Facebook advertising is a crucial part of a recruitment marketing strategy because it assists get your business in front of a large swimming 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 a lot of marketing systems are customized to eCommerce, designing a great recruitment project can be challenging. This post strolls through considerations and recommendations when using Facebook advertisements for recruitment marketing.
Set up Facebook Business Manager and advertisement account
You'll require a Facebook Business Page and Facebook Business Manager account to run any advertisements on Facebook or Instagram. This terrific guide from Hootsuite strolls through how to set up Facebook Business Manager.
Business Manager enables you to include numerous people to the account to assist run campaigns, but understand that individuals will need a personal Facebook account to be able to be included.
To buy ad campaign, you'll also need a Facebook Ad Account, which you will be triggered to create when establishing Facebook Business Manager.
You'll likewise need to validate your site domain with Facebook, which is required to measure and track campaigns.
Choosing a campaign type
To produce a marketing campaign, head to the "Ads Manager" section through the top left navigation of your Business Manager Dashboard.
When you click the green button to produce a campaign, you'll be given a list of 11 kinds 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 people are more most likely to from a brand job name they understand, people are more most likely to use for a job at a company they have actually heard of. Brand Awareness campaigns are enhanced to be seen by a wide pool of individuals that are most likely to be interested in your company.
These advertisements will not directly drive traffic to your site, however they get prospects acquainted with your business and ready to click when the ideal position occurs.
Awareness campaigns can be about almost anything that shines a light on your company. Announcements about growth and awards, articles about company initiatives and culture, and videos about the company's achievements and objective can all be become appealing campaigns.
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 Awareness project, however still includes individuals interested however not prepared to obtain a job.
These advertisements can concentrate on employment opportunities to get people to explore more about the jobs and the business (great for high-volume recruiting). Or feature content that will drive people to your website, like industry hot topics or tips.
Conversion
Conversion projects are what individuals tend to consider when they think of advertising. These projects track and optimize towards someone performing an action on your website, such as sending an application.
For a Conversion project to be effective, you initially require to develop a solid audience of possible prospects that recognize with your company. Without that, it's kind of like going through a crowd and asking strangers to wed you.
Let your audience learn more about you with Awareness and Clicks projects initially, and move more budget to Conversion campaigns in time.
Great ads and brand name awareness makes individuals click, however conversion happens on a landing page. So you require to make sure that your task pages load quickly, are simple to read on mobile devices, and plainly mention the info job prospects care about many.
Be conscious that Facebook conversion ads are going through some changes in action to Apple's iOS 14 personal privacy updates - [update October 2023: please check out the following for more on Apple's iOS 17 privacy updates] Companies will require to prioritize 8 conversion actions per web domain.
If job listings are on the primary company website, you'll likely need to align with the marketing team on the top priority list.
Facebook motivates businesses to utilize 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 plan optimization
There are a couple of various choices when it pertains to spending for ads. First, you can choose to pay based on 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 spending lasts the complete day.
Lifetime Budget: You set the length of a campaign and ads will be placed so your spending lasts the full campaign. This choice likewise permits you to set time windows such as running advertisements only in the evening or on weekends.
For the 3 main kinds of recruitment projects discussed above, a general recommendation is:
Brand Awareness: Run as ongoing campaigns, payment on impressions, and either daily or life time budgeting.
Traffic (Clicks): Short run times, payment on clicks, life time spending plan.
Conversion: Short run time, payment on clicks, life time budget plan. These will likely be your most pricey campaigns.
Select an audience
Targeting job titles and industry is typically where you begin with recruitment marketing, but you can reach a lot of concealed prospective with unconventional audience traits. For some motivation, we recently blogged about 5 creative ways to use targeting in recruitment advertisements.
Facebook also provides the choice to target "lookalike audiences." This is excellent once you've had good project results and excellent hires to verify your existing audience is what a future one must "look like."
Ad placement
After evaluating a number of the ad placement options readily available, we've discovered the most effective 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 used. Therefore, we wouldn't recommend utilizing them. We've discovered that the news feed for both Instagram and Facebook have supplied our partners with more clicks and conversations.
If you are seeking to create more awareness, we would suggest Instagram. Not a lot of marketers hang around on developing a good Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.
Create the ad
Creating a fantastic advertisement can be tricky. If you're unsure where to begin, take a look at our guide on how to turn job descriptions into great social ads in 15 minutes.
It can be surprising what combination of copy and images work best for your audience. We suggest A/B screening several advertisement versions in each campaign.
For example, in a project about an open position, one advertisement version might concentrate on the income and perks, another on the company culture, and a third on the task functionality.
Put recruitment marketing on auto-pilot with Wonderkind
If you require to increase recruitment quickly, by hand developing the possessions, audience, and budget plans for each campaign will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social method across Facebook, Instagram, Google, and LinkedIn.
Our Talent Attraction Technology utilizes data from years of recruitment campaigns to develop an audience that's ideal for your market, place, and employment opportunities.
Our easy-to-use platform makes it simple to spin up creative advertisements in minutes with campaign templates, a library of stock photos, and instant image cropping. Once ads are running, keep track of efficiency and spend across all social channels in one overarching dashboard.
Ready to turbo-charge your talent sourcing? Take a look at how Wonderkind works or see it in action.
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Setting up Recruitment Ads on Facebook like A Pro
Addie Isaacs edited this page 2 weeks ago