{"id":7172,"date":"2021-06-29T08:52:21","date_gmt":"2021-06-29T06:52:21","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=7172"},"modified":"2022-03-02T09:18:42","modified_gmt":"2022-03-02T08:18:42","slug":"jak-vyuzit-facebook-pro-naborove-kampane","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/jak-vyuzit-facebook-pro-naborove-kampane\/","title":{"rendered":"Jak vyu\u017e\u00edt Facebook pro n\u00e1borov\u00e9 kampan\u011b"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n<p>Hled\u00e1n\u00ed nov\u00fdch zam\u011bstnanc\u016f p\u0159es Facebook m\u00e1 \u0159adu v\u00fdhod. Uk\u00e1\u017eu v\u00e1m, jak\u00e9 mo\u017enosti tahle soci\u00e1ln\u00ed s\u00ed\u0165 v&nbsp;n\u00e1borov\u00fdch kampan\u00edch nab\u00edz\u00ed.<!--more--><\/p>\n<p><em>Na Facebooku za\u010daly v&nbsp;\u00fanoru 2022 platit nov\u00e1 pravidla pro n\u00e1borov\u00e9 kampan\u011b. \u010cl\u00e1nek jsem aktualizoval a&nbsp;p\u0159idal \u010d\u00e1st o&nbsp;speci\u00e1ln\u00ed kategorii reklam.<\/em><\/p>\n<p>Facebook je ide\u00e1ln\u00ed kan\u00e1l pro <a class=\"editor-rtfLink\" href=\"https:\/\/igloonet.cz\/hr-marketing\" rel=\"noopener\">n\u00e1borov\u00e9 kampan\u011b<\/a>. Spousta personalist\u016f bohu\u017eel kon\u010d\u00ed u&nbsp;toho, \u017ee&nbsp;zve\u0159ejn\u00ed pracovn\u00ed inzer\u00e1t na&nbsp;firemn\u00ed FB str\u00e1nce \/ v&nbsp;m\u00edstn\u00ed pracovn\u00ed skupin\u011b, co\u017e je \u0161koda. Tahle soci\u00e1ln\u00ed s\u00ed\u0165 toho um\u00ed mnohem v\u00edc.<\/p>\n<p>V igloonetu m\u00e1me s&nbsp;HR marketingem n\u011bkolikalet\u00e9 zku\u0161enosti, a\u0165 u\u017e jde o&nbsp;<a class=\"editor-rtfLink\" href=\"https:\/\/igloonet.cz\/marketing\/reference\/fsivut\" rel=\"noopener\">hled\u00e1n\u00ed nov\u00fdch student\u016f pro brn\u011bnsk\u00e9 vysok\u00e9 \u0161koly<\/a>, <a class=\"editor-rtfLink\" href=\"https:\/\/igloonet.cz\/marketing\/reference\/ife\" rel=\"noopener\">obsazov\u00e1n\u00ed pracovn\u00edch pozic ve&nbsp;v\u00fdrob\u011b pro IFE<\/a> nebo rozs\u00e1hl\u00e9 v\u00fdzkumy a&nbsp;anal\u00fdzy pro Borgers. V&nbsp;\u010dl\u00e1nku se pod\u011bl\u00edm o&nbsp;n\u011bkter\u00e9 u\u017eite\u010dn\u00e9 tipy a&nbsp;uk\u00e1\u017eu v\u00e1m mo\u017enosti bezplatn\u00e9 inzerce i&nbsp;vhodn\u00e9 form\u00e1ty placen\u00e9 reklamy.<\/p>\n<p>Pro\u010d vlastn\u011b vyu\u017e\u00edvat k&nbsp;n\u00e1boru soci\u00e1ln\u00ed s\u00edt\u011b? Oproti b\u011b\u017en\u00fdm port\u00e1l\u016fm typu jobs.cz p\u0159in\u00e1\u0161\u00ed celou \u0159adu&nbsp;v\u00fdhod:<\/p>\n<h4>1) Oslov\u00edte nejen aktivn\u00ed hleda\u010de<\/h4>\n<p>U n\u011bkter\u00fdch pozic (nap\u0159. v&nbsp;IT) je opravdu t\u011b\u017ek\u00e9 naj\u00edt nezam\u011bstnan\u00e9ho kandid\u00e1ta, kter\u00fd proj\u00ed\u017ed\u00ed pracovn\u00ed inzer\u00e1ty. Na&nbsp;soci\u00e1ln\u00edch s\u00edt\u00edch <strong>se dostanete k&nbsp;c\u00edlov\u00e9 skupin\u011b, na&nbsp;jakou norm\u00e1ln\u011b nedos\u00e1hnete<\/strong>: k&nbsp;lidem, kte\u0159\u00ed nejsou v&nbsp;pr\u00e1ci \u00fapln\u011b spokojen\u00ed, zva\u017euj\u00ed odchod, ale zat\u00edm pr\u00e1ci aktivn\u011b nehledaj\u00ed. Dobr\u00fd inzer\u00e1t m\u016f\u017ee b\u00fdt p\u0159esn\u011b ten podn\u011bt, co pot\u0159ebuj\u00ed.