Facebook advertising is an essential part of a recruitment marketing strategy due to the fact that it helps get your company in front of a large pool of candidates. Especially quality prospects who aren't actively using the standard task boards.

Social advertising is an effective tool for recruitment. However, due to the fact that most marketing systems are customized to eCommerce, creating an excellent recruitment campaign can be tough. This post walks through factors to consider and recommendations when utilizing Facebook ads for recruitment marketing.

Establish 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 employment Instagram. This great guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager permits you to add multiple people to the account to help run projects, however be aware that people will need an individual Facebook account to be able to be included.

To acquire marketing campaign, you'll likewise require a Facebook Ad Account, which you will be triggered to create when setting up Facebook Business Manager.

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

Choosing a campaign type

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

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

Brand Awareness

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

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

Awareness projects can be about nearly anything that shines a light on your business. Announcements about development and awards, posts about company initiatives and culture, and employment videos about the company's achievements and objective can all be turned into eye-catching projects.

Traffic

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

This audience is narrower than in a Brand employment Awareness project, but still includes individuals interested but not prepared to request a job.

These advertisements can concentrate on employment opportunities to get people to explore more about the jobs and the business (fantastic for high-volume recruiting). Or function material that will drive individuals to your site, like market hot topics or suggestions.

Conversion

Conversion campaigns are what individuals tend to consider when they believe about marketing. These campaigns track and enhance towards somebody carrying out an action on your site, such as sending an application.

For a Conversion campaign to be effective, you initially require to develop a strong audience of potential prospects that are familiar with your business. Without that, it's sort of like running through a crowd and asking complete strangers to marry you.

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

Great ads and brand name awareness makes people click, however conversion occurs on a landing page. So you need to make sure that your task pages load rapidly, employment are simple to read on mobile gadgets, and clearly specify the details task prospects appreciate most.

Be conscious that Facebook conversion advertisements are going through some modifications in reaction to Apple's iOS 14 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 task listings are on the main business site, you'll likely need to line up with the marketing group on the priority list.

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

Campaign budget optimization

There are a couple of various options when it pertains to paying for advertisements. First, you can choose to pay based on clicks or impressions of your ads. Next, you choose how you desire Facebook to put your ads:

Daily Budget: Ads will be paced so, your costs lasts the full day.
Lifetime Budget: You set the length of a campaign and ads will be put so your costs lasts the full project. This alternative likewise permits you to set time windows such as running advertisements only at night or on weekends.
For the 3 primary types of recruitment campaigns gone over above, a basic recommendation is:

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

Targeting job titles and industry is typically where you begin with recruitment marketing, however you can reach a lot of concealed prospective with non-traditional audience characteristics. For some inspiration, we recently discussed 5 innovative methods to use targeting in recruitment advertisements.

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

Ad positioning

After evaluating much of the ad placement options offered, we've found the most effective ones for recruitment marketing are: employment Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we've discovered that Facebook stories are rarely utilized. Therefore, we would not recommend utilizing them. We have actually discovered that the news feed for both Instagram and Facebook have supplied our partners with more clicks and conversations.

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

Create the advertisement

Putting together a great advertisement can be tricky. If you're uncertain where to start, have a look at our guide on how to turn job descriptions into terrific social ads in 15 minutes.

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

For instance, in a project about an employment opportunity, one ad version might concentrate on the salary and employment advantages, another on the company culture, and a third on the task functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to increase recruitment quickly, manually creating the possessions, audience, and budget plans for each campaign will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social strategy across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses data from years of recruitment projects to develop an audience that's ideal for your market, place, and employment opportunities.

Our user friendly platform makes it easy to spin up creative ads in minutes with project templates, a library of stock images, and instantaneous image cropping. Once ads are running, keep an eye on efficiency and spend across 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.