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Facebook will soon allow advertisers to target users based on their most recent location, the social networking giant announced Tuesday. The new service, dubbed local awareness ads, is expected to make advertising for local businesses easier and more effective.

The ads, which will target Facebook users within a mile from a particular advertiser, will be targeted at users who have allowed the Facebook mobile application to access their location, the company said in a blog post. According to Facebook, the company's system will use data about users' location to help businesses reach out to people who are located nearby or were recently near a particular business. Advertisers will also be able to see the kind of reach their ads will have.

With local awareness ads, businesses can quickly and easily find new customers by showing ads to groups of people who are near that businesss neighborhood, Facebook said in the blog post.

Facebook has introduced several products this year designed to help marketers target consumers more effectively. Last week, the company unveiled a people-based marketing service, which allows advertisers to know if a user has seen their ad, Bloomberg reported.

Facebook also assured users that their private information will remain safe and will not be misused.

Facebook does not tell advertisers which specific people are in any audience and, as with our other advertising products, all audiences must meet a minimum required size, the company said in the blog post. People have control over the recent location information they share with Facebook and will only see ads based on their location if location services are enabled on their phone.

The social networking giant was recently rumored to unveil a new advertising platform to improve the way marketers target users on its social networking website. The new platform, dubbed Atlas, was expected to help marketers track Facebook users who have seen, interacted or acted upon ads found on the social network as well as on third-party websites and apps, the Wall Street Journal reported.

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Facebook To Allow Advertisers To Target Users By Their Location

Nearly a third of all candidates use social networking websites like Facebook, Google+ and LinkedIn to gather information about open positions as well as the organisation they wish to work for.

According to a report by ManpowerGroup Solutions, in order to engage prospective talent, employers should focus on the content and functionality of their websites besides maximising their presence on social media.

"Since 9 in 10 candidates (86 per cent) use them as primary sources of information about employers, making them relevant, compelling and user-friendly should be a priority of employers," ManpowerGroup Solutions Vice President Jim McCoy said.

"By maximising their presence on, and engagement with carefully selected social media, employers can attract and engage the right candidates faster and more efficiently," McCoy said.

According to the report, more than 70 per cent of social media users have Facebook accounts and they use them to learn about organisations and available jobs.

Around 43 per cent of social media users have acquired information about jobs and employers through their Google+ and LinkedIn accounts.

Besides, the other top social media platforms used to gather information about employers and open positions include -- Pinterest (22 per cent), Instagram (15 per cent), Twitter (13 per cent) and others (10 per cent).

Though technology and social media can reinforce their brand and enhance their reach, technology cannot replace the impact of human interactions, the report said.

"Even as technology -- and the awareness of new tools -- continues to rapidly advance, the tried, but true methods of in-person and phone interviews and more frequent, personalised interactions with hiring managers or recruiters remain the clear preference of job seekers across generations," McCoy added.

The study results show that the nature and frequency of employer-candidate interactions should be driven by the type of talent employers wish to attract.

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Job aspirants use social media to seek info about employers

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