Recruitment Advertising through Social: Facebook

When considering the best advertising platform for a job vacancy, Facebook isn’t often the first to spring to mind, but can be an incredibly useful way of targeting passive candidates – i.e. those not actively looking for a job, during their daily scrolling. Find out how we target the 50 million + users of the platform for our recruitment advertising campaigns here.

When considering the best advertising platform for a job vacancy, Facebook isn’t often the first to spring to mind. It’s long been associated with the social aspect of our lives and, unlike LinkedIn, doesn’t market itself as a professional networking platform. That being said, Facebook has developed continuously over the past decade, identifying user needs and expanding their service offering to include everything from a marketplace, to educational courses and, of course, recruitment advertising.

Finding the right talent can be challenging and our clients sometimes have vacancies to fill which are really niche or based in a very remote location. When faced with this, we have to find the best ways to target diverse skilled candidates with quite specific requirements, reaching beyond active jobseekers to the wider passive candidate pool – the potential candidates that are not actively searching for a role but that would be open to new opportunities. You can find out more about passive candidates and their value here.

What makes Facebook useful in recruitment?

Facebook boasts a bigger talent pool than any other network with over 2 billion monthly users worldwide and over 50 million users based in the UK, meaning there is a huge potential audience to reach. What’s more, due to the data collected from users, we’re able to define your audience and ensure your organisation is being seen by relevant individuals by using demographics based on the interests, areas of study, current employer, job title, location and skills which match the role requirements.

How can you effectively target people on Facebook?

The below images show an example of how we targeted candidates for a part-time Retail Supervisor position based in High Wycombe and the surrounding area. Picking up on key criteria such as part-time hours means we can better consider the audience we’re looking to target. Part-time workers tend to have other responsibilities, such as children, so by adding interests like ‘Mumsnet’ and ‘parenting’, we’re more likely to reach candidates who match the role requirements.

Image from Facebook showing a targeted campaign in High Wycombe, UK

More information on the groups targeted including job titles and interests of target groups

How does Facebook advertising for recruitment work?

Like most social media platforms, Facebook advertising works on a cost-per-click model, meaning there aren’t fixed listing costs in place and so we have more flexibility to tailor the budget to your vacancy and organisational needs and ensure we’re providing a cost-effective solution.

Incorporating Facebook in your recruitment advertising diversifies your reach and therefore enables you to attract a more diverse audience, enhancing your organisation’s brand awareness, and reach to passive candidates.

If you’re interested in advertising on Facebook or have any general queries, please don’t hesitate to contact the Prospectus Advertising Team.