Social recruiting is not a new thing in HR. Companies have used it for years to approach fresh talent, which is not surprising given the fact that social platforms gather more than 3 billion monthly active users in total.
Facebook is by far the largest online community, so it represents a huge talent pool in all areas of business. In fact, almost 70% of recruiters already search for young prospects on Facebook.
However, you cannot expect to reach the best candidates just using organic posts. On the contrary, you need to employ Facebook Ads to make sure you approach the right audience.
In this post, we will show you how to use paid advertising to hire the top talent on Facebook.
1. Use targeting
The biggest advantage of Facebook advertising is that you can precisely segment the audience and target even the smallest groups of users according to specific preferences. It allows you to find eligible candidates and exclude people that don’t match your criteria.
There’s a wide variety of features to help you narrow down the search, but here are the most common options:
- Location: Most companies look for candidates in specific territories, just like Taco Bell in their Career Day advertisement.
- Age: Facebook also enables you to set the age limit. For instance, you can look for people aged 25 to 34.
- Education: A strong academic background is crucial for some positions, so you can add it as one of your targeting conditions.
- Industry & Title: You could also target users based on their professional skills, previous job titles, and industries.
2. Write a good copy
The copy that is included in your Facebook Ad might seem like a small and irrelevant piece of text, but it’s actually crucial. Most people will not even bother opening a link if you’ve written confusing copy.
Darlene Nelson, an HR specialist at Careers Booster, recently noted:
“You should always craft a clear and concise copy. It must reveal all of the basic job-related information using the fewest number of words possible.”
What makes good copy? This is fairly simple – you only need to state the job title and location in a friendly and upbeat manner. You can leave all the other details on the landing page.
3. Make compelling visuals
People are visual beings who process images much faster than plain text. This means your Facebook Ads will attract more candidates if you design compelling visuals to support the textual content. All images should comply with the overall marketing strategy of your company, using official logos, colors, and other branding elements.
Keep in mind that you need to post tailored photos that really reveal company mission and its core values. Use images to show your target audience the human side of your business and how it feels to work in your company.
The most successful HR managers also add recruitment videos to their Facebook Ads. For instance, Samsung invested time and effort in creating a video that will impress potential applicants. They’ve also added a slice of humor whilst establishing that the company takes the whole recruitment process very seriously.
4. Measure results
If you don’t inspire target users to engage and take action, it means your Facebook Ads are not well-designed. This is why you need to set key performance indicators and measure results to see what went worked and what didn’t.
The usual suspects here are the number of likes, shares, comments, and clicks. If your post reaches 500 people and receives 100 clicks, likes, or comments - you did a great job. But if you reach 10 thousand people and still only receive 100 clicks, likes, or comments – there is something wrong with your post. Bear this in mind because it will help you to improve your social recruiting tactics in the future.