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Establishing Recruitment Ads on Facebook like A Pro
Facebook marketing is an essential part of a recruitment marketing strategy since it helps get your business in front of a large pool of candidates. Especially quality prospects who aren’t actively using the basic job boards.
Social advertising is a powerful tool for recruitment. However, due to the fact that the majority of marketing systems are tailored to eCommerce, developing a terrific recruitment project can be challenging. This article strolls through considerations and suggestions when utilizing 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 advertisements on Facebook or Instagram. This fantastic guide from Hootsuite walks through how to set up Facebook Business Manager.
Business Manager permits you to include multiple people to the account to help run projects, however know that individuals will need a personal Facebook account to be able to be added.
To purchase marketing campaign, you’ll likewise require a Facebook Ad Account, which you will be prompted to create when setting up Facebook Business Manager.
You’ll likewise require to validate your site domain with Facebook, which is required to determine and track projects.
Choosing a project type
To produce a marketing campaign, head to the “Ads Manager” area via the top left navigation of your Business Manager Dashboard.
When you click the green button to develop a project, you’ll be given a list of 11 types of project goals. We’ve found that 3 of these objectives are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.
Brand Awareness
Just as individuals are most likely to purchase items from a brand they understand, individuals are more most likely to get a job at a business they’ve become aware of. Brand Awareness campaigns are optimized to be seen by a broad swimming pool of people that are most likely to be thinking about your company.
These advertisements won’t directly drive traffic to your site, however they get candidates knowledgeable about your company and ready to click when the best position comes along.
Awareness projects can be about nearly anything that shines a light on your business. Announcements about growth and awards, short articles about business efforts and culture, and videos about the company’s achievements and objective can all be developed into captivating projects.
Traffic
In the Wonderkind platform, this is referred to 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 campaign, however still consists of people interested however not ready to obtain a job.
These advertisements can concentrate on employment opportunities to get people to check out more about the jobs and the company (terrific for high-volume recruiting). Or function material that will drive people to your website, like industry hot topics or pointers.
Conversion
Conversion projects are what people tend to think of when they think about marketing. These campaigns track and enhance towards someone carrying out an action on your website, such as submitting an application.
For a Conversion project to be successful, you initially need to construct up a strong audience of prospective prospects that are familiar with your business. Without that, it’s sort of like going through a crowd and asking strangers to wed you.
Let your audience learn more about you with Awareness and Clicks projects first, and move more budget plan to Conversion campaigns with time.
Great ads and brand awareness makes individuals click, however conversion happens on a landing page. So you require to make certain that your job pages load rapidly, are simple to read on mobile phones, and plainly mention the details task prospects care about a lot of.
Know that Facebook conversion ads are going through some modifications in reaction to Apple’s iOS 14 privacy updates – [update October 2023: please check out the following for more on Apple’s iOS 17 privacy updates] Companies will require to focus on 8 conversion actions per web domain.
If job listings are on the main company site, you’ll likely require to line up with the marketing team on the priority list.
Facebook encourages companies to use the Facebook Conversion API to link your advertisements with conversion information 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 comes to paying for ads. First, you can choose to pay based upon clicks or impressions of your ads. Next, you choose how you desire Facebook to put your ads:
Daily Budget: Ads will be paced so, your costs lasts the complete day.
Lifetime Budget: You set the length of a project and ads will be positioned so your spending lasts the full project. This choice also allows you to set time windows such as running ads only at night or on weekends.
For the 3 main kinds of recruitment campaigns gone over above, a general suggestion is:
Brand Awareness: Run as ongoing campaigns, payment on impressions, and either day-to-day or life time budgeting.
Traffic (Clicks): Short run times, payment on clicks, lifetime budget.
Conversion: referall.us Short run time, payment on clicks, life time budget. These will likely be your most pricey projects.
Select an audience
Targeting job titles and industry is normally where you start with recruitment marketing, however you can reach a great deal of concealed potential with unconventional audience qualities. For some inspiration, we just recently discussed 5 creative ways to utilize targeting in recruitment advertisements.
Facebook also offers the option to target “lookalike audiences.” This is excellent once you’ve had good campaign outcomes and great hires to confirm your existing audience is what a future one need to “appear like.”
Ad positioning
After testing much of the ad positioning options readily available, we have actually discovered the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.
Here at Wonderkind, we’ve found that Facebook stories are rarely utilized. Therefore, we wouldn’t recommend using them. We’ve found that the news feed for both Instagram and Facebook have supplied our partners with more clicks and conversations.
If you are aiming to develop more awareness, we would advise Instagram. Not a lot of marketers invest time on creating a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.
Create the ad
Assembling a terrific ad can be . If you’re not sure where to start, take a look at our guide on how to turn job descriptions into great social ads in 15 minutes.
It can be unexpected what mix of copy and images work best for your audience. We advise A/B screening multiple ad variations in each campaign.
For example, in a project about an open position, one advertisement version might focus on the salary and benefits, another on the business culture, and a 3rd on the job performance.
Put recruitment marketing on autopilot with Wonderkind
If you require to increase recruitment quickly, manually producing the properties, audience, and budgets for each project will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social method throughout Facebook, Instagram, Google, and LinkedIn.
Our Talent Attraction Technology utilizes information from years of recruitment campaigns to construct an audience that’s perfect for your industry, place, and employment opportunities.
Our easy-to-use platform makes it basic to spin up creative ads in minutes with project templates, a library of stock pictures, and instantaneous image cropping. Once advertisements are running, track efficiency and spend 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.