Every month, Talent Propeller will be reviewing various types of media to share an honest and unbiased account of the best media options for recruiting candidates. This is media review #3: Targeted Facebook Advertising
Targeted Facebook Advertising
ABOUT THE MEDIA:
Targeted Facebook advertising is a specific form of advertising which allows you to define your audience based on specific demographics - including education, location, languages, past employment and their interests.
Defining the candidate persona results in your advert being displayed to people who match your criteria, but may not be actively hunting for jobs. It is a smart, cost effective way to target your ideal audience rather than a “post and hope the right people see it” option.
Targeted advertising on Facebook has increased by 300% across Talent Propeller customers in the past 12 months.
ABOUT THE CAMPAIGN – WHAT ADS WE RAN:
We run on average 1500 ads per month, approximately 200 of these are Facebook ads. Facebook ads are effective for a wide variety of roles. Some of the most popular and effective campaigns include Trades, Drivers, Retail and Administrsation.
For this review, we ran the following campaigns:
Our Initial Findings:
HOW APPLICATIONS ARE RECEIVED:
When a candidate clicks on your advert on Facebook, they can be directed to your careers page, or to the advert listed on a job board such as TradeMe or Indeed. Our recommendation is to direct applicants to a careers page outlining the specific vacancy within your brand.
QUANTITY OF CANDIDATES RECEIVED:
QUALITY OF CANDIDATES RECEIVED:
Of all the candidates who apply through Facebook, on average 20% were worth interviewing.
WHAT WE LIKED:
WHAT WE DIDN’T LIKE:
Whilst it does work better for trade based roles, drivers, part-time and hospitality, we are seeing our results grow every time Facebook is used. The pricing may be more than a traditional job board but it delivers applications and also increases your employer brand awareness. It is a rapidly growing and evolving form of recruitment advertising.