Facebook advertising is an essential part of a recruitment marketing technique because it assists get your business in front of a large pool of candidates. Especially quality prospects who aren't actively using the basic job boards.

Social advertising is an effective tool for recruitment. However, due to the fact that many marketing systems are customized to eCommerce, designing a fantastic recruitment campaign can be challenging. This post walks through considerations and recommendations when using Facebook advertisements 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 Instagram. This excellent guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager allows you to add several individuals to the account to help run projects, job however know that individuals will require an individual Facebook account to be able to be included.

To purchase ad campaign, you'll also require a Facebook Ad Account, which you will be triggered to produce when establishing Facebook Business Manager.

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

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 develop a campaign, you'll be offered a list of 11 types of project goals. We've found that 3 of these goals are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are more likely to buy products from a brand they know, people are more most likely to get a task at a business they've become aware of. Brand Awareness projects are enhanced to be seen by a large pool of individuals that are likely to be interested in your business.

These advertisements won't straight drive traffic to your website, however they get prospects acquainted with your organization and ready to click when the ideal position comes along.

Awareness campaigns can be about nearly anything that shines a light on your business. Announcements about development and awards, articles about company efforts and job culture, and videos about the organization's achievements and mission can all be become attractive campaigns.

Traffic

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

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

These advertisements can concentrate on employment opportunities to get individuals to explore more about the tasks and the business (excellent for high-volume recruiting). Or feature material that will drive individuals to your site, like industry hot topics or tips.

Conversion

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

For a Conversion campaign to be effective, you first need to develop a strong audience of potential candidates that recognize with your company. Without that, job it's type of like running through a crowd and asking strangers to wed you.

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

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

Be conscious that Facebook conversion advertisements are going through some changes in reaction to Apple's iOS 14 personal privacy updates - [upgrade October 2023: please read the following for more on Apple's iOS 17 personal privacy updates] Companies will require to prioritize 8 conversion actions per web domain.

If job listings are on the primary company site, you'll likely require to align with the marketing group on the priority list.

Facebook encourages organizations to use the Facebook Conversion API to link your ads with conversion information from other sources, such as your server, content management system (CMS), or client relationship management (CRM).

Campaign budget plan optimization

There are a couple of different options when it comes to spending for advertisements. First, you can select to pay based on clicks or impressions of your ads. Next, you choose how you desire Facebook to position 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 ads will be put so your costs lasts the full campaign. This alternative likewise enables you to set time windows such as running ads just at night or on weekends.


For the 3 primary kinds of recruitment campaigns gone over above, a basic suggestion is:

Brand Awareness: Run as continuous projects, payment on impressions, and either daily or life time budgeting.

Traffic (Clicks): Short run times, payment on clicks, lifetime budget plan.

Conversion: Short run time, payment on clicks, life time spending plan. These will likely be your most expensive projects.


Select an audience

Targeting task titles and industry is generally where you begin with recruitment marketing, however you can reach a great deal of surprise possible with unconventional audience traits. For some motivation, we recently blogged about 5 innovative methods to use targeting in recruitment advertisements.

Facebook likewise gives the choice to target "lookalike audiences." This is terrific once you have actually had good campaign outcomes and great hires to confirm your existing audience is what a future one must "look like."

Ad placement

After evaluating a lot of the advertisement placement choices readily available, we have actually discovered the most effective ones for job recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we've found that Facebook stories are rarely used. Therefore, we would not advise using them. We have actually discovered that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and discussions.

If you are aiming to develop more awareness, we would recommend Instagram. Not a great deal of marketers invest time on creating a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the advertisement

Creating a great advertisement can be tricky. If you're not exactly sure where to start, check out our guide on how to turn job descriptions into excellent social advertisements in 15 minutes.

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

For instance, in a campaign about an employment opportunity, one ad version might concentrate on the wage and benefits, another on the business culture, and a third on the job functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to increase recruitment rapidly, by hand creating the possessions, audience, and budgets for each campaign will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social technique throughout Facebook, Instagram, job Google, and LinkedIn.

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

Our easy-to-use platform makes it basic to spin up imaginative advertisements in minutes with project design templates, a library of stock photos, and instantaneous image cropping. Once advertisements are running, monitor performance and invest across all social channels in one overarching dashboard.

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