Facebook advertising is a crucial part of a recruitment marketing strategy since it assists get your business in front of a wide swimming pool of candidates. Especially quality prospects who aren't actively utilizing the basic job boards.

Social advertising is an effective tool for recruitment. However, because a lot of advertising systems are customized to eCommerce, developing an excellent recruitment project can be difficult. This post strolls through considerations and recommendations when utilizing Facebook advertisements for recruitment marketing.

Set up Facebook Business Manager and ad account

You'll need a Facebook Business Page and Facebook Business Manager account to run any advertisements on Facebook or Instagram. This fantastic guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager permits you to add numerous individuals to the account to help run projects, however know that individuals will require a personal Facebook account to be able to be added.

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

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

Choosing a project type

To create a marketing campaign, head to the "Ads Manager" area through the leading left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as individuals are most likely to purchase items from a brand job name they know, individuals are most likely to obtain a task at a company they have actually heard of. Brand Awareness campaigns are optimized to be seen by a broad pool of people that are likely to be thinking about your company.

These advertisements will not straight drive traffic to your website, however they get candidates familiar with your business and prepared to click when the best position occurs.

Awareness campaigns can be about almost anything that shines a light on your business. Announcements about development and awards, posts about business initiatives and culture, and videos about the organization's achievements and mission can all be developed into distinctive campaigns.

Traffic

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

This audience is narrower than in a Brand Awareness campaign, but still consists of individuals interested however not all set to look for a task.

These advertisements can focus on employment opportunities to get individuals to check out more about the tasks and the company (fantastic for high-volume recruiting). Or feature content that will drive individuals to your website, like market hot subjects or suggestions.

Conversion

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

For a Conversion campaign to be successful, you initially need to develop a strong audience of potential candidates that recognize with your business. Without that, it's sort of like going through a crowd and asking strangers to marry you.

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

Great advertisements and brand name awareness makes people click, however conversion takes place on a landing page. So you need to ensure that your task pages load quickly, are easy to continue reading mobile phones, and plainly specify the details job prospects appreciate most.

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

If job listings are on the main business website, you'll likely require to align with the marketing team on the priority list.

Facebook encourages businesses to use the Facebook Conversion API to connect 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 different choices when it pertains to spending for ads. First, you can choose to pay based on clicks or impressions of your ads. Next, you decide 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 placed so your spending lasts the full project. This option likewise permits you to set time windows such as running advertisements just in the evening or on weekends.
For the 3 primary kinds of recruitment projects gone over above, a basic recommendation 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, lifetime spending plan.
Conversion: Short run time, payment on clicks, lifetime budget plan. These will likely be your most costly campaigns.
Select an audience

Targeting task titles and industry is typically where you start with recruitment marketing, however you can reach a great deal of hidden possible with non-traditional audience qualities. For some motivation, we just recently discussed 5 imaginative methods to use targeting in recruitment advertisements.

Facebook likewise gives the alternative to target "lookalike audiences." This is excellent once you have actually had great project results and great hires to verify your existing audience is what a future one ought to "appear like."

Ad positioning

After testing many of the ad positioning choices offered, we have actually found the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we have actually found that Facebook stories are hardly ever used. Therefore, we would not suggest utilizing them. We have actually discovered that the news feed for both Instagram and Facebook have supplied our partners with more clicks and discussions.

If you are aiming to produce more awareness, we would suggest Instagram. Not a lot of marketers hang out on a good Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stick out.

Create the ad

Assembling a fantastic advertisement can be challenging. If you're not sure where to start, have a look at our guide on how to turn task descriptions into excellent social ads in 15 minutes.

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

For instance, in a project about an open position, one advertisement variation could focus on the wage and benefits, another on the business culture, and a third on the task performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to increase recruitment rapidly, by hand developing the possessions, audience, and budget plans for each project will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social method throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses information from years of recruitment campaigns to construct an audience that's best for your industry, job location, and employment opportunities.

Our user friendly platform makes it basic to spin up innovative advertisements in minutes with campaign design templates, a library of stock photos, 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 talent sourcing? Check out how Wonderkind works or see it in action.