Do I need to do anything special in order to run Social Ads?
Yes, social ads requires some upfront set up. Media Cloud has a direct API arrangement with Facebook whereby we can allow you to instantly and automatically launch well-targeted Facebook ads, but first you must grant "ad-level" access to run ads out of your Careers or Corporate focused Facebook page. This does not allow any posting-level access: the purpose of this is to inform users on Facebook that the ads are being run and paid for by 'your company name' - for example, rather than ads showing up falsely as being from "Symphony Talent." This advertising permissions step is a one-time set up, so please see your Symphony Talent contact to initiate this process if you are interested in running automatic Social Ads out of Media Cloud.
Where do Social Ads Run?
The Social Ads feature is powered via a direct API with Facebook, and these targeted ads appear to candidates viewing Facebook on their device (mobile, desktop, or tablet).
What is the point of running social ads?
Social Recruitment Ads on Facebook are a great way to reach passive good-fit candidates. The targeting options are strong and automatic, both in terms of geographic targeting and in terms of occupation targeting. In terms of typical performance results, Social Ads typically appear as strong "influencers" in reporting as we're able to reach the right people for each type of job opening, but also within typical committing distance of the jobs openings in question, so we are not wasting dollars on out-of-range audiences.
Do I have to come up with my own targeting?
Nope, Facebook targeting is automatic, and pre-mapped by our professional digital media team. Your campaigns launch instantly, but your Social Ad targets are hand-selected for you on the back-end, ahead of time for any given job type - custom for your organization and your specific job categories and job titles.
Do I have to set my own geo-targets?
Nope, geo-targeting is fully automatic for job-based campaigns, because geo-targets are based on the actual locations of all of the jobs that are in your live campaigns at any given time.
How granular should my ad copy be, should it be about specific jobs?
We recommend "job category" level ad copy by occupation type as the best fit approach for search, social, and banners alike. Individual job reqs and job titles come and go, and targeting tends to be available at the broad level of occupation type. For example, via the available targeting we may only know that the person we're serving ads to is a "Nurse" within 10 miles of Location X, so we don't want to serve super specific job titles, but instead to craft a broader advertising message such as "We're Hiring Nurses" while including a call-to-action or employer-brand-awareness message in the longer ad copy area.
Does Facebook have job postings also?
No, not yet at least. We're in close contact with our advertising and recruitment-product counterparts at Facebook, and informally speaking, we do at some point expect a "job-level-ad" type of unit that actually runs in a job-search experience like a normal job board. At that distant point in time, those units will inevitably supplement our current Social Brand Ads - and Symphony Talent will surely be among the first to offer "sponsored jobs" on Facebook, if and when they release this capability to recruitment advertisers.
So what do I have to do here at the Social Ads Channel tab?
The most important thing to do here, is to check your ad creative and edit it if it's not to your liking. Default ads are important, but also, custom ads written for each campaign is a best practice as well. You can also add more than one ad for each campaign, and our recommendation is that you're already running 2-3 ads for any campaign at any time, this way Facebook's built-in algorithms can then auto-optimize to the best performing ad units for each of your campaigns. Please note that while banner ads only require banner uploads, and google ads only require ad text, Facebook Ads actually require both an image upload as well as text-ad copy.
Should I always be using Social Ads
No, Social ads do perform better for some needs as opposed to others and this is a judgement call based on your budgets and goals. People of all professions and levels of experience are surely addressable on Facebook, but this tool is most effective for targeting your high-volume and hourly hiring needs. Again though, engineers are on Facebook, nurses are on Facebook, and executives are on Facebook, so this may be a part of almost any strategic mix while playing close attention to media performance and your mix of media channels.