Facebook marketing is an essential part of a recruitment marketing strategy because it helps get your company in front of a large pool of prospects. Especially quality prospects who aren’t actively using the standard job boards.

Social advertising is a powerful tool for recruitment. However, because most advertising systems are customized to eCommerce, designing a terrific recruitment project can be difficult. This short article strolls through considerations and recommendations when using Facebook ads for recruitment marketing.

Set up Facebook Business Manager and ad account

You’ll need a Facebook Business Page and Facebook Business Manager account to run any advertisements on Facebook or Instagram. This excellent guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager enables you to add numerous individuals to the account to assist run projects, but know that individuals will require an individual Facebook account to be able to be added.

To buy ad campaign, you’ll likewise require a Facebook Ad Account, which you will be triggered to develop when establishing Facebook Business Manager.

You’ll also require to verify your website domain with Facebook, which is needed to measure and track campaigns.

Choosing a campaign type

To produce an ad campaign, head to the “Ads Manager” section 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 provided a list of 11 kinds of project goals. We have actually found that 3 of these objectives are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are more most likely to purchase items from a brand they know, individuals are more likely to make an application for a job at a business they’ve become aware of. Brand Awareness campaigns are enhanced to be seen by a wide swimming pool of people that are most likely to be interested in your business.

These ads will not straight drive to your website, however they get prospects acquainted with your business and ready to click when the ideal position occurs.

Awareness projects can be about almost anything that shines a light on your business. Announcements about growth and awards, short articles about company initiatives and culture, and videos about the organization’s achievements and objective can all be developed into attractive campaigns.

Traffic

In the Wonderkind platform, this is referred to as a “Clicks” project. These advertisements are targeted to reach an audience that is likely to click on the link in your advertisement.

This audience is narrower than in a Brand name Awareness campaign, but still includes people interested but not all set to get a task.

These ads can focus on employment opportunities to get people to check out more about the tasks and the company (terrific for high-volume recruiting). Or function material that will drive individuals to your website, like industry hot subjects or tips.

Conversion

Conversion projects are what individuals tend to think about when they think of marketing. These campaigns 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 initially need to construct up a strong audience of prospective prospects that recognize with your company. Without that, it’s sort of like running through a crowd and asking strangers to wed you.

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

Great ads and brand awareness makes people click, but conversion happens on a landing page. So you require to ensure that your job pages load quickly, are easy to check out on mobile phones, and plainly state the info task candidates care about a lot of.

Be aware that Facebook conversion advertisements 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 require to focus on 8 conversion actions per web domain.

If job listings are on the main business website, you’ll likely need to align with the marketing team on the priority list.

Facebook encourages services to utilize 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 spending plan optimization

There are a number of different choices when it pertains to paying for ads. First, you can choose to pay based on clicks or impressions of your advertisements. Next, you decide how you desire Facebook to put your ads:

Daily Budget: Ads will be paced so, your spending lasts the full day.
Lifetime Budget: You set the length of a campaign and ads will be put so your costs lasts the full project. This option likewise permits you to set time windows such as running ads just in the evening or on weekends.
For the 3 primary types of recruitment campaigns discussed above, a basic recommendation is:

Brand Awareness: Run as ongoing campaigns, payment on impressions, and either everyday or lifetime budgeting.
Traffic (Clicks): Short run times, payment on clicks, lifetime spending plan.
Conversion: Short run time, payment on clicks, life time budget plan. These will likely be your most pricey projects.
Select an audience

Targeting job titles and market is typically where you begin with recruitment marketing, but you can reach a great deal of concealed prospective with non-traditional audience traits. For some inspiration, we just recently blogged about 5 creative methods to use targeting in recruitment advertisements.

Facebook likewise provides the choice to target “lookalike audiences.” This is fantastic once you have actually had good project outcomes and excellent hires to confirm your existing audience is what a future one should “appear like.”

Ad positioning

After checking numerous of the ad positioning alternatives readily available, we have actually discovered the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve discovered that Facebook stories are seldom used. Therefore, we wouldn’t recommend using them. We have actually discovered that the news feed for both Instagram and Facebook have offered our partners with more clicks and discussions.

If you are aiming to produce more awareness, employment we would advise Instagram. Not a lot of advertisers hang out on developing a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the advertisement

Putting together a terrific advertisement can be difficult. If you’re uncertain where to begin, take a look at our guide on how to turn job descriptions into excellent social ads in 15 minutes.

It can be unexpected what combination of copy and images work best for your audience. We suggest A/B testing numerous ad variations in each campaign.

For example, in a campaign about an employment opportunity, one advertisement version might concentrate on the wage and benefits, another on the business culture, and a third on the task functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to ramp up recruitment quickly, manually developing the possessions, audience, and spending plans for each project will slow you down. Wonderkind helps 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 campaigns to develop an audience that’s best for your industry, location, and employment opportunities.

Our easy-to-use platform makes it basic to spin up creative ads in minutes with campaign templates, a library of stock images, and instant image cropping. Once advertisements are running, monitor performance and spend across all social channels in one overarching control panel.

Ready to turbo-charge your skill sourcing? Take a look at how Wonderkind works or see it in action.