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Should You Be Using Facebook Job Ads?

Feb 23

If you haven’t heard Facebook has been rolling out some new job posting functionality on their site for your company’s Facebook page. Audra Knight, over at Workology put together a nice little “how-to”, so go check that out if you want to give it a try!

My question isn’t how do I post a job on Facebook, but should I be posting jobs on Facebook?

Facebook designed the feature because they felt like LinkedIn, and all those organizations that only use LinkedIn, were ignoring a giant percent of the working population. Hourly workers and actively seeking employment workers. That’s not LinkedIn’s specialty. They are unapologetically, white collar and a ‘professional network’, not a job board (so they keep saying).

Facebook looked at this and thought, “Hmmm, we’ve got a couple billion people using our ‘social’ network. A majority are hourly worker types who would like to see what great jobs are open, let’s build something for companies to connect with them”. They probably didn’t really sound like that. My guess is someone at FB said, “hey, you know we can make billions of dollars charging companies to post boost jobs to our members, right?”

So, now you can post your jobs on your Facebook page in a matter of minutes. For a few extra buck Facebook will let you pick certain demographics, like location and skills, and then they’ll make sure your job posting shows up in other Facebook members timeline, even those you have no connection to!

Who will get the best results from posting their jobs on Facebook?

  • High volume, low skill jobs is an easy target and those should produce well for you.
  • But, you should be doing some testing on most of your jobs!
  • Guess what? Not only are low paid, unskilled workers on FB, so are Engineers, IT pros, Accountants, Doctors, Nurses, Truck Drivers, Cops, Teachers, Executives, okay, basically everyone is on Facebook!
  • The other thing is most people will check into Facebook daily, most check in multiple times. Most people on LinkedIn, only check in once or twice per month.

Every organization should be testing this. It’s easy. It’s fairly cheap. It actually might work you. When you test you should be doing a few things:

  1. Use multiple Ads with different titles and wording. You need to see what catches someone’s eye and what doesn’t.
  2. Use different boost amounts on the same postings to see if that makes a difference. It should.
  3. If you want white collar, professional hires, test putting in the salary level in the title, “Process Engineer – $115K”. You can do this with success with hourly positions as well, “Electrical Technician $18.50/hr”. Every time I have A/B tested this, the postings with the salary in the title produced more results. Every time.

So, should you be using Facebook Job Ads? Yes.

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