Targeted 'hire me' ads miss the mark.
Two of my favorite blogs recently wrote about a crop of young job seekers that are trying to landing their dream jobs by taking out targeted ‘hire me’ Facebook ads. First MediaJobsDaily covered the story, and then Joe Grimm at the Ask A Recruiter blog at Poynter did a pretty thorough write-up earlier this week about the trend, and whether or not it is actually effective.
The more I read about these ads, the less I like them. Though I am currently employed, I spent a significant amount of time last semester refining my resume, scouring job boards and practicing my tough-interview-question answers. I know there are a lot of recent and soon-to-be graduates out there are getting increasinly desperate to find a job in their field — but this is not the way to make that happen.
Here are five reasons why ‘hire me’ Facebook ads need to die, now.
- They’re a fad — Sure, all the cool kids may be doing it now, but does anyone every really respect a bandwagon jumper? There’s a reason we all don’t still wear bra strap headbands or giant shoulder pads. When they first came out, those people that bought Facebook ads to find a job were thought of as creative, as pioneers. But after more and more people started plopping down $30 for an ad targeting their company of choice, it lost its originality. Buying a ‘hire me’ Facebook ad now doesn’t prove you’re a self-promotion guru, it just means you can read a blog and copy someone else’s idea.
- They can be creepy — The Poynter article covered this, but I felt that this point deserves to be reiterated. Targeted Facebook ads in general are creepy, and tend to read like scams (Oh wow, 22-year-old Hispanic females are needed to write about journalism? It’s my lucky day!). The concept of putting your picture on there also isn’t the best idea. It’s not like your winning smile or awkward haircut is going to demonstrate your job skills, and it may even make some employers uncomfortable because it draws attention to your appearance — there’s a reason recruiters advise applicants not include a picture with a job application.
- They can’t replace networking — ‘Hire me’ ads are kind of a more watered down version of job board ads, which — let’s face it — aren’t the most effective recruiting tool in the first place. It’s like the difference between advertising and public relations. Networking is about building genuine relationships within a company and demonstrating your value over time to sell yourself the right way. Direct advertising is a way of selling yourself, but more like the telemarketing mindset of selling. Not to mention, it can make you come off as a little desperate.
- They don’t demonstrate your skills — The majority of these ads read something like this: “Hi, my name is _____, and I have a _____ degree from _____. It’s my dream to work for your company. Can you help me?” That provides the viewer of the ad with very little information, and it’s almost 100% devoid of personality. Sure, those that click through will land on your LinkedIn or website, but the ad itself does nothing to demonstrate your abilities, skills or creativity. Instead, take the $30 to $50 you would spend on a targeted Facebook ad and put it towards obtaining software, taking a class, getting a camera or buying supplies to work on a project or learn a new skill. Wouldn’t you rather be noticed for that great video you produced that went viral as opposed to a three-sentence ad?
- They don’t work — Thomas Pardee, profiled in the Poynter article, has spent a little over $52 and received 130 clicks from Hearts and Condé Nast employees, but has yet to receive one single piece of feedback. Marian Schembari, featured in the post at MediaJobsDaily, spent $150 and failed to get a job at any of the companies she was targeting, although she did land a job doing book publicity. She ultimately left that job to go to culinary school. There hasn’t been word that any one of these ads has helped these job seekers gain anything more than a little bit of publicity on employment blogs.
I think it’s also important to note that even if someone at your targeted company did love your ad, that wouldn’t change the fact that many big media companies just aren’t hiring.
What do you think? Are ‘hire me’ Facebook ads a waste of money, or am I just mad because I didn’t think of it first?
Update: Check out the original case studies/project outline for the Facebook ads: http://www.onedayonejob.com/blog/use-facebook-ads-to-make-employers-hunt-you-down/
Wow, definitely a waste of money. I can’t see any employer really taking these seriously, or thinking of Facebook as the first place to go to look for a new hire. I know FB is trying to be more legit, but for some reason, I think it will always have the fun, college connotation attached. For me, at least. That’s what a facebook was in the first place, right? Maybe time for a name change to demonstrate a sense of professionalism and integrity?
Also: I totally still have a bra strap headband. But in my defense, I only use it to keep my side bangs out of my eyes when dancing to BBMak, alone, in my room.
Yes! I was hoping someone else would get the bra strap headband thing.
I think that there is the possibility that Facebook can be a useful tool for job searching when used for networking purposes or to post your work/projects. Although, LinkedIn has those same capabilities without the risk of a potential employer seeing those unflattering New Years Eve photos.
But I agree, I’ve always associated Facebook with a more social/friends connotation, rather than a professional one.
Interesting to see this kind of feedback. Linkedin has millions of people’s with photos. In some European countries, attaching a photo was a standard practice before the web came along…ahhh the French, but I digress.
