How To Advertise a Journalism Job on Facebook

by Shawn Smith on February 5, 2010

facebook-logo

Why Advertise on Facebook?

If you have a job you want to fill, facebook is an awesome platform for targeting ideal candidates. Why? Because the Facebook has a huge, sometimes-educated, DAILY audience – much bigger than the daily audience on say JournalismJobs.com.

Now I can’t speak on cost, because JournalismJobs.com runs ads for $75 for 5 weeks, and the audience is fairly targeted. The cost really could back out. Facebook runs on a CPC (cost per click) and CPM (cost per thousand impressions) model. Depending on your budget, Facebook be more cost-effective but also more costly.

What you are about to read will get you further along than 90% of Facebook advertisers out there :)

If you want to use Facebook to get a job, make sure you read this post, but also “using facebook ads to get hired.”

Start Advertising:

  1. Create a business account with Facebook. NEVER use your personal account for advertising… Trust me! Here’s quick step-by-step instructions for doing that:
    1. Click on Advertising at the bottom of the page on Facebook.com (While completely logged out)
    2. Click “Create an Ad” (green button)
    3. Create a “test” ad by going through steps 1-3 (Title: “test” Body: “test” URL: “www.facebook.com”)
    4. When prompted to log in at “Facebook Login”, make sure to “Create a new account”
    5. Input an e-mail address that does not match any email address that Facebook has on record already.
    6. Verify e-mail address through your inbox
    7. Input credit card information
    8. Business Account created
    9. Do not click “Create Your Profile” within this account
  2. Now that you have an account, click the green button that says “CREATE AN AD”… you can also go to http://www.facebook.com/ads/create/
  3. Decide where you will send people who click your ads. If it’s just a job advertisement, send them to a page with the job description. If you really want to capture these leads, which I suggest you do, put an email box on there and tell people to submit their email and you’ll email them extra info about the job. Even if you don’t have much extra info, email them the job description they just viewed. This way, you’ll start building an email list of people who are interested in jobs like this. That way, when you have new jobs opening, you can just email them (ie. FREE! notices) and ask them if they or someone they know is interested. Boom! Headshot! OR…. You could send them to a Facebook fan page, which has good tracking so you can see how your ad is performing….. or you could just send them to a simple job description…. which you should host on your own site… don’t send them to your journalism jobs posting because if they convert from there you won’t know if your advertising on journalism jobs or facebook is working best. My Suggestion: send them to your own page with an email capture form.
  4. Target Your Demo: Figure out exactly who you’re targeting. Set the ideal candidate’s age. Choose keywords that describe the candidate *note: stick to five very-related keywords per ad*. Target schools if you’re looking for graduates from specific programs. Set the area you want to target if you only want local candidates. Heck, choose workplace and target other news orgs to cherry pick from.
  5. CREATE!
    1. The #1 most important thing (after demo targeting ;)) for your ad is to pick an eye-catching image. Make sure you have something good, hopefully related to the keywords you’re using in your targeting.
    2. Write a good headline. Your space is limited, so be succinct and bold. If you want to hire a reporter, then simply write: “REPORTERS: We’re Hiring” or “Reporting Job Open” or “REPORT for Us Now”
    3. Your description is where you can play with some info and length. Write something interesting and provide a call to action. You don’t have to cram ever speck of info in there, but have something! And at the end of your ad, write “Click to apply!” or “Apply now here” or “Send us your resume here!” or “Positions limited – send your resume now!”
    4. Do it again! ALWAYS, ALWAYS, ALWAYS create more than one ad per demo. You want to split-test your ads to see which one will get a higher CTR (click-through rate). The higher the CTR, the lower your CPCs (cost per click).
    5. Look at step 4 again and do it! At least make the ad twice, once for women and once for men. That will tell you a lot about who is clicking your ads.
    6. Set a budget and create a campaign and submit your ad!
    7. Facebook will ask you to confirm. make sure you give each ad a unique name so you can track them better.

How to Bid

If you’re new to Facebook advertising, you most likely want to go with the CPC model. This means you only pay when you get a click. Facebook will give each ad roughly 10,000 impressions (that means it will be shown to your target demo roughly 10,000 times) to get a click. If your ad doesn’t get a click in those 10,000 impressions, you probably won’t get any more impressions from Facebook.

Why not? Well, facebook is showing your ad for FREE. You only pay when you get a click. So actually, Facebook is doing you a favor. And because they are doing that favor, CPC bids actually cost MORE than CPM (cost per thousands) bids.

Again, if you are new to advertising online, do NOT start with CPM bidding. You will get a nasty taste in your mouth and a hole in your pocket.

On a campaign like this, I would suggest just sticking to CPC.

Start by bidding in the middle of the “suggested bid” that Facebook gives you. If you go higher, you will probably get more impressions. If you go lower, you will get fewer impressions. Impressions are basically an “instance” of your ad being shown to a user when they are on Facebook.

Sometimes you won’t get many impressions, that could be because someone is bidding higher than the suggested bid and taking a lot of the impressions. Make sure you aren’t targeting “single” people —- just leave that whole relationship targeting stuff blank. That will only make you pay a lot because you’ll be competing with people who run dating ads.

What’s Next?

Run Your Ad

Turn that puppy on! It’s not hard… just know that you have a good chance to spend the budget that you are giving yourself.