Facebook advertising is a key part of a recruitment marketing method since it helps get your company in front of a large swimming pool of candidates. Especially quality prospects who aren't actively utilizing the basic job boards.

Social advertising is a powerful tool for recruitment. However, since the majority of marketing systems are tailored to eCommerce, creating a fantastic recruitment project can be challenging. This post strolls through considerations and suggestions when using Facebook advertisements for recruitment marketing.

Set up Facebook Business Manager and ad account

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

Business Manager enables you to add multiple individuals to the account to assist run projects, however know that individuals will require a personal Facebook account to be able to be included.

To buy ad campaign, you'll likewise require a Facebook Ad Account, which you will be triggered to produce when establishing Facebook Business Manager.

You'll likewise need to validate your site domain with Facebook, which is needed to measure and track projects.

Choosing a project type

To develop an campaign, head to the "Ads Manager" section by means of the leading left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as people are most likely to purchase products from a brand name they know, individuals are more most likely to get a job at a company they've heard of. Brand Awareness projects are optimized to be seen by a wide swimming pool of individuals that are likely to be thinking about your business.

These ads won't straight drive traffic to your site, but they get prospects knowledgeable about your business and all set to click when the perfect position occurs.

Awareness projects can be about almost anything that shines a light on your business. Announcements about development and awards, articles about business 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 referred to as a "Clicks" project. These advertisements are targeted to reach an audience that is most likely to click on the link in your advertisement.

This audience is narrower than in a Brand employment name Awareness project, however still includes people interested but not prepared to get a job.

These advertisements can concentrate on employment opportunities to get individuals to check out more about the jobs and the company (fantastic for high-volume recruiting). Or feature content that will drive individuals to your site, like industry hot subjects or pointers.

Conversion

Conversion projects are what people tend to consider when they think of marketing. These campaigns track and optimize towards somebody carrying out an action on your website, such as submitting an application.

For a Conversion project to be effective, you first require to build up a strong audience of potential prospects that are familiar with your company. Without that, it's kind of like going through a crowd and asking strangers to marry you.

Let your audience learn more about you with Awareness and Clicks campaigns first, and move more spending plan to Conversion projects with time.

Great ads and brand awareness makes individuals click, but conversion happens on a landing page. So you require to make sure that your task pages load rapidly, are simple to check out on mobile phones, and clearly state the details job candidates care about most.

Know that Facebook conversion ads are going through some changes in response to Apple's iOS 14 personal privacy updates - [update October 2023: please read the following for more on Apple's iOS 17 privacy updates] Companies will require to prioritize 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 team on the concern list.

Facebook motivates businesses to use the Facebook Conversion API to connect your advertisements with conversion data from other sources, such as your server, content management system (CMS), or consumer relationship management (CRM).

Campaign spending plan optimization

There are a couple of different choices when it comes to paying for ads. First, you can choose to pay based upon clicks or impressions of your ads. Next, you choose how you desire Facebook to position 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 ads will be positioned so your spending lasts the complete project. This alternative likewise permits you to set time windows such as running advertisements just at night or on weekends.
For the 3 primary kinds of recruitment projects gone over above, a basic recommendation is:

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

Targeting task titles and market is normally where you begin with recruitment marketing, but you can reach a great deal of covert possible with non-traditional audience qualities. For some motivation, we recently discussed 5 innovative methods to use targeting in recruitment advertisements.

Facebook also gives the alternative to target "lookalike audiences." This is great once you've had great project outcomes and excellent hires to verify your existing audience is what a future one need to "appear like."

Ad placement

After evaluating a number of the ad positioning alternatives offered, we have actually discovered 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 utilized. Therefore, we would not advise utilizing them. We have actually found that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and conversations.

If you are aiming to create more awareness, we would advise Instagram. Not a lot of advertisers invest time on producing a good Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stick out.

Create the advertisement

Putting together an excellent ad can be challenging. If you're unsure where to begin, examine out our guide on how to turn task descriptions into fantastic social advertisements in 15 minutes.

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

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

Put recruitment marketing on autopilot with Wonderkind

If you need to increase recruitment rapidly, manually producing the possessions, audience, and budget plans for each campaign 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 uses data from years of recruitment projects to construct an audience that's best for your industry, area, and employment opportunities.

Our easy-to-use platform makes it basic to spin up creative ads in minutes with campaign design templates, a library of stock pictures, and instant image cropping. Once ads are running, track efficiency and spend across all social channels in one overarching control panel.

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