Tips on How to Navigate Facebook's Advertising Changes

Social media is constantly evolving, and because of that, we as employer brand professionals need to evolve with it. Facebook is especially notorious for updating its algorithms and policies, and while that’s a good thing in the long run, it can be frustrating for those trying to figure out the best way to post or advertise on the platform.

Here are some tips on how to effectively combat these challenges to continue sharing quality, engaging content and ads:

Ask unassuming questions: With the recent updates to Facebook’s advertising policy, marketers were faced with some interesting challenges. The platform no longer allows advertisers to target “multicultural affinity groups,” and the language we use cannot assume anything of the target audience. For example, asking “Do you want a new diesel mechanic career?” implies the audience already is a diesel mechanic, which Facebook classifies as “limiting and discriminatory.” Instead, try a slightly different way of asking, such as, “Looking for a diesel mechanic career?” This doesn’t assume anything of the audience and will therefore get the go-ahead from Facebook. To ensure you are capturing the attention of the audience you’re looking for, use imagery that is relevant and appropriate for what you’re promoting.

Boost a post when time is short: This is a question we are asked quite often: When should I boost a post and when should I run a traditional sponsored ad? Ultimately, it comes down to duration and budget. If you have $100-150 for a week, it would be best suited as an ad, whereas $10-15 would be better for a boost. Why? Boosts are great for last-minute events or spur-of-the-moment bursts of information when you need to bring it to people’s attention quickly. If you have more time and budget to work with, an ad is most effective, as it needs time to be seen, picked up by the target audience and shared (thereby increasing reach and awareness).

Look outside Facebook: We recently added a service that allows us to advertise on mobile and desktop without using cookies (small data files that helps websites keep track of your visits and activity). This software uses IP addresses to reach target audiences, versus traditional keyword methods. Using banner or video ads on this platform allows us to bring a message (e.g., “Attend our hiring event!”) to the audience that is most likely to respond. This service requires a slightly larger budget than Facebook advertising, but it has proven to be very effective and makes a great complement to other advertising.

Like the rest of the social media world, advertising policies and capabilities are constantly evolving, so it’s important to stay up to speed on what is – and is not – possible. Regardless of what changes are ahead, entirely new options frequently become available, too, so there will always be a way to get your message in front of the right people at the right time.

Interested to learn more about social media and recruiting? Check out “Innovation Roundtable: A Guide to Talent Demand Generation.”

 

Post contributed by Chelsey Orlikowski, Manager, Social Media Strategy. Connect with her on LinkedIn or find her on Twitter.

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