Facebook advertising is a key part of a recruitment marketing strategy since it helps get your business in front of a wide pool of prospects. Especially quality candidates who aren't actively utilizing the standard task boards.
Social marketing is an effective tool for recruitment. However, since the majority of marketing systems are customized to eCommerce, developing a great recruitment project can be challenging. This post strolls through considerations and recommendations when utilizing Facebook advertisements for recruitment marketing.
Establish Facebook Business Manager and ad 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 set up Facebook Business Manager.
Business Manager allows you to include multiple individuals to the account to help run campaigns, but understand that individuals will need a personal Facebook account to be able to be included.
To buy marketing campaign, you'll likewise need a Facebook Ad Account, which you will be prompted to create when establishing Facebook Business Manager.
You'll also require to confirm your site domain with Facebook, which is needed to determine and track campaigns.
Choosing a campaign type
To develop an ad campaign, head to the "Ads Manager" section via the leading 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 types of campaign goals. We've discovered that 3 of these goals are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.
Brand Awareness
Just as people are more likely to purchase products from a brand name they know, individuals are most likely to obtain a job at a company they have actually heard of. Brand Awareness campaigns are optimized to be seen by a broad swimming pool of individuals that are likely to be thinking about your company.
These ads won't directly drive traffic to your website, however they get candidates familiar with your service and ready to click when the best position comes along.
Awareness campaigns can be about almost anything that shines a light on your company. Announcements about growth and awards, short articles about company initiatives and culture, and videos about the company's accomplishments and mission can all be developed into distinctive projects.
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 the link in your advertisement.
This audience is narrower than in a Brand Awareness project, but still consists of people interested but not prepared to make an for a task.
These ads can focus on employment opportunities to get individuals to explore more about the tasks and the company (terrific for high-volume recruiting). Or feature material that will drive individuals to your website, like market hot topics or ideas.
Conversion
Conversion projects are what people tend to think about when they think of marketing. These projects track and optimize towards someone performing an action on your website, such as sending an application.
For a Conversion campaign to be successful, you first need to construct up a solid audience of possible candidates that are familiar with your business. Without that, it's kind of like running through a crowd and asking strangers to marry you.
Let your audience learn more about you with Awareness and Clicks campaigns first, and move more budget plan to Conversion campaigns over time.
Great advertisements and brand awareness makes individuals click, but conversion takes place on a landing page. So you require to ensure that your job pages load rapidly, are simple to read on mobile phones, and clearly state the information task prospects appreciate a lot of.
Understand that Facebook conversion advertisements are going through some modifications 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 need to focus on 8 conversion actions per web domain.
If task listings are on the primary company website, you'll likely require to line up with the marketing team on the top priority list.
Facebook encourages businesses to utilize the Facebook Conversion API to connect your ads with conversion data from other sources, such as your server, content management system (CMS), or client relationship management (CRM).
Campaign budget optimization
There are a couple of different options when it pertains to paying for ads. 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 advertisements will be put so your costs lasts the full project. This choice likewise enables you to set time windows such as running advertisements just in the night or on weekends.
For the 3 primary types of recruitment campaigns gone over above, a basic suggestion is:
Brand Awareness: Run as ongoing campaigns, payment on impressions, and either daily or lifetime budgeting.
Traffic (Clicks): Short run times, payment on clicks, life time budget.
Conversion: Short run time, payment on clicks, lifetime spending plan. These will likely be your most pricey campaigns.
Select an audience
Targeting task titles and industry is usually where you start with recruitment marketing, however you can reach a great deal of covert potential with unconventional audience characteristics. For some inspiration, we recently blogged about 5 innovative methods to utilize targeting in recruitment advertisements.
Facebook also offers the choice to target "lookalike audiences." This is fantastic once you have actually had great project outcomes and excellent hires to verify your existing audience is what a future one must "look like."
Ad positioning
After testing numerous of the advertisement placement choices offered, we've 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 hardly ever utilized. Therefore, we would not advise utilizing them. We have actually found that the news feed for both Instagram and employment Facebook have actually provided our partners with more clicks and discussions.
If you are aiming to produce more awareness, we would advise Instagram. Not a great deal of advertisers hang out on developing a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stick out.
Create the advertisement
Assembling an excellent advertisement can be tricky. If you're unsure where to begin, take a look at our guide on how to turn task descriptions into terrific social ads in 15 minutes.
It can be surprising what combination of copy and images work best for your audience. We recommend A/B testing numerous ad variations in each campaign.
For example, in a project about an open position, one advertisement version could focus on the income and perks, another on the company culture, and a third on the job functionality.
Put recruitment marketing on auto-pilot with Wonderkind
If you need to increase 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 across Facebook, Instagram, Google, and LinkedIn.
Our Talent Attraction Technology uses data from years of recruitment campaigns to build an audience that's best for your market, location, and employment opportunities.
Our user friendly platform makes it easy to spin up innovative ads in minutes with campaign design templates, a library of stock images, and immediate image cropping. Once advertisements are running, monitor performance and invest throughout all social channels in one overarching control panel.
Ready to turbo-charge your skill sourcing? Have a look at how Wonderkind works or see it in action.
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Setting up Recruitment Ads on Facebook like A Pro
terrenceshufel edited this page 2025-02-16 22:28:31 +02:00