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  • Дата на основаване август 21, 1901
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Establishing Recruitment Ads on Facebook like A Pro

Facebook marketing is an essential part of a recruitment marketing method due to the fact that it assists get your company in front of a large swimming pool of prospects. Especially quality candidates who aren’t actively utilizing the basic job boards.

Social advertising is an effective tool for recruitment. However, since most marketing systems are customized to eCommerce, developing a great recruitment project can be tough. This post walks through factors to consider and recommendations when utilizing Facebook advertisements for recruitment marketing.

Establish Facebook Business Manager and advertisement 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 walks through how to set up Facebook Business Manager.

Business Manager allows you to include numerous people to the account to help run projects, however understand that individuals will need an individual Facebook account to be able to be included.

To acquire ad campaign, you’ll also need a Facebook Ad Account, which you will be prompted to develop when setting up Facebook Business Manager.

You’ll also require to confirm your site domain with Facebook, which is required to measure and track projects.

Choosing a project type

To develop a marketing project, 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 kinds of campaign goals. We’ve found that 3 of these goals are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are most likely to buy items from a brand name they understand, people are most likely to apply for a job at a business they’ve heard of. Brand Awareness projects are optimized to be seen by a large swimming pool of people that are most likely to be interested in your business.

These advertisements will not straight drive traffic to your site, but they get candidates familiar with your organization and ready to click when the best position occurs.

Awareness campaigns can be about nearly anything that shines a light on your business. Announcements about development and awards, posts about business efforts and culture, and videos about the organization’s achievements and mission can all be developed into captivating projects.

Traffic

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

This audience is narrower than in a Brand Awareness campaign, however still consists of individuals interested however not ready to apply for a job.

These ads can concentrate on employment opportunities to get people to check out more about the jobs and the company (great for high-volume recruiting). Or feature content that will drive individuals to your site, like market hot subjects or ideas.

Conversion

Conversion projects are what individuals tend to think of when they consider marketing. These projects track and enhance towards someone carrying out an action on your site, such as sending an application.

For a Conversion project to be successful, you first need to construct up a strong audience of possible prospects that recognize with your company. 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 campaigns first, and move more budget to Conversion projects with time.

Great ads and brand awareness makes people click, however conversion happens on a landing page. So you require to make sure that your job pages load rapidly, are easy to check out on mobile phones, and plainly mention the info task candidates care about the majority of.

Understand that Facebook conversion ads are going through some changes in action to Apple’s iOS 14 personal privacy updates – [update October 2023: please read the following for more on Apple’s iOS 17 privacy updates] Companies will need to prioritize 8 conversion actions per web domain.

If job listings are on the main company website, you’ll likely need to align with the marketing group on the concern list.

Facebook encourages businesses to utilize the Facebook Conversion API to connect your advertisements with conversion data from other sources, such as your server, material management system (CMS), or customer relationship management (CRM).

Campaign spending plan optimization

There are a number of different options when it comes to spending for advertisements. First, you can pick to pay based upon 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 full day.

Lifetime Budget: You set the length of a campaign and ads will be placed so your costs lasts the full project. This option also allows you to set time windows such as running ads only in the night or on weekends.

For the 3 of recruitment campaigns talked about above, a basic suggestion is:

Brand Awareness: Run as continuous projects, employment payment on impressions, and either everyday or life time budgeting.

Traffic (Clicks): Short run times, payment on clicks, life time budget.

Conversion: employment Short run time, payment on clicks, lifetime budget plan. These will likely be your most pricey projects.

Select an audience

Targeting task titles and market is normally where you begin with recruitment marketing, but you can reach a lot of concealed possible with unconventional audience traits. For some inspiration, we recently discussed 5 creative ways to utilize targeting in recruitment advertisements.

Facebook likewise gives the alternative to target „lookalike audiences.“ This is great once you’ve had excellent campaign outcomes and good hires to confirm your existing audience is what a future one must „appear like.“

Ad placement

After checking much of the ad positioning options readily available, we’ve 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 hardly ever utilized. Therefore, we would not advise utilizing 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 seeking to create more awareness, we would advise Instagram. Not a lot of marketers spend time on creating a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the ad

Creating an excellent ad can be challenging. If you’re not sure where to start, have 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 testing several ad versions in each project.

For employment instance, in a project about an employment opportunity, one ad variation could focus on the wage and advantages, employment another on the business culture, and a 3rd on the job performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to ramp up recruitment quickly, employment manually developing the possessions, audience, and budget plans for each campaign will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social strategy throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses information from years of recruitment projects to construct an audience that’s perfect for your industry, area, and open positions.

Our user friendly platform makes it basic to spin up imaginative advertisements in minutes with project design templates, a library of stock pictures, and immediate image cropping. Once ads are running, monitor performance and spend throughout all social channels in one overarching control panel.

Ready to turbo-charge your skill sourcing? Check out how Wonderkind works or see it in action.

„Проектиране и разработка на софтуерни платформи - кариерен център със система за проследяване реализацията на завършилите студенти и обща информационна мрежа на кариерните центрове по проект BG05M2ОP001-2.016-0022 „Модернизация на висшето образование по устойчиво използване на природните ресурси в България“, финансиран от Оперативна програма „Наука и образование за интелигентен растеж“, съфинансирана от Европейския съюз чрез Европейските структурни и инвестиционни фондове."

LTU Sofia

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