Facebook marketing is a key part of a recruitment marketing strategy due to the fact that it helps get your company in front of a wide pool of candidates. Especially quality candidates who aren't actively utilizing the basic job boards.
Social marketing is an effective tool for recruitment. However, due to the fact that a lot of advertising systems are tailored to eCommerce, designing an excellent recruitment project can be difficult. This post walks through considerations and suggestions when using Facebook advertisements 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 advertisements on Facebook or Instagram. This great guide from Hootsuite walks through how to set up Facebook Business Manager.
Business Manager permits you to include numerous people to the account to help run campaigns, but know that people will require an individual Facebook account to be able to be added.
To purchase marketing campaign, you'll likewise need a Facebook Ad Account, which you will be prompted to develop when setting up Facebook Business Manager.
You'll likewise require to verify your with Facebook, which is needed to measure and track projects.
Choosing a project type
To produce a marketing project, head to the "Ads Manager" area via the top left navigation of your Business Manager Dashboard.
When you click the green button to create a project, you'll be given a list of 11 kinds of campaign objectives. We have actually found that 3 of these objectives are most helpful for recruitment marketing: Brand Awareness, employment Traffic, and Conversion.
Brand Awareness
Just as people are more likely to buy items from a brand name they know, individuals are more likely to apply for a task at a business they have actually heard of. Brand Awareness campaigns are optimized to be seen by a wide swimming pool of people that are most likely to be thinking about your business.
These advertisements won't straight drive traffic to your site, but they get prospects familiar 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 growth and awards, posts about company efforts and culture, and videos about the company's accomplishments and objective can all be become appealing projects.
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 on the link in your ad.
This audience is narrower than in a Brand name Awareness campaign, but still consists of people interested but not ready to request a task.
These ads can focus on employment opportunities to get individuals to explore more about the tasks and the company (fantastic for high-volume recruiting). Or feature material that will drive people to your website, like industry hot topics or pointers.
Conversion
Conversion projects are what individuals tend to think about 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 project to be successful, you initially require to develop a solid audience of potential candidates that recognize with your company. Without that, it's sort of like running through a crowd and asking complete strangers to wed you.
Let your audience learn more about you with Awareness and Clicks campaigns first, and move more budget plan to Conversion campaigns with time.
Great ads and brand name awareness makes people click, but conversion takes place on a landing page. So you need to make sure that your task pages load rapidly, are easy to read on mobile phones, and plainly state the info job candidates appreciate most.
Understand that Facebook conversion ads are going through some changes 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 require to prioritize 8 conversion actions per web domain.
If job listings are on the primary business website, you'll likely require to align with the marketing team on the priority list.
Facebook motivates organizations to utilize the Facebook Conversion API to link your advertisements with conversion information from other sources, such as your server, content management system (CMS), or client relationship management (CRM).
Campaign spending plan optimization
There are a couple of different options when it concerns paying for advertisements. First, you can choose to pay based on clicks or impressions of your advertisements. Next, you choose how you desire Facebook to put your ads:
Daily Budget: Ads will be paced so, your spending lasts the complete day.
Lifetime Budget: You set the length of a project and ads will be placed so your spending lasts the complete campaign. This alternative also permits you to set time windows such as running ads just in the evening or on weekends.
For the 3 primary types of recruitment campaigns discussed above, a general suggestion is:
Brand Awareness: Run as continuous campaigns, payment on impressions, and either everyday or life time budgeting.
Traffic (Clicks): Short run times, payment on clicks, lifetime budget.
Conversion: Short run time, payment on clicks, life time budget. These will likely be your most pricey campaigns.
Select an audience
Targeting job titles and market is normally where you begin with recruitment marketing, but you can reach a lot of surprise prospective with non-traditional audience traits. For some motivation, we recently discussed 5 imaginative ways to utilize targeting in recruitment ads.
Facebook likewise offers the choice to target "lookalike audiences." This is great once you've had good project outcomes and excellent hires to validate your existing audience is what a future one ought to "look like."
Ad positioning
After evaluating numerous of the ad placement options 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 discovered that Facebook stories are hardly ever utilized. Therefore, we wouldn't advise utilizing them. We have actually discovered that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and conversations.
If you are aiming to create more awareness, we would advise Instagram. Not a great deal of advertisers hang around on developing a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.
Create the advertisement
Assembling a terrific ad can be tricky. If you're not sure where to begin, have a look at our guide on how to turn job descriptions into great social ads in 15 minutes.
It can be surprising what combination of copy and images work best for your audience. We suggest A/B testing numerous ad variants in each project.
For example, in a project about an employment opportunity, one advertisement version could concentrate on the wage and benefits, another on the company culture, and a third on the task functionality.
Put recruitment marketing on auto-pilot with Wonderkind
If you need to increase recruitment rapidly, by hand producing the assets, audience, and spending plans for each project will slow you down. Wonderkind helps you accelerate recruitment marketing by automating your social strategy across Facebook, Instagram, Google, and LinkedIn.
Our Talent Attraction Technology uses data from years of recruitment campaigns to construct an audience that's ideal for your industry, location, and employment opportunities.
Our easy-to-use platform makes it simple to spin up creative advertisements in minutes with campaign design templates, a library of stock images, and instantaneous image cropping. Once advertisements are running, keep an eye on 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.
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Setting up Recruitment Ads on Facebook like A Pro
Andres Snook edited this page 2025-02-10 03:37:08 +07:00