Facebook advertising is a key part of a recruitment marketing strategy due to the fact that it assists get your company in front of a wide swimming pool of prospects. Especially quality prospects who aren't actively using the basic task boards.

Social marketing is an effective tool for recruitment. However, since many marketing systems are customized to eCommerce, designing a fantastic recruitment campaign can be tough. This post 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 fantastic guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager allows you to add several people to the account to assist run campaigns, but be aware that people will need an individual Facebook account to be able to be added.

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

You'll also require to validate your website domain with Facebook, which is needed to measure and track campaigns.

Choosing a project 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 create a project, you'll be provided a list of 11 kinds of campaign objectives. We have actually found that 3 of these objectives are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are more most likely to purchase items from a brand name they understand, individuals are most likely to apply for a job at a business they've heard of. Brand Awareness campaigns are optimized to be seen by a wide swimming pool of individuals that are likely to be interested in your business.

These advertisements will not straight drive traffic to your website, however they get prospects knowledgeable about your company and ready to click when the ideal position occurs.

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

Traffic

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

This audience is narrower than in a Brand name Awareness campaign, however still includes individuals interested but not prepared to request a task.

These ads can concentrate on open positions to get people to check out more about the jobs and the company (excellent for high-volume recruiting). Or function content that will drive individuals to your website, like industry hot topics or ideas.

Conversion

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

For a Conversion project to be successful, you initially need to develop a solid audience of possible prospects that are familiar with your company. Without that, it's kind of like running through a crowd and asking strangers to wed you.

Let your audience get to know you with Awareness and Clicks projects initially, and move more spending plan to Conversion projects over time.

Great ads and brand awareness makes people click, however conversion occurs on a landing page. So you require to ensure that your job pages load quickly, are easy to keep reading mobile gadgets, and clearly state the info task candidates care about many.

Be aware 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 primary business site, you'll likely require to line up with the marketing group on the priority list.

Facebook motivates 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 budget plan optimization

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

Daily Budget: employment Ads will be paced so, your spending lasts the complete day.
Lifetime Budget: You set the length of a campaign and advertisements will be positioned so your spending lasts the full project. This choice also permits you to set time windows such as running ads only in the night or on weekends.
For the 3 main types of recruitment campaigns discussed above, a general recommendation is:

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

Targeting job titles and market is usually where you start with recruitment marketing, but you can reach a great deal of covert prospective with unconventional audience qualities. For some motivation, we just recently discussed 5 imaginative methods to utilize targeting in recruitment ads.

Facebook also gives the option to target "lookalike audiences." This is fantastic once you've had great project results and good hires to confirm your existing audience is what a future one must "appear like."

Ad placement

After evaluating much of the advertisement placement options readily available, 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 rarely used. Therefore, we would not advise using them. We have actually found that the news feed for both Instagram and Facebook have actually supplied our partners with more clicks and conversations.

If you are looking to produce more awareness, we would suggest Instagram. Not a lot of advertisers hang around on creating a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the ad

Assembling a terrific advertisement can be challenging. If you're unsure where to begin, have a look at our guide on how to turn job descriptions into excellent social advertisements in 15 minutes.

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

For instance, in a project about an employment opportunity, one advertisement version might focus on the wage and advantages, another on the company culture, and a 3rd on the task performance.

Put recruitment marketing on autopilot with Wonderkind

If you need to increase recruitment quickly, by hand creating the possessions, audience, and budgets for each project will slow you down. Wonderkind helps you accelerate recruitment marketing by automating your social technique 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, area, and employment opportunities.

Our easy-to-use platform makes it easy to spin up creative ads in minutes with design templates, a library of stock photos, and instant image cropping. Once advertisements are running, keep an eye on efficiency and spend throughout all social channels in one overarching dashboard.

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