Why Every Recruiter Should Know About Facebook Ads
Think back to the glory days of advertising (which is not that hard to do, since the memory is only one episode of Mad Men away), when men were men and ads were compelling monoliths, standing testament to man’s creativity–but only if you were in the right place at the right time to see or hear them.
Advertising has always been a tricky endeavor: not only do you have to intimately know who your audience is, but you also have to be in a place where your audience has the highest chance of encountering your message. In the past, that meant TV, print, or radio advertising; more recently that has come to include online advertising like banner ads and pop ups.
As a recruiter, you intimately know your audience (your ideal candidate whose qualifications, location, diversity status, work experience, educational history, etc. fills your hiring initiatives or open jobs), but you don’t want to have to work as hard (or spend as much money) as you once did to advertise to that audience.
Enter Facebook. With more than 2/3 of online adults in the US using Facebook for 1 out of every 7 online minutes (and over 1 billion people on the network worldwide), you have an opportunity to spread your recruiting message to a wide and diverse audience. Now, you might ask, “If I just wanted to spread my recruiting message to a large audience, wouldn’t I be just as well served with, say, a 30 second TV spot during the Super Bowl?”
I’m glad you asked that question. (You did ask, didn’t you?) There is more to good advertising than simply reaching a large portion of the population. You also want to be able to reach a large specific portion of the population. If thousands of people see or hear your message but not one of them is in your target audience, you will have potentially wasted your time, energy, and money sending the message out. However, if your message is reaching the eyes and ears of the people for whom the message resonates, then your resources are being well spent.
How can you ensure that the right people are getting your recruiting message? Let’s look at it this way: if you’ve ever logged on and noticed ads for clothing if you’re a frequent shopper or fitness programs if you “like” your gym’s Facebook Page, then you already know that Facebook targeting works. Because Facebook is able to aggregate data (anonymously, so you don’t have to worry about privacy issues) about peoples’ browsing habits, “likes,” and profile information, the network has been able to create a sophisticated ads platform that can intelligently target the right people.
This is a huge benefit for recruiters and employers, because you only pay when your ads are clicked (or when a certain number of people have seen them). And if your ads are only being shown to people who are likely to click or take action after having seen the ad, then you are better able to justify your advertising spend with a higher return on investment.
So where do you begin with Facebook ads? In my next post, I’ll break down some of the common types of Facebook ads (as well as some of the recent innovations) so you can get the most out of advertising your open jobs on Facebook.
This post was written by Stéphane Le Viet