We at WhyHire.me advocate demonstrating one’s value be embracing industry issues and linking them back to what you have learned, tried, failed at, learned from. I do have to admit, see a candidate pop up in a Facebook page is akin to getting a phone solicitor call during dinner. No, I am not looking for a last minute cruise to Barbados, but thanks for the call. Was I looking? Nope.
Using the web for marketing is an art – an online profile (your own domain/Wordpress site, Linkedin page or whyhire.me page) is the destination you want employer prospects to click to. Getting them there requires some thinking, focus, creativity and patience. If you take a step back, this is how web marketing is supposed to be all about. Unless you have the face of Brad or Angelina, then I would not suggest you lead with your face. Use what is between your ears to creatively get to someone what could take an interest in your abilities.
That’s a good point — I do have my photo up on LinkedIn. However, I think the distinction is that LinkedIn is geared more towards networking and relationship-building, in which case it would be appropriate to know what the person looks like. The relationships you develop on LinkedIn may not ever lead to a new job (although that is the goal), whereas with a ‘hire me’ Facebook ad, that is the only goal.
Yes, an add. It,s like see those Remax real estate broker cards on the bulletin board at the grocery store. Hire Me, I am hot, so I can sell houses:) As opposed to, see my track record online….see my 10 steps to selling/staging a home….see my web site I used to profile winning homes for sale. Engaging content that has meaning is what sells…photos are cool…as long as they are in the right place and in context, IMHO.
LOL. This is kind of hilarious – mostly because it’s true
I tried it mostly because I WAS a little desperate. Obviously it’s a little rough out there… Additionally, regardless of your attractive level, putting a face to a name and resume makes you more of a “person”.
I do think they can be effective however, the ads in no way can replace traditional networking and having a kick ass resume. It just helps get your name out there, which can often be the hardest part. Applying through job boards is a supreme waste of time and ultimately, while I did leave the job I DID get through the ads, there were a variety of reasons. One of which was that the ads resulted in so much freelance work I am able to work full time.
To be honest, if you’re looking for a traditional job through a traditional company, the ads may be a waste of time and money. That’s the first mistake. But if people think your “innovative” (a word that makes HR managers cry like 12-year-old girls) it doesn’t really matter if the ads reek of desperation. (And, in all honesty, are a little lame.) I know so many more people because of these ads and am now able to keep those connections, get freelance work, do said work FROM HOME, make more money, not have a boss AND go to culinary school. So total lameness aside, I would call the ads a complete success.
Phew! Sorry for the book! Great article though
Thanks for the comment! Maybe I’m just super lucky because I actually got a few job offers from applying through job boards, but I know from personal experience that they don’t work for everyone. My boyfriend, for example, has been unemployed for six months and has met a lot of dead ends through job boards.
I think what differentiates your situation from those that will follow is that when you bought a Facebook ad it WAS “innovative.” It got people talking and was interesting, which is probably why (combined with your experience/qualifications) you were able to get freelance work etc. But now that more and more people are doing this, it’s lost its creativity factor, which was pretty much the only thing the ads had going for them.
I think the important thing is that people find what works for THEM, and use their own creativity to seek out networking opportunities instead of copying what other people are doing and following a fad. I’m a firm believer that if you’re doing cool, creative things (and you’re doing it because you love it), then people will take notice. Which is why, although you’ve had some success with the ads, they most likely won’t (and haven’t) worked for other people.
I’m glad you have been able to get some freelance work — it’s rough out there. Thanks again for checking out my article.
You’re just made because you didn’t think of it first.
You’re probably right. But it’s pretty rare that someone truly thinks of something first on a bigger scale like this, so I won’t be too hard on myself.
Thank you for your comment, you do great work and I appreciate you checking out my article.
Hi D. Cedelia,
I’m the guy who thought of this first, so I guess that I bear responsibility for unleashing it on the world. I’m surprised that you didn’t come across the original case study when you writing this article (you can find it here: http://www.onedayonejob.com/blog/use-facebook-ads-to-make-employers-hunt-you-down/).
I appreciate the fact that you don’t really like the idea behind this strategy, but you don’t make a very good case for your argument.
Here’s my take on each of your points.
1. Are they a fad?
Maybe. The idea has been around for a year and a half, and it seems to be gaining, not losing, momentum. It has a record of being effective at generating leads, and until it stops working, people won’t stop doing. I’m not sure if the tactic will become more or less effective as more people try it. Employers will probably get used to it and those who were skeptical may be more interested as they see more of these ads, but the idea also won’t seem so creative. I think it’ll probably be less effective a few years from now, but I wouldn’t call it a fad.
