Facebook advertising is a crucial part of a recruitment marketing technique since it assists get your business in front of a wide pool of candidates. Especially quality prospects who aren't actively using the standard task boards.

Social advertising is a powerful tool for employment recruitment. However, due to the fact that the majority of marketing systems are tailored to eCommerce, developing a terrific recruitment campaign can be tough. This article walks through factors to consider and recommendations when using Facebook ads for recruitment marketing.

Establish Facebook Business Manager and ad account

You'll need 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 allows you to add numerous people to the account to assist run campaigns, but be mindful that people will need a personal Facebook account to be able to be included.

To acquire marketing projects, you'll also need a Facebook Ad Account, which you will be prompted to produce when establishing Facebook Business Manager.

You'll likewise require to confirm your website domain with Facebook, which is needed to measure and track projects.

Choosing a project type

To develop a marketing 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 create a project, you'll be given a list of 11 types of project goals. We have actually discovered that 3 of these objectives are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are most likely to purchase products from a brand name they understand, people are most likely to get a task at a company they have actually become aware of. Brand Awareness campaigns are enhanced to be seen by a large pool of people that are likely to be interested in your company.

These ads will not directly drive traffic to your site, however they get prospects knowledgeable about your service and all set to click when the best position occurs.

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

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 the link in your ad.

This audience is narrower than in a Brand name Awareness campaign, however still consists of individuals interested but not ready to look for a job.

These advertisements can focus on employment opportunities to get individuals to explore more about the jobs and the company (terrific for high-volume recruiting). Or feature content that will drive people to your website, like industry hot subjects or suggestions.

Conversion

Conversion projects are what individuals tend to believe of when they believe about advertising. These projects track and optimize towards somebody carrying out an action on your site, such as submitting an application.

For a Conversion project to be effective, you initially need to develop up a strong audience of possible prospects that are familiar with your company. Without that, it's type of like running through a crowd and asking complete strangers to marry you.

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

Great ads and brand awareness makes individuals click, but conversion happens on a landing page. So you need to make sure that your job pages load rapidly, are simple to read on mobile devices, and plainly specify the details task candidates appreciate most.

Know that Facebook conversion advertisements are going through some modifications in response to Apple's iOS 14 personal privacy updates - [upgrade October 2023: please check out the following for more on Apple's iOS 17 personal privacy updates] Companies will need to focus on 8 conversion actions per web domain.

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

Facebook motivates businesses to use the Facebook to link your ads with conversion data from other sources, such as your server, material management system (CMS), or client relationship management (CRM).

Campaign budget plan optimization

There are a couple of various options when it pertains to paying for advertisements. First, you can choose to pay based upon clicks or impressions of your ads. Next, you decide how you want 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 option also permits you to set time windows such as running ads only in the evening or on weekends.
For the 3 primary types of recruitment campaigns discussed above, a basic suggestion is:

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

Targeting job titles and industry is generally where you start with recruitment marketing, but you can reach a lot of hidden possible with unconventional audience characteristics. For some motivation, we just recently blogged about 5 innovative methods to use targeting in recruitment ads.

Facebook likewise offers the alternative to target "lookalike audiences." This is fantastic once you have actually had great campaign outcomes and good hires to verify your existing audience is what a future one ought to "look like."

Ad placement

After testing a lot of the ad placement choices 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've discovered that Facebook stories are hardly ever utilized. Therefore, we wouldn't suggest using them. We have actually discovered that the news feed for both Instagram and Facebook have actually supplied our partners with more clicks and conversations.

If you are seeking to develop more awareness, we would suggest Instagram. Not a lot of advertisers hang out on producing a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the advertisement

Putting together an excellent ad can be difficult. If you're uncertain where to start, take a look at our guide on how to turn task descriptions into terrific social ads in 15 minutes.

It can be surprising what mix of copy and images work best for your audience. We suggest A/B testing numerous advertisement variations in each campaign.

For example, in a campaign about an employment opportunity, one ad variation could concentrate on the wage and benefits, another on the company culture, and a third on the task performance.

Put recruitment marketing on autopilot with Wonderkind

If you require to increase recruitment quickly, by hand developing the properties, audience, and spending 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 utilizes information from years of recruitment projects to build an audience that's best for your industry, place, and employment opportunities.

Our user friendly platform makes it easy to spin up imaginative advertisements in minutes with campaign design templates, a library of stock photos, and employment instantaneous image cropping. Once ads are running, monitor performance and spend across all social channels in one overarching control panel.

Ready to turbo-charge your skill sourcing? Check out how Wonderkind works or see it in action.