The Facebook advertising model is a beautiful thing for companies looking to target specific demographics on the cheap. A cost per click of $.40-$.50 (cents) will get you male/female, age range, education, and even specific keywords in a users profile. This is widely known.
What seems to be a little odd is the targeting by employer. 
Now I am all for good targeting, who isn’t? But imagine this scenario:
Yesterday, Wells Fargo announced layoffs and pension freezes.
Granted, this was in North Carolina but stay with me here. What if this was in Iowa? Well, if I am a growing Iowa bank and I need some people with experience from a large financial institution what am I go to do? Well, one might call a recruiter. One might dig for news on who exactly was let go and let Google do the talking. I could post the job online. What am I going to do? Turn to Facebook.
According to Facebook there are 320 people in Iowa that work at Wells Fargo with Facebook accounts. If they still list Wells Fargo on their profile, they are most likely still employed there. If you are one of those 320 people and you saw this:
Lose Your Pension?
Don’t let Wells Fargo
ruin the retirement you deserve!
Northwest Bank jobs, click here!
Would you click? You bet you would.
Now, if you are Northwest Bank and this is your ad, is it worth $.40 cents per click to reach this audience? If 10% of those people clicked on the ad, you’d pay $12.80. Stack that up against a job board posting or a recruiters fee of 30% of the first years’ salary fee. No brainer.
Is this happening? Not sure.
Will it happen. No question.
What happens when it does?
Think about what else you could do with this kind of targeting.
Author: Josh Fleming