2. Is it creepy?
Yes. Facebook is a free service. It is paid for by targeted advertising. If that creeps you out, then stop using Facebook (and Google too). Isn’t it creepier that Facebook ads target you with dating and weight loss ads? Isn’t it creepier that Google knows more about you than your closest friends? If you want to enjoy Web 2.0 technologies, then you need to get over it. There’s only one way to determine whether pictures work or not. TEST TEST TEST! Run two ads, one with a picture and one without. My take is that the picture will get more clicks.
3. Can they replace networking?
Of course not. Can they help it. Absolutely. Nearly everybody that I’ve spoken to who has tried using Facebook ads for job search has made new connections because of it. Networking is really hard for new grads. This is a fantastic way for them to meet new people who can help them with the job search. The results back this up.
4. Do they demonstrate your skills?
YES! YES! YES! and YES! Are you kidding me? Running an advertising campaign on Facebook doesn’t demonstrate skills? This is the definition of demonstrating skills. This is an actual thing that people do in entry level jobs. Your point makes no sense. The goal of the ad is to get clicked by the right people. That’s it. Whatever the ad links to should help demonstrate more skills, but the ad campaign itself is proof that the person is at least someone technologically competent.
5. Do they work?
If you read my case study, you’d know that they do. There’s hard data there about the number of responses to the ads. Now, the ads won’t land you a job, but they will get you looked at. that’s all that you can ask for these days. Landing the job is an entirely different beast, and that’s not the point of the ads. It’s to get your foot in the door. It has done that time after time.
I realize that their are flaws in the idea and that it isn’t perfect, but it gives students an edge for a very small investment. The reason that Facebook is the place for this is because of the way their ad platform works. I’ll be the first to admit that LinkedIn is a much better place for this, but unfortunately they don’t offer the flexibility, affordability, and targetability that Facebook does.
Maybe you should sit down with your boyfriend and help him try it. See for yourself how effective it is. And test test test! I wish that more of the students who tried this were aware of the power of A/B testing.
.-= Willy´s last blog ..Aircell =-.
Thanks for the very thorough comment and thanks for visiting my blog. I did see your case studies through Poynter’s post, but there were so many blog posts covering this topic that I guess the link got lost in the shuffle. I’ve updated the original post to add your link.
I think it’s a good point that the ads aren’t meant to land you a job, but rather just get you looked at, and that’s a perspective I hadn’t considered much before. The point that I wanted to get across was not that I hate those that use the ads or even the ads themselves — which I don’t — but that I would rather be noticed or recognized for some work that I had achieved, and not just ‘looked at’ because I threw down a couple of bucks.
Maybe it’s because I’ve just been really lucky, but I’m a big believer that if you work really hard to do some cool things and get to know other people who are doing even cooler things — and not just because you want to get a job, but because it’s your passion/field and why wouldn’t you? — then you won’t have to go extremely out of your way to get people to notice you.
I think it’s important to mention that I’m coming at these ads while wearing media industry goggles — I realize someone who was an HR or biology major may have a harder time “doing cool things” without the framework of an actual job or internship, but that’s not what I was referring to in this post. If you want a job in media, there are much, much better ways to show that you’re technologically competent.
And yes, Facebook and Google are creepy. We all think they’re creepy. Just because I use (and love) them doesn’t mean that I think they should get rid of targeted advertisements. It just means I think they’re creepy.
Like I said, maybe I just don’t have the right perspective — I had a job right out of school, and had already been freelancing for several months before that, so I didn’t have to go through that panicky, desperate feeling that I’m sure is extremely difficult for the many that are experiencing it. And, I can’t say that I’ve come up with a better solution. I just think there are more quality ways to go about getting yourself noticed.
Thanks again for your comment.
[...] because I’m absurdly cool. Some of that press wasn’t so positive, and since another pretty negative blog post cropped up recently I want to address some of the factors other bloggers have [...]
[...] because I’m absurdly cool. Some of that press wasn’t so positive, and since another pretty negative blog post cropped up recently I want to address some of the factors other bloggers have [...]
Pretty funny that Marian’s mom (Christine Negroni) finds it necessary to follow Marian around on the internet and defend her.
KT – My mom is the bestest of the best (and maybe needs a life, but I love her buckets)! Just jealous your mommy doesn’t kick internet ass?
The ad thing is actually a bad idea. There are certainly other ways to present yourself to prospective employers. First get in touch and know about the right people in that company, build up networks, write convincing resumes and project yourself as somebody good enough to take on any role if there is job opening. These will let people see your skills not a bunch of ads spending and I bet that won’t work at all.
[...] because I’m absurdly cool. Some of that press wasn’t so positive, and since another pretty negative blog post cropped up recently I want to address some of the factors other bloggers have [...]