10 reasons to use Facebook for your recruitment
With over 1.6 billion active daily users, Facebook is a tremendous platform for connecting people with people. Thanks to over 60 million active Business Pages, it’s every bit as powerful when it comes to connecting companies with people.
More than 32% of it’s users engage with brands regularly on Facebook. But how do companies prompt and nurture that engagement? Simple: data and content.
The vast number of users, the information those users provide, the content and preferences they share, as well as the data-sharing partnerships Facebook has in place with other companies have, over the last decade, led to Facebook gathering more user data than virtually any other company (apart from Google…maybe). This data is extremely valuable to them and saw their advertising platform — which allows companies and marketers to leverage it to promote their services, products, and brand — contribute 97% of Facebook’s $28bn revenue in 2016.
Increasingly though, companies aren’t just using Facebook to promote themselves to potential customers. They’re specifically using it to engage with the talent they might want to hire.
With this in mind, let’s look at 10 reasons you should consider using Facebook for your recruitment.
- 1: It’s free to start
- 2: The ability to show your company’s personality!
- 3: Reach talent you otherwise wouldn’t
- 4: Superior ad targeting
- 5: Lose the competition
- 6: Retargeting
- 7: Full control
- 8: ROI
- 9: Not just Facebook
- 10: Optimisation
- But Facebook isn’t just a tool for selling or recruiting
- With great power…
1: It’s free to start
OK, not everything we’ll mention is free. But it is free to create and manage a company page, put out content that allows your desired audience to find you, to establish and promote your brand and, specifically looking at talent attraction, post links to (and content about) your open roles and careers information on a platform where it has a greater opportunity to be shared and liked, leading to more candidate awareness and possibly more interest.
2: The ability to show your company’s personality!
Unlike professional networking platforms (we’re looking at you LinkedIn), Facebook is first and foremost a social network. Facebook is doing everything it can to ensure that it’s users are not only protected from too much information (sorry Twitter), but that their news feed is focused on friends and family first, and that any content from companies and advertisers that users see, should inform or entertain in order to remain relevant and gain a wider reach.
Now the good news: Facebook is the platform for flexibility around how you deliver your content. Between video, live video, pictures, and long-form text, among other types of content, Facebook allows you to convey your message exactly as you want to, and show your company culture as it really is, creating an authenticity you simply can’t get from a standard job advert.
3: Reach talent you otherwise wouldn’t
All candidate attraction methods have their limitations. You may find that the best future employees for your business just aren’t looking when or where you’re advertising. On a job board, for example, you’ll usually only get interest from those who are actively looking for work and who see your ad in the 14 – 30-day window it’s live. There are many different numbers you’ll see about the passive vs active market, however, typically these will state that those who are actively looking for a new job comprise somewhere between 15% – 30% of the market. That’s a huge chunk (70% – 85%) of the market you’re missing.
The more ‘professionally-oriented’ networks have their limitations too. If you want to hire a chef, a graphic designer or people for graduate appointments, for example, as a community, you’ll probably find less of them on LinkedIn. Even if you’re looking to hire from a demographic with a sizeable presence somewhere within it’s 467 million user base, LinkedIn has only 106 million monthly active users who on average only spend 17 minutes on the site per month. Compare this with an average of 50 minutes per day from the more than 1.3 billion average daily user base of Facebook and you’ll see that we have to take Facebook’s reach and engagement seriously. The people you want to hire typically will be there in a much higher volume and are more likely to see your content.
4: Superior ad targeting
Everything we’ve talked about so far has been focused on the free, organic aspects of Facebook. However, Facebook also offers perhaps the world’s most targeted and effective form of paid social; Facebook Ads.
Facebook Ads are used by businesses the world over to connect with the people who might be interested in their products and services. However, it’s now becoming recognised as one of the best platforms to build employer awareness, talent communities and put live jobs in front of suitable prospective candidates. One of the main selling points of Facebook Ads is the ability to target your ads to an almost granular level, based on demographics, interests and behaviours.
This laser-focused targeting allows you to create ‘audiences’ based on whatever criteria you need. You can create audiences from any number of pieces of data that Facebook holds, such as geographical location, job title, qualifications, interests etc. This means that for every penny you spend, you can at least be confident that you are spending it on the right people.
5: Lose the competition
One of the most common issues with job board advertising is that everyone is advertising in the same places! On any given day, depending on what they do, a candidate could look at a job board and be confronted by anywhere up to several hundred, very similar-looking job adverts for their skillset.
If your job advert is number 98 of 105 on the search results that day, then regardless of the quality of your copywriting, how strong your company culture is, or how well paid your job is, it’ll simply be lost amongst the noise. Your candidate probably won’t even go that far into the search results anyway!
With the ability to target a much more specific population directly in their news feed (whether through targeted advertising or simply having them following your company page), Facebook allows you to get in front of people, without the likelihood that they’ve been subjected to your competitors’ ads also.
