Disclaimer – We are not Facebook or social media experts, but we wanted to share the outcomes of a recent campaign embarked on to find OSP Construction Inspectors for our open CNS positions.
Since we are a B2B-focused company, we’ve chosen to not use Facebook as a social media channel – until we decided to try it for recruitment.
Since we didn’t have a Facebook page, and thus not much of a presence, we weren’t sure what to expect, but we were generally happy with the results.
We put together a Facebook page, added some images and a few posts, then got to work with job posts and advertising.
We tested two approaches—both of which yielded responses (but differing results).
Note that both employment ads and boosted job posts automatically limit targeting based on geography only, without other demographic targeting options, to ensure equal employment laws are followed.
We ran two similar-but-different approaches—one as a boosted Job and another as a boosted Post with a spend of $500 per ad over a two-week period for each. So, after $1,000 spent, here’s how things shook out:
The main difference between a job post and an ad (or boosted post), is that job posts allow for users to apply right from the post. As you can imagine, this does increase the number of responses you get because it’s very easy for people to apply without much effort.
Targeted geographic areas in North-Central MN – approximately a hundred-mile radius
As a boosted post, our goal was to get link clicks to the CNS website where the job description is listed and the online application form is located.
Ultimately, for a minimal level of effort and $1,000 investment, we saw approximately 25 applicants and successfully added two new hires to the team in a time when the traditional advertising methods were not moving the needle quickly enough as we ramp up for the busy CNS construction season.
Our testing was not thorough enough to determine the best images, language, or length to use, but obviously, you’ll want to make sure your imagery is likely to catch the eye of your target employee, and text is based on benefits. In other words, focus on what’s in it for the applicant (Hint: it’s not the dental insurance). Also, make sure you address a little about their growth and decision-making opportunities, and, of course, provide an example of how your team is great.