A Case Study on Using Facebook to Find Job Applicants – CNS | Cooperative Network Services

A Case Study on Using Facebook to Find Job Applicants

Recruitment

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:

Posting as “job”

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.

Overview:

Targeted geographic areas in North-Central MN – approximately a hundred-mile radius

  • Goal: collect applications using a wider net
  • $500 spent to boost the job posting
  • 12,129 users reached
  • 15 comments
  • 4 shares
  • 14 applications (a majority had related skills and experience)
  • 5 interviewed
  • 0 offers
  • 0 hired

Benefits of “Job” posting:

  • Easy for people to apply
  • Easy to manage applicants within the Facebook platform since it creates a nice list for you to review and then classify them red/yellow/green

Drawbacks of “Job” posting:

  • Too easy for people to apply without seemingly thoroughly understanding the role or being prepared to interview
  • Very few actually applied through the linked CNS website, which is the normal application method

Facebook hiring case study

Facebook hiring results

Creating a “boosted post”

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.

Overview:

  • Targeted geographic areas in North-Central MN – approximately 150-mile radius – slightly larger than initial job post boost
  • Goal: Link clicks
  • $500 spent over 10 days
  • 51,409 people reached total; 49,200 from ad boost – so ~2,000 people were reached by sharing of a post by CNS FB page followers (the CNS page increased from 0 to 27 followers in a few days, and many of them shared the posts)
  • 0 comments
  • 48 shares
  • 11-13 applications
  • 3 interviewed
  • 3 offers made
  • 2 hired

Summary

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.

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