For the first time in 13 years, Hotel Valley Ho is fully staffed. Here is how we did it.
Why do companies struggle to fill entry-level positions? Is it a lack of workforce? Is there too much competition? Whatever the reason may be, the good news is it doesn’t matter. Finding candidates has never been easier, you just need to know where and how to look.
How We Used Facebook To Fully Staff Hotel Valley Ho
I know what you might be thinking, “I’ve already tried it and got nothing.” Well don’t give up, I’m about to show you exactly what we did to fill entry-level positions using Facebook. Click here to check out more success stories.
Understand Who You Are Trying To Reach
In marketing we call this a “buyer persona.” It’s a fictional, generalized representation of your ideal candidate.
At the most basic level, personas allow you to personalize or target your marketing for different segments of your audience.
For example, instead of showing your housekeeping job post to people within a 10-mile radius of your property, you can segment by buyer persona and show your job post to people in cities where your current housekeepers live. You can take it a step further by targeting by job title or industry to ensure they have experience. Think about the different traits that make up your ideal candidate.
The strongest buyer personas are based on market research as well as on insights you gather from your current employees (through surveys, interviews, etc.).
Exclude Candidates Who Are Not A Good Fit
Whereas a buyer persona is a representation of an ideal customer, a negative persona is a representation of who you don’t want as a candidate.
This could include, for example, professionals who are overqualified for a housekeeping position or people who don’t have relevant work experience. If you take the time to create negative personas, you’ll have the added advantage of being able to segment out the “bad apples”, which can help you achieve a lower cost-per-lead.
Set-Up Your Ad Campaign
DO NOT click the boost button to advertise your Facebook job post. Instead, you’ll want to go to your Facebook Ads Manager. Once there, you’ll have full control of your ad’s campaign, which is broken down into 3 steps.
This is where you will set your objective. 90% of the time you will select traffic to drive people to your job post on your website.
2. Ad Sets
This is where you will specify who you want your ad to target. Remember your buyer persona? Here is where it comes in handy. Play around with the different settings to ensure your job post reached the right audience.
This is where you will upload your ad creative. Make sure your ad dimensions are 1,200 pixels x 628 pixels to ensure it displays properly. I’ll also let you in a little secret, ads that show a person performing a relevant task always do better than a generalized ad. For example, if you are promoting a housekeeping ad consider showing a person cleaning a room as opposed to an image of your hotel or resort. So far, we have been able to get our cost per click to under 20 cents, so if it’s costing you more go back and change your targeting.
That’s all there is to it. Follow these 3 simple steps and you’ll soon be filling positions much faster than LinkedIn or Indeed could ever do.
Find out how many ideal candidates are available for your entry-level position within a 10 mile radius of your area. Click here to request a FREE report.