Social Media Recruitment Ads Optimization

As a recruiter, you’ll be remiss if you didn’t consider publishing a social media ad or two to attract prospective candidates. Indeed, paid social ads can help you take advantage of algorithms and ensure your content gets viewed by millions of active users per month.

Social media ads are also extremely helpful, since it can be quite challenging to come up with recruitment ideas that can make you stand out from the competition. (If you need some, you can find a few here: They’re geared towards real estate, but they are certainly useful for recruiters in any industry).

Still, even if you’re paying social media sites to promote your content, you might not be getting the most out of them. You might be getting thousands of impressions, but not getting conversions. If that’s the case, here are some tips that can help you maximize your social media ad spend:

Hyper-Target Your Ads

While it’s true that your content has the potential to be seen by millions, it’s not wise to aim for this milestone. In fact, even targeting your own social media page’s fans is not a good idea. Rather, the best move is to hyper-target your audience. This goes beyond specifying an age bracket, level of experience, and interests.

A good way to approach this is as if you’re a consumer brand trying to sway a customer of a rival brand. Don’t just target those who are already your patrons (who will buy your products anyway); you should also serve your ad to those who like your competitor.

You should also think about proximity. Don’t limit your location targeting to the immediate vicinity. Instead, target those who are within a 25-mile radius. There may be competent, qualified individuals for the job post who might just be willing to move when given the right incentive.

In short, think outside the box. Social media users are a mixed bunch, so don’t limit yourself to your usual market.Social Media Recruitment Ads optimization, illustrative image

Try a Photo Showcase

It’s already common knowledge that posts with media, such as photos and videos, receive more engagement than plain text content. However, based on Facebook’s internal data, a series of photos tend to work well compared to other ad formats. If you haven’t tried it yet, perhaps it’s time to do so. What’s even better is that you can include a separate caption for each photo and add a call-to-action button like “Apply Now!”

This type of ad is perfect if you have multiple job openings. You can also use this format for showcasing your company culture, which is a major deciding factor for many candidates. If you want, and with their consent, you can even share an employee’s journey towards success through a series of photos.

Go for Shorter Videos

Video ads are also quite popular, especially on Facebook, since these provide more immersive experiences. The key is to find the appropriate length, so your hard work in producing the content won’t go to waste. The sweet spot, according to Facebook, is 5 to 15 seconds for in-stream video ads. The same goes for standalone video ads.

However, this doesn’t mean that you can’t use longer content. It all depends on the message you want to share. For example, video testimonials from clients and employees could potentially last for one or two minutes. If you have a wealth of video content, you can play teasers on social media and then host the full-length versions on other sites.

Promote Your Tweets

Twitter is a great place to start discussions and ride trends, especially with its hashtag system. However, the fast-paced nature can easily drown out the content you publish. This is where Twitter Promote comes in handy, which promotes the first 10 of your daily organic tweets (provided that they pass the quality filter).

The problem with this is that you don’t know which tweets will be promoted. Therefore, you need to optimize your posts. It’s recommended to focus on locations and interests to boost your reach. Pay attention to trending topics as well, so you can further increase your reach.

Direct Your Audience to Sign-Up Forms

After your ads get seen, what next? Don’t stop at just likes and shares! Have them sign up for newsletters, register for a free online event, download an app, or visit your website. Be clear about your calls to action and make them easy to follow so those who see your ads will be more likely to follow through.

Identify the Popular Forms of Content

Finally, to make the most of social media recruitment ads, you need to know the latest content format available on social media sites. Take Instagram for example. Just two years after the launch of Instagram Stories in 2016, the app has already reached 400 million daily users of the feature. This meant that Stories received prime billing on the app, and Instagram also encouraged brands to create content in this format to increase engagement.

Simply put, you need to keep abreast of all the newest features. It’s likely that these will receive the most attention from both curious users and the social media platform itself in terms of promotion. This means you can take advantage of this behavior in order to get your ads even more reach and conversions.

Social media ads can be a little tricky to navigate but once you master them, you’ll be amazed at the results!