<\/p>\n<h4>2) C\u00edlen\u00ed<\/h4>\n<p>\u0158\u00edk\u00e1 se, \u017ee&nbsp;Facebook v\u00e1s zn\u00e1 l\u00e9pe ne\u017e nejlep\u0161\u00ed kamar\u00e1d. Zn\u00ed to trochu d\u011bsiv\u011b, ale m\u00e1 to i&nbsp;pozitivn\u00ed str\u00e1nku \u2013 jeho data m\u016f\u017eete vyu\u017e\u00edt v&nbsp;placen\u00e9 reklam\u011b. D\u00edky pokro\u010dil\u00fdm algoritm\u016fm zac\u00edl\u00edte p\u0159esn\u011b na&nbsp;kandid\u00e1ty, kter\u00e9 chcete oslovit. Krom\u011b <strong>demografick\u00fdch \u00fadaj\u016f<\/strong> (v\u011bk, vzd\u011bl\u00e1n\u00ed) m\u016f\u017eete vyu\u017e\u00edt i&nbsp;<strong>profesn\u00ed<\/strong> (v\u00fdroba, marketing, IT) nebo <strong>obecn\u00e9 z\u00e1jmy<\/strong> (ve&nbsp;stroj\u00edrenstv\u00ed nap\u0159\u00edklad najdete spoustu fotbalov\u00fdch fanou\u0161k\u016f).<\/p>\n<h4>3) Zp\u011btn\u00e1 vazba<\/h4>\n<p>V prost\u0159ed\u00ed soci\u00e1ln\u00edch s\u00edt\u00ed dostanete na&nbsp;sv\u016fj inzer\u00e1t\/n\u00e1borov\u00fd p\u0159\u00edsp\u011bvek <strong>okam\u017eitou zp\u011btnou vazbu<\/strong>. Jasn\u011b, v\u017edycky se najdou n\u011bjac\u00ed rejpalov\u00e9, ale zkuste se na&nbsp;koment\u00e1\u0159e d\u00edvat konstruktivn\u011b (a&nbsp;i&nbsp;na&nbsp;to, kdo je p\u00ed\u0161e). Men\u0161\u00ed firma t\u0159eba hned zjist\u00ed, \u017ee&nbsp;p\u0159i tvorb\u011b pracovn\u00ed pozice nastavila nere\u00e1ln\u00e1 o\u010dek\u00e1v\u00e1n\u00ed, kdy\u017e hled\u00e1 v\u00fdkonnostn\u00edho marke\u0165\u00e1ka, kter\u00fd je z\u00e1rove\u0148 grafik, a&nbsp;do&nbsp;toho zvl\u00e1d\u00e1 i&nbsp;programovat. Zp\u011btn\u00e1 vazba je ob\u010das zbyte\u010dn\u011b tvrd\u00e1, ale zase neztrat\u00edte 2&nbsp;t\u00fddny dum\u00e1n\u00edm, pro\u010d na&nbsp;inzer\u00e1t nikdo neodepisuje.<\/p>\n<h4>4) N\u00edzk\u00e1&nbsp;cena<\/h4>\n<p>N\u00e1borov\u00e9 kampan\u011b na&nbsp;Facebooku jsou v&nbsp;porovn\u00e1n\u00ed s&nbsp;LinkedInem nebo person\u00e1ln\u00edmi agenturami velmi levn\u00e9. S&nbsp;rozpo\u010dtem 100&nbsp;K\u010d oslov\u00edte a\u017e tis\u00edcovku u\u017eivatel\u016f.<\/p>\n<h2>HR Marketing na&nbsp;Facebooku<\/h2>\n<p>Jak tedy postupovat p\u0159i hled\u00e1n\u00ed nov\u00fdch zam\u011bstnanc\u016f? V&nbsp;prvn\u00ed f\u00e1zi vyu\u017eijte n\u00e1stroje, kter\u00e9 Facebook nab\u00edz\u00ed zdarma:<\/p>\n<ul>\n<li>zve\u0159ejn\u011bte inzer\u00e1t v&nbsp;pracovn\u00ed skupin\u011b,<\/li>\n<li>zve\u0159ejn\u011bte inzer\u00e1t na&nbsp;sv\u00e9 facebookov\u00e9 str\u00e1nce.<\/li>\n<\/ul>\n<p><strong>Pracovn\u00ed skupiny<\/strong> pravd\u011bpodobn\u011b u\u017e k&nbsp;n\u00e1boru pou\u017e\u00edv\u00e1te. Jsou bu\u010f <strong>region\u00e1ln\u00ed<\/strong> (nap\u0159.&nbsp;<a class=\"editor-rtfLink\" href=\"https:\/\/www.facebook.com\/groups\/414109848677262\" rel=\"noopener\">Pr\u00e1ce, brig\u00e1dy - BRNO<\/a>), kter\u00e9 jsou vhodn\u00e9 pro brig\u00e1dy a&nbsp;m\u00e9n\u011b kvalifikovan\u00e9 pr\u00e1ce (seniorn\u00edho aj\u0165\u00e1ka tu nejsp\u00ed\u0161 nenajdete) nebo <strong>oborov\u00e9<\/strong> (nap\u0159.&nbsp;<a class=\"editor-rtfLink\" href=\"https:\/\/www.facebook.com\/groups\/579203335507037\" rel=\"noopener\">Pr\u00e1ce v&nbsp;marketingu<\/a>), kter\u00e9 funguj\u00ed hlavn\u011b pro velk\u00e1&nbsp;m\u011bsta.<\/p>\n<div id=\"attachment_7197\" style=\"width: 554px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/marketingove-skupiny-1.png\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/marketingove-skupiny-1-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/marketingove-skupiny-1-300x217.