Continuing Talentify's blog series on how to advertise jobs on social media platforms effectively, our next one is Meta's Facebook. Yes! With the right actions, hiring people can take great advantage of Mr. Mark Zuckerberg's platform.
What is your one best tip for advertising job openings on FaceBook?
To help you best leverage Facebook to advertise your job openings, we asked social media managers, content marketing professionals, and business leaders this question for their best tips. From using inclusive hiring language to making your post engage industry-specific groups, there are several tips that companies need to follow to take the best advantage of Facebook in running successful ads for job openings.
Here are 13 tips these leaders follow in advertising their job openings on Facebook:
- Use Inclusive Hiring Language
- Create a Custom Graphic With Important Details to Use for a Contest
- Leverage Interest Targeting to Filter Your Target Audience
- Have Employees Speak for the Company
- Use Facebook’s Boosting Option for Greater Reach
- Run Job Posts as a Paid or Sponsored Initiative
- Highlight the Perks Your Company Offers
- Include Your Average Salary in the Job Description.
- Leverage Lookalike Audiences
- Know Your Audience
- Pick the Right Day for Your Job Post
- Target Unique Demographics and Audiences
- Make Your Post Engage Industry-Specific Groups
Use Inclusive Hiring Language
Advertising job openings on Facebook is effective when capitalizing on an inclusive hiring language. It is crucial to construct clear job descriptions while catering to a diverse group of prospective applicants. It shows job seekers that your company considers candidates from different racial, gender, and social backgrounds, which helps you attract more applicants and talents. Especially at an age where diversity, equity, and inclusion (DEI) initiatives are taking center stage, the language your use on Facebook plays an essential role in a successful recruitment strategy.
Nunzio Ross, Majesty Coffee
Create a Custom Graphic With Important Details to Use for a Contest
Create a custom graphic that includes important details and use a contest to encourage your followers to share it. This will be more cost-effective for small and medium-sized businesses over an advertising campaign. It also increases engagement on your page and can attract new followers. Offer multiple prizes to content winners and ask them to snap a selfie with their branded reward. This gives you a great piece of user-generated content to share across your online channels. Accomplishing multiple business tasks is an efficient way to seek quality talent.
Getting creative as you fill job openings will make your business more attractive in the eyes of candidates. They will see it as fun and on top of social media trends. Both of these are good for retention purposes.
Jerry Han, PrizeRebel
Leverage Interest Targeting to Filter Your Target Audience
Filter the audience of your job ads by using Facebook's leverage targeting feature. This allows you to locate active and passive job seekers whose credentials align with your job posts. With Facebook's targeting, you can recruit people based on their location, interests, career type, and other specific categories you want to include. Facebook is a much better tool than other hiring platforms like LinkedIn because it has more users and your search is not just limited to highly professional individuals. That means you can also engage with people who are new to their field or give a chance to those who don't have outstanding achievements but show potential to succeed.
Jake Smith, Absolute Reg
Have Employees Speak for the Company
Companies can best promote their workplace culture on social media through employee interviews on their channels. Encourage staff to participate in Facebook takeovers showcasing what a day in the life looks like at the office. Have the marketing director create a video explaining why they enjoy working at the company. Make sure to write a post that highlights the current employee benefits post-lockdown. Your employees are your brand. Let them use their voice to share why they come to work every day.
Corey Ashton Walters
Use Facebook’s Boosting Option for Greater Reach
Facebook marketing is often organic and while this can be effective, it is generally slower than what you need for filling a position and is why you should always boost your job opening post. To get the right candidate to fill your position, it is in your best practices to get an extensive candidate pool, and waiting for a stagnant post to build momentum will cost you time, if not limit the quality of potential talent.
Using the Facebook boosting option for your job opening post not only provides the advantage of a greater reach, but the ability to tailor it to reach your desired audience. Facebook also places your job posting in highly visible positions in places such as news feeds. Though it may cost a little bit of money, the minimal expense is definitely worth it, and will greatly increase your chances of not only filling your position quickly but providing you a much wider range of talented candidates to choose from.
Adelle Archer, Eterneva
Run Job Posts as a Paid or Sponsored Initiative
Run job postings as advertisements on Facebook. This is a paid or sponsored initiative on the platform to penetrate a tough job market, target, and reach more qualified candidates. At the “Create Ads” option on your Facebook page, choose when to start boosting your job ads and among which audience. They may be based on geographic location, interest, and education, among many. Use standard job titles and keywords for the ad to make the post easier to find. Ensure that the Details field is complete and includes all vital information for the position.
