ASA Central Network

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  • 1.  Facebook/Instagram Ads

    Posted 09-17-2020 09:15
    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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  • 2.  RE: Facebook/Instagram Ads

    Posted 09-18-2020 09:57
    Hi there!

    I would hesitate to post jobs or anything with a time constraint on IG, or as an Ad on IG, simply due to their approval process and how people see those as they peruse the social media. We've seen a massive amount of success by joining FB groups for staffing, recruiters, nurse boards, etc. and posting any open jobs or new perks there.

    I hope that helps!

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    RiAnn Bradshaw
    Director of Marketing
    BlueSky Medical Staffing Software
    (615) 349-1985
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  • 3.  RE: Facebook/Instagram Ads

    Posted 09-18-2020 10:07
    Hi, Ashleigh! We run job openings as ads on both platforms. We try to stay away from posting jobs directly to our page as we don't want our content to become overrun with open jobs, and there are more targeting options and better reporting through ads (even though Facebook has removed a few of their more detailed targeting options for job openings). Have you tried each of the methods you shared in your original post? If so, how have you measured the effectiveness of your social campaigns?

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    Scott Glavac
    Marketing Communication Specialist
    Integrated Human Capital
    San Antonio TX
    (210) 388-0680
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  • 4.  RE: Facebook/Instagram Ads

    Posted 09-18-2020 11:37

    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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  • 5.  RE: Facebook/Instagram Ads

    Posted 09-18-2020 14:03
    Ashleigh, I am excited to see your question as I look forward to seeing what others say.  In my rural area, Facebook seems to be the forum or "love language"  of choice.  I have posted lists of jobs, individual jobs, even webinars and virtual job fairs that I conducted from my computer.  I have had varied responses but I cannot say that the return on my investment of time has been outstanding.  May times, people respond an interest and send me a very vague and incomplete application through FB.  Many do not respond at all when I reach out to them.  I guess that this saves me time in the long run.  I think that many people may be "surfing" at night and click on the jobs as they would "like" a post with no more intent than just that.  I will keep trying.  My next idea is to post short videos with job search tips along with highlighting some of the jobs at a time.

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    Pamela Harpster
    Recruiter
    Management Connections
    Cloverdale CA
    (707) 894-4400
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  • 6.  RE: Facebook/Instagram Ads

    Posted 09-21-2020 10:57
    Hi Ashleigh,

    I would recommend you have a quick chat with Adam Chambers of Applichat, I have at least one common client that is working with him and is very happy with the results. Take a quick look at his intro guides below.

    +1 (281) 502-2646
    adam@applichat.com

    *** Intro guides to Applichat ***
    http://bit.ly/rec1pager
    http://bit.ly/campaignsetupappli

    Good luck.

    - Rick

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    Rick Richard
    Founder & CEO
    StaffUpApp LLC
    Beaverton OR
    (888) 782-3303
    rick@staffupapp.com
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