Facebook marketing is a crucial part of a recruitment marketing strategy due to the fact that it helps get your business in front of a large pool of prospects. Especially quality prospects who aren't actively utilizing the standard task boards.

Social marketing is a powerful tool for recruitment. However, because the majority of marketing systems are tailored to eCommerce, designing an excellent recruitment campaign can be challenging. This article walks through considerations and suggestions when using Facebook ads 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 ads on Facebook or Instagram. This fantastic guide from Hootsuite walks through how to set up Facebook Business Manager.

Business Manager enables you to add multiple people to the account to help run campaigns, however understand that people will require an individual Facebook account to be able to be added.

To purchase ad campaign, you'll likewise need a Facebook Ad Account, which you will be triggered to create when setting up Facebook Business Manager.

You'll likewise require to validate your website 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" section 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've discovered that 3 of these objectives are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

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

These ads will not directly drive traffic to your site, but they get prospects knowledgeable about your organization and ready to click when the ideal position comes along.

Awareness projects can be about nearly anything that shines a light on your business. Announcements about growth and awards, articles about company initiatives and culture, and videos about the company's achievements and mission can all be developed into distinctive projects.

Traffic

In the Wonderkind platform, this is described as a "Clicks" campaign. These advertisements are targeted to reach an audience that is likely to click the link in your advertisement.

This audience is narrower than in a Brand name Awareness campaign, however still consists of individuals interested but not prepared to apply for a task.

These advertisements can focus on employment opportunities to get individuals to check out more about the tasks and the business (terrific for high-volume recruiting). Or feature material that will drive individuals to your site, like industry hot topics or tips.

Conversion

Conversion campaigns are what individuals tend to think about when they think of advertising. These projects track and enhance towards someone carrying out an action on your site, such as sending an application.

For a Conversion project to be effective, you first require to develop a solid audience of prospective prospects that are familiar with your company. Without that, it's type of like running through a crowd and asking strangers to marry you.

Let your audience get to know you with Awareness and Clicks projects initially, and move more budget plan to Conversion projects gradually.

Great ads and brand awareness makes people click, but conversion happens on a landing page. So you need to ensure that your task pages load quickly, are simple to read on mobile phones, and plainly specify the info job prospects appreciate a lot of.

Be aware that Facebook conversion advertisements are going through some modifications in action to Apple's iOS 14 personal privacy updates - [update October 2023: please read the following for more on Apple's iOS 17 personal privacy updates] Companies will need to focus on 8 conversion actions per web domain.

If job listings are on the main business website, you'll likely require to line up with the marketing team on the top priority list.

Facebook motivates organizations to use the Facebook Conversion API to link your ads with conversion information from other sources, such as your server, material management system (CMS), or client relationship management (CRM).

Campaign budget optimization

There are a number of different choices when it pertains to spending for ads. First, you can pick to pay based upon clicks or impressions of your advertisements. Next, you choose how you want 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 likewise permits you to set time windows such as running ads just in the evening or on weekends.


For the 3 main types of recruitment campaigns talked about above, a general recommendation is:

Brand Awareness: Run as ongoing projects, payment on impressions, and either daily or life time budgeting.

Traffic (Clicks): Short run times, payment on clicks, lifetime budget.

Conversion: Short run time, payment on clicks, life time budget plan. These will likely be your most expensive projects.


Select an audience

Targeting task titles and industry is generally where you start with recruitment marketing, but you can reach a great deal of covert possible with unconventional audience characteristics. For some motivation, we just recently wrote about 5 creative methods to utilize targeting in recruitment advertisements.

Facebook also provides the option to target "lookalike audiences." This is great once you have actually had great campaign results and good hires to confirm your existing audience is what a future one must "look like."

Ad positioning

After evaluating much of the advertisement positioning options available, we've discovered the most effective ones for recruitment marketing are: Facebook News Feed, employment Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we've found that Facebook stories are rarely used. Therefore, we wouldn't suggest using them. We've discovered that the news feed for both Instagram and Facebook have actually supplied our partners with more clicks and discussions.

If you are looking to create more awareness, we would recommend Instagram. Not a lot of marketers hang around on creating an excellent Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand out.

Create the advertisement

Creating a great ad can be difficult. If you're not exactly sure where to begin, take a look at our guide on how to turn job descriptions into terrific social ads in 15 minutes.

It can be surprising what mix of copy and images work best for your audience. We advise A/B screening multiple advertisement variations in each campaign.

For example, in a campaign about an employment opportunity, one ad version might concentrate on the income and advantages, another on the company culture, and a 3rd on the task performance.

Put recruitment marketing on autopilot with Wonderkind

If you need to ramp up recruitment quickly, manually developing the assets, audience, and budgets for each project 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 projects to develop an audience that's best for your industry, place, and employment opportunities.

Our user friendly platform makes it easy to spin up imaginative advertisements in minutes with campaign templates, a library of stock pictures, and immediate image cropping. Once ads are running, keep an eye on performance and invest across all social channels in one overarching control panel.

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