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/marketingove-skupiny-1.png 591w\" sizes=\"(min-width: 300px) 591px, (min-width: 150px) 300px, 150px\" aria-describedby=\"caption-attachment-7197\" class=\" wp-image-7197\" alt width=\"544\" height=\"394\"><\/a><p id=\"caption-attachment-7197\" class=\"wp-caption-text\">P\u0159\u00edklady marketingov\u00fdch skupin pro hled\u00e1n\u00ed pr\u00e1ce.<\/p><\/div>\n<p>Facebookov\u00e1 str\u00e1nka je v&nbsp;tomhle m\u00edrn\u011b o\u0161emetn\u00e1. Jeden n\u00e1borov\u00fd p\u0159\u00edsp\u011bvek za p\u016fl roku je zcela v&nbsp;po\u0159\u00e1dku, ale pokud je budete publikovat co t\u00fdden, zbyte\u010dn\u011b na\u0161tvete sv\u00e9 fanou\u0161ky nezaj\u00edmav\u00fdm obsahem. Velk\u00e9 firmy to proto n\u011bkdy \u0159e\u0161\u00ed separ\u00e1tn\u00ed str\u00e1nkou \u010dist\u011b pro HR (nap\u0159. <a class=\"editor-rtfLink\" href=\"https:\/\/www.facebook.com\/SkodaAutoKariera\" rel=\"noopener\">\u0160KODA AUTO Kari\u00e9ra<\/a>).<\/p>\n<p>\u0160ikovn\u00fdm \u0159e\u0161en\u00edm je <strong>omezit to, kdo zve\u0159ejn\u011bn\u00fd p\u0159\u00edsp\u011bvek uvid\u00ed<\/strong>. P\u0159i jeho tvorb\u011b v&nbsp;Creator Studiu je \u00fapln\u011b dole tla\u010d\u00edtko \u201eVe\u0159ejn\u00fd.\u201d Kdy\u017e ho p\u0159epnete na&nbsp;\u201eOmezen\u00fd okruh u\u017eivatel\u016f\u201d, uprav\u00edte viditelnost na&nbsp;z\u00e1klad\u011b v\u011bku a&nbsp;geografie. Lidi z&nbsp;Ostravy tak nebudete zbyte\u010dn\u011b otravovat pracovn\u00edm m\u00edstem v&nbsp;Karlov\u00fdch Varech.<\/p>\n<p><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/omezeny-prispevek.png\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/omezeny-prispevek-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/omezeny-prispevek-211x300.png 211w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/omezeny-prispevek.png 339w\" sizes=\"(min-width: 211px) 339px, (min-width: 150px) 211px, 150px\" class=\"size-full wp-image-7178 aligncenter\" alt width=\"339\" height=\"482\"><\/a><\/p>\n<p>D\u0159\u00edve \u0161lo v&nbsp;prost\u0159ed\u00ed str\u00e1nky p\u0159\u00edmo tvo\u0159it i&nbsp;pracovn\u00ed inzer\u00e1ty (Pracovn\u00ed nab\u00eddky, v&nbsp;angli\u010dtin\u011b Job Posts). Tuhle funkci v\u0161ak Facebook v&nbsp;\u00fanoru 2022 zru\u0161il.<\/p>\n<p>Bohu\u017eel, v\u00fd\u0161e popsan\u00fdmi n\u00e1stroji si v\u011bt\u0161inou nevysta\u010d\u00edte. I&nbsp;kdy\u017e m\u00e1te str\u00e1nku s&nbsp;10 tis\u00edci fanou\u0161ky, nemilosrdn\u00fd algoritmus uk\u00e1\u017ee inzer\u00e1t t\u0159eba jen 200 z&nbsp;nich. V&nbsp;zahlcen\u00fdch pracovn\u00edch skupin\u00e1ch pak velmi rychle zapadne. Na\u0161t\u011bst\u00ed je tu placen\u00e1 reklama. V\u011bt\u0161ina inzerent\u016f ji vyu\u017e\u00edv\u00e1 pro prodej zbo\u017e\u00ed z&nbsp;e-shop\u016f, ale stejn\u011b dob\u0159e funguje i&nbsp;pro n\u00e1bor nebo employer branding.<\/p>\n<h2>Po\u0159\u00e1dn\u00e1 p\u0159\u00edprava je z\u00e1klad<\/h2>\n<p>N\u00e1borov\u00e1 kampa\u0148 se samoz\u0159ejm\u011b li\u0161\u00ed podle velikosti firmy a&nbsp;po\u010dtu pozic. Pokud hled\u00e1te jednoho zam\u011bstnance ro\u010dn\u011b, v\u011bt\u0161inou si vysta\u010d\u00edte s&nbsp;proklikov\u00fdm bannerem (viz n\u00ed\u017ee). U&nbsp;velk\u00fdch firem (nap\u0159. ve&nbsp;v\u00fdrob\u011b), kter\u00e9 hledaj\u00ed des\u00edtky-stovky pracovn\u00edk\u016f, to v\u0161ak bez promy\u0161len\u00e9 strategie nep\u016fjde.