A co-worker shared an eye-popping statistic with me at the beginning of June while doing research for a webinar:
“The averaged LinkedIn user spends 17 minutes on the site per month. 75 percent of Facebook users spend 20 minutes on the site every day.”
That is an enormous difference and speaks to the draw of Facebook, the world’s most popular social media application. We will do the math later (if you haven’t done it already) to show how big of an impact but that is a shocking stat staffing agencies need to pay attention to.
But My Audience Isn’t on Facebook!
Our CEO David Searns hears this claim all of the time from staffing executives nationwide, and he is a perfect example of why it isn’t true. Common belief is that targeting chief executive officers, presidents or other C-Suite executives leads to using LinkedIn as the primary source of advertising.
Yes, LinkedIn can be very effective in the right industry with the right strategy. It also can be extremely expensive.(We recently built a campaign around our Idea Club list and saw an estimated cost of $18 per click. $18!
But as our CEO has mentioned in our team meetings, he is finding himself clicking more often on content that appears on Facebook. Why? Because it speaks to what he wants to read. On top of that, getting in front of decision makers is much cheaper than LinkedIn. Estimates will vary, but you could see clicks as low as $0.25 per click (a more general audience) and very often be in the $1-$3 range. (It could sneak up to the $5-$10 range but that’s with a very targeted audience and is still going to be cheaper than a targeted audience on LinkedIn.)
You Can Do Pretty Much the Same Thing
Facebook now allows businesses to post and advertise jobs on their company page. They also get collected into the Facebook jobs page for all users to find. We’ve seen Facebook jobs be really effective, especially when putting advertising money ($25-$50 is all you need) behind a job posting.
Want to collect leads? Facebook’s Lead Generation ad type allows you to collect the name, phone number and email address of a targeted user who clicks on your ad. You can get all of the information you need from a lead and they only need to spend 30 seconds to provide that information.
Want to drive people to your website? Share a really good piece of blog content and target your users.
Want to target recent website visitors? Place a pixel on your website and generate an audience of job candidate who went to your Job Board. Show them advertisements about switching jobs.
Want to target your candidate database? Upload the CSV spreadsheet of email addresses or phone numbers right into Facebook and show them ads to re-activate your audience.
Facebook Lets You Push Video While LinkedIn Does Not
As of right now, LinkedIn doesn’t allow video advertisements, which is a huge benefit to Facebook advertising. There are a number of ways to leverage this for your company:
- Create a library of testimonials from your employees talking about your staffing agency being awesome
- Create quick-hitting videos (15-30 seconds) that advertise job openings
- Turn a blog post into a quick video
- Test long-form video and have a hiring manager dig deeper into resume tips or interview prep.
All of those options can be posted and be shown as advertisements. With more people on mobile devices and Facebook pushing video in its users’ timelines and newsfeeds, finding a way to leverage video content for your staffing agency is a no-brainer.
Consider Facebook Ads for Your Staffing Agency
You could be placing light industrial candidates. You could be placing nurses. You could be an executive recruiter who is headhunting for a top executive. There is a cost-effective strategy that will produce the results you want.
The next time you think about advertising on LinkedIn vs. Facebook, go back to that stat I got in a text from my buddy Brad:
- The average LinkedIn user spends 17 minutes per month on the site.
- The average Facebook user spends 20 minutes PER DAY on the site.
I’ll help with the math: 17 minutes on LinkedIn compared to 600 minutes on Facebook.
Yes, LinkedIn is a more professional social network (and still could be the right answer for your goals) but Facebook will bring the results with the right strategy and expectations.