The new Facebook Timeline offers great opportunities for Employer Branding | HRevolution

The new Facebook Timeline offers great opportunities for Employer Branding | HRevolution.

Whilst it will take some time and resources to adjust to the new Facebook timeline scheduled for March 30th, I believe it offers great potential from an employer branding perspective: interactions, and above all, the possibility to make your brand look and sound very human to your audience.

Here is a selection of tools and examples for inspiration, from an article published by Christel Quek on Social Media Today. I personally love the Coke and Amex examples: sleek design, clear messages, and collective participation.

1. Your Brand’s Cover Photo is IMPORTANT!

Cover photos are fantastic ways to engage your fans. Since there’s no longer an option to fix a default landing tab for your brand page, your brand’s cover photo will be the first piece of content your potential fans will see. Coca Cola has used their app, “My Stories” to allow for fan contributions to their current cover photo- in a beautiful piece of fan-sourced piece of art. Make your cover photo a talking point! For example, your brand could set a monthly theme for your Facebook Cover Photo and source for fan ideas to design it.

Great Brand Cover Photos to learn from:

Coca Cola

Facebook Timeline - Coca Cola

Fan-sourced images for their cover photo. Visually stunning and certainly captures attention!


Facebook Timeline - Livestrong

Livestrong has done a great job of “differentiating” their Facebook Cover- check out how they’ve linked their cover photo to a thumbnail of their custom application (in this case, the Livestrong Blog)

Ben & Jerry’s

Facebook Timeline - Ben & Jerry's

This is a Facebook Cover Photo which pops. How can you not love the Ben & Jerry’s Cows?

2. Don’t forget about your Brand History

The Facebook Timeline is a fantastic way to tell your brand’s history through a collection of high-resolution images and make them mainstays (click on the star icon) on your timeline. Allow your fans to learn more about your brand right here!

Who’s doing it right:

Coca Cola

Coca Cola Facebook History

Coca Cola has a massive brand history and they’re evidently hard at work at populating their Facebook Brand Timeline with content- of great images of past advertising campaigns, and of brand milestones too.


Lexus Facebook History

All right, so I’ve a weakness for fantastic cars. Lexus has included updates to their car offerings and a short description of the car featured by the year- something that was certainly more difficult to do with the old profile. You can simply navigate on the right sidebar to check out the cars released by Lexus every year. You can do the same for your brand too!

3.  What’s your 3 featured tabs? (Don’t forgot the thumbnail images too!)

Once upon a time, fan pages had a left sidebar. They could populate with as many custom tabs filled with custom Facebook applications as they liked. Fans wouldn’t know which tab to focus on if you had numerous custom tabs.

Facebook is now getting brands to focus. While you can still have your Facebook applications as part of your navigation system, you’ve got to pick 3 main applications to feature, right next to your Photos thumbnail. Again, the choices here are limitless- if you’re a brand with multiple applications, pick your poison here wisely. Focus on the essentials applications here which would matter to your fans.

Plus, don’t forget the Thumbnails for your apps. Facebook now allows you to upload custom thumbnails for your apps. Dimensions would be 111 x 74 for each thumbnail image. 

Who’s doing it right:

American Express

Facebook Timeline - AMEX

Here’s the default look

Facebook - AMEX

The three default apps which American Express has on their Facebook Brand Timeline – Promotions, Entertainment, and Careers. The expanded menu has the rest of their applications- ranging from their membership rewards, support program, and videos, etc. Plus, they have great looking thumbnails which are visually appealing.

4. Pin your Content and Feature it! 

The new Twitter Brand Pages allowed brands to feature a particular tweet on their Brand Page.

Now, you can do the same on Facebook.

You can “Pin” content on your Facebook Brand Timeline and allow it to appear first on top of everything else that’s on your Timeline. Posts that are pinned will be distinguishable by the orange flag on the post, and you can only pin one post at any one time.

You can positively imagine brands salivating at this opportunity. After the Facebook Cover Photo, this is the next best way to reach out to potential fans- possibly an extension with a stronger visual element and a call to action to “Like” the brand’s Facebook Page. 

