I can’t tell you that there is a miracle channel that will immediately deliver all of the driver applications you could have ever dreamed of with a low cost-per-hire. However, Facebook offers unique opportunities to attract the right drivers for your fleet.
Let’s take a look at the different paid advertising on Facebook that can help you get the hires you need.
Paid Advertising on Facebook
Creating the Ad
First of all, you need to establish exactly what kind of action you want drivers to take. Obviously you want them to apply, but you have to know what kind of application you are better at hiring from.
For instance, if your recruiters are better at hiring drivers from inbound phone calls you should redirect drivers to a mobile responsive landing page and instruct them to call you. If you excel at hiring from short form applications, then redirect to a landing page with a short form application.
From your Facebook ad you will need to redirect drivers to a landing page, directing them to apply either by phone call or by short- or long-form application. Understanding what action you want drivers to take will help determine what kind of landing page you need to direct drivers to.
When creating your Facebook ad, you can select an ad objective, which will determine what kind of ad you are creating. For your recruiting, there are two relevant ad objectives: “Clicks to Website” and “Website Conversions.” (These options are in your Facebook Ad Manager.)
Both allow you to redirect drivers to your landing page, but by selecting website conversions you can add a pixel to the site that will allow you to track conversions.
At this point you also need to design your ad and choose placement in your audience’s NewsFeed or along the right column.
Target Your Audience
Facebook ads allow you to target drivers based on a number of criteria. Lets start off by looking at one of the more advanced targeting options Facebook offers.
With Facebook Exchange you have the opportunity to upload tagged audiences into your paid advertising campaigns. When drivers come to your website you can tag their browsers with a cookie. Those drivers with tagged browsers can then be specifically targeted by your ads.
By partnering with businesses who have large databases of tagged driver audiences, like Randall-Reilly, you can improve your ad reach and delivery. With these tagged audiences you can target drivers on Facebook who are actively looking for new positions.
You even have the ability to target by additional parameters to get the right applications for your fleet.
Other Facebook targeting options include:
- Custom Audiences
- Lookalike Audiences
Bidding and Budgeting
Depending on your fleet and recruiting, you need to decide how much you want to bid on your ads and your budget for the campaign.
- A bid is how much you are willing to pay for 1 click (PPC) or 1000 impressions (PPM) of your ad.
- Your budget is how much money you are willing to spend on that ad over a period of time.
When creating your ad, you need to set both a bid type and a budget. According to what you find most effective, you will need to set a bid on clicks or impressions. Once your ad is running, you’ll only ever pay for the clicks or impressions you receive. Your budget will be evenly spaced over the period of time your ad is designated to run.
Each fleet has to find the most effective way to improve performance on their ads by experimenting with bidding on clicks and impressions and with budgeting.
Ok, so maybe Facebook won’t immediately give you every driver application you need, nor will it provide you with guaranteed hires. However, don’t think the platform is useless. Facebook has a large, engaged driver audience that can help supplement your other advertising.