Abe Breuer, VIP To Go
Highlight the Perks Your Company Offers
Skilled candidates are currently in high demand, so list your perks in your job adverts as a way to attract them. When browsing job adverts, today’s candidates are not just looking at the salary offered. Work-life balance is becoming increasingly important and candidates will often pick companies which offer the best quality of life. The option to work remotely is a big draw for many as it gives them more flexibility and the ability to spend more time with pets and loved ones. To go one better, offer a home office stipend ranging from $500 to $2000 which candidates can use to cover their home office expenses.
Dean Kaplan, The Kaplan Group
Include Your Average Salary in the Job Description
Facebook is one of the most common social media platforms for job posting. However, it's also become a mine hole for scammers. One of the best practices that seasoned freelancers and job seekers use to vet these job postings is by checking the proposed salary. Anything out-of-the-ordinary is a red flag. When companies create new #jobopps without including compensation details, it makes it difficult to gauge if it's worth an application. It's not just about scamming. Job hunters are also concerned that they invest time into an application process, only to find out after that the pay scale can't cover their monthly needs. As a result, few users apply for the job, narrowing your chances of finding highly qualified leads. It's now business courtesy to include an average salary---that's if you want to invite great candidates to apply.
Stephan Baldwin, Assisted Living Center
Leverage Lookalike Audiences
My top tip for advertising a job opening on Facebook is to leverage lookalike audiences. Facebook has a unique feature that allows you the job-poster to create and focus on ‘lookalike’ audiences. Once you have your ideal job candidate profile created, Facebook uses an algorithm that essentially crowdsources profiles like the ideal one you created. From there, you can refine your search even more and find your perfect candidate.
Kevin Callahan, Flatline Van Co.
Know Your Audience
It does not matter which platform you are using, knowing the preference of your audience will always help you reach out to the maximum number of people. Facebook provides you with a pool of profiles that might be suitable for the job you are offering. Through this social media platform, you can target people according to their demographics, age, and education.
To advertise a job opening, try to analyze the expectations of the audience from the job, and target the correct segment who are eligible for the job role through their description. It can also help you in scrutinizing the quality of the workforce you are targeting. Reach out to them with descriptive posts containing keywords that might attract their eyes. Knowing SEO will add weight to your advertisement because through it you can be able to generate marketable content with a high engagement rate.
Jeremy James, Blue Water Climate Control
Pick the Right Day for Your Job Post
If you're advertising your job openings on Facebook, there's one key tip you need to follow: choose the right day. According to a recent study, posting your ad on a Tuesday is significantly more likely to result in responses than any other day of the week. And while Wednesday and Thursday are also popular days for job seekers to check their Facebook feeds, Tuesdays tend to be the most active day overall. So, if you want to maximize your chances of finding the perfect candidate, make sure you're posting your ad on a Tuesday.
Jason Vishnefske, Santa Barbara Chocolate Company
Target Unique Demographics and Audiences
One way to improve campaign performance is to target specific groups of people. Among Facebook's many notable features is the option to target specific demographics. Facebook's audience targeting tools let you zero in on a highly targeted group of people, resulting in a more targeted and successful campaign.
Unique audiences allow you to tailor your advertising to specific subsets of your target demographic. Even if a hundred people express interest in your company, they probably don't all enjoy it for the same reasons. By dividing your target market into smaller subsets using custom audiences, you may send each subset of users completely different sets of adverts. Within a sector, you can further divide your audience into subgroups. In this scenario, two distinct markets exist for the same commodity.
Billy Parker, Gift Delivery
Make Your Post Engage Industry-Specific Groups
My top tip for advertising jobs on Facebook is to make use of the many communities that Facebook offers. There are thousands of industry-specific groups that allow you to post opportunities to an engaged audience of people who already have the relevant skills and interests in the role you are looking to fill, so it would be a waste not to make use of those groups when you are hiring.
Aside from this, for a brick and mortar business based in one location, there are also plenty of groups that are focussed on sharing information about the local area, and others that work as a kind of professional hub for local people. These are great groups that you should be posting in and engaging with to make the most of Facebook, and can return you a healthy amount of applicants. Start by considering what the core parts of the role are, and the skills needed, and spend time looking for the most relevant groups that will help you get the best applications.
Mike Walsh, Cloud My Biz
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