As one of many ‘authentic’ social media platforms, Fb broke the mould when it got here to market in 2004. Initially, a spot for family and friends to attach – whereas that’s nonetheless the case – many companies are noticing how efficient it may be when partaking a related viewers.

And for organizations and HR groups which might be wanting to draw candidates and develop their groups, social media is proving to be a extremely proactive, and cost-effective expertise acquisition instrument.

Whereas many employers would possibly head straight to Certainly or LinkedIn to set their job advert dwell and await responses, that’s high-quality – and several other manufacturers will see success through this route – nevertheless, additionally they shouldn’t write off Fb fully.

Practically 20 years for the reason that platform went dwell, as we speak it’s the third most-visited web site on the planet. Hundreds of thousands of enterprise house owners nonetheless swear by it when elevating their model credibility and promoting their services efficiently. And lots of are doing all of it extraordinarily effectively with out bursting their advertising and marketing finances within the course of.

So, for the organizations which have a recruitment drive being managed from begin to end by the HR group – and there’s some money to spend as a way to have interaction and nurture the suitable candidate by way of to the appliance stage – how a lot must be put aside for promoted posts on social media that guarantee their newest emptiness is being seen by the suitable individual, on the proper time?

In reality, it comes again to how a lot the group can afford. And whereas that may sound a bit, ‘how lengthy is a bit of string?’, right here’s the great half – manufacturers can get a greater message out through social media in comparison with utilizing a expensive third-party platform.

Saying extra through social media

For instance, a corporation can roll out a Fb Adverts marketing campaign that’s targeted purely on recruitment – together with adverts that cowl extra element about their firm tradition, info on what the emptiness entails, and Company Social Duty commitments that set the enterprise aside from opponents, and precisely how a gifted particular person can positively influence their development ambitions.

And none of this has to break the bank.

If HR groups are nonetheless uncertain as to how a lot they need to spend, firstly examine the speed that it’d value to interact a recruitment agency and divide it by half. So say, for instance, there’s $2,500 to spend in whole – firstly, that’s some huge cash which can go very far with Fb Adverts.

In fact, it’s depending on the business and in addition who’s managing the engagement all through the marketing campaign roll-out.

However, sticking with the instance of a $2,500 finances to play with, HR groups can break this down even additional. By placing in $550 monthly, the each day spend will be round $40 to not solely create a top-of-the-funnel advert to attract individuals in but additionally depart sufficient room to work together with candidates with out worrying it’ll go over finances.

For instance, from the $40 a-day spend, $25 of it might be particularly used to focus on a related demographic of jobseekers. The remaining £15 might then be purely devoted to nurturing these people who’ve engaged with the advert – maybe asking them to enter their particulars or add their CV.

Fast suggestions – dos and don’ts


Use image-led adverts, in addition to another content material codecs comparable to:

  • Movies: these may cowl current workers speaking concerning the firm tradition or showcasing a ‘day within the life’ of a particular function.
  • Carousels: maximizing as a lot content material concerning the emptiness as doable in a digestible approach – from testimonials to shopper logos exhibiting who the employer works with, the worker perks, and wage. Totally different CTA hyperlinks per slide ought to encourage purposes – comparable to ‘Apply Now’, ‘See Job Description’, ‘Discover Out About Our Tradition’, and so forth.

If the corporate’s tone of voice is sort of quirky or chatty, take into consideration newsjacking alternatives – everybody’s seen the Lionel Richie (‘Hi there, is it me you’re recruiting for?’) meme for instance.

Might this inventive be in step with the model as the primary picture and subsequently be extra partaking for the audience?

Lastly, ensure the copy used is accessible and to the purpose:

  • Be a part of Our Workforce
  • We’re Hiring
  • Might This Be You?

If employers are starting their Fb Adverts journey and want one thing simple and fast – faucet into the platform’s simple-to-use type.


Use a touchdown web page. Whereas that is likely to be the primary alternative for a lot of organizations when requesting candidate info, sadly when customers are despatched ‘away’ from Fb, the platform can’t see the analytics and so it’s troublesome for recruiters and HR groups to grasp engagement charges.

One other good thing about the Fb type is that it’s pre-populated, so when a candidate clicks on an advert, that info is way faster to retrieve than somebody manually sending a CV or protecting letter.

And a fast be aware for recruiters when utilizing Fb Adverts throughout expertise acquisition too is to make the content material relatable. Use actual individuals who can inform a narrative to the viewers, construct model credibility by way of testimonials, and create a way of authenticity with the comms which might be designed to make job seekers ‘cease the scroll’.

Total, the recommendation is to virtually work out the finances by reverse engineering what the group needs to realize and the place they wish to be seen. Fb has many advantages in comparison with third-party platforms and may usually be a less expensive possibility, so don’t write it off when the subsequent recruitment marketing campaign is able to be rolled out.

By James Urquhart, Managing Director and Co-founder of Let’s Run Advertising


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