become an integral part of our daily job in recruitment.” – Head of Recruitment at CERN.
