Facebook marketing is a key part of a recruitment marketing technique since it helps get your company in front of a broad pool of prospects. Especially quality prospects who aren't actively using the basic task boards.

Social advertising is an effective tool for recruitment. However, since the majority of marketing systems are tailored to eCommerce, m1bar.com designing a fantastic recruitment campaign can be tough. This post walks through considerations and recommendations when utilizing Facebook advertisements for recruitment marketing.

Establish Facebook Business Manager and ad account

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

Business Manager enables you to include multiple individuals to the account to help run campaigns, however understand that people will require a personal Facebook account to be able to be added.

To buy marketing campaign, you'll likewise need a Facebook Ad Account, which you will be triggered to develop when setting up Facebook Business Manager.

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

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 create a project, you'll be offered a list of 11 kinds of campaign goals. We've found that 3 of these objectives are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are most likely to buy items from a brand they know, people are more most likely to request a task at a company they've heard of. Brand Awareness campaigns are enhanced to be seen by a broad swimming pool of people that are likely to be thinking about your business.

These advertisements won't straight drive traffic to your website, however they get candidates acquainted with your business and all set to click when the best position comes along.

can be about almost anything that shines a light on your company. Announcements about growth and awards, short articles about company efforts and culture, kenpoguy.com and videos about the organization's achievements and objective can all be become captivating projects.

Traffic

In the Wonderkind platform, this is described as a "Clicks" campaign. These ads are targeted to reach an audience that is likely to click the link in your ad.

This audience is narrower than in a Brand name Awareness campaign, but still includes people interested however not all set to get a job.

These advertisements can concentrate on open positions to get individuals to explore more about the jobs and the company (terrific for high-volume recruiting). Or function content that will drive people to your website, like market hot topics or ideas.

Conversion

Conversion campaigns are what people tend to think of when they think about advertising. These projects track and enhance towards somebody carrying out an action on your site, such as submitting an application.

For a Conversion project to be successful, you first require to develop a solid audience of possible candidates 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 get to understand you with Awareness and Clicks campaigns first, and move more budget to Conversion campaigns over time.

Great ads and brand name awareness makes people click, however conversion happens on a landing page. So you need to ensure that your task pages load rapidly, are simple to read on mobile phones, and plainly state the details task prospects appreciate many.

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

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

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

Campaign budget plan optimization

There are a couple of different options when it comes to paying for ads. First, you can select to pay based on clicks or impressions of your ads. Next, you decide how you want Facebook to put your advertisements:

Daily Budget: Ads will be paced so, your spending lasts the complete day.
Lifetime Budget: You set the length of a project and ads will be placed so your spending lasts the complete project. This choice likewise permits you to set time windows such as running advertisements just at night or on weekends.
For the 3 main types of recruitment projects talked about above, a general recommendation is:

Brand androidapplications.store Awareness: Run as ongoing projects, payment on impressions, and either daily or lifetime budgeting.
Traffic (Clicks): Short run times, payment on clicks, life time budget.
Conversion: Short run time, payment on clicks, lifetime spending plan. These will likely be your most costly campaigns.
Select an audience

Targeting job titles and market is typically where you start with recruitment marketing, but you can reach a great deal of surprise possible with unconventional audience characteristics. For some inspiration, we just recently wrote about 5 imaginative ways to use targeting in recruitment ads.

Facebook also provides the alternative to target "lookalike audiences." This is fantastic once you have actually had excellent project results and good hires to confirm your existing audience is what a future one must "look like."

Ad placement

After checking many of the ad positioning options readily available, we've found 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 seldom used. Therefore, we would not suggest using them. We've found that the news feed for both Instagram and Facebook have offered our partners with more clicks and discussions.

If you are looking to develop more awareness, we would suggest Instagram. Not a lot of marketers spend time on developing a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.

Create the advertisement

Putting together a great ad can be tricky. If you're uncertain where to begin, have a look at our guide on how to turn job descriptions into fantastic social advertisements in 15 minutes.

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

For instance, in a project about an employment opportunity, one advertisement version could focus on the wage and perks, another on the company culture, and a 3rd on the task functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to ramp up recruitment quickly, by hand creating the possessions, audience, and spending plans for each project will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social method throughout Facebook, Instagram, Google, and LinkedIn.

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

Our user friendly platform makes it basic to spin up creative advertisements in minutes with campaign design templates, a library of stock images, and instantaneous image cropping. Once advertisements are running, keep an eye on efficiency and invest across all social channels in one overarching dashboard.

Ready to turbo-charge your talent sourcing? Check out how Wonderkind works or see it in action.