<\/p>\n<p>V prvn\u00ed f\u00e1zi si ujasn\u011bte, s&nbsp;k\u00fdm vlastn\u011b v&nbsp;n\u00e1borov\u00e9 kampani komunikujete. Mluv\u00edte jazykem c\u00edlov\u00e9 skupiny? Pou\u017e\u00edv\u00e1te argumenty, na&nbsp;kter\u00e9 sly\u0161\u00ed? Sv\u011bty kancel\u00e1\u0159sk\u00fdch marke\u0165\u00e1k\u016f a&nbsp;pr\u016fmyslov\u00fdch d\u011bln\u00edk\u016f jsou diametr\u00e1ln\u011b odli\u0161n\u00e9, <strong>doporu\u010dujeme proto za\u010d\u00edt p\u0159edv\u00fdzkumem<\/strong> a&nbsp;zjistit, jak v\u016fbec c\u00edlov\u00e1 skupina firmu vn\u00edm\u00e1 (pokud jste velk\u00fd region\u00e1ln\u00ed hr\u00e1\u010d) a&nbsp;jak\u00e9 probl\u00e9my v&nbsp;souvislosti s&nbsp;prac\u00ed nej\u010dast\u011bji \u0159e\u0161\u00ed. Z\u00edsk\u00e1te t\u00edm <strong>cenn\u00e9 post\u0159ehy pro tvorbu \u010di \u00fapravu va\u0161ich firemn\u00edch hodnot<\/strong> (employer value proposition), kter\u00e9 by v&nbsp;kampani ur\u010dit\u011b m\u011bly zazn\u00edt. Z\u00e1v\u011bry p\u0159ehledn\u011b zpracujte na&nbsp;<a class=\"editor-rtfLink\" href=\"https:\/\/jobs.igloonet.cz\/\" rel=\"noopener\">kari\u00e9rn\u00ed web<\/a>, kter\u00fd mus\u00ed uchaze\u010de zaujmout u\u017e od&nbsp;prvn\u00edho \u0159\u00e1dku.<\/p>\n<div id=\"attachment_7187\" style=\"width: 1865px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/karierni-web.png\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/karierni-web-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/karierni-web-300x142.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/karierni-web-1024x484.png 1024w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/karierni-web.png 1855w\" sizes=\"(min-width: 1024px) 1855px, (min-width: 300px) 1024px, (min-width: 150px) 300px, 150px\" aria-describedby=\"caption-attachment-7187\" class=\"wp-image-7187 size-full\" alt width=\"1855\" height=\"877\"><\/a><p id=\"caption-attachment-7187\" class=\"wp-caption-text\">V&nbsp;igloonetu raz\u00edme radik\u00e1ln\u00ed otev\u0159enost. I&nbsp;junior m\u016f\u017ee ovlivnit chod odd\u011blen\u00ed.<\/p><\/div>\n<p>Z v\u00fdzkumu tak\u00e9 zjist\u00edte, jak\u00e9 n\u00e1borov\u00e9 kan\u00e1ly pou\u017e\u00edt. \u010cl\u00e1nek sice p\u00ed\u0161u o&nbsp;Facebooku, kter\u00fd je pom\u011brn\u011b univerz\u00e1ln\u00ed, ale mo\u017enost\u00ed je mnohem v\u00edce. N\u011bkde si vysta\u010d\u00edte s&nbsp;b\u011b\u017en\u00fdm inzer\u00e1tem na&nbsp;jobs.cz, jinde v\u00e1s \u010dek\u00e1 personalizovan\u00e9 oslovov\u00e1n\u00ed p\u0159es LinkedIn. Technologick\u00e9 nad\u0161ence m\u016f\u017eete lovit na&nbsp;specializovan\u00fdch discordov\u00fdch kan\u00e1lech, a&nbsp;pokud v\u00e1m nap\u0159. vyjde, \u017ee&nbsp;80&nbsp;% sou\u010dasn\u00fdch zam\u011bstnanc\u016f jezd\u00ed do&nbsp;pr\u00e1ce tramvaj\u00ed, zva\u017ete inzerci v&nbsp;MHD. <strong>Volba t\u011bch spr\u00e1vn\u00fdch kan\u00e1l\u016f je z\u00e1klad \u00fasp\u011b\u0161n\u00e9ho n\u00e1boru<\/strong>.<\/p>\n<p>My jsme t\u0159eba zjistili, \u017ee&nbsp;u&nbsp;d\u011blnick\u00fdch pozic nen\u00ed bohu\u017eel zvykem dost\u00e1vat v\u00fdplatu v\u017edy v&nbsp;pevn\u00e9m term\u00ednu, proto tenhle benefit uv\u00e1d\u00edme ve&nbsp;v\u011bt\u0161in\u011b inzer\u00e1t\u016f. U&nbsp;jedn\u00e9 v\u00fdrobn\u00ed firmy jsme zase s\u00e9ri\u00ed rozhovor\u016f se zam\u011bstnanci do\u0161li k&nbsp;tomu, \u017ee&nbsp;ka\u017ed\u00fd v\u00fdrobn\u00ed z\u00e1vod vyzn\u00e1v\u00e1 jinou firemn\u00ed kulturu a&nbsp;hodnoty. Textace inzer\u00e1t\u016f proto lad\u00edme na&nbsp;m\u00edru vytvo\u0159en\u00fdm person\u00e1m. Pokud si s&nbsp;v\u00fdzkumem nev\u00edte rady, r\u00e1di v\u00e1m s&nbsp;n\u00edm pom\u016f\u017eeme.