Making Facebook Ads Work for You

In the last 12 months, Facebook has rolled out many new features that employers can use to help hire. With 2.7 billion active users on Facebook, every company should be recruiting on the platform. But after spending tens of thousands of dollars on it, we are just learning how to do it well. Facebook ads can be tackled in three categories: Groups, Geo-Fencing and Job Ads.

Groups are likely the best tool for recruiting on Facebook with every interest, skill, and profession represented on the platform. We have set up Millwright, Heavy Duty Mechanic and similar groups that attract candidates and employers into one specific group. Since we vet each member, there’s no ads for electricians or McDonald’s employees, and no engineer candidates from overseas without the required skills.

Geo-Fencing (targeting by area) is a powerful Facebook advertising tool with the ability to target specific areas where your target employee may be working or living. This can take time to set up, but you can greatly narrow your search, even targeting a competitor’s workplace if you want to get really aggressive.

Finally, Job Ads were rolled out last year targeting small businesses. However, most small businesses don’t post ads, be it paid or unpaid. Another drawback is almost no one has a resume on the platform, so screening and sorting candidates can be a nightmare. A positive is having a communication channel, and, if you can utilize messenger bots, you can easily pull in many candidates.

How have you been recruiting on Facebook?

Kael Campbell is President and Lead Recruiter of Red Seal Recruiting Solutions, a company providing recruitment services in mining, equipment and plant maintenance, utilities, manufacturing, construction, and transportation. When he is not recruiting, Kael spends as much time as possible with family in the great outdoors and on the water. He volunteers his time as a Board Member of the Entrepreneurs Organization of Vancouver Island. You are invited to subscribe to our employer newsletter or submit your resume.