Finding the best prospect for a position using social media takes a bit of research. While LinkedIn is the “go to” social media platform of choice for recruiters, Facebook could be a prospect’s personal platform of choice.
People use Facebook to share photos, personal updates, and family news. As people like, comment and share, Facebook tracks everything and tries to categorize them. Like a page, Facebook tags you. Share a certain type of post with some frequency, Facebook tags you.
With millions of pieces of data about people, no wonder it’s a powerful tool to prospect on. Find quality prospects through data analysis and Facebook ad features.
Start with the position you are trying to fill. Create a few prospect personas of people you think would be a good candidate. Try to craft as detailed as possible persona that would include hobbies, activities, places they’d likely shop, especially what possible current job titles they may have.
Your company probably has a Facebook Business Page. That alone will not find you a good prospect unless someone happens to share a post on your page. So how do you find people who would be a good candidate?
Overlaying your company’s website behavior with Facebook data, you can identify and find better qualified prospects.
By establishing a Facebook Ad Account, you have access to create a custom audience. Custom audiences let you reach customers you already know with ads on Facebook. You can upload a list of email addresses or phone numbers of at least 100 people and no more than 500, then deliver your ad to those people if they have a Facebook profile.
You can also build audiences from the people that visit your website. Facebook will supply you with code to install on your website. Once installed, anyone who visits your website will be added to your custom audience, again if they have a Facebook profile.
A trick to get custom audiences built quickly is to advertise and send traffic from Facebook to your website. For custom audiences built from your website traffic, you can have up to 10,000 different audiences to advertise to.
Advertising to people who have been to your website is a good retargeting strategy, but we are trying to find qualified prospects that probably have not been to your site. Let’s take a look at Lookalike Audiences. Using data profiling to pair existing customer behavior with users that have similar characteristics (look-a-likes), we can take the custom audience we built from traffic on your website and let Facebook “profile” them.
The maximum number of “lookalike” audiences is 500. That is quite a bit of profiling. As you can see by starting from the beginning doing some prospect personas, you can create a very large number of audiences to target and magnify your efforts.
Unfortunately, the custom audience and lookalike features do not provide businesses with the details of who is on the list. In order to attract them, you will need a great ad with a strong call to action. Enticing these prospects to “like”, leave a comment, and share a post then allows you to see who they are.
Once you have identified someone, Facebook offers the opportunity to send a personal message. Normally for messaging to be successful on Facebook, two people need to be friends already. You’ve probably experienced sending or receiving a message from someone you are not personally friends with and that message ended up in the “Other” folder. It’s the folder that rarely gets viewed.
Even if you are not connected with someone, just like on Linked In, you can pay to send a message. Linked In offers an “In-Mail” service for delivering messages to people you have no connection with. Facebook offers a similar feature. It costs a dollar to send a message and have it delivered in a profile’s regular inbox, where you have the best chance for communicating with them.
There is a limit to the number of messages a person can receive in their inbox from people they are not connected to, which means you may not always see this option. Review this: Facebook Community Standards
By starting a Facebook advertising program that builds a qualified audience, and with a bit of imagination and a piece of code, you can have a constant pool of candidates.
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