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Establishing Recruitment Ads on Facebook like A Pro
Facebook marketing is a crucial part of a recruitment marketing method because it assists get your company in front of a broad swimming pool of candidates. Especially quality prospects who aren’t actively using the basic task boards.
Social marketing is an effective tool for recruitment. However, since many advertising systems are customized to eCommerce, designing a great can be difficult. This article strolls through factors to consider and recommendations when using Facebook ads for recruitment marketing.
Set up 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 terrific guide from Hootsuite strolls through how to establish Facebook Business Manager.
Business Manager allows you to add numerous people to the account to assist run campaigns, however know that people will need an individual Facebook account to be able to be included.
To buy advertising projects, you’ll likewise need a Facebook Ad Account, which you will be triggered to develop when establishing Facebook Business Manager.
You’ll also require to confirm your site domain with Facebook, which is needed to determine and track campaigns.
Choosing a campaign type
To create a marketing project, head to the “Ads Manager” section by means of the top left navigation of your Business Manager Dashboard.
When you click the green button to produce a project, you’ll be offered a list of 11 types of project objectives. We’ve found that 3 of these goals are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.
Brand Awareness
Just as people are most likely to purchase items from a brand they understand, people are more likely to look for a task at a company they have actually become aware of. Brand Awareness campaigns are enhanced to be seen by a wide pool of individuals that are likely to be thinking about your company.
These advertisements will not straight drive traffic to your website, but they get candidates familiar with your business and prepared to click when the ideal position comes along.
Awareness projects can be about almost anything that shines a light on your business. Announcements about growth and awards, posts about business efforts and culture, and videos about the organization’s achievements and objective can all be turned into captivating projects.
Traffic
In the Wonderkind platform, this is referred to as a “Clicks” project. These advertisements are targeted to reach an audience that is most likely to click on the link in your ad.
This audience is narrower than in a Brand name Awareness campaign, however still consists of individuals interested however not all set to make an application for a job.
These ads can concentrate on open positions to get individuals to check out more about the jobs and the company (fantastic for high-volume recruiting). Or feature content that will drive people to your website, like market hot subjects or suggestions.
Conversion
Conversion campaigns are what people tend to consider when they think about marketing. These campaigns track and enhance towards somebody performing an action on your website, such as sending an application.
For a Conversion project to be successful, you initially need to build up a strong audience of possible prospects that are familiar with your company. Without that, it’s kind of like going through a crowd and asking complete strangers to wed you.
Let your audience get to understand you with Awareness and Clicks projects initially, and move more budget plan to Conversion projects over time.
Great ads and brand awareness makes people click, but conversion occurs on a landing page. So you need to ensure that your task pages load quickly, are easy to read on mobile gadgets, and clearly specify the details job candidates appreciate most.
Know that Facebook conversion ads are going through some modifications in response to Apple’s iOS 14 privacy updates – [upgrade October 2023: please check out the following for more on Apple’s iOS 17 personal privacy updates] Companies will need to prioritize 8 conversion actions per web domain.
If task listings are on the primary business website, you’ll likely need to line up with the marketing team on the concern list.
Facebook encourages organizations to use the Facebook Conversion API to connect your advertisements with conversion information from other sources, such as your server, material management system (CMS), or client relationship management (CRM).
Campaign budget plan optimization
There are a number of various options when it pertains to paying for advertisements. First, you can pick to pay based upon clicks or impressions of your advertisements. Next, you choose how you desire Facebook to place your ads:
Daily Budget: Ads will be paced so, your costs lasts the full day.
Lifetime Budget: You set the length of a campaign and advertisements will be put so your costs lasts the complete project. This choice also enables you to set time windows such as running ads only in the night or on weekends.
For the 3 main kinds of recruitment campaigns discussed above, a general recommendation is:
Brand Awareness: Run as continuous projects, payment on impressions, and either day-to-day or life time budgeting.
Traffic (Clicks): Short run times, payment on clicks, life time budget.
Conversion: Short run time, payment on clicks, lifetime spending plan. These will likely be your most pricey projects.
Select an audience
Targeting task titles and industry is normally where you start with recruitment marketing, but you can reach a great deal of concealed potential with unconventional audience traits. For some motivation, we recently discussed 5 imaginative ways to use targeting in recruitment ads.
Facebook also offers the choice to target “lookalike audiences.” This is great once you’ve had great project results and good hires to confirm your existing audience is what a future one must “appear like.”
Ad positioning
After evaluating a lot of the ad positioning options readily available, we’ve found the most successful 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 seldom utilized. Therefore, we would not advise utilizing them. We’ve discovered that the news feed for both Instagram and Facebook have offered our partners with more clicks and discussions.
If you are wanting 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 advertisement on Instagram story, you will stand apart.
Create the advertisement
Assembling an excellent ad can be challenging. If you’re uncertain where to start, take a look at our guide on how to turn job descriptions into fantastic social advertisements in 15 minutes.
It can be surprising what mix of copy and images work best for your audience. We recommend A/B testing multiple advertisement variations in each campaign.
For example, in a project about an open position, one advertisement variation could focus on the wage and advantages, another on the business culture, and referall.us a third on the job performance.
Put recruitment marketing on auto-pilot with Wonderkind
If you require to ramp up recruitment rapidly, manually producing the assets, audience, and budget plans for each campaign will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social method throughout Facebook, Instagram, Google, and LinkedIn.
Our Talent Attraction Technology utilizes data from years of recruitment projects to build an audience that’s perfect for your market, place, and employment opportunities.
Our easy-to-use platform makes it easy to spin up creative advertisements in minutes with campaign templates, a library of stock pictures, and immediate image cropping. Once ads are running, keep an eye on efficiency and invest throughout 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.