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September 20, 2017

Why Facebook’s targeting change is a huge opportunity for Employer Brands

“Oh shit…”

I’ll be honest: when I saw the headlines that Facebook had stopped advertisers targeting people by job titles, education, and courses studied, my heart sank.

It makes finding candidates who fit the job spec harder. Not impossible of course, but harder nonetheless.

But hang on a second.

It’s 2017.

We’re not just looking for candidates with the right skills, education and experience anymore. We’re looking for that all-important cultural fit.

Studying the right course and gaining the right qualification is half the story. What about joining the conversation about your industry online? What about following industry publications? And what about those who believe in the same values as your company?

Targeting by job title was so effective that it became transactional. It became lazy.

And let’s not forget how Facebook data is recorded, too. On Facebook, I’m ‘married’ to an old friend from school. I’m still a journalist.

But what is accurate are the opinions, ideas and attitudes I allow to be shown on my newsfeed.

The behaviours and interests data that come from following pages and talking about things.

That’s the new battle ground for talent on Facebook. And I’m excited about it.

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