<\/p>\n<h3>N\u00e1borov\u00e9 kampan\u011b v&nbsp;praxi<\/h3>\n<p>Jak u\u017e jsem psal, zvl\u00e1\u0161\u0165 u&nbsp;velk\u00fdch firem je n\u00e1bor dlouhodob\u00e1 z\u00e1le\u017eitost. Cesta zam\u011bstnance (employee journey) za\u010d\u00edn\u00e1 prvotn\u00edm zaujet\u00edm a&nbsp;v&nbsp;<strong>ka\u017ed\u00e9 dal\u0161\u00ed f\u00e1zi s&nbsp;n\u00edm mluv\u00edte trochu jinak<\/strong>. Pr\u00e1v\u011b na&nbsp;tuhle segmentaci jsou mo\u017enosti Facebooku ide\u00e1ln\u00ed. Pokud si u\u017eivatel v&nbsp;minulosti prohl\u00ed\u017eel pracovn\u00ed inzer\u00e1t, m\u016f\u017eete nav\u00e1zat reklamou zam\u011b\u0159enou na&nbsp;benefity nebo podobu kancel\u00e1\u0159e. Jestli v\u00e1s ale v\u016fbec nezn\u00e1, rad\u011bji za\u010dn\u011bte p\u0159edstav\u00edm firmy a&nbsp;jej\u00edch hodnot.<\/p>\n<div class=\"fb-post\" data-href=\"https:\/\/www.facebook.com\/borgerscs\/posts\/4381354991877655\" data-width=\"500\" data-show-text=\"true\"><\/div>\n<p><strong>S hlavn\u00ed c\u00edlovou skupinou v&nbsp;regionu bu\u010fte v&nbsp;pravideln\u00e9m kontaktu<\/strong> a&nbsp;nen\u00e1silnou cestou ji informujte o&nbsp;tom, jak to u&nbsp;v\u00e1s chod\u00ed - m\u016f\u017ee to b\u00fdt cokoliv od&nbsp;p\u0159edstaven\u00ed unik\u00e1tn\u00edch technologi\u00ed po medailonek spokojen\u00e9ho zam\u011bstnance nebo st\u0159\u00edpky firemn\u00ed kultury. A\u017e p\u0159ijde \u010das n\u00e1borov\u00fdch inzer\u00e1t\u016f \u201eHled\u00e1me pozici X,\u201d u\u017e v\u00e1s bude dob\u0159e&nbsp;zn\u00e1t.<\/p>\n<p>Jak tedy na&nbsp;samotn\u00fd n\u00e1bor? Existuje n\u011bkolik vhodn\u00fdch form\u00e1t\u016f, kter\u00e9 m\u016f\u017eete pou\u017e\u00edt.<\/p>\n<h4>1) Jednobanner nebo n\u00e1borov\u00e9 video<\/h4>\n<p>Z\u00e1kladn\u00ed reklamn\u00ed form\u00e1t. \ud83d\ude42 Nej\u010dast\u011bji se vyu\u017e\u00edv\u00e1 pro<strong> konkr\u00e9tn\u00ed pracovn\u00ed pozici<\/strong>, do&nbsp;grafiky ide\u00e1ln\u011b zapracujte va\u0161e <strong>hlavn\u00ed v\u00fdhody<\/strong> (viz p\u0159edchoz\u00ed v\u00fdzkum). Uchaze\u010d se po prokliknut\u00ed dostane na&nbsp;vybran\u00e9 webov\u00e9 str\u00e1nky, ale m\u016f\u017eete ho sm\u011b\u0159ovat i&nbsp;do&nbsp;Messengeru. Obl\u00edbenou formou je i&nbsp;propagace n\u00e1borov\u00e9ho videa, kde se kreativit\u011b meze nekladou.<\/p>\n<div id=\"attachment_7201\" style=\"width: 452px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/borgers-banner.png\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/borgers-banner-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/borgers-banner-241x300.png 241w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/borgers-banner.png 442w\" sizes=\"(min-width: 241px) 442px, (min-width: 150px) 241px, 150px\" aria-describedby=\"caption-attachment-7201\" class=\"wp-image-7201 size-full\" alt width=\"442\" height=\"551\"><\/a><p id=\"caption-attachment-7201\" class=\"wp-caption-text\">N\u00e1borov\u00e1 reklama pro Borgers CS<\/p><\/div>\n<p>N\u00e1borov\u00e9 video vypad\u00e1 na&nbsp;Facebooku podobn\u011b jako banner v\u00fd\u0161e. Kv\u016fli probl\u00e9m\u016fm s&nbsp;velikost\u00ed vkl\u00e1d\u00e1m uk\u00e1zku z&nbsp;YouTube.