Ep. 04 – When & Where to use Paid Social Media

Talent Marketing Solved: Answering All Your Questions about Paid Social Media

Do you have questions about paid social media? Well, we have answers!

It’s common for our clients to have a lot of questions when it comes to paid social media, with one of their biggest questions being, “Is it worth it?” We’re breaking down the answers to this question and more, and by the end, we hope you’ll have a better sense of the benefits of investing money into social and how to make it work for you.

Is Paid Social Media a Viable Tactic in my Recruitment Strategy?

When Indeed, ZipRecruiter, Glassdoor, and every other job board has failed to deliver results for hard-to-fill positions where do you go next?

Facebook just may be the answer to your recruitment woes.

With the majority of people spending a large amount of time on social media, it’s your best bet to get your message across to the right audience. However, if you want people to see the content you put out on social media, you’ll need to “pay-to-play.” Even if someone follows your page, they may not see your content. The recent changes to Facebook’s algorithm prioritize content from close friends and accounts you interact with frequently. So, if you want to guarantee eyes on your recruiting content, you’ll need to put some money behind your posts.

What are the Advantages of Paid Social Media?

There are three main advantages of using paid social media:

  1. Precise Audience Targeting

The most exciting advantage of using paid social media is the ability to determine the specific type of demographic you want to target through your campaign. Social platforms like Facebook and Instagram gather a vast amount of information about their users, and for a price, they allow advertisers to use this information to accurately target people based on their location, interests, demographics, and posting history. You can even use an existing email list to find and target people who have used that same email to sign up for their social media account.

When you post a job to a job board, on the other hand, you don’t get to choose who sees your listing and who does not. Sponsoring a job listing on Indeed, for example will display that job listing prominently in related searches, but it does not deliver targeted content to users in the way social media does.

  1. Cost-Effectiveness

On some traditional job boards, your listings can show up organically for free. However, on social media, getting your message in front of the right audience is dependent upon sponsoring your posts and paying to target the audience you want to reach.

The good news is that running an ad on social media is surprisingly cheap, and it can deliver some amazing results. Whether you have $200 or $2000, you can run an effective paid social campaign. Your budget dictates how long your ad will run and the number of people who will see it, but you don’t need to put thousands of dollars behind your ads. For as little as $150-$200, you can still get hundreds of eyes on your content, many more than would have seen it otherwise.

  1. Variety of Content Options

You can’t really show your company’s unique culture and personality through a job description. You can, however, put that employer brand on full display with social media.

Provide a video walkthrough of a typical day in the office. Publish a success story from a top employee. Post pictures from a corporate gathering. Social media gives you so many options for creating quality content to engage your audience, and through the magic ad targeting, you can deliver content that’s customized to appeal to different demographics based on the position you need to fill and where they are in your recruitment funnel.

What Type of Content Should I Create for my Paid Social Campaign?

We can’t exactly answer this question for you because, depending on a few key factors, that answer is going to vary dramatically. Instead, we’re going to turn the tables and ask you three questions that will help you determine the answer for yourself:

  1. Where is your audience located within your recruitment funnel?

The type of content you create for your ad will depend largely on where your audience is in your recruitment funnel.

For example, if you are targeting individuals from your email list—a group of people who have already expressed interest in your company—providing general information about the company isn’t going to be the best use of your social budget. In that case, asking them to apply for an open position will be the better option. If, on the other hand, you are introducing yourself to a completely new audience who may be unfamiliar with your company, it may be worth providing some information about your employer brand to pique their interest.

  1. What’s the easiest way for your audience to respond to your call-to-action?

If you have a lengthy, complicated application process, it’s generally a bad idea to direct social traffic to your applicant tracking system (ATS). Many of the individuals who see your ad will be on mobile, and they’ll likely be distracted by all the other content calling for their attention on social media. With that in mind, your goal should be to make your call-to-action quick and easy for your audience to follow through with.

Alternatively, you could direct your audience to your career website so they can explore and discover more content or use a simple lead ad form. In our forms, we ask respondents a few quick questions like first name, last name, job title, and email address. That way, we can reach out to interested candidates at a later time and open a wider conversation.

  1. How will your recruitment team respond to any leads generated through paid social?

Are you funneling those leads through your normal recruitment process? If not, do you have another process by which you can quickly and efficiently respond to those leads?

If you use a lead ad form, keep in mind that the information will not be funneled through your ATS, so you’ll need to implement another process to get those leads into your system. The beauty of a lead ad form is that you can get information quickly. Don’t lose out on those leads by waiting too long to respond, and don’t use an ad lead form if you don’t have a system in place to act on that information.

Where Can I Go for Help with my Paid Social Campaign?

If you have more questions about effectively utilizing paid social media, or if you just want someone to handle it for you, S2E Solutions is here to help. From strategy to execution, we offer expert advice and assistance to get you the best bang for your buck on social media.

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