Facebook lead gen ads are a great way to find candidates you might not otherwise reach.
People spend a lot of their online time on social media. As a recruiter, this gives you a tremendous opportunity to connect with prospective candidates right on Facebook. When you need to bring in new talent, job ads on Facebook can help you reach new possibilities quickly.
Fish where the fish are
More than a billion people log into their Facebook account every single day. But your organic reach on Facebook is limited. If you’re serious about bringing in top talent and fast, then you need to search smart in a bigger pool. That’s why you need Facebook ads.
Writing your Facebook ad
If you have multiple job openings, create an ad for each position. This can make a huge difference between a bucket full of awesome candidates and a post that will fall off the radar. Keep in mind three key elements of an effective Facebook ad: choosing the correct campaign objective, finding the best image, and writing copy that will get people to click.
A campaign objective basically means what you want people to do when they see your ad. In this case, we’ll choose the “Collect Leads For Your Business” or “Send People To Your Website” objective because we want to optimize towards Cost Per Lead or Cost Per Click. The most effective driver of leads is a Lead Gen Ad – which gives users a seamless experience in submitting their information to your business. As shown below, the user is served the ad, clicks on the CTA button to Learn More and is taken to an auto-populated form based on the personal information they have already provided to Facebook. They can simply click Submit, and never have to leave the Facebook interface. In this example, a business will need to either sync their CRM system to the Facebook platform – or they can manually export the leads generated as a CSV directly from Facebook.
If the process of manually exporting ads becomes too cumbersome, or the form within Facebook does not allow for the extensive information needed by a business, they can opt to use Link Ads. Link Ads will drive the user directly to the business’s site, while still offering a strong CTA within the ad unit.
In terms of selecting the best image for the ad, you might want to use photos that best reflect your company’s culture, or one that easily conveys the job responsibilities.
When writing the ad copy, think like a candidate. Find out what employees most enjoy most about their job in that company, whether it’s the relationships they have with their colleagues, the location, equipment, and so on. Drill until you find the core of what’s exciting and unique about the position you’re looking to fill.
Ideally, you should start the ad with a simple question that a potential candidate can quickly say “Yes” to. This first agreement will make things run smoother and make the prospect curious about what you have to offer. So take what your ideal candidate would love about the position and find a way to frame that into a question headline.
Target your ideal candidate
Now that you’ve created the ad, you can start thinking of targeting options to find your ideal candidate. Facebook has loads of options, including Age, Location, Education Level, Industry, Job Titles, Languages, Interests, even employees of your competition.
You can also use exclusions to weed out unqualified candidates from your targeted groups. Age range is one way of doing this, especially if the position you’re hiring for requires years of professional experience.
You can even use retargeting to reach people who’ve shown interest in your ad, visited your site, but for whatever reason they haven’t sent their application yet. Retargeting ads act as reminders to take another look at the offer. If you’ve ever visited an online store and then days later you were still seeing that retailer’s ads all over the Internet, from banner ads to YouTube videos, then you’ve been retargeted by that brand.
The idea is that from all the people who see your ad, only a small portion will act right away. By poking them again with retargeting ads, you significantly boost the number of people who send out their applications.
What happens after the click?
Where do you send them to continue the application process? Most often, people would rather not leave Facebook to complete a task, so sometimes it’s best to send them over to your Facebook Careers Page to find out more about your organization and use various apps like “Job Board” from SproutSocial to apply for your job openings without having to leave Facebook.
Another option is to send candidates to a specific landing page on your website. Add a link in the description of your post and redirect traffic to your landing page and from there they can fill out the application.
More granular targets, more qualified leads
Facebook allows you to get super targeted to make sure your ads are getting out in front of the right people who are qualified for the job you seek to fill, making your CPLs more efficient.
Recruiting via Facebook can be a whole lot less expensive than placing traditional ads. You may find it can also be a whole lot faster!
Sarah Williams is a Berlin-based entrepreneur. Follow her on Google+