Facebook advertising is a key part of a recruitment marketing strategy due to the fact that it assists get your business in front of a broad swimming pool of candidates. Especially quality prospects who aren't actively utilizing the basic job boards.

Social marketing is a powerful tool for recruitment. However, due to the fact that the majority of advertising systems are tailored to eCommerce, creating a great recruitment campaign can be challenging. This short article walks through considerations and suggestions when using Facebook ads for recruitment marketing.

Set up Facebook Business Manager and advertisement account

You'll require a Facebook Business Page and Facebook Business Manager account to run any advertisements on Facebook or Instagram. This terrific guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager enables you to add several people to the account to assist run projects, but understand that individuals will need a personal Facebook account to be able to be added.

To buy marketing campaign, you'll also require a Facebook Ad Account, which you will be triggered to create when setting up Facebook Business Manager.

You'll likewise require to verify your site domain with Facebook, which is required to measure and track projects.

Choosing a campaign type

To produce a marketing campaign, head to the "Ads Manager" area via the leading left navigation of your Business Manager Dashboard.

When you click the green button to produce a project, you'll be offered a list of 11 kinds of project goals. We have actually discovered that 3 of these goals are most helpful for recruitment marketing: Brand job Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are more most likely to purchase products from a brand they understand, individuals are most likely to request a job at a company they've become aware of. Brand Awareness projects are optimized to be seen by a wide swimming pool of people that are most likely to be interested in your company.

These advertisements won't directly drive traffic to your website, however they get prospects acquainted with your company and ready to click when the perfect position comes along.

Awareness campaigns can be about almost anything that shines a light on your company. Announcements about development and awards, short articles about business efforts and culture, and videos about the organization's achievements and objective can all be developed into attractive projects.

Traffic

In the Wonderkind platform, this is referred to as a "Clicks" project. These advertisements are targeted to reach an audience that is likely to click the link in your advertisement.

This audience is narrower than in a Brand Awareness campaign, however still consists of individuals interested however not prepared to request a task.

These ads can focus on employment opportunities to get individuals to explore more about the tasks and the business (fantastic for high-volume recruiting). Or feature material that will drive individuals to your website, like industry hot subjects or suggestions.

Conversion

Conversion projects are what individuals tend to consider when they consider advertising. These campaigns track and enhance towards somebody performing an action on your website, such as sending an application.

For a Conversion campaign to be successful, you first need to construct up a solid audience of prospective prospects that are familiar with your company. Without that, it's type of like running through a crowd and asking complete strangers to wed you.

Let your audience learn more about you with Awareness and Clicks projects initially, and move more budget to Conversion projects gradually.

Great advertisements and brand name awareness makes individuals click, but conversion happens on a landing page. So you need to ensure that your task pages load rapidly, are easy to keep reading mobile phones, and job plainly specify the details job prospects appreciate most.

Understand that Facebook conversion ads are going through some modifications in action to Apple's iOS 14 privacy updates - [upgrade October 2023: please check out the following for more on Apple's iOS 17 privacy updates] Companies will need to prioritize 8 conversion actions per web domain.

If task listings are on the main business website, you'll likely need to line up with the marketing group on the top priority list.

Facebook motivates companies to utilize the Facebook Conversion API to connect your advertisements with conversion data from other sources, such as your server, material management system (CMS), or client relationship management (CRM).

Campaign budget optimization

There are a number of different options when it comes to spending for ads. First, you can choose to pay based upon clicks or impressions of your advertisements. Next, you choose how you want Facebook to put your ads:

Daily Budget: Ads will be paced so, your spending lasts the full day.

Lifetime Budget: You set the length of a campaign and advertisements will be positioned so your spending lasts the complete project. This alternative likewise enables you to set time windows such as running advertisements just in the night or on weekends.


For the 3 primary kinds of recruitment campaigns discussed above, a general recommendation is:

Brand Awareness: Run as ongoing campaigns, payment on impressions, and either everyday or life time budgeting.

Traffic (Clicks): Short run times, payment on clicks, lifetime budget plan.

Conversion: Short run time, payment on clicks, lifetime budget. These will likely be your most expensive projects.


Select an audience

Targeting job titles and market is generally where you start with recruitment marketing, but you can reach a lot of covert prospective with non-traditional audience characteristics. For some inspiration, we recently wrote about 5 imaginative ways to utilize targeting in recruitment ads.

Facebook likewise provides the alternative to target "lookalike audiences." This is excellent once you have actually had excellent campaign outcomes and great hires to validate your existing audience is what a future one must "look like."

Ad placement

After evaluating many of the advertisement placement options available, we have actually discovered the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we've found that Facebook stories are hardly ever utilized. Therefore, we would not suggest using them. We've discovered that the news feed for both Instagram and Facebook have actually supplied our partners with more clicks and conversations.

If you are aiming to produce more awareness, we would recommend Instagram. Not a lot of marketers hang around on producing an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, job you will stand apart.

Create the ad

Creating a fantastic advertisement can be challenging. If you're not sure where to begin, have a look at our guide on how to turn job descriptions into great social advertisements in 15 minutes.

It can be surprising what mix of copy and job images work best for your audience. We recommend A/B testing multiple ad variations in each project.

For example, in a project about an employment opportunity, one advertisement variation might concentrate on the salary and perks, another on the business culture, and a 3rd on the job performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to ramp up recruitment rapidly, by hand producing the possessions, audience, and budget plans for each project will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social strategy throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses information from years of recruitment campaigns to build an audience that's ideal for your market, place, and open positions.

Our easy-to-use platform makes it easy to spin up innovative advertisements in minutes with project templates, a library of stock pictures, and instantaneous image cropping. Once ads are running, track efficiency and spend across all social channels in one overarching dashboard.

Ready to turbo-charge your talent sourcing? Have a look at how Wonderkind works or see it in action.