On November 19, FATj's Zach Schultz, was joined by Bayard Advertising Agency's Greg Parker and Alexandra Anema for a webinar on how to choose the right social media strategy to reach drivers. At the end of our webinars, we hold a Q&A section to accept questions from the audience. In this post, you will be able to read through the Q&A portion of the webinar, where we received some great questions from our audience. In case you want to watch the webinar in full, you can register to view it here.
If you have any additional questions for our hosts, reach out to us at email@example.com to get the answers you need.
Question 1: How often should we post on Facebook?
No more than once a day if you are running a career-specific page, that way you’re not splitting your audience multiple times a day. Remember, you probably don’t know how often those folks are logging on. One post a day will keep you consistent and solid.
It can be less than that though. If you don’t have anything good to post, don’t post anything.
Question 2: Does it matter if people like your page anymore?
To be honest, in the career space – not too much. People aren’t necessarily going to follow you as part of their job search. They are going to look at your page and visit it, and you should use that to drive traffic. Especially if you have great content. But the followership does not have the cache that it once did, especially in this space. It’s better to have consistent high impression counts than it is to have high follower counts.
I agree and given that paid strategies are the best way to go about and serve your content out there, you no longer need to rely on building that page anymore and getting those likes. It’s more about that paid strategy.
And with that being said, encourage your existing employees to be part of that community. Those are the people you want to share content with their networks because they will be your best advocates on social media.
Question 3: In terms of applications, what social media channels are the cheapest to get applications from?
With my experience in trucking, Facebook is the answer. It has always been the cheapest for us personally. Instagram is a close second. Twitter, LinkedIn, and other platforms like that have been a much more expensive lead to get.
The better job you do at isolating people in your key target demographic in whatever platform it is the better your success will be and the lower your cost per lead. Making sure whatever platform you choose, you dedicate yourself to really targeting as best you can and building out those custom and lookalike audiences because that will allow you to lower that cost per lead in the long run.
Question 4: What is the best way to get around Facebook rules on career ads?
It’s building those custom and lookalike audiences. Use what you have with your own data, use pixels, and use everything you have in your arsenal because, after that big change [in late 2019] in how we target job ads, all of the organic tools we have in the dashboard just insufficient at this point. So you have to look outside the box a little bit and you can’t just look at the dashboard.
If you missed the webinar, you can view it on-demand here. We loved hosting this event, and having friends in the transportation community join us for it, and we are looking forward to inviting you to our next one.