Establishing Recruitment Ads On Facebook Like A Pro
Facebook marketing is a crucial part of a recruitment marketing technique due to the fact that it helps get your company in front of a broad swimming pool of prospects. Especially quality candidates who aren't actively using the standard task boards.
Social marketing is an effective tool for recruitment. However, since the majority of marketing systems are customized to eCommerce, designing a terrific recruitment campaign can be challenging. This article walks through considerations and recommendations 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 great guide from Hootsuite walks through how to set up Facebook Business Manager.
Business Manager enables you to include numerous people to the account to assist run campaigns, but be aware that people will require a personal Facebook account to be able to be included.
To acquire 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 require to verify your site domain with Facebook, which is needed to determine and employment track projects.
Choosing a project type
To create a marketing campaign, head to the "Ads Manager" section via the top left navigation of your Business Manager Dashboard.
When you click the green button to develop a campaign, you'll be given a list of 11 types of project 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 most likely to buy products from a brand they understand, people are most likely to get a task at a business they have actually become aware of. Brand Awareness projects are enhanced to be seen by a large swimming pool of individuals that are likely to be thinking about your business.
These ads will not straight drive traffic to your site, however they get prospects knowledgeable about your company and all set to click when the ideal position comes along.
Awareness projects can be about nearly anything that shines a light on your business. Announcements about development and awards, short articles about business efforts and culture, and videos about the organization's accomplishments and objective can all be turned into eye-catching campaigns.
Traffic
In the Wonderkind platform, this is described as a "Clicks" project. 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 people interested however not all set to get a task.
These advertisements can focus on open positions to get individuals to check out more about the jobs and employment the company (fantastic for high-volume recruiting). Or feature material that will drive individuals to your site, like market hot subjects or pointers.
Conversion
Conversion projects are what individuals tend to think about when they consider marketing. These projects track and enhance towards someone performing an action on your site, such as submitting an application.
For a Conversion project to be successful, you initially need to construct up a strong audience of potential prospects that are familiar with your business. Without that, it's sort of like going through a crowd and asking strangers to marry you.
Let your audience get to know you with Awareness and Clicks campaigns first, and move more budget plan to Conversion campaigns with time.
Great advertisements and brand awareness makes people click, but conversion occurs on a landing page. So you need to make sure that your job pages load quickly, are easy to check out on mobile phones, and plainly mention the info job candidates care about a lot of.
Know that Facebook conversion ads are going through some changes in response to Apple's iOS 14 privacy updates - [upgrade 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 main business site, you'll likely require to align with the marketing group on the priority list.
Facebook encourages organizations to use the Facebook Conversion API to link your ads with conversion data from other sources, employment such as your server, content management system (CMS), or consumer relationship management (CRM).
Campaign spending plan optimization
There are a number of various options when it concerns spending for ads. First, you can select to pay based upon clicks or impressions of your advertisements. Next, you choose how you desire Facebook to put your advertisements:
Daily Budget: Ads will be paced so, your costs lasts the full day.
Lifetime Budget: You set the length of a project and advertisements will be positioned so your costs lasts the full project. This choice also enables you to set time windows such as running advertisements only in the evening or on weekends.
For the 3 primary kinds of recruitment projects talked about above, a general suggestion is:
Brand Awareness: Run as ongoing campaigns, payment on impressions, and either day-to-day or employment lifetime budgeting.
Traffic (Clicks): Short run times, payment on clicks, lifetime budget plan.
Conversion: Short run time, payment on clicks, life time spending plan. These will likely be your most pricey campaigns.
Select an audience
Targeting task titles and industry is typically where you start with recruitment marketing, however you can reach a great deal of surprise possible with non-traditional audience characteristics. For some inspiration, we recently blogged about 5 innovative ways to use targeting in recruitment ads.
Facebook likewise provides the alternative to target "lookalike audiences." This is great once you have actually had excellent project outcomes and excellent hires to confirm your existing audience is what a future one ought to "appear like."
Ad positioning
After checking numerous of the ad positioning choices offered, we have actually found the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, employment Instagram Stories.
Here at Wonderkind, we have actually discovered that Facebook stories are hardly ever utilized. Therefore, we wouldn't advise using them. We have actually discovered that the news feed for both Instagram and Facebook have supplied our partners with more clicks and discussions.
If you are wanting to develop more awareness, we would advise Instagram. Not a great deal of marketers hang out on producing a good Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.
Create the advertisement
Putting together a great ad can be tricky. If you're not exactly sure where to begin, have a look at our guide on how to turn task descriptions into fantastic social ads in 15 minutes.
It can be unexpected what mix of copy and images work best for your audience. We suggest A/B screening numerous advertisement versions in each campaign.
For instance, in a campaign about an open position, one advertisement variation might focus on the wage and advantages, 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, employment manually developing the properties, audience, and spending plans for each campaign will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social technique across Facebook, Instagram, Google, and LinkedIn.
Our Talent Attraction Technology uses data from years of recruitment projects to construct an audience that's best for your industry, area, and .
Our easy-to-use platform makes it basic to spin up imaginative ads in minutes with campaign design templates, a library of stock images, and immediate image cropping. Once advertisements are running, track efficiency 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.