Job advertising on social media means paid campaigns on platforms such as Facebook, Instagram and Snapchat, where the job ad is shown to a defined audience. With behavior-based targeting it is shown first of all to candidates who have engaged with similar job ads over the past 90 days.
Social media is now one of the most important channels for job marketing in Norway. Platforms such as Facebook and Instagram make it possible to reach candidates who are not applying for anything right now, but who are a good match for your role, based on how they have behaved before.
Data-driven targeting is considerably more relevant than demographic targeting on its own.
Which platforms work best?
Meta (Facebook and Instagram): One of the most used platforms for job advertising in Norway, across most types of roles. It gives broad reach, supports behavior-based targeting, and spreads the ads automatically across Facebook, Instagram and Messenger to find the mix that performs best. Meta can also find digital twins: people who resemble those who have shown interest.
LinkedIn: Most effective for professional, academic and senior roles. Candidates are in job mode on LinkedIn and more inclined to apply, but the cost per click is higher than on Meta.
Snapchat: An effective way to reach candidates under 30, particularly in hospitality, retail and other sectors with a young workforce.
How behavior-based targeting works
Traditional targeting on social media uses demographic criteria such as age, location and interests. Behavior-based targeting takes a different route: it identifies the candidates who have recently shown interest in similar job ads through their own behavior.
Frantz collects data points from candidates who visit, read and react to job ads. Each data point is tagged by role type, geography and industry. When you publish a role, the platform builds an audience of the candidates who have triggered similar data points over the past 90 days.
The result is an audience chosen from what candidates have actually done, rather than an arbitrary demographic group.
Automated campaign vs. manual setup
You can set job ads up by hand in Meta Business Manager or LinkedIn Campaign Manager. Doing so takes working knowledge of budget optimization, audience building and ad formats for each individual ad system. Remember too that ad costs rise during the holiday season.
Frantz Autopublish is a self-service product that does this automatically: you write the job ad, click publish, and a 14-day campaign starts immediately on Facebook, Instagram and Messenger, targeted at candidates with documented interest.
Read more
Read more about job marketing in general, what to do about too few applicants, or how to reach passive candidates who are not actively looking.
Frequently asked questions
With job advertising on social media you pay to show the job ad to a defined audience on platforms such as Facebook, Instagram and Snapchat. Frantz picks the audience based on who has shown interest in similar roles over the past 90 days.
Facebook and Instagram (Meta) are among the most used platforms for job advertising in Norway, across most types of roles. LinkedIn is effective for professional and academic roles, while Snapchat is useful for reaching candidates under 30.
The targeting is built on behavioral data from candidates who have actively shown interest in similar job ads over the past 90 days, combined with demographic and geographic criteria. That makes it far more relevant than broad demographic targeting on its own.