Facebook advertising is an essential part of a recruitment marketing strategy since it assists get your business in front of a broad pool of candidates. Especially quality prospects who aren't actively utilizing the basic task boards.
Social marketing is an effective tool for recruitment. However, since many advertising systems are tailored to eCommerce, creating a fantastic recruitment project can be difficult. This short article strolls through factors to consider and suggestions when using Facebook advertisements for recruitment marketing.
Establish Facebook Business Manager and advertisement account
You'll need 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 enables you to include multiple individuals to the account to assist run projects, but be conscious that individuals will require an individual Facebook account to be able to be added.
To buy marketing campaign, you'll also need a Facebook Ad Account, which you will be prompted to produce when setting up Facebook Business Manager.
You'll also need to confirm your site domain with Facebook, which is required to measure and track campaigns.
Choosing a project type
To create an ad campaign, head to the "Ads Manager" area via the leading left navigation of your Business Manager Dashboard.
When you click the green button to produce a project, you'll be given a list of 11 types of project objectives. We have actually discovered that 3 of these objectives are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.
Brand Awareness
Just as people are most likely to buy items from a brand they know, people are most likely to get a job at a business they have actually become aware of. Brand Awareness campaigns are optimized to be seen by a large swimming pool of individuals that are likely to be thinking about your business.
These advertisements will not straight drive traffic to your website, however they get prospects knowledgeable about your organization and all set to click when the best position occurs.
Awareness campaigns can be about nearly anything that shines a light on your company. Announcements about growth and awards, job articles about company initiatives and culture, and videos about the organization's accomplishments and objective can all be turned into captivating 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 is narrower than in a Brand name Awareness campaign, but still includes individuals interested however not all set to look for a job.
These advertisements can concentrate on employment opportunities to get individuals to check out more about the jobs and the company (great for high-volume recruiting). Or function material that will drive individuals to your website, like market hot topics or tips.
Conversion
Conversion campaigns are what people tend to believe of when they think of advertising. These projects track and optimize towards somebody carrying out an action on your site, such as sending an application.
For a Conversion project to be successful, you first require to develop a strong audience of potential prospects that recognize with your business. Without that, it's type of like going through a crowd and asking strangers to marry you.
Let your audience learn more about you with Awareness and Clicks campaigns initially, and move more budget plan to Conversion projects over time.
Great ads and brand name awareness makes individuals click, however conversion happens on a landing page. So you need to make sure that your task pages load rapidly, are easy to continue reading mobile devices, and clearly specify the info job prospects care about the majority of.
Be aware that Facebook conversion advertisements are going through some modifications 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 personal privacy updates] Companies will require to prioritize 8 conversion actions per web domain.
If job listings are on the main company site, you'll likely require to align with the marketing team on the concern list.
Facebook motivates services to utilize the Facebook Conversion API to connect your advertisements with conversion information from other sources, such as your server, job material management system (CMS), or client relationship management (CRM).
Campaign budget plan optimization
There are a number of various options when it pertains to paying for advertisements. First, you can select to pay based upon clicks or impressions of your advertisements. Next, job you decide how you desire Facebook to place your ads:
Daily Budget: Ads will be paced so, your costs lasts the full day.
Lifetime Budget: You set the length of a project and job ads will be placed so your costs lasts the full project. This choice likewise enables you to set time windows such as running advertisements only at night or on weekends.
For the 3 main types of recruitment campaigns gone over above, a general suggestion is:
Brand Awareness: Run as ongoing projects, payment on impressions, and either day-to-day or life time budgeting.
Traffic (Clicks): Short run times, payment on clicks, lifetime budget.
Conversion: Short run time, payment on clicks, lifetime spending plan. These will likely be your most costly 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 possible with unconventional audience characteristics. For some motivation, we just recently blogged about 5 imaginative ways to use targeting in recruitment advertisements.
Facebook also provides the choice to target "lookalike audiences." This is fantastic once you've had good campaign results and good hires to verify your existing audience is what a future one ought to "look like."
Ad placement
After testing a number of the ad placement options offered, we have actually discovered 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 used. Therefore, we would not suggest utilizing them. We've discovered that the news feed for both Instagram and Facebook have offered our partners with more clicks and discussions.
If you are seeking to develop more awareness, we would suggest Instagram. Not a lot of marketers hang around on developing a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stick out.
Create the advertisement
Putting together an excellent advertisement can be difficult. If you're not sure where to start, take a look at 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 recommend A/B testing multiple advertisement versions in each project.
For instance, in a project about an employment opportunity, one advertisement version could concentrate on the salary and perks, another on the business culture, and a third on the job functionality.
Put recruitment marketing on autopilot with Wonderkind
If you require to ramp up recruitment rapidly, manually producing the possessions, audience, and spending plans for each campaign will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social strategy across Facebook, Instagram, Google, and LinkedIn.
Our Talent Attraction Technology utilizes data from years of recruitment campaigns to develop an audience that's ideal for your market, location, and open positions.
Our easy-to-use platform makes it basic to spin up imaginative ads in minutes with campaign templates, a library of stock photos, and immediate image cropping. Once ads are running, track performance and invest across all social channels in one overarching control panel.
Ready to turbo-charge your skill 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
Adam Damiani edited this page 2025-02-11 19:11:43 +02:00