Facebook marketing is an essential part of a recruitment marketing technique because it helps get your business in front of a broad pool of candidates. Especially quality prospects who aren't actively utilizing the standard job boards.

Social advertising is a powerful tool for recruitment. However, since most marketing systems are tailored to eCommerce, creating a fantastic recruitment campaign can be tough. This post strolls through factors to consider and recommendations when utilizing 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 great guide from Hootsuite strolls through how to establish Facebook Business Manager.

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

To purchase marketing campaign, you'll also require a Facebook Ad Account, which you will be prompted to develop when establishing Facebook Business Manager.

You'll likewise require to validate 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" area via the top left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as individuals are most likely to purchase items from a brand they know, individuals are most likely to look for a job at a company they have actually become aware of. Brand Awareness campaigns are enhanced to be seen by a large swimming pool of individuals that are most likely to be thinking about your business.

These ads will not directly drive traffic to your website, but they get candidates knowledgeable about your company and all set to click when the perfect position occurs.

Awareness projects can be about almost anything that shines a light on your company. Announcements about growth and awards, articles about company efforts and culture, and videos about the company's accomplishments and mission can all be turned into appealing campaigns.

Traffic

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

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

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

Conversion

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

For employment a Conversion campaign to be effective, you first need to develop a strong audience of possible candidates that are familiar with your business. Without that, it's kind of like going through a crowd and asking complete strangers to wed you.

Let your audience get to understand you with Awareness and Clicks projects first, and move more budget plan to Conversion projects in time.

Great advertisements and brand awareness makes individuals click, but conversion happens on a landing page. So you require to ensure that your job pages load quickly, are simple to keep reading mobile phones, and clearly specify the details job candidates care about a lot of.

Be aware that Facebook conversion advertisements are going through some modifications in response to Apple's iOS 14 personal privacy updates - [update 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 job listings are on the main company site, you'll likely require to line up with the marketing team on the priority list.

Facebook motivates organizations to utilize the Facebook Conversion API to connect your ads 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 number of different options when it pertains to paying for ads. First, you can choose to pay based upon clicks or impressions of your advertisements. Next, you choose how you desire Facebook to place your ads:

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

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

Targeting job titles and market is usually where you begin with recruitment marketing, employment however you can reach a lot of hidden prospective with non-traditional audience qualities. For some motivation, we recently blogged about 5 innovative methods to utilize targeting in recruitment advertisements.

Facebook likewise gives the choice to target "lookalike audiences." This is terrific once you have actually had excellent campaign outcomes and good hires to verify your existing audience is what a future one must "look like."

Ad positioning

After evaluating many of the ad positioning alternatives 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 rarely used. Therefore, we wouldn't suggest utilizing them. We have actually found that the news feed for both Instagram and Facebook have offered our partners with more clicks and discussions.

If you are aiming to develop more awareness, we would advise Instagram. Not a great deal of marketers hang around on creating a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the ad

Putting together a terrific ad can be challenging. If you're not exactly sure where to begin, inspect out our guide on how to turn task descriptions into excellent 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 multiple advertisement variations in each project.

For example, in a project about an employment opportunity, employment one advertisement variation could focus on the salary and benefits, another on the business culture, and a third on the task functionality.

Put recruitment marketing on autopilot with Wonderkind

If you need to increase recruitment rapidly, by hand developing the properties, audience, and budgets for each project will slow you down. Wonderkind assists 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 projects to develop an audience that's ideal for your market, place, and open positions.

Our easy-to-use platform makes it basic to spin up innovative advertisements in minutes with campaign design templates, a library of stock images, and immediate image cropping. Once ads are running, monitor performance and invest across all social channels in one overarching dashboard.

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