Facebook is still the world’s biggest social network, and even if many millennials have turned their attention to other social networks such as Snapchat – you can still reach them with Facebook ads thanks to the Facebook Audience network which reaches across a vast number of websites and apps. Using Facebook ads is a great way to build your employer brand and reach candidates that are not actively searching for a job, but that are open to the right opportunities.
Here’s what you need to know in order to successfully make Facebook part of your recruitment process.
Stand out from the noise
There’s a lot of stuff, like videos of talking cats, people falling down and chicken nugget tribute dance videos competing for your candidates’ attention… So how can you compete in a feed that’s already cluttered with posts from media companies whose staff spend all day, every day figuring out how to get the most attention from the people you want to reach?
You’ll have to start with research. Figure out what interests your target audience have. What motivates them? Is proximity to the office more important than flexible working hours? Do they care more about work/life balance than the size of their pay check - perhaps both are less important than feeling like their jobs matter.
You’ll use this knowledge both to create your target audience and to create your actual content for the job post. A good start is to ask colleagues and read reviews on Glassdoor. If you know of any other channels where your candidates can be found – that’s where you go to find out what matters to them.
Our sister company Academic Work performs extensive research of this area and each year release YPAI, the Young Professionals Attraction Index – if your business is in Sweden, Norway, Denmark or Finland – you should definitely check it out to gain some powerful insights.
Hit your target audience
This is crucial. Facebook offers a ton of targeting options and if you get it right, you’ll avoid spending money promoting your job to the wrong people. Instead, you’ll get the best ROI on your media investment.
Try experimenting with several different ad sets, targeting different interests or demographics that may be applicable to your candidates based on your research – and run ads simultaneously to them. Then, let the data decide which of your variations you’ll focus on going forward.
Get creative (here’s how to)
You could just pick a random stock photo and combine that with some text from your job ad and hope that generates clicks to your career site or external application page from your applicant tracking system. However, considering what we mentioned above – there are a lot of posts competing for the attention of your target audience – a lot of those are in video format.
Facebook’s algorithm likes video and so does its users. Creating video content doesn’t need to be expensive or difficult. Start by simply recording employees talking about what they like about your company or telling stories about how their jobs are fulfilling because of factor X, Y or Z… (You probably know this part better than anyone.)
Don’t worry, you don’t have to use video (you should). What’s most important is that you try to create content which resonates with the audience that you identified in your research. Tell a story about your company and the people who work there – make your candidates feel excited about the prospect of working with you by showcasing all the best things you and your colleagues know about where you work… (You definitely know this part better than anyone!)
Converting interest, to visit, to application
When you manage to get all of the above right, and it’s just a matter of A) time and B) experimenting – you will inevitably start getting clicks on your Facebook ads. But where have you decided to direct these clicks? Your homepage? A dedicated career site? A specific landing page for a certain position?
Again, the internet is a noisy place so to get the most out of your efforts, you’ll want to tailor your communications to suit your purpose. Sending people from a job ad to your homepage isn’t the best idea, it will confuse the user rather than reinforce the message of the ad they decided to click. For a specific job ad, you should be taken to a specific landing page (which is a sub section of your career page) which tells them more about the position they’ve just shown interest in.
Think like a marketer
Your candidate is your potential customer and your mission is to drive them down a funnel, from awareness to action. Start wide and narrow down the information with each step.
Your Facebook ads are at the top of the funnel, and should be a reflection of your employer brand. Your career site and job specific landing pages where candidates apply are a bit further down the funnel but can still be considered top of the funnel activities.
It isn’t until you actually get a candidate to apply for a position that the bottom of the funnel activities starts. This is where you’ll benefit greatly from introducing an Applicant Tracking System into your recruitment process – as it’ll help you and any other stakeholder involved in your recruitment process to keep track of each candidate, their CVs, cover letters, feedback, and other information which you’d easily lose in traditional recruitment email threads.
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