Facebook Advertising for recruitment has become an integral part of recruitment advertising strategies across the board. Why has the field of recruitment gravitated towards Facebook advertising so quickly? The reason is twofold.
Why Recruiters use Facebook Ads:
And with the recent release of “Partner Categories” targeting, Facebook has taken it’s ad targeting to a whole new level.
By combining both online and offline consumer behavior data (courtesy of Acxiom, Epsilon, and Datalogix), Facebook developed over 500 unique groups of Facebook users. Each represents an audience segment based on demographics, psycho-graphics, spending patterns, and everything in between as Facebook Ad targeting options. As a result, over one billion Facebook users are broken down into simple, highly targeted audiences.
Using Facebook Ads for social recruiting is now easier and more powerful than ever before. Why? Because Recruiters now have a direct line of communication to audience segments based on occupation, field/industry, earnings, and other recruitment specific dimensions. Not only can you choose one of these groups, you can apply another layer of targeting by adding any of the original Facebook categories and/or targeting criteria. The result: extremely powerful, multi-dimensional targeting.
Let’s pretend for a minute that you are a Talent Acquisition Leader in the healthcare industry. You just began the process of reviewing your Veteran recruitment strategy for next quarter, and need to fill 10 positions in San Francisco, California. To increase awareness and exposure online, you’re evaluating Facebook as a marketing medium.
With Facebook’s new Partner Categories, you can isolate your ideal audience by selecting the following targeting options:
Geo-Targeting & Age:
As a result, you have a target audience of around 13,600 Facebook users who self-identify as a medical professional and show interest in Veteran causes. Keep in mind, this is just one combination and does not add the layer of traditional Facebook targeting such as likes/interests, connections, etc.
At this point, there isn’t enough data out there to determine if Partner Categories are more or less effective when it comes to Facebook advertising for recruitment. However, it appears to be a giant leap in the right direction.
As an online marketing professional, I am ecstatic to have a targeting tool that marries online and offline consumer behavior. As a consumer, knowing that this information is readily available to advertisers creeps me out a bit. What do you think?
To lean more about how Partner Categories can improve the effectiveness of your Facebook advertising dollars, contact a Recruitment PPC Specialist at KRT Marketing.