Let’s settle the score and finally understand the advertising process on these two platforms - Facebook and Instagram - whose targeting is basically one and the same. Instagram will show you ads based on your Facebook profile, interests, activities, and so on because, drumroll - Instagram is just another placement in Facebook’s advertising world.
How do Facebook and Instagram decide which ads to show you?
Your News Feed will always be personalized to you - it's Facebook's challenge to show you the right ads that should be as exciting and useful to the users as possible.
How do they make this happen?
The algorithm is simple and factors in many parameters such as your current user activity on Facebook (liking a certain Page or a post or clicking on ads you see on your feed) or the information you decide to make available in your Facebook account General Info, such as your age range, gender, location, and the pages you manage - irrespective of you being an admin, advertiser or any other role.
In order to achieve the goal of showing users ads from businesses that are relevant to their interests and activities, Facebook also uses info from their Instagram profiles as well as other third-party apps and websites.
Use case example
You were scrolling on Facebook and saw a shared video with a bird on your Feed. Since your interest is peaked, you went on and checked out the page where the video originates from, and it turned out to be a bird-owners' featured content. So you liked the page, and then maybe even checked out their website - featuring all this info on how to take care of birds, how to feed them, etc.
A couple of hours or even days later, there’s an Instagram ad about the best bird food out there. See the connection?
And the thing is, Facebook will stock this info about you and use it whenever needed.
The good part is that all this relevant content is shown to you without Facebook allowing advertisers to learn who you actually are - for example, no individual data is given, such as your name, allowing users to retain their anonymity.
So, applying this principle to a recruitment marketing context, let’s say you are a marketer and your old job was Marketing Manager in a Tech Company. Other Tech Companies’ ads will appear to you, even if they are not actively looking for marketers. That’s just how it works.
Now, this may sound discouraging, but keep on reading, there’s definitely hope.
What to do to stop irrelevant ads from appearing to you?
These are the steps needed to check out the interests that Facebook has written you down for, and also the means of removing the interests that do not suit you.
Just click here, and we will walk you through it below:
As stated above, you could also remove some of the interests that Facebook has already linked to your account in order to better curate the ads that will be shown to you.
Note: Remember, if you manage one or similar pages on Facebook, some ads will still get through to you - those that Facebook believes are relevant, even when a specific interest is not listed or linked anywhere in your account.
The solution - What does this mean in your recruitment marketing strategy?
Turns out, no matter how much you want to fine tune your audience, there will still be times when you won’t be able to so.
So what would be the solution that will help your recruitment marketing strategy not go to waste?
Step 1. Invest considerable budgets in ads that would actively promote and increase awareness of your employer brand.
Think about it - your next hire is already hired, and we all know how important referrals are. So keep your targeting broad and use general messages, such as:
- Why is your company a dream workplace?
- How does it differentiate from your competitors?
- Why would it be worth leaving your comfort zone and choosing another job?
Step 2. After you’ve placed your brand out there as THE employer of choice - then you can start advertising open positions. Your target is already curated and ready to receive those ads.
Note: Frequency and Relevance Score are your best friends when it comes to key metrics. Frequency is not an actual number, according to Facebook it is just an estimate.
If your ad's performance begins to drop as your frequency number rises, this means that your target audience may be experiencing ad fatigue, and it is a clear sign that you need to change your ad creative and/ or targeting.
Also, the Relevance Score helps you decide if you’ve reached the right audience or not. Being ranked from 1 to 10, it is based on various factors, such as ad performance and positive/negative feedback.