Hi Ashleigh!
Great questions and some great responses below. Some information that I thought could be helpful:
Running Ads on Facebook/Instagram
Typically we let Facebook's algorithm decide where to post ads. Its optimization will be very fast for a short-term job post. However, most people aren't thinking of "applying for a job" when on Instagram. That platform works better with branding.
Boosting a Post
Facebook makes it very simple to "boost" a post, but I would be hesitant to do that. Boosting a post has limited targeting capabilities. Also, a "Boost" is designed more for engagement (likes/reactions), which might not line up with your objective for collecting applications. It can work for being a quick boost on a Facebook job, but I wouldn't post content on your timeline and boost the timeline content.
Using Facebook Business Manager
The Facebook Business Manager provides more robust options with objectives and targeting.
- Objectives: I would choose either the Traffic objective or the Lead Generation objective. The traffic objective will drive people back to your website. The lead generation objective will keep people right on Facebook and show a short form when someone clicks on the ad. It's a quick capture process (name, email, phone number).
- Targeting: More robust targeting options exist in Facebook Business Manager. Yes, they are limited because of changes Facebook made last year, however, they are stronger than boosting a post. You MUST choose special ad category, or Facebook will take down your ads and eventually could take down your page. It's still a good idea to use Facebook, we just have to follow their protocols.
- Geography: Target an area with a radius as small as 15 miles
- Interests: Some good interest areas do exist: shift work, temporary work, job hunting.
- List Targeting: One really effective tactic is to export a CSV of email addresses from your ATS, upload that to Facebook and create a "Matched Audience." ( If the email address from your ATS matches a Facebook profile, that becomes your audience (Typically, a 50% match rate.) It's the perfect way to re-activate your audience. And our research shows returning website visitors convert 2X as new website visitors.
Facebook is the perfect tool to target the right jobseeker audiences - industrial, clerical, healthcare. Create great content, post engaging photos, target the right audience with the right tactic and make it easy to convert!
Matt
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Matt Lozar
Director of Recruitment Marketing
Haley Marketing Group Inc.
Williamsville NY
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Original Message:
Sent: 09-17-2020 09:14
From: Ashleigh Anderson
Subject: Facebook/Instagram Ads
Good morning! Does anyone have a successful strategy for posting job openings as ads on Facebook or Instagram? Do you run them as ads on both social platforms or just one? Do you boost the actual job posting on Facebook or do you add it as a regular post on Facebook and boost that? Do you do something besides "boosting" a post or job on FB?
Thank you for your feedback!
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Ashleigh Anderson
Digital Marketing Specialist
Graham Personnel Services
Greensboro NC
(336) 288-9330
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