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With many businesses on the search for candidates to fill job vacancies at their retail locations, we have been hearing some questions about how to utilize social media to attract new employees. Thankfully, there is a helpful Facebook Ads strategy you can use to attract the right candidates.
Our Insider community and team experts chimed in with these helpful answers:
Great question! When I used to run ads, we had decided the best audience to use was our email list and Facebook Video Views audience. These were people who were already engaged with the store and interested in the products we sold.
For the ad type, I would consider a campaign objective with traffic (if you’d like them to click onto your website to apply), or an engagement objective with the hopes of spreading the word about this job posting (and having viewers tag people/share with people who are looking for employment.)
If you choose the engagement objective, I would consider adding a CTA to share/tag potential candidates. Maybe something along the lines of “Are you or someone you know looking for an exciting position with an incredible team? Share this posting with a friend!”
When it comes to advertising a job, there are some pretty strict rules you have to follow. First, you need to create a completely separate campaign (Reach, Traffic, etc, if you’re sending people to apply on a website—it sounds like Traffic would be the best) and, under the Campaign level, choose “Special Ad Category” since it’s employment (this also includes housing and finance).
Once you do that, FB will impose limits on the targeting you can do, including things like age and gender. This is how FB makes sure the advertiser and job poster are not discriminating in any way. It allows for some detailed targeting, but you’ll notice a lot of the Interests aren’t available.
Whenever I do these, I always go in and spend some time just seeing what audiences are available, including your custom audiences. People who have engaged with you before is a good place to start. Also, you can have an organic post about the job that you can tell people to share, and then run a separate ad that might have the restrictions.
Here is some more information on audiences for employment.
We’re happy to help our small business community add onto their Facebook Ads strategy or help them through any social media and marketing roadblocks they may face. Thank you to our wonderful Insider community for uplifting and supporting each other!
What I Want You To Take Away From This Blog:
- Consider creating a social media post about new positions within your business.
- Advertise your job posting to an engaged audience.
- Add a CTA to ask viewers to tag potential candidates that could be a good fit.
- Follow Facebook’s audience rules for advertising employment.
Okay, over to you…
Have you ever used social media to hire a new employee? If so, let us know in the comments below!
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