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Facebook advertising is a key part of a recruitment marketing technique due to the fact that it helps get your company in front of a broad pool of prospects. 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 a lot of advertising systems are tailored to eCommerce, developing a terrific recruitment campaign can be difficult. This article walks through factors to consider and suggestions when utilizing Facebook ads for recruitment marketing.

Set up Facebook Business Manager and advertisement account

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

Business Manager enables you to add several people to the account to help run campaigns, however be aware that individuals will need a personal Facebook account to be able to be added.

To acquire advertising projects, you'll likewise need a Facebook Ad Account, which you will be prompted to produce when setting up Facebook Business Manager.

You'll also need to confirm your website domain with Facebook, which is required to measure and track campaigns.

Choosing a project type

To develop an ad campaign, head to the "Ads Manager" section via the top left navigation of your Business Manager Dashboard.

When you click the green button to develop a campaign, you'll be provided a list of 11 types of project goals. We've found that 3 of these objectives are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

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

These advertisements won't directly drive traffic to your website, however they get prospects knowledgeable about your business and ready to click when the ideal position comes along.

Awareness projects can be about nearly anything that shines a light on your company. Announcements about development and awards, posts about company initiatives and culture, and videos about the company's achievements and mission can all be developed into attractive campaigns.

Traffic

In the Wonderkind platform, this is described as a "Clicks" campaign. 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 name Awareness project, however still includes people interested but not ready to obtain a job.

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

Conversion

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

For a Conversion campaign to be effective, you first require to develop a strong audience of potential prospects that recognize with your company. Without that, it's sort of like going 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 plan to Conversion campaigns with time.

Great ads and brand awareness makes people click, however conversion happens on a landing page. So you require to ensure that your task pages load rapidly, are easy to read on mobile devices, and plainly state the information job prospects appreciate a lot of.

Be aware that Facebook conversion advertisements are going through some modifications in reaction to Apple's iOS 14 privacy updates - [upgrade October 2023: please read the following for more on Apple's iOS 17 personal privacy updates] Companies will need to prioritize 8 conversion actions per web domain.

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

Facebook motivates businesses to utilize the Facebook Conversion API to connect your ads with conversion information from other sources, such as your server, material management system (CMS), or management (CRM).

Campaign budget plan optimization

There are a couple of various choices when it pertains to spending for ads. First, you can select to pay based on clicks or impressions of your advertisements. Next, you decide how you want Facebook to place your advertisements:

Daily Budget: Ads will be paced so, yogicentral.science your spending lasts the full day.
Lifetime Budget: You set the length of a project and advertisements will be put so your spending lasts the full project. This option likewise enables you to set time windows such as running advertisements just at night or on weekends.
For the 3 main types of recruitment projects gone over above, a general suggestion 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 spending plan.
Conversion: Short run time, payment on clicks, lifetime budget plan. These will likely be your most expensive projects.
Select an audience

Targeting task titles and market is usually where you begin with recruitment marketing, but you can reach a lot of concealed possible with non-traditional audience qualities. For some motivation, we recently wrote about 5 creative methods to use targeting in recruitment ads.

Facebook likewise provides the choice to target "lookalike audiences." This is terrific once you've had good project results and great hires to validate your existing audience is what a future one need to "look like."

Ad placement

After testing much of the ad placement choices offered, we have actually found the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we have actually discovered that Facebook stories are rarely used. Therefore, we would not recommend 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 looking to produce more awareness, we would recommend Instagram. Not a lot of marketers hang out on creating an excellent Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.

Create the advertisement

Assembling a fantastic advertisement can be difficult. If you're unsure where to begin, check out our guide on how to turn job descriptions into terrific social advertisements in 15 minutes.

It can be surprising what combination of copy and images work best for your audience. We recommend A/B screening numerous ad variations in each project.

For example, in a project about an employment opportunity, one ad version might focus on the wage and advantages, another on the business culture, and a third on the task functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to increase recruitment quickly, by hand producing the possessions, audience, and budget plans for each campaign will slow you down. Wonderkind helps you accelerate recruitment marketing by automating your social technique across Facebook, Instagram, Google, and LinkedIn.

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

Our user friendly platform makes it simple to spin up innovative ads in minutes with campaign templates, a library of stock pictures, and instantaneous image cropping. Once advertisements are running, track performance and invest across all social channels in one overarching control panel.

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