Changes to Facebook Employment Ads
What You Need to Know
You may have heard that Facebook has made some changes to Facebook employment ads. Not to worry though! These changes simply help prevent discrimination and the power of Facebook employment ads will not be diminished.
What does this change mean?
Facebook made this change in September and stated that all employment ads will have certain stipulations set around targeting by December 31st of this year. This new system for employment ads on Facebook includes changes to age, gender, ZIP code and will have a smaller set of targeting categories. These targeting options will be automatically selected and cannot be changed when choosing to set up an employment ad in Facebook Ads Manager.
For example, you cannot choose to only target men and not also target women. Facebook automatically targets all genders, so there is equal opportunity.
Targeting is a Good Thing!
More targeting options are always better than less. In the case of Facebook employment ads, there are ways to maintain powerful ad targeting even with these implemented changes. How so? When setting up a Facebook employment ad, one of the most powerful targeting options is found when targeting interests. For example, you can target people who are interested in the automotive industry. Doing just that will dramatically improve the power of your ad. You can also tap into the data that the Facebook pixel can collect and target visitors to your employment page.
Facebook announced in parallel to these ad changes that they would be building a seperate section of the Ads Library that will let users search company employment ads by company and location – which is just another way for employment ads to have an even greater reach. This tool is projected to be launched in 2020.
How Do I Launch an Effective Facebook Employment Ad?
There are a couple of options for starting your first employment Facebook Ad. The first is to do so by boosting an employment listing that you posted to your company’s Facebook page, and the second is through Facebook Ads Manager. Facebook Ads Manager does give more control and allows you to utilize the Facebook Pixel, so we would recommend choosing that option. However, Facebook Ads Manager can be difficult to navigate. If you need a guide or a helping hand with Facebook Ads, please reach out to the experts on our team, and we’ll be happy to help!
Have you ever run a Facebook employment ad? Did it help you to find the perfect fit for the role? Let us know in the comment section below!