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Facebook advertising is an essential part of a recruitment marketing technique since it helps get your company in front of a broad swimming pool of candidates. Especially quality prospects who aren't actively using the basic job boards.

Social advertising is a powerful tool for recruitment. However, because most advertising systems are tailored to eCommerce, designing a fantastic recruitment campaign can be challenging. This post 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 great guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager permits you to add numerous individuals to the account to assist run projects, but understand that individuals will require an individual Facebook account to be able to be .

To purchase marketing projects, you'll likewise require a Facebook Ad Account, which you will be prompted to develop when establishing Facebook Business Manager.

You'll likewise require to validate your website domain with Facebook, which is required to determine and track campaigns.

Choosing a project type

To produce an ad 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 campaign, you'll be offered a list of 11 types of campaign goals. We have actually found that 3 of these objectives are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

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

These advertisements will not directly drive traffic to your site, however they get candidates acquainted with your service and all set to click when the best position comes along.

Awareness projects can be about almost anything that shines a light on your company. Announcements about growth and awards, short articles about business efforts and culture, and videos about the organization's achievements and objective can all be turned into eye-catching projects.

Traffic

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

This audience is narrower than in a Brand name Awareness project, but still consists of people interested however not all set to obtain a job.

These ads can concentrate on employment opportunities to get people to explore more about the tasks and the company (fantastic for high-volume recruiting). Or feature material that will drive people to your site, like industry hot subjects or tips.

Conversion

Conversion campaigns are what individuals tend to consider when they consider 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 solid audience of possible prospects that are familiar with your company. Without that, it's kind of like going 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 plan to Conversion projects with time.

Great advertisements and brand awareness makes individuals click, but conversion happens on a landing page. So you need to ensure that your task pages load rapidly, are easy to keep reading mobile gadgets, and plainly specify the details job candidates appreciate most.

Be conscious that Facebook conversion ads are going through some changes in reaction to Apple's iOS 14 personal privacy updates - [update 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 job listings are on the main company website, you'll likely need to align with the marketing team on the top priority list.

Facebook encourages companies to use the Facebook Conversion API to connect your advertisements with conversion information from other sources, such as your server, material management system (CMS), or consumer relationship management (CRM).

Campaign budget plan optimization

There are a number of different options when it concerns paying for ads. First, you can pick to pay based upon clicks or impressions of your ads. Next, you choose how you desire Facebook to put 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 positioned so your costs lasts the full campaign. This alternative likewise permits you to set time windows such as running ads only in the evening or on weekends.
For the 3 main types of recruitment projects gone over above, a basic suggestion is:

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

Targeting task titles and industry is usually where you start with recruitment marketing, but you can reach a lot of concealed potential with non-traditional audience qualities. For some inspiration, we just recently blogged about 5 imaginative ways to use targeting in recruitment advertisements.

Facebook also offers the choice to target "lookalike audiences." This is terrific once you've had good project results and good hires to confirm your existing audience is what a future one need to "look like."

Ad positioning

After testing a lot of the ad placement alternatives available, 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 found that Facebook stories are rarely used. Therefore, we would not advise utilizing them. We have actually found that the news feed for both Instagram and Facebook have supplied our partners with more clicks and discussions.

If you are seeking to develop more awareness, we would recommend Instagram. Not a lot of advertisers hang around on creating an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the advertisement

Assembling an excellent advertisement can be tricky. If you're not exactly sure where to begin, take a look at our guide on how to turn job descriptions into excellent social advertisements in 15 minutes.

It can be unexpected what mix of copy and images work best for employment your audience. We advise A/B testing numerous advertisement versions in each campaign.

For instance, in a project about an employment opportunity, one ad version might concentrate on the income and advantages, another on the business culture, and a third on the task performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to ramp up recruitment quickly, manually developing the properties, audience, and spending plans for each project will slow you down. Wonderkind helps you accelerate recruitment marketing by automating your social technique throughout Facebook, Instagram, Google, and LinkedIn.

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

Our user friendly platform makes it simple to spin up imaginative ads in minutes with campaign templates, a library of stock photos, and instant image cropping. Once ads are running, keep track of efficiency and invest across all social channels in one overarching dashboard.

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