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Connect with candidates using Facebook
Posted by Allison Padgett on March 11th, 2020 
Facebook is the world’s largest social network and has become vital in the recruitment marketing industry. What better place to connect with candidates who know you, as well those who don’t?
Facebook has an ever-changing algorithm that makes it challenging to connect organically with users that like your page, also known as fans. But with Facebook advertising, you also have the ability to get your post in front of users that may be interested in your company but don’t currently like your page.
A Facebook campaign is designed to build your audience, generate interest in your company and make more people aware of your brand and the jobs/positions that you have available to fill. Simply put, Facebook advertising works. It allows you to keep up with your current audience, your future audience and your competition. It has the ability to drive qualified traffic to your career site where candidates have the opportunity to apply for open jobs.
Types of Facebook Ads
Link Click Ads – Supported Placements throughout Facebook: Right Column; Desktop Newsfeed; Mobile Newsfeed; Audience Network; Instagram
When you think about ads on Facebook, more than likely you are thinking about what most people call in the industry Link Click Ads. These type of ads help send people to whichever landing page you have associated with your ad. This can be a recruitment site, shopping site or even a blog post. Because you can use Link Click Ads with several placements, it allows you to deliver the same ad across multiple news feeds and reach a large audience at the same time.
Boosted Page Posts – Supported Placements throughout Facebook: Desktop Newsfeed; Mobile Newsfeed; Audience Network; Instagram
Every time you post something on your Facebook page, Facebook provides you with the opportunity to increase that post’s reach with a Boosted Post. When you go through the process of boosting your post, you get the options to set up your target audience, including niches, locations, demographics, etc., and bidding methods, thus promoting your page to more users across the Facebook network. A boosted page post is going to look exactly like an ordinary Facebook post, with a “sponsored” note on top of the ad.
Event Ads – Supported Placements: Right Column; Desktop Newsfeed; Mobile Newsfeed
Advertising events on Facebook is a great way for event organizers to attract more visitors, especially those who are unaware that the event is happening. If you are looking to increase the attendance of your event, these type of ads, with the proper targeting, can definitely help. Depending upon the type and size of the event that is being promoted, you decide the geographical reach of the ad to users living within the same area/city or region of the event.
It’s all about brand awareness
Brand Awareness is the key objective for targeting and is perfect for prospecting campaigns. The goal here is engagement with new audiences and making them aware of what you have to offer. Something else to keep in mind: awareness and interest are basically the same thing, because it’s not just about whether or not someone knows your company and if you are hiring. It’s also about whether or not your company matters to them and that what you offer is beneficial to them.
At NAS, the process of setting up the campaign on the back end requires us to first meet with the client to learn and understand their goals and objectives for the campaign. Then, we work internally to gather some historical data through Facebook so that we can determine an estimated user number the campaign is going to reach. With this number we are then able to customize our targeting options based on locations and interests within the recruitment/employment industry.
How can you make your ad great?
There are essential elements in creating successful Facebook ads: Headlines, Post Text, Description, Media/Image and Call-to-Action (descriptions below)
Headline: This is a brief summary of what is being offered. The headline should immediately capture the viewer’s attention. It needs to be catchy!
Post text: The copy that’s placed directly above or below the media/image is the post text. Apply the same rules here that you would with the headline, but provide additional information.
Description: Only available in a few ad types, the description allows you to go more in depth about your company and job(s). The description should be short and to the point. Otherwise you run the risk of your readers tuning out.
Media/Image: This is the most important element in encouraging viewers to look more closely at your ad. So it must be engaging to grab the attention of the user.
Call-to-action: This button appears near the bottom of your ad. When a user clicks on this button, it takes them to the landing page of the site, usually the main career page or to a specific job that we are promoting through the Facebook ad.
NAS has a team of experts who can recommend, implement, monitor and refine digital campaigns, including Facebook, as well as Google Ads. Learn more about our digital marketing services and let’s get started on your next campaign success story. Ready to jump right in with a Facebook campaign? Contact us here.
Here’s another recent article from NAS on digital marketing: Getting the Gist of Google Ads
Allison Padgett
As Director of Digital Marketing for NAS, Allison brings over 20 years’ experience to the team. She specializes in PPC/SEM and social where she brings her expertise in planning, strategy, execution, and analyzing, by creating employment marketing campaigns for numerous NAS clients. Not only is Allison determined and motivated about her work, she is also a very dedicated wife and mother to two children. Any free time she gets, you can find her volunteering at the school helping children read or spending time with her family.
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