Who’s doing it right:


Facebook Starbucks


Facebook - Coca Cola

So, how are you going to start telling the story of your brand come March 30th?

About these ads

Hugues Rey. 20 années de passion et d'expérience dans le monde des agences médias et digitales. Hugues started his career in 1992 at Mindshare, where he morphed from a TV buyer into Head of Research. He moved to Initiative (Media agency) in 1998 where, after 2 years of leads in the R&D Department, he set up the digital planning and buying unit: FastBridge. His next move, in 2007, was internal in the IPG Group: Head of Digital Europe – Middle East – Africa. He finally joined Havas Media in 2010 as CEO. Hugues was from 1999 to 2011 Chairman of the Internet Comite of the CIM (Centre d’Information sur les Medias). He is now Charirman of the TV Comite. He is also founding father, Past-President & member of the board of the IAB Belgian Chapter. As from november 2012, Hugues is also president of the United Media Agencies (UMA). Hugues gives frequent lecture at  Belgian universities & schools. In 2012, he started a full week of lecture about Digital Communication in Saigon City (Vietnam). Moreover, International conferences speeches is one of his hobbies.

Tagged with: , ,
Posted in Facebook, Social Media

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Enter your email address to follow this blog and receive notifications of new posts by email.

Join 2,660 other followers

Gala & Party - ImagibraineApril 24th, 2014
4 days to go.
IAB Atelier Advanced – Online Video
4.45 pm: What’s the future of video? – Hugues Rey (Havas Media)May 6th, 2014
15 days to go.
Iamabridge Community
  • An error has occurred; the feed is probably down. Try again later.
  • Nielsen TV: Every Day Counts in Radio December 30, 2013
  • Inflation in Ireland: Higher Food Prices Could Mean Fewer Indulgences December 30, 2013
  • Selling Online, Promoting Offline in Italy December 26, 2013
  • Handicapping the Impact of Christmas Music on December Radio December 24, 2013
  • Then and Now: A Look at How Australia’s Connected Consumers Have Changed December 23, 2013
  • An error has occurred; the feed is probably down. Try again later.
  • Article: Consumers Favor Small Businesses Because of Their Customer Focus April 21, 2014
    US consumers favor small businesses over larger companies due to the personalized experiences the former provides. On the other hand, prices have little influence on consumers’ decisions to go with small companies, with the majority actually willing to pay higher prices to support small businesses.
  • Article: Digital Grocery Shoppers in the UK Less Likely to Act on Impulse April 21, 2014
    There’s still a preference among grocery shoppers in the UK to shop in-store. However, digital grocery sales are rising rapidly, and when UK shoppers do shun the store, they tend to make fewer impulse purchases.
  • Article: Photos Cluttering Your Facebook Feed? Here’s Why April 21, 2014
    Photos are the top content posted by brand Facebook pages, grabbing the majority of shares. Because of this, they see far more action than posts that include other content types.
  • Article: What Is the Future of Proximity Marketing? April 18, 2014
    Proximity marketing isn’t new, but according to a new eMarketer report, the field is still new enough to make it extremely difficult to forecast. The only thing that everyone agrees on is that retailer uptake of new platforms will be limited to small-scale tests in 2014. Beyond that, opinions are split, with some expecting proximity platforms to transform co […]
  • Article: CMO One-to-One: Taco Bell’s Secret Sauce Might Just Be Mobile Marketing April 18, 2014
    Chris Brandt, CMO at Taco Bell, is calling the quick-service restaurant’s new breakfast items “innovation with a twist on the familiar.” That’s his plan in marketing too, by using Instagram and soon rolling out a mobile ordering app.
About myself

"I am a bridge" is my personal blog project where I share some news around my professional environement.

Keywords are mash-up, ethic, mobile, technology, cross-over, social network, advertising, marketing, POE, …


Get every new post delivered to your Inbox.

Join 2,660 other followers

%d bloggers like this: