On December 7, 2021, an important change took place in job advertising on Meta social media platforms, such as Facebook and Instagram. An important step forward in the fight for an inclusive labor market. Here’s everything you need to know about meta special ads category.
What is Special Ads Category?
Social recruitment takes an important step forward. Previously, companies were able to decide exactly who was going to see a specific ad. It’s great if you sell shampoo or cars – not so great if you offer a job. Because of these unfair ad settings, Facebook therefore created restrictions, also called special ads category, for how to target job ads in social media. This is to prevent discrimination based on, for example, gender, age, zip code and education.
Why is this a good change?
Since you are no longer able to create target groups based on such parameters, people who fall outside the election, cannot be discriminated. If the goal is a truly inclusive labor market, which of course it is, then this change is a very important step in the right direction.
How does this affect me?
So what does this mean for you as an employer? Honestly, social media recruiting is still the best way to expose jobs to the right candidates. Now, you are working with much larger target groups which requires a bit more expertise and conversion technology to succeed. You will need to find new methods to reach relevant target groups for the service you advertise in social media. Interest-based targeting will be limited but still available and look-a-like audiences will no longer be an option. In other words, you have to attract candidates on different search values than you did before.
What do I do now?
Don’t worry – there are solutions and help to get. It is still possible to build target groups based on, for example, geographical areas and industry related interests. You can also take on expert help. At Jobtip, we have worked with recruitment marketing since 2014 and with more than 100,000 job ads in our portfolio, we are very skilled in finding you the right candidates. We have the technical solutions and knowledge to reach your desired target group in an inclusive way – without losing either quality or quantity.