<\/p>\n\n<div data-mode=\"normal\" data-provider=\"youtube\" id=\"arve-youtube-fkf89tvsk9i\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.250000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-fkf89tvsk9i\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/FKf89tvSK9I?iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"506.25\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/FKf89tvSK9I?iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title=\"P\u0159\u00edklad n\u00e1borov\u00e9ho videa\" width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t<script type=\"application\/ld+json\">{\"@context\":\"http:\\\/\\\/schema.org\\\/\",\"@id\":\"https:\\\/\\\/igloonet.cz\\\/blog\\\/jak-vyuzit-facebook-pro-naborove-kampane\\\/#arve-youtube-fkf89tvsk9i\",\"type\":\"VideoObject\",\"embedURL\":\"https:\\\/\\\/www.youtube-nocookie.com\\\/embed\\\/FKf89tvSK9I?iv_load_policy=3&modestbranding=1&rel=0&autohide=1&playsinline=0&autoplay=0\",\"name\":\"P\\u0159\\u00edklad n\\u00e1borov\\u00e9ho videa\"}<\/script>\n\t\n<\/div>\n<p>Pokud hled\u00e1te <strong>velk\u00e9 mno\u017estv\u00ed uchaze\u010d\u016f<\/strong> na&nbsp;r\u016fzn\u00e9 pozice, vyu\u017eijte bu\u010f <strong>carousel<\/strong> (viz n\u00ed\u017ee) <strong>nebo n\u00e1bor komunikujte v&nbsp;obecn\u00e9 rovin\u011b<\/strong>. Nap\u0159\u00edklad tak, \u017ee&nbsp;va\u0161e firmy hled\u00e1 des\u00edtky pozic do&nbsp;v\u00fdroby. Proklik pak sm\u011b\u0159ujte na&nbsp;seznam v\u0161ech inzer\u00e1t\u016f.<\/p>\n<h4>2) Carousel<\/h4>\n<p>Pot\u0159ebujete <strong>obsadit n\u011bkolik pozic z\u00e1rove\u0148<\/strong>? Skv\u011bl\u00fdm n\u00e1strojem je rotuj\u00edc\u00ed reklama (carousel), do&nbsp;kter\u00e9 lze nahr\u00e1t a\u017e 10 fotek (tedy nap\u0159\u00edklad 10 pracovn\u00edch pozic). Velkou v\u00fdhodou je, \u017ee&nbsp;ka\u017ed\u00e1 m\u016f\u017ee v\u00e9st na&nbsp;jinou URL adresu. Carousel m\u016f\u017eete pou\u017e\u00edt i&nbsp;na&nbsp;prezentaci jednotliv\u00fdch benefit\u016f nebo r\u016fzn\u00fdch d\u016fvod\u016f, PRO\u010c u&nbsp;v\u00e1s pracovat.<\/p>\n<p><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/carousel-2.png\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/carousel-2-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/carousel-2-300x182.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/carousel-2.png 706w\" sizes=\"(min-width: 300px) 706px, (min-width: 150px) 300px, 150px\" class=\"size-full wp-image-7174 aligncenter\" alt width=\"706\" height=\"429\"><\/a><\/p>\n<p>Facebookov\u00fd algoritmus v&nbsp;posledn\u00ed dob\u011b up\u0159ednost\u0148uje velk\u00e1 publika, d\u00edky carouselu tak spoj\u00edte 3+ reklamy do&nbsp;jedn\u00e9.<\/p>\n<h4>3) Lead&nbsp;Ads<\/h4>\n<p>Lead Ads (\u010desky Generov\u00e1n\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f) p\u0159ipom\u00ednaj\u00ed zjednodu\u0161en\u00fd pracovn\u00ed inzer\u00e1t. <strong>N\u00e1bor prob\u00edh\u00e1 pouze v&nbsp;prost\u0159ed\u00ed Facebooku<\/strong> a&nbsp;u\u017eivatel se po rozkliknut\u00ed banneru dost\u00e1v\u00e1 na&nbsp;interaktivn\u00ed formul\u00e1\u0159, kde mu m\u016f\u017eete polo\u017eit n\u011bkolik ot\u00e1zek (v&nbsp;nab\u00eddce jsou otev\u0159en\u00e9 i&nbsp;p\u0159edvypln\u011bn\u00e9 odpov\u011bdi). Velkou <strong>v\u00fdhodou je rychlost<\/strong> (u\u017eivatel nemus\u00ed pos\u00edlat \u017e\u00e1dn\u00fd e-mail s&nbsp;pr\u016fvodn\u00edm dopisem), kontaktn\u00ed informace jako jm\u00e9no nebo e-mail se nav\u00edc automaticky p\u0159edvypln\u00ed z&nbsp;\u00fadaj\u016f na&nbsp;Facebooku.