At the time when social media users are growing in India, according to We are social report, overall reach via advertising on Facebook fell from 300 MN in 2019 to 260 MN in 2020. In the same period reach on Instagram grew from 75 MN to 80 MN in 2020. The percentage drop in reach on Facebook was more than the increase in reach on Instagram. At the time when the users are dropping off Facebook, returns on recruitment advertising are increasing. In 2019 and through 2020, we have experienced consistent reduction in cost per application and increase in the number of applications Facebook and Instagram have driven. For an e-commerce client of TMP, it went as low as Rs. 4 per application for some roles. So, what makes the platform work so well for recruitment?

There are multiple reasons. 1. Facebook is the one of the most conducive platforms for advertising. Its ad formats on both Facebook and Instagram are made for recruitment advertising, 2. Sharp targeting and 3. Users between 18 – 34 years form a large part of Facebook members and are also the most hired in India . The most important reason however could be that Facebook has put lot of effort in updating professional details of the users and Facebook for work though slow is making some progress in India. Diversity is another area where Facebook is extremely useful. With so many interest groups cutting across inclusion and diversity, Facebook offers wide options to target.

While Facebook is great place to advertise for junior and mid-level roles, recruitment marketers have to watch out for changing advertising polices on the platform and its shrinking size. In US, to protect users from discrimination, Facebook has included recruitment advertising in the special category which results in broader targeting. At some point Facebook will apply this policy across regions and when this happens the potency of the platform will have an impact. Till then it will continue to be a great platform for recruitment advertising.