SmartRecruiters Blog

ERecruiting with Facebook Ads

Before the end of 2011, Facebook, the world’s largest and most popular social networking platform will reach 1 billion users. The United States has over 154 million Facebook users, the largest of any country.  One of the simplest and easiest recruiting methodologies is to go where the people are when searching for talent. Like attending an in person networking event specific for a certain industry you are sure to meet a handful of quality contacts but you are limited by time, as well as, geography. For recruiters, Facebook changes that.

Facebook’s ad network offers recruiters a unique opportunity to target job advertisements to Facebook users by keyword, education, location, and even age.  It’s tools like this that allow recruiters to engage their prime audience for $20-40 per day and be effective.

Facebook users are providing detailed information and news about their own interests, hobbies, education, and activities throughout the day and at staggering rates.  The average Facebook user now spends 15 hours and 33 minutes per month on Facebook. Facebook’s ads capitalize on their members and the information that is voluntarily submitted by offering advertisers very small and specific areas in which to target for not a lot of money.

Facebook’s technology is driven on the information that you provide within your profile, the pages you “Like” and the comments and keywords in which you mention throughout your posts. Advertisers can elect for website visitors to see their advertisement based on keywords, education, job title, location, as well as those that like competitor’s as well as others pages. Advertisers select a price per click that they are willing to spend in conjunction with a daily maximum.
The higher the advertisers bid per click, the better chance they will be seen on their target audience’s page. Advertisers not only set their cost per click but their daily spend as well.

This form of erecruiting combines the benefits of Google Ads and Adwords targeting a specific audience based on their searches as well as internet history using a pay per click model combined with the power and appeal of a job board reaching active and passive candidates in a different and eye catching way. But for ads to be effective and drive candidates they must demand their attention.

    • Use Colorful Photos and Pictures. Just like traditional ads, people tend to gloss over advertisements even on Facebook.  Your choice of photo and its color combinations can have a positive impact.


    • Humor is a Good Thing. Your job posting can’t be the status quo.  Be bold, be different, and consider using humor to attract your audience.


  • Text Matters. While a photo can demand attention, your text should support your end goal. Less is more and experimentation is key.

To learn more about erecruiting and social media recruitment and hiring strategies, visit past articles on Facebook, Twitter, and even Google Plus.

Editor’s Note: Data shows that a candidate is twice as likely to apply if he or she remains in the Facebook environment. Facebook recruiting with SmartRecruiters Careers Tab to post your jobs on your Company Facebook Page.

Photo Credit YellowBrickRoad

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Jessica Miller-Merrell

Jessica Miller-Merrell, SPHR is a HR consultant, new media strategist, and author who writes at Blogging4Jobs. Jessica is the host of Job Search Secrets, an internet television show for job seekers.