Retargeting can allow you to promote your open jobs (or your company as a prospective employer) to people that have visited your website before. It’s fair to say that most of us have experienced retargeting as we’ve used the web.
By using the Facebook Pixel, Facebook enables you to collect visitor data from your website, build audiences from that data, and show your latest roles to those who have previously visited your careers site, or even specific jobs, before.
7: Full control
One of the most appealing aspects of using Facebook Ads is the level of control over the advertising that you have. This is not a “pay £300 and have your job shown for 14 days” scenario that you may be used to.
Want to increase or decrease your budget as you see the results coming in? You can do that. If you want to change your imagery, copy or the specifics of your audience at any point, it can be done. Want to pause a campaign, put an end date/time on the advert or extend its duration? It’s very easy to do this.
Depending on the objective you choose for your campaign, you can also use Split Testing. This allows you to compare how different aspects of your advert set affect the results, for example, showing the same ad to different audiences, or optimisation for different outcomes, e.g. link clicks vs. conversions. Additionally, it’s easy to duplicate adverts you have in place and run alternative creative to see how different combinations of images and copy perform against each other.
Your control even extends to where on Facebook your ads will show! While this is somewhat governed by the objective and content type you choose when setting up the ad, you’ll have the choice to display your ads on mobile, desktop or both, or even different placements, such as in the news feed, or in the right-hand column.
Budgetary control is another benefit of using Facebook Ads. From the outset, you decide if you want to set a ‘Daily’ or ‘Lifetime’ budget, ensuring you never spend more than you intend to. You can then scale your budget up, once you have an advert people are responding well to, allowing you to make the most of your best performing ads and minimising your outlay on poor-performers.
We all want value for money. Facebook allows you to measure the results of your ads, ad sets and campaigns in order to make more informed decisions. Whether it’s by examining your Reach, Impressions, CPM (Cost per thousand impressions), CPC (Cost per Click) or any other metric, you should be able to run thorough, informative reports to help you identify the return on your investment.
While ROI might be more evident when advertising a product or service (as your end customer is purchasing something, leaving you with two figures to compare), you should be able to use the reporting in Facebook to ascertain how the return compares to your other recruitment channels.
9: Not just Facebook
One of the key misconceptions people seem to have about advertising on Facebook is thinking that the adverts will only run on Facebook. In many instances, while setting up an ad campaign, you’re also able to advertise on Instagram and Messenger, which are owned by Facebook.
Additionally, the Facebook Audience Network is another delivery option you can usually choose when creating your ad set. The Audience Network allows you to use the targeting capabilities of Facebook to serve ads outside of Facebook on certain other 3rd party apps and websites. This can be a very powerful tool to extend the reach of your ads in order to attract more attention.
A major feature of Facebook Ads is the way it optimises your ad delivery to those most likely to take the action you want. For example, if you optimise for page likes, Facebook will serve your ads to the people within your selected audience that it deems most likely to like your page. This allows you to be as efficient with your delivery and spend as possible.
But Facebook isn’t just a tool for selling or recruiting
It hasn’t gone unnoticed by Facebook that employers have been using their ads platform for hiring. So much so in fact, that they’ve created a new Job Search feature (in Beta at the time of writing). This is set to be more limited than their full ads platform but will offer a more basic way for employers to post jobs and pay to extend the post’s reach if they wish.
Regardless of whether you use this, or opt to build a more robust, measurable and holistic employer brand and advertising strategy using Facebook Ads, it’s important to be mindful of the fact that Facebook is not simply a tool for recruiting or selling.
While companies and marketers all over the world use Facebook Ads to promote their services, products, and events, first and foremost it’s a platform where people go to connect with the people and brands they love, and to be informed and entertained. Facebook is similar to other forms of media in that respect, such as TV, Radio, or Print. If they were all ads, no-one would consume them!
With this in mind, it’s vital you ensure that the content you produce is something that Facebook’s users will value; a focus Facebook themselves will continue to push.
With great power…
The vast array of ways that Facebook Ads can be applied, and the volume and depth of user data Facebook holds, has created a very complex and information-rich platform. For those of you using Facebook Ads for hiring, remember that while Facebook offers the ability to target across many demographics (including, but not limited to, gender, age, politics, income etc), as an employer, you need to be responsible for making sure that your audience creation and subsequent targeting of ads are appropriate and ethically minded, adhering to local employment and discrimination legislation.
That’s the right thing to do anyway, isn’t it?
Using Facebook, and in particular, Facebook Ads, for recruitment gives you, the employer, a great deal of control over what type of content you use to attract people to your company and open jobs, how and where you present that content, how much you spend, and who is seeing your ads.
This flexibility and reach makes it one of the most powerful, targeted and effective advertising platforms today. Use it properly, ethically, have fun and you might just see some fantastic results!