<\/p>\n<p>Leads Ads se ur\u010dit\u011b nehod\u00ed pro v\u0161echny pozice, m\u016f\u017eou ale hezky fungovat jako prvotn\u00ed s\u00edto. Pokud bychom nap\u0159\u00edklad hledali st\u00e1\u017eistu, z&nbsp;dotazn\u00edku se hned dozv\u00edme, o&nbsp;jakou oblast marketingu se zaj\u00edm\u00e1 a&nbsp;pro\u010d u&nbsp;n\u00e1s chce pracovat.<\/p>\n<p><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/lead-ads.png\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/lead-ads-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/lead-ads-274x300.png 274w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/lead-ads.png 515w\" sizes=\"(min-width: 274px) 515px, (min-width: 150px) 274px, 150px\" class=\"size-full wp-image-7177 aligncenter\" alt width=\"515\" height=\"563\"><\/a><\/p>\n<h3>Nov\u00e1 facebookov\u00e1 pravidla pro n\u00e1borov\u00e9 reklamy<\/h3>\n<p>Facebook je st\u00e1le aktivn\u011bj\u0161\u00ed v&nbsp;boji proti diskriminaci, n\u00e1borov\u00e9 kampan\u011b tak postihly jist\u00e1 nep\u0159\u00edjemn\u00e1 omezen\u00ed. Form\u00e1ln\u011b tahle pravidla existuj\u00ed u\u017e dlouho, ale a\u017e v&nbsp;posledn\u00ed dob\u011b se za\u010d\u00ednaj\u00ed aktivn\u011b vym\u00e1hat. Pokud je budete ignorovat, m\u016f\u017ee doj\u00edt k&nbsp;z\u00e1kazu reklamy a&nbsp;pota\u017emo i&nbsp;cel\u00e9ho reklamn\u00edho \u00fa\u010dtu.<\/p>\n<p>Nov\u011b mus\u00edte u&nbsp;v\u0161ech pracovn\u00e1ch nab\u00eddek na&nbsp;\u00farovni kampan\u011b zvolit Speci\u00e1ln\u00ed kategorii -&gt; Zam\u011bstn\u00e1n\u00ed.<\/p>\n<p><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/specialni-kategorie.png\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/specialni-kategorie-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/specialni-kategorie-293x300.png 293w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/06\/specialni-kategorie.png 532w\" sizes=\"(min-width: 293px) 532px, (min-width: 150px) 293px, 150px\" class=\"size-full wp-image-7423 aligncenter\" alt width=\"532\" height=\"544\"><\/a><\/p>\n<p>Speci\u00e1ln\u00ed kategorie v\u00fdrazn\u011b omez\u00ed mo\u017enosti c\u00edlen\u00ed:<\/p>\n<ul>\n<li>reklamy mus\u00ed jet na&nbsp;mu\u017ee i&nbsp;na&nbsp;\u017eeny,<\/li>\n<li>nen\u00ed mo\u017en\u00e9 upravovat v\u011bk (to je dost nep\u0159\u00edjemn\u00e9 nap\u0159\u00edklad u&nbsp;studentsk\u00fdch st\u00e1\u017e\u00ed),<\/li>\n<li>u geografick\u00e9ho c\u00edlen\u00ed je minim\u00e1ln\u00ed r\u00e1dius 15 kilometr\u016f od&nbsp;c\u00edlov\u00e9ho bodu,<\/li>\n<li>c\u00edlit m\u016f\u017eete pouze na&nbsp;obecn\u00e9 z\u00e1jmy kolem pr\u00e1ce (v\u00fdroba, marketing, management). Nelze pracovat se vzd\u011bl\u00e1n\u00edm.<\/li>\n<\/ul>\n<p>Na prvn\u00ed pohled jsou tato omezen\u00ed d\u011bsiv\u00e1, ale v\u011b\u0159te, \u017ee&nbsp;facebookov\u00fd algoritmus je mocn\u00fd a&nbsp;na&nbsp;velk\u00e9m publiku funguje skv\u011ble. Pro jistotu dod\u00e1v\u00e1m, \u017ee&nbsp;tato omezen\u00ed plat\u00ed pouze pro n\u00e1bor. U&nbsp;obecn\u00e9 firemn\u00ed propagace a&nbsp;employer brandingu lze st\u00e1le vyu\u017e\u00edvat standardn\u00ed c\u00edlen\u00ed. Probl\u00e9my m\u016f\u017eou teoreticky nastat u&nbsp;benefit\u016f, tady jsou pravidla pon\u011bkud nejasn\u00e1 a&nbsp;do&nbsp;speci\u00e1ln\u00ed kategorie pat\u0159\u00ed i&nbsp;\u201e<em>reklamy podrobn\u011b popisuj\u00edc\u00ed v\u00fdhody nab\u00edzen\u00e9 konkr\u00e9tn\u00edmi spole\u010dnostmi\u201c<\/em>.