Monster Unveils Facebook Based Social Media Tool BeKnown at SHRM

Facebook Based Social Media Tool BeKnown

Minutes ago Monster Worldwide, most known for its dominance in the job board industry unveiled its Facebook based social media engagement tool BeKnown at the SHRM 2011 Annual Conference.  BeKnown is a professional network building platform that integrates with the Facebook API.  Users can log in and share connections, build relationships, and search for jobs using the new online tool.  Monster’s new tool is live and operating in 35 countries potentially reaching more than 460 million Facebook users almost immediately.

Monster Unveils Facebook Based Social Media Tool BeKnown at SHRM

The rate of penetration by Monster and its ability for their product to be translated into more than 19 language puts them at a huge advantage against competitiors LinkedIn which has more than 100 million profile users and BranchOut, a Facebook style platform and tech startup that recently acquired 17 million dollars in venture capital funding.

I had the opportunity to get a sneak peak at the new tool and was surprised at how similar the platform is to BranchOut.  BranchOut also uses the Facebook API to where job seekers can relationships and apply for jobs.  Recruiters have the ability search for candidates and post openings within the network, similar to BeKnown.  Monster taps into their 6Sense Semantic Search Technology to offer what they say is better search and integration for their human resources and recruiting clients who are looking to integrate social media into their hiring and candidate recruiting strategy.

Individual platform users and job seekers can choose to share their information with their personal Facebook contacts or keep a separation between personal and professional, which is a growing concern among candidates and companies.  Like BranchOut, connections within the platform are not required to be your personal friend allowing for users to showcase their skills, abilities, and experience without worrying about companies viewing their personal photos or private protected information.

From the company and recruiting point of view, BeKnown offers a one-stop shop where positions can be posted and advertised on the site as well as their extensive network of websites and job boards.  Company profile pages similar to those on LinkedIn will be an important part of the program and part of Monster’s sales pitch to employers about building their employment brands with social media.  The reporting features integrate along with their already establish reporting capabilities making it easier for companies to add social recruiting data into their Affirmative Action Plans per OFCCP guidelines and better protect themselves in future social media discrimination employment law cases.

I was particularly intrigued about the referral feature where companies reward influential and connected members of the BeKnown community by offering them referral bonuses paid out to the referrer.  This, my friends could be a very lucrative opportunity for other recruiters or connected persons looking to make additional income in different ways.  Referrals are tracked by Monster through their reporting and analytics systems.  Companies offer referral incentives and once a candidate is hired, the referrer is paid by the company offering the referral incentive.

Monster’s new product , BeKnown is certainly expected to shake up the social media marketplace as well as SHRM’s Annual Conference making the hype almost SXSW-like.  While it’s no secret that a social media platform that integrates and provides HR reporting and analytics is needed, time will tell if and when companies are eager in taking advantage.

**This post was edited 6/27/11 & the following was corrected:  Monster will not be paying referers.  The payment responsibility lies with the company offering the incentive.

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Jessica Miller-Merrell

Learn more about Jessica Miller-Merrell, SPHR, SHRM-SCP, the founder of Workology, a workplace HR resource, and the host of the Workology Podcast. More of her blogs can be found here.

Reader Interactions


  1. David Perry says

    As co-author of Guerrilla Marketing for Job Hunters 3.0 I thank you for the fine overview. It’s critical to keep up with all the latest permutations. Monster is clearly playing catch-up to LinkedIn as LI is now the largest job board in the world – unofficially of course. There are several good articles on both of these technologies as well as up-and-comer BranchOut on my blog at
    David Perry

    • Jessica Miller-Merrell says

      Thanks David for the comment! Tuesday’s post links to an article written about you on Business Week I believe. I hope you enjoy. Thanks again for the comment and keep doing what you do.


  2. Jessica Miller-Merrell says

    Thanks David for the comment. I’m an early adopter of BranchOut and have watched it grow. In fact, I’ll be visiting with the CEO while I’m here at SHRM.

    Appreciate you visiting the blog post. I am a believer in guerrilla marketing tactics for job seekers. Sometimes it’s the only way to get noticed and rise above.


  3. Alison Hillman says

    BeKnown is an example of yet another late entrant in the online professional networking space. LinkedIn was a pioneer outside of Facebook and BranchOut is the #1 professional network on Facebook, launching in July 2010, and now serving well over a million users.

    Rather than offering a new or innovative way to help job seekers and recruiters, Monster copied BranchOut’s app, from the overall concept down to endorsements and badges. Copying features is easy, but building a robust community that truly helps job seekers and recruiters is difficult. BranchOut is the only successful solution on Facebook, which is why over 50,000 new people join BranchOut everyday.

    As always, we are happy to share more information on BranchOut, our network, and products that help companies source top talent. You can always learn more and sign up at


    The BranchOut team

    • Jessica Miller-Merrell says

      Thanks for the comment Alison. I had the chance to chat with the BranchOut team at SHRM all week. Like I told Mike from BO, I’m an early adopter of your tool. Monster is someone I’ve also had a relationship with for nearly 10 years. It’s an interesting space we live in and I look forward to seeing how things will shake out. I always remind myself that copying is the sincerest form of flattery.


  4. David Smooke says

    Monster continues to increase partnerships! How will BeKnown change recruiting?BeKnown and more …

    Post to Monster (and all the other top job boards) through SmartRecruiters. One job ad, one click, and SmartRecruiters’ posts your job ad all over the Internet. Then use SmartRecruiters free recruiting software to consolidate the candidates and find the best talent.

    What is BranchOut’s POV? Here’s a video interview with their Marketing Manager

  5. Dee Rawls says

    Allison, I would tend to agree, “…copying features is easy, but building a robust community that truly helps is difficult.” As an Internet Marketing Strategist who pioneered in Automotive Internet Marketing, I understand the intricacies of companies trying to come online. Often, the cop-out is to simply find and copy an online identity – SYNTHETIC. Alast, though, the AUTHENTIC shall always have the greater loyalty, respect, and value. And, as the Internet is still basically an adolescent as a phenomenon in industry, often I share my “One Good Head is not bad, Two Good Heads is better than one, and More Good heads is the goal.” Maybe there exisits a way for the two platforms to synergize and REALLY optimize the job seeker’s experience in social media spaces. What do you say?

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