Facebook Ads for Recruiting

Social recruiting is nothing new – it’s become a staple in the majority of recruiters’ toolboxes. But if you want to find and attract the qualified candidates you need as fast as possible, you may want to make sure that Facebook Ads are part of your social recruiting strategy.

With over 2.2 billion users and growing, Facebook represents roughly one third of Earth’s entire population, making the social network one of the most-visited websites in the world. The site’s ad network, combined with its enormous reach and robust targeting capabilities, has multiple uses for recruiters.

Here are just a few of the ways that recruiters can tap into the viral power of the platform’s ad network to grow their talent pipeline with high-quality candidates:

Attract a Broad Group of Candidates

Facebook’s huge audience makes it easy to fill high-volume positions – that is, if specific technical skills, education or experience aren’t necessary. For these positions, such as in retail or food service, Facebook Ads are a great vehicle for quickly reaching a large mass of people based on basic criteria like their location or certain interests. For example, if you’re looking to staff a new retail location, you may want to broadly target people who like fashion.

Source Specific Talent

Facebook’s advanced ad targeting capabilities make it possible for you to target as broadly or as narrowly as you’d like. Some positions require more specific candidate experience, meaning you’ll likely want to use a combination of targeting criteria, such as employer, industry, location, educational background, interests and more. For instance, if you’re looking for an experienced ER Nurse in El Paso, you wouldn’t want to just search for people with medical experience – instead you may want to target professionals within 20 miles who have a specific degree and at least six years’ experience.

You could also source specific talent by targeting job title or education. For your summer marketing internship program, you might target current students at schools in the area who are studying marketing, communications and/or advertising. This same approach could be used to attract diverse candidates, targeting them based on interests, Facebook Pages liked and languages spoken.

Retarget Career Page Visitors

Facebook Ads are not only a great way to attract new candidates, but also those who have already expressed interest. According to a study by retargeting vendor Criteo, website visitors who are retargeted with display ads are 70 percent  more likely to convert on your website. In recruiting’s case, this amounts to converting candidates who have previously visited the company’s career page, or may have started an application but, for some reason, didn’t complete it.

Facebook’s ability to target ads by online behaviors, such as webpage visits and application completion, can also be a great way to stay top-of-mind for passive jobseekers who may just be window shopping.

In looking at customer use cases, we’ve found that companies who run Facebook Ads as part of their social recruitment efforts find new applicants at one-third the costof those who don’t. And not only are these targeted ads more cost-efficient, but they’re also more than two times more accurate than any other ad network.

These are just some of the many ways Facebook Ads can be used to find high quality applicants and expand your talent pipeline. Whether using them for targeting a broad group of candidates, specific sourcing, retargeting, or anything in between, rest assured that with the ad networks’ available targeting options, there’s almost no limit to who you can find.