<\/p>\n<p>A to je v\u0161echno. Jestli m\u00e1te k&nbsp;n\u00e1boru na&nbsp;Facebooku n\u011bjak\u00e9 ot\u00e1zky, ur\u010dit\u011b se zeptejte v&nbsp;koment\u00e1\u0159\u00edch. S&nbsp;u\u017eivatelsk\u00fdm v\u00fdzkumem i&nbsp;konkr\u00e9tn\u00edm nastaven\u00edm kampan\u00ed v\u00e1m r\u00e1di pom\u016f\u017eeme.<\/p>\n\n\t\t<script>var e = {type:\"double\", dml:\"90695\", fc1:\"b7cbe1c3ba4bf3c2\",fc2:\"b3a3678744899d86\", dt:\"13486\" , returnUrl:\"https:\/\/igloonet.cz\/blog\" , autosuggest:true, fromEmail:\"marketing@igloonet.cz\", fromName:\"igloonet \"};window.ei3i426jc=e;s=document.getElementsByTagName(\"script\")[0];qc=document.createElement(\"script\");qc.src=\"\/\/static.mailkit.eu\/_system\/subform.js\";qc.setAttribute(\"dvar\", \"ei3i426jc\");s.parentNode.insertBefore(qc,s);<\/script>\t\t\n\t\t<div class=\"mailkit_instance\">\n\t\t\t<form method=\"POST\" data-id=\"ei3i426jc\" class=\"newsletter-form\" id=\"newsletter-form\">\n\t\t\t    <div class=\"hr-wrap\"><hr><\/div>\n\t            <h2>Z\u016fsta\u0148te v&nbsp;obraze<\/h2>\n\t            <p>Nenechte si uj\u00edt dal\u0161\u00ed novinky a&nbsp;tipy. Zadejte sv\u016fj e-mail, a&nbsp;u\u017e v\u00e1m nic neunikne.<\/p>\n\t\t\t\t\n\t\t\t\t<div class=\"newsletter-form__email\">\n\t                <div class=\"newsletter-form__input-group\">\n\t                    <label for=\"first_name_inline\">K\u0159estn\u00ed jm\u00e9no<\/label><input type=\"text\" name=\"first_name\" id=\"first_name_inline\" value required>\n\t                <\/div>\n\t\t\t\t    \n\t\t\t\t    <div class=\"newsletter-form__input-group\">\n\t\t\t\t\t    <label for=\"email_inline\">E-mail<\/label><input type=\"text\" name=\"email\" id=\"email_inline\" value required>\n\t\t\t\t    <\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t<div class=\"mailkit_submit newsletter-form__button--wrapper\">\n\t\t\t\t    <button type=\"submit\" class=\"newsletter-form__button\" id=\"newsletter-form__button\">P\u0159ihl\u00e1sit<\/button>\n\t\t\t\t    <input type=\"hidden\" name=\"_do\" value=\"newsletterForm-submit\">\n\t\t\t\t<\/div>\n                                <div><br>Odesl\u00e1n\u00edm formul\u00e1\u0159e souhlas\u00edte se <a href=\"\/ochrana-osobnich-udaju\">zpracov\u00e1n\u00edm osobn\u00edch \u00fadaj\u016f<\/a>.<\/div>\n\t\t\t<\/form>\n\t\t<\/div>\n\t\t\n\t\t<div class=\"newsletter-form__alert\" id=\"newsletter-form__alert\">\n\t\t\tByl v\u00e1m odesl\u00e1n potvrzovac\u00ed e-mail.&nbsp;<\/div>\n\t\n","protected":false},"excerpt":{"rendered":"<p>Hled\u00e1n\u00ed nov\u00fdch zam\u011bstnanc\u016f p\u0159es Facebook m\u00e1 \u0159adu v\u00fdhod. Uk\u00e1\u017eu v\u00e1m, jak\u00e9 mo\u017enosti tahle soci\u00e1ln\u00ed s\u00ed\u0165 v&nbsp;n\u00e1borov\u00fdch kampan\u00edch nab\u00edz\u00ed.<\/p>\n","protected":false},"author":36,"featured_media":7196,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[49,271,202,189],"class_list":["post-7172","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-facebook-ads","tag-hr-marketing","tag-nabor","tag-recruitment"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Jak vyu\u017e\u00edt Facebook pro n\u00e1borov\u00e9 kampan\u011b | igloonet blog<\/title>\n<meta name=\"description\" content=\"Hled\u00e1n\u00ed nov\u00fdch zam\u011bstnanc\u016f p\u0159es Facebook m\u00e1 \u0159adu v\u00fdhod. 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