Facebook ads offer a way to target your recruitment ads toward a very precise candidate demographic. I’ll show you how to show your ad to targeted Facebook users in your area by education, company, and location.
Here is an example of setting up an ad campaign for a Marketing Manager position in Seattle.
Step 1) Create your ad
Keep it simple, use keywords in your title and description, and include a call to action. For this example I used both “Seattle” and “Marketing” in the ad title, then I used them both again in the description. I also say “click here to view jobs” (call to action). These ads are already going to be super targeted, but these steps should increase your response rate (click through rate, or CTR) even more. I link the ad directly to the job posting, not to my homepage or even my careers page website. This will eliminate unnecessary clicks and drive candidates right to where I want them. Notice I am already trolling for referrals with the verbiage I used in my ad. You can see a preview of my ad below:
Step 2) Target your ad
This is where you really leverage the reach and targeting of Facebook. Facebook uses its users’ IP address and profile info to help you target your ad toward their “likes” and location. Since we’re looking for a marketing candidate, I’m going to filter for users within 25 miles of Seattle with a college degree and a “like” of marketing. This gives us 3,580 people. If I were headhunting candidates from a specific industry, I could also filter by current employer (such as Amazon or Microsoft if this candidate needs online experience).
Step 3) Set your budget and launch your ad
This part takes some tweaking, but by playing with the numbers you can find the best deal for your budget. By editing your daily budget along with either your CPC (cost per click) or CPM (cost per thousand impressions), you can find a happy medium. The rule of thumb for text ads is a click through rate of 1-2%. Since these ads are so targeted, I think click through rate would be closer to 3-4 percent. I am from the school of thought that PPC ads are best, because you only pay for clicks you receive, while you pay for CPM ads by how many times they are displayed. Facebook suggests a PPC rate of $.70/click, but if I go the CPM route I am told I’ll receive approximately 11,000 views per day. Even with a click through rate of 1%, I’ll receive over 100 clicks per day, all for $4/day. Plus, my employer brand will be displayed over 11,000 times to a highly targeted passive audience, which is a great compliment to any clicks I receive.