
Cathome
Employer Description
Establishing Recruitment Ads on Facebook like A Pro
Facebook advertising is an essential part of a recruitment marketing technique due to the fact that it helps get your business in front of a large pool of prospects. Especially quality candidates who aren’t actively using the standard job boards.
Social advertising is an effective tool for employment recruitment. However, since many marketing systems are tailored to eCommerce, developing a terrific recruitment campaign can be difficult. This short article strolls through factors to consider and suggestions when using Facebook ads for recruitment marketing.
Set up 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 fantastic guide from Hootsuite walks through how to establish Facebook Business Manager.
Business Manager enables you to add several people to the account to assist run campaigns, but be mindful that people will need an individual Facebook account to be able to be added.
To purchase marketing campaign, you’ll also need a Facebook Ad Account, which you will be triggered to produce when setting up Facebook Business Manager.
You’ll also require to validate your website domain with Facebook, which is needed to determine and track projects.
Choosing a project type
To develop an ad campaign, employment head to the « Ads Manager » area by means of the leading left navigation of your Business Manager Dashboard.
When you click the green button to create a project, you’ll be offered a list of 11 types of project objectives. We’ve discovered that 3 of these goals are most useful for recruitment marketing: Brand Awareness, Traffic, and employment Conversion.
Brand Awareness
Just as individuals are more most likely to buy products from a brand name they know, individuals are more likely to get a job at a company they have actually become aware of. Brand Awareness campaigns are enhanced to be seen by a broad pool of individuals that are likely to be thinking about your business.
These ads will not straight drive traffic to your website, however they get prospects knowledgeable about your organization and ready to click when the ideal position comes along.
Awareness campaigns can be about nearly anything that shines a light on your company. Announcements about development and awards, articles about business efforts and culture, and videos about the organization’s achievements and mission can all be turned into attractive 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 advertisement.
This audience is narrower than in a Brand name Awareness campaign, but still includes individuals interested however not prepared to look for a task.
These advertisements can concentrate on employment opportunities to get individuals to explore more about the jobs and the company (terrific for high-volume recruiting). Or feature content that will drive people to your site, employment like topics or ideas.
Conversion
Conversion campaigns are what people tend to think about when they think about advertising. These projects track and enhance towards someone performing an action on your website, such as submitting an application.
For a Conversion campaign to be successful, you first need to develop up a strong audience of prospective 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 projects first, and move more budget plan to Conversion projects with time.
Great advertisements and brand name awareness makes individuals click, employment but conversion happens on a landing page. So you need to make certain that your job pages load quickly, are simple to read on mobile phones, and plainly mention the details task prospects appreciate most.
Know that Facebook conversion ads are going through some changes 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 need to focus on 8 conversion actions per web domain.
If task listings are on the primary company website, you’ll likely need to line up with the marketing group on the priority list.
Facebook motivates businesses to use the Facebook Conversion API to connect your advertisements with conversion data from other sources, such as your server, material management system (CMS), or client relationship management (CRM).
Campaign budget plan optimization
There are a couple of different options when it concerns spending for ads. First, you can pick to pay based upon clicks or impressions of your ads. Next, you choose how you desire Facebook to put your advertisements:
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 put so your costs lasts the full project. This option also enables you to set time windows such as running ads just at night or on weekends.
For the 3 main types of recruitment projects talked about above, a general 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 plan.
Conversion: Short run time, payment on clicks, lifetime spending plan. These will likely be your most expensive campaigns.
Select an audience
Targeting job titles and industry is normally where you begin with recruitment marketing, but you can reach a great deal of hidden possible with non-traditional audience qualities. For employment some inspiration, we recently wrote about 5 creative methods to utilize targeting in recruitment ads.
Facebook likewise offers the option to target « lookalike audiences. » This is terrific once you’ve had excellent campaign outcomes and good hires to confirm your existing audience is what a future one need to « appear like. »
Ad positioning
After evaluating much of the advertisement placement alternatives available, we’ve found the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.
Here at Wonderkind, we have actually found that Facebook stories are hardly ever utilized. Therefore, we wouldn’t recommend utilizing 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 seeking to produce more awareness, we would advise Instagram. Not a great deal of advertisers hang around on producing an excellent Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.
Create the ad
Assembling a terrific advertisement can be tricky. If you’re not sure where to begin, have a look at our guide on how to turn job descriptions into excellent social ads in 15 minutes.
It can be unexpected what mix of copy and images work best for your audience. We recommend A/B screening multiple ad variants in each project.
For example, in a campaign about an employment opportunity, one advertisement version could focus on the wage and advantages, another on the company culture, and a third on the job performance.
Put recruitment marketing on autopilot with Wonderkind
If you require to ramp up recruitment quickly, by hand producing the possessions, audience, and budget plans for each project will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social strategy throughout 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, location, and employment employment opportunities.
Our easy-to-use platform makes it easy to spin up creative advertisements in minutes with project templates, a library of stock pictures, and immediate image cropping. Once ads are running, keep track of efficiency and spend throughout all social channels in one overarching dashboard.
Ready to turbo-charge your skill sourcing? Have a look at how Wonderkind works or see it in action.