I logged into Facebook today only to see an employer brand ad front and center in my news feed. I must say that I was intrigued, yet mostly disappointed in the experience. The item showed up on my homepage as a 'Sponsored Story' featuring the following text:

Encounter real examples of real teamwork. Experience up-close the environment at Rush University Medical Center. It’s how your career should be. There is a row of photos underneath that resemble real employee pics (or stock photos, hard to tell).

Positives

• First Mover Advantage: You can always count on TMP to bring their clients into the latest online venues. While I'm not an experienced Facebook user yet, these kinds of ads still grab my attention. I'm sure I'll grow tired of adware in my content very VERY soon.
• Demographics: Although the audience demographics are rapidly changing, Rush on Facebook is a good choice for to reach the desirable college and recent-grad crowd. It is crucial for hospitals in the midst of an extreme nursing talent shortage to brand early and often to the younger set that need to replace the retiring workforce.
• Message: The ad copy seems genuine and interesting enough for me to want to learn more.
• Tracking: I can tell by the little Bluestreak URL for each hyperlink that TMP is monitoring the success of this campaign very closely to ensure ROI from the placement.

Negatives
Alas, what motivated me to write this post as is typical for what motivates many people to contribute online, is not what is great, but what I want to complain about.

• Targeting (or Lack Thereof): I could swear that Social Network ads were to be the second coming. How is it that I was determined to be in the right audience to even see this ad?
• • I live in Rochester, NY and Rush is in Chicago, IL. OK, maybe they'll relocate me.
  • I have my current employer and college degree listed on my profile. Neither of them have any relation to healthcare. Granted, Rush might need marketing guys, but that is a tales case.
  • I did nothing related or relevant to looking for a job, or a good place to get a heart transplant to warrant seeing an ad from a hospital
• Creative: The people pictured look to be either a: stock photos, or b: photos from security badges to enter the Center. Neither of these two options are what I would expect to see on Facebook - self-created candids with a digital camera.
• The Biggest Downer: All of the faces click through to the employer website. Huh? No way! I totally thought I was going to get Facebook profiles on actual people that work at Rush. I want to Friend them, write questions on their Wall, Poke them (if I so chose). I don't want to read some boring marketing drivel about how great it is to work at Rush.

Conclusion It was exciting to see some employer branding on a platform so few of us understand yet. Kudos to TMP for bringing Rush even further into the Social Networking space, even though it might have cost a fortune based on this recent rate card posting. I'm disappointed that the environment was not used as intended to make deeper social connections between applicants and a potential employer.

What do you think? And is there anyone out there doing this right?