Facebook marketing is a key part of a recruitment marketing strategy because it helps get your business in front of a large pool of candidates. Especially quality prospects who aren't actively using the basic task boards.

Social advertising is a powerful tool for recruitment. However, due to the fact that a lot of marketing systems are tailored to eCommerce, developing a terrific recruitment campaign can be difficult. This short article strolls through considerations and recommendations when using Facebook advertisements for recruitment marketing.

Establish 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 walks through how to establish Facebook Business Manager.

Business Manager allows you to add numerous individuals to the account to help run projects, however know that individuals will need an individual Facebook account to be able to be added.

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

You'll also require to verify your site domain with Facebook, which is required to measure and job track projects.

Choosing a project type

To develop a marketing project, 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 types of project objectives. We have actually discovered that 3 of these goals are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are more likely to purchase items from a brand they understand, people are most likely to look for job a job at a business they have actually become aware of. Brand Awareness campaigns are optimized to be seen by a broad pool of individuals that are most likely to be interested in your company.

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

Awareness campaigns can be about almost anything that shines a light on your business. Announcements about growth and awards, posts about business efforts and culture, and videos about the organization's achievements and mission can all be become distinctive projects.

Traffic

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

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

These advertisements can focus on employment opportunities to get people to explore more about the tasks and the company (terrific for high-volume recruiting). Or feature material that will drive individuals to your website, like market hot topics or pointers.

Conversion

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

For a Conversion campaign to be successful, you initially need to develop a solid audience of prospective candidates that are familiar with your company. Without that, it's sort of like going through a crowd and job asking strangers to marry you.

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

Great advertisements and brand awareness makes people click, however conversion occurs on a landing page. So you need to ensure that your task pages load quickly, are easy to read on mobile gadgets, and clearly state the information task prospects appreciate most.

Be mindful that Facebook conversion ads are going through some changes in action 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 need to focus on 8 conversion actions per web domain.

If job listings are on the main company website, you'll likely need to line up with the marketing team on the top priority list.

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

Campaign spending plan optimization

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

Daily Budget: Ads will be paced so, your spending lasts the complete day.
Lifetime Budget: You set the length of a campaign and advertisements will be put so your spending lasts the complete campaign. This option also enables you to set time windows such as running advertisements only in the night or on weekends.
For the 3 primary kinds of recruitment projects talked about above, a basic suggestion is:

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

Targeting job titles and industry is generally where you start with recruitment marketing, but you can reach a lot of covert possible with traits. For some motivation, we recently blogged about 5 imaginative methods to use targeting in recruitment advertisements.

Facebook also gives the option to target "lookalike audiences." This is excellent once you have actually had great project outcomes and excellent hires to confirm your existing audience is what a future one need to "look like."

Ad placement

After checking much of the ad positioning choices 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 hardly ever used. Therefore, we wouldn't suggest utilizing them. We have actually discovered that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and discussions.

If you are aiming to create more awareness, we would advise Instagram. Not a lot of marketers spend time on developing a good Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.

Create the advertisement

Assembling a fantastic ad can be challenging. If you're uncertain where to start, take a look at our guide on how to turn job descriptions into terrific social advertisements in 15 minutes.

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

For instance, in a campaign about an employment opportunity, one ad version might concentrate on the wage and perks, another on the business culture, and a third on the job functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to increase recruitment rapidly, manually producing the assets, audience, and budgets for each campaign will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social technique across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses information from years of recruitment projects to build an audience that's ideal for your market, place, and open positions.

Our user friendly platform makes it easy to spin up imaginative advertisements in minutes with campaign design templates, a library of stock images, and instantaneous image cropping. Once ads are running, track efficiency and job spend throughout all social channels in one overarching dashboard.

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