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Facebook advertising is a crucial part of a recruitment marketing technique due to the fact that it helps get your business in front of a large swimming pool of prospects. Especially quality prospects who aren't actively using the basic job boards.

Social marketing is a powerful tool for recruitment. However, since a lot of advertising systems are customized to eCommerce, developing a great recruitment project can be challenging. This article walks through factors to consider and recommendations when utilizing 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 job Instagram. This excellent guide from Hootsuite walks through how to establish Facebook .

Business Manager enables you to include numerous people to the account to help run projects, however understand that people will need an individual Facebook account to be able to be added.

To buy ad campaign, you'll also require a Facebook Ad Account, which you will be prompted to create when setting up Facebook Business Manager.

You'll likewise need to confirm your site domain with Facebook, which is needed to determine and track campaigns.

Choosing a campaign type

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

When you click the green button to produce a campaign, you'll be given a list of 11 kinds of campaign goals. We've discovered that 3 of these goals are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are more most likely to purchase products from a brand name they understand, individuals are most likely to apply for a job at a company they have actually become aware of. Brand Awareness campaigns are enhanced to be seen by a broad swimming pool of individuals that are likely to be interested in your company.

These ads will not directly drive traffic to your site, but they get prospects acquainted with your service and ready to click when the best position comes along.

Awareness projects can be about almost anything that shines a light on your company. Announcements about development and awards, posts 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 referred to as a "Clicks" campaign. These advertisements 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 campaign, but still consists of individuals interested but not ready to obtain a task.

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

Conversion

Conversion projects are what individuals tend to think of when they think about marketing. These projects track and enhance towards someone performing an action on your website, such as submitting an application.

For a Conversion campaign to be successful, you first require to develop a solid audience of possible candidates that are familiar with your business. Without that, it's kind of like going through a crowd and asking complete strangers to marry you.

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

Great advertisements and brand awareness makes people click, but conversion occurs on a landing page. So you need to make certain that your job pages load rapidly, are easy to check out on mobile phones, and clearly mention the info task prospects care about a lot of.

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

If task listings are on the primary company website, you'll likely require to align with the marketing team on the priority list.

Facebook motivates businesses 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 customer relationship management (CRM).

Campaign budget plan optimization

There are a number of different choices when it concerns paying for advertisements. First, you can pick to pay based upon clicks or impressions of your ads. Next, you decide how you desire Facebook to place your advertisements:

Daily Budget: Ads will be paced so, your spending lasts the complete day.
Lifetime Budget: You set the length of a project and advertisements will be placed so your costs lasts the full campaign. This option likewise allows you to set time windows such as running advertisements only in the night or on weekends.
For the 3 main types of recruitment projects talked about above, a basic recommendation is:

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

Targeting task titles and industry is typically where you begin with recruitment marketing, however you can reach a great deal of surprise prospective with non-traditional audience qualities. For some motivation, we recently discussed 5 innovative methods to utilize targeting in recruitment advertisements.

Facebook likewise provides the option to target "lookalike audiences." This is excellent once you have actually had great campaign outcomes and great hires to verify your existing audience is what a future one should "look like."

Ad positioning

After testing much of the ad positioning options 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've discovered that Facebook stories are seldom utilized. Therefore, we wouldn't recommend utilizing them. We have actually discovered that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and conversations.

If you are seeking to develop more awareness, we would suggest Instagram. Not a great deal of marketers hang out on creating a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, job you will stick out.

Create the ad

Creating a great ad can be tricky. If you're unsure where to start, examine out our guide on how to turn task descriptions into fantastic social advertisements in 15 minutes.

It can be unexpected what combination of copy and images work best for your audience. We suggest A/B screening numerous ad variations in each project.

For instance, in a project about an open position, one ad variation might concentrate on the wage and advantages, 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, manually developing the properties, audience, and spending 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 utilizes data from years of recruitment campaigns to build an audience that's perfect for your market, location, and open positions.

Our easy-to-use platform makes it simple to spin up imaginative ads in minutes with campaign templates, a library of stock photos, and instantaneous image cropping. Once ads are running, monitor efficiency and job spend throughout all social channels in one overarching dashboard.

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