Social media advertising can be used in a number of different ways. Obviously the most popular are lead generation and Facebook page engagement. How else can we use it? According to a 2014 report by Jobvite, “75% of social job seekers found their position through Facebook.” Honestly, that number took me by surprise. Let’s dig a little deeper and discover how businesses can use Facebook advertising in the hiring process and how individuals could land a job.

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Recruit for Businesses

Recruiters and hiring managers have a good idea of the qualifications and skill sets they are looking for in a candidate. The targeting features in Facebook are a great way to find the qualified people you are looking for. Here is a short list of the different ways to target possible recruits on Facebook:

-Geography– Use geo-targeting to advertise to recruiting prospects around your business.-Looking for a highly skilled candidate? Consider targeting surrounding states or go nationwide.

-Entry Level– Target recent college graduates or geo-target users in the areas that surround college campuses.

-Competitors– Target employees of your competition.

-Job Title
– If you’re looking to fill a popular position, target Facebook users who already hold that job title.

-Interests
– It’s possible to find qualified candidates based on their social media interests. For example, if you’re a fast-food company, you could target individuals who are already like your business. If you’re looking for a high-level executive, target users who are fans of a trade publication specific to your industry.

-Have a list of prospects? Create a Custom Audience to generate maximum exposure. For an extra boost, use the lookalike audience feature to reach new prospects.

On a final note, don’t discredit Facebook recruiting for senior-level positions. According to the same Jobvite report, 30% of social job seekers make over $100K annually.

Job Hunting for Individuals

Now, let’s turn the tables and focus on the job seeker. Is it possible for someone to use Facebook advertising to find a new job? If you create a Facebook business page to show off your professional side, you could easily put some advertising dollars into promoting your personal brand. Ads could direct people to your resume or perhaps a personal website. A few targeting ideas include:

-If you want to relocate, target only the city you want to move to.
-Target users who have “recruiter” in their job title.
-Target employees of specific companies you would like to work for.
-Create a Custom Audience out of your LinkedIn connections and email contacts to see if you could tap into your current network.

Obviously, this would only work if you were unemployed. I’m sure your current employer wouldn’t enjoy seeing an ad for a job seeking you!

Have you used Facebook advertising to recruit employees? What about to find a job?

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Sean Burke
Sean Burke is the Digital Marketing Coordinator at PMAC Lending Services in Columbus, OH. He has managed social media advertising for clients around the country, from iPhone apps to a reality show contestant. Although an Ohio State Buckeye at heart, Sean is currently pursuing a Master’s in Social Media from the University of Florida.