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.

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 =-.

Thank you for your comment, you do great work and I appreciate you checking out my article.