Justin Herman replied to the topic Facebook Ad Campaigns – Driving Likes to “Discover a Career at NIH” in the forum Technology 7 years, 3 months ago
I’d recommend forgetting “likes” as your metric — they are near meaningless when it comes to focusing your social media strategy around recruitment. A better metric would be number of resumes received through Facebook, since recruiting is your goal. Also, think of it this way — due to the EdgeRank adjustment, people who “like” you page are still unlikely to receive your updates unless you pay again through promoted posts. As a result, if you base your metrics on “likes” in this case, you’re falling down a hole of continued payments and little to show for it.
If you’d like to discuss, shoot me an email at justin.herman (at) gsa.gov. Would be glad to chat!
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