Facebook marketing is an essential part of a recruitment marketing method due to the fact that it helps get your business in front of a wide swimming pool of prospects. Especially quality candidates who aren't actively using the standard job boards.

Social marketing is an effective tool for recruitment. However, due to the fact that the majority of marketing systems are customized to eCommerce, creating a great recruitment project can be challenging. This article strolls through considerations and suggestions when using 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 ads on Facebook or Instagram. This terrific guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager permits you to add multiple individuals to the account to help run campaigns, however understand that individuals will need a personal Facebook account to be able to be added.

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

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

Choosing a project type

To produce an ad campaign, head to the "Ads Manager" area 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 provided a list of 11 kinds of campaign goals. We've discovered that 3 of these goals are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

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

These advertisements won't straight drive traffic to your site, however they get prospects acquainted with your organization and prepared to click when the ideal position occurs.

Awareness campaigns can be about nearly anything that shines a light on your company. Announcements about growth and awards, short articles about company efforts and culture, and videos about the company's accomplishments and mission can all be turned into distinctive campaigns.

Traffic

In the Wonderkind platform, this is described as a "Clicks" campaign. These ads 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 project, however still consists of individuals interested but not all set to apply for a job.

These ads can concentrate on open positions to get individuals to explore more about the tasks and the business (terrific for high-volume recruiting). Or function material that will drive individuals to your website, like market hot topics or suggestions.

Conversion

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

For a Conversion campaign to be effective, you first need to construct up a solid audience of possible candidates that recognize with your company. Without that, it's kind of like going through a crowd and asking complete strangers to marry you.

Let your audience learn more about you with Awareness and Clicks campaigns initially, and move more budget to Conversion projects over time.

Great advertisements and brand awareness makes individuals click, but conversion takes place on a landing page. So you require to ensure that your job pages load quickly, are easy to keep reading mobile phones, and plainly mention the information task candidates appreciate the majority of.

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

If task listings are on the primary business site, you'll likely need to line up with the marketing team on the concern list.

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

Campaign spending plan optimization

There are a couple of various choices when it concerns spending for ads. First, you can select to pay based on clicks or impressions of your ads. Next, you choose how you want Facebook to position your advertisements:

Daily Budget: 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 costs lasts the complete project. This choice also enables you to set time windows such as running advertisements just in the night or on weekends.


For the 3 main kinds of recruitment projects gone over above, a general suggestion is:

Brand Awareness: Run as ongoing campaigns, payment on impressions, and either day-to-day or lifetime budgeting.

Traffic (Clicks): Short run times, payment on clicks, life time spending plan.

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 market is generally where you begin with recruitment marketing, but you can reach a lot of covert potential with non-traditional audience qualities. For some motivation, we recently discussed 5 innovative ways to use targeting in recruitment ads.

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

Ad placement

After checking a lot of the ad positioning 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 have actually found that Facebook stories are seldom utilized. Therefore, we wouldn't recommend using them. We have actually discovered that the news feed for employment both Instagram and Facebook have supplied our partners with more clicks and discussions.

If you are aiming to develop more awareness, we would advise Instagram. Not a great deal of advertisers invest time on developing a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the advertisement

Putting together a fantastic advertisement can be challenging. If you're not sure where to begin, check out our guide on how to turn job descriptions into excellent 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 advertisement variants in each campaign.

For example, in a project about an employment opportunity, one advertisement variation could focus on the salary and benefits, employment another on the company culture, and a 3rd on the task functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to ramp up recruitment quickly, manually creating the possessions, audience, and spending plans for each campaign will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social method throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses information from years of recruitment projects to develop an audience that's perfect for your industry, area, and employment opportunities.

Our user friendly platform makes it easy to spin up innovative advertisements in minutes with campaign design templates, a library of stock photos, and immediate image cropping. Once ads are running, keep an eye on efficiency and spend across all social channels in one overarching control panel.

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