Facebook marketing is a crucial part of a recruitment marketing method because it assists get your business in front of a large pool of prospects. Especially quality candidates who aren't actively utilizing the basic task boards.

Social advertising is an effective tool for recruitment. However, since a lot of advertising systems are tailored to eCommerce, creating an excellent recruitment campaign can be difficult. This short article walks through and job recommendations 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 ads on Facebook or Instagram. This terrific guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager enables you to include several people to the account to help run campaigns, but be mindful that people will need a personal Facebook account to be able to be included.

To purchase ad campaign, you'll also need a Facebook Ad Account, which you will be triggered to produce when setting up Facebook Business Manager.

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

Choosing a campaign type

To develop an advertising project, head to the "Ads Manager" area by means of the leading 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 discovered that 3 of these goals are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are most likely to purchase items from a brand name they understand, people are most likely to make an application for a task at a company they have actually become aware of. Brand Awareness projects are enhanced to be seen by a large swimming pool of individuals that are likely to be thinking about your company.

These ads won't directly drive traffic to your site, but they get prospects acquainted with your company and prepared to click when the best position occurs.

Awareness projects can be about nearly anything that shines a light on your business. Announcements about development and awards, short articles about business initiatives and culture, and videos about the organization's achievements and mission can all be turned into eye-catching campaigns.

Traffic

In the Wonderkind platform, this is referred to 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 Awareness project, but still includes individuals interested but not ready to obtain a job.

These advertisements can focus on open positions to get individuals to check out more about the jobs and the company (excellent for high-volume recruiting). Or function content that will drive individuals to your website, like market hot topics or pointers.

Conversion

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

For job a Conversion campaign to be successful, you initially need to build up a strong audience of prospective prospects that recognize with your company. Without that, it's sort of like running through a crowd and asking strangers to wed you.

Let your audience be familiar with you with Awareness and Clicks campaigns first, and move more budget to Conversion projects over time.

Great advertisements and brand name awareness makes individuals click, but conversion takes place on a landing page. So you need to make certain that your task pages load rapidly, are easy to continue reading mobile phones, and clearly mention the details task prospects appreciate most.

Be aware that Facebook conversion advertisements are going through some changes 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 require to focus on 8 conversion actions per web domain.

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

Facebook motivates services to use 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 optimization

There are a couple of various choices when it comes to spending for advertisements. First, you can choose to pay based upon clicks or impressions of your advertisements. Next, you decide how you desire Facebook to put your advertisements:

Daily Budget: Ads will be paced so, your costs lasts the complete day.
Lifetime Budget: You set the length of a campaign and ads will be positioned so your spending lasts the full project. This choice also allows you to set time windows such as running advertisements just in the evening or on weekends.
For the 3 main types of recruitment campaigns discussed above, a general suggestion is:

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

Targeting job titles and industry is normally where you begin with recruitment marketing, but you can reach a lot of hidden possible with unconventional audience traits. For some inspiration, we just recently discussed 5 imaginative methods to use targeting in recruitment advertisements.

Facebook likewise provides the alternative to target "lookalike audiences." This is great once you've had excellent campaign outcomes and good hires to verify your existing audience is what a future one must "appear like."

Ad positioning

After evaluating much of the advertisement positioning alternatives 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 suggest using them. We have actually found that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and discussions.

If you are wanting to develop more awareness, we would suggest Instagram. Not a great deal of advertisers invest time on developing an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the ad

Assembling a terrific ad can be challenging. If you're not sure where to start, check out our guide on how to turn job descriptions into great social advertisements in 15 minutes.

It can be surprising what mix of copy and images work best for your audience. We suggest A/B screening numerous advertisement variants in each campaign.

For example, in a campaign about an employment opportunity, one ad variation could focus on the income and advantages, another on the business culture, and a 3rd on the job performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to increase recruitment quickly, by hand developing the assets, audience, and budget plans for each project will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social strategy across Facebook, Instagram, Google, and job LinkedIn.

Our Talent Attraction Technology uses information from years of recruitment projects to build an audience that's perfect for your market, area, and employment opportunities.

Our user friendly platform makes it easy to spin up creative ads in minutes with project design templates, a library of stock pictures, and instantaneous image cropping. Once ads are running, keep an eye on performance and invest across all social channels in one overarching control panel.

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