Facebook advertising is an essential part of a recruitment marketing strategy because it assists get your business in front of a large pool of prospects. Especially quality prospects who aren't actively utilizing the standard task boards.

Social advertising is an effective tool for recruitment. However, since a lot of advertising systems are tailored to eCommerce, developing an excellent recruitment can be tough. This short article walks through factors to consider and recommendations when using Facebook ads 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 ads on Facebook or Instagram. This great guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager enables you to add several individuals to the account to assist run projects, but be conscious that individuals will need a personal Facebook account to be able to be included.

To purchase advertising campaigns, you'll likewise require a Facebook Ad Account, which you will be triggered to develop when setting up Facebook Business Manager.

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

Choosing a campaign type

To produce a marketing campaign, head to the "Ads Manager" section via the top left navigation of your Business Manager Dashboard.

When you click the green button to produce a project, you'll be offered a list of 11 kinds of project objectives. We've discovered that 3 of these objectives are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are more most likely to buy items from a brand they understand, individuals are more most likely to look for a task at a company they've become aware of. Brand Awareness campaigns are optimized to be seen by a broad swimming pool of people that are most likely to be thinking about your company.

These advertisements will not straight drive traffic to your site, however they get prospects knowledgeable about your organization and all set to click when the best position comes along.

Awareness projects can be about nearly 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 become attractive campaigns.

Traffic

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

This audience is narrower than in a Brand Awareness campaign, however still consists of individuals interested however not all set to make an application for a job.

These ads 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 market hot topics or ideas.

Conversion

Conversion projects are what people tend to think about when they believe about advertising. These projects track and employment enhance towards someone carrying out an action on your website, such as sending an application.

For a Conversion campaign to be successful, you first require to develop up a strong audience of potential prospects that recognize with your business. Without that, it's type of like going 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 spending plan to Conversion projects in time.

Great ads and brand awareness makes individuals click, but conversion occurs on a landing page. So you require to make sure that your task pages load quickly, are simple to read on mobile phones, and clearly specify the information job candidates appreciate most.

Know that Facebook conversion ads are going through some changes in response to Apple's iOS 14 personal privacy updates - [upgrade October 2023: please read the following for more on Apple's iOS 17 personal 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 need to line up with the marketing team on the priority list.

Facebook motivates businesses to utilize the Facebook Conversion API to link your advertisements with conversion data from other sources, such as your server, material management system (CMS), or customer relationship management (CRM).

Campaign spending plan optimization

There are a number of various options when it concerns paying for ads. First, you can select to pay based upon clicks or impressions of your advertisements. Next, you choose how you want Facebook to place your ads:

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 costs lasts the full project. This alternative also permits you to set time windows such as running advertisements only in the night or on weekends.
For the 3 main types of recruitment projects discussed above, a basic recommendation is:

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

Targeting task titles and industry is normally where you start with recruitment marketing, but you can reach a great deal of hidden potential with non-traditional audience traits. For some inspiration, we recently blogged about 5 imaginative methods to use targeting in recruitment ads.

Facebook also offers the choice to target "lookalike audiences." This is great once you've had excellent campaign results and excellent hires to confirm your existing audience is what a future one need to "look like."

Ad positioning

After testing a lot of the advertisement positioning options offered, we've discovered the most effective 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 seldom used. Therefore, we wouldn't recommend using them. We have actually discovered 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 advertisers invest time on developing an excellent Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand out.

Create the ad

Putting together a fantastic advertisement can be tricky. If you're not exactly sure where to begin, have a look at our guide on how to turn job descriptions into terrific social ads in 15 minutes.

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

For instance, in a campaign about an employment opportunity, one ad version might focus on the income and benefits, another on the company culture, and a 3rd on the task functionality.

Put recruitment marketing on autopilot with Wonderkind

If you require to ramp up recruitment rapidly, by hand creating the properties, audience, and budget plans for each project will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social method across Facebook, Instagram, employment Google, and LinkedIn.

Our Talent Attraction Technology uses data from years of recruitment campaigns to build an audience that's perfect for your industry, place, and employment opportunities.

Our user friendly platform makes it simple to spin up creative advertisements in minutes with project design templates, a library of stock photos, and instant image cropping. Once advertisements are running, track efficiency and spend throughout all social channels in one overarching dashboard.

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