Facebook and Instagram are powerful platforms for targeting passive job seekers — individuals who are not actively seeking a job but might be interested if the right opportunity arises. This approach ensures your vacancies reach a broader audience using Booston's software, tapping into a talent pool missed by traditional job posting methods. This way, you reach your full potential: 20% active candidates (search engines, job boards) and 80% passive candidates (social media). Booston's software offers a dedicated dashboard for managing vacancies on Facebook and Instagram, making social media recruitment more efficient and targeted. This automation not only saves significant time and effort but also minimizes unexpected costs.

Recruiters can rely on the system to consistently produce and adapt advertisements based on predefined parameters, allowing them to focus more on candidate engagement and less on technical aspects of ad management.

For candidates, this automation results in a seamless and optimal experience. This streamlined process ensures a smooth transition from seeing an ad to applying, improving the overall candidate experience and increasing the likelihood of successful applications.

Table of Contents

• General Overview
• Publishing an Ad
• Cost and Performance Analysis

General Overview

In essence, the automation within Booston’s Facebook & Instagram Job Ad Dashboard is not just a feature; it is a strategic tool that ensures campaign consistency, cost efficiency, and a positive experience for both candidates and recruiters. Here’s how it works:

• Automated ad creation for each job: For every job created or imported from the ATS, an ad is automatically prepared. Our system understands each field of the vacancy, including title, offer, requirements, and more, enabling accurate ad creation.

Simple content review and adjustment: Recruiters or marketers only need to review the ad content, add any desired targeting options, and set a maximum daily budget. This streamlined process reduces manual effort and ensures ads are tailored to attract the right candidates.

Publication and performance monitoring: After review, ads can be easily published. Campaign results are readily accessible under the 'Cost & Performance' section of the dashboard. This feature enables continuous monitoring and adjustment of ad performance, ensuring the best return on investment.

Customizable ad templates: Ad layouts are fully customizable. Changes can be made at the main level under 'Content Template' or for specific job categories under 'Job Group Template'. This flexibility ensures that the best practices for each job type are consistently applied, further reducing the manual work involved in launching each ad.

Publishing an Ad

Introduction

Publishing an ad on Facebook and Instagram using Booston’s software is designed to be an intuitive and efficient process. The platform leverages advanced automation to simplify ad creation and management, enabling your job ads to reach a broader audience of both active and passive job seekers. This section guides you through the necessary steps to publish an effective ad, including content creation, targeting, budgeting, and the final publishing process.

Content

Creating compelling ad content is crucial for attracting potential candidates. The Booston system automatically generates ads based on job details entered into the ATS (Applicant Tracking System), including:

• Job Title: Clearly stated to attract relevant candidates.
• Job Description: A concise, engaging summary of responsibilities and requirements.
• Offer: Highlight key benefits and salary ranges to make the position attractive.
• Call to Action: Encourage candidates to apply directly via the ad.

Successful content creation is the implementation of your strategy. If you can effectively translate your strategy into text and visuals, you will surely find the right candidate. Key points to consider:

1. Bring the candidate closer to pleasure.
2. Distance the candidate from pain.
3. Focus on conversation, as passive candidates may not have an updated CV.

The content of a job ad consists of:

• Ad Text
• Visible URL
• Title
• Description
• Call to Action
• Media (photo or video)

To create an ad that stops people from scrolling and makes them pay attention with the intention to apply, consider the following tips based on the A.I.D.A. model (Attention – Interest – Desire – Action):

• Attention: Capture interest with a visual message that makes people stop scrolling. Use bright colors and powerful headlines.
• Interest: Maintain interest by explaining a problem they experience and how it negatively affects their life, or focus on the positive by highlighting an opportunity.
• Desire: Create an irresistible offer. Clearly explain how you can solve their problem and offer a way to improve their life.
• Action: Use a clear Call to Action (CTA) encouraging immediate action. Be direct and make taking action easy. Adding urgency through limited time or availability can make a CTA more effective.

Additional best practices include:

• Social Proof: Use testimonials or reviews to confirm that you can solve the candidate's problem.
• Value Proposition: Clearly state why your offer is attractive.
• Image Format: Use a 4:5 aspect ratio for your visual material to ensure proper display and clear communication of your message.

Targeting

Effective targeting ensures that your job advertisements reach the most relevant audience. The Booston dashboard provides robust targeting options, allowing recruiters to define their audience based on various criteria, including:

• Demographics: Age, gender, location, and more.
• Interests: Tailor ads to individuals whose interests align with the job role.
• Behaviors: Target users based on online behavior, job titles, or industry.

These targeting options help maximize the reach of the advertisement among passive job seekers who may not be actively looking but might be interested if the right opportunity presents itself.

Budget

Setting a budget for your advertisement is a crucial step to ensure cost-effectiveness. The Booston platform enables you to:

• Set a Daily Budget: Define the maximum amount you want to spend each day.
• Bidding Strategy: Choose between automated bidding for optimal results or manual bidding for greater control over ad spending. To maximize campaign results, you can set your daily budgets higher (combined) than your actual campaign budget, forcing your campaign to make better allocation choices.

The system provides real-time feedback and estimates, allowing you to make informed decisions about your ad spend to achieve the best return on investment.

Publishing

When the content is ready and targeting and budget are set, the final step is publishing your advertisement. The publishing process within the Booston dashboard is straightforward:

• Review: Check the ad content, targeting options, and budget settings once more.
• Publish: Click the publish button to launch the ad.

After publishing, you can monitor the ad's performance in real time via the dashboard. Key metrics such as reach, engagement, and application rates are easily accessible, enabling continuous optimization of your advertising strategy. By following these steps, recruiters can effectively leverage Facebook and Instagram to attract high-quality candidates and fill vacancies with minimal effort.

Cost & Performance Analysis

Introduction

Cost and performance analysis is a crucial part of effective job ad management on Facebook and Instagram. By systematically evaluating key metrics, recruiters can optimize campaigns for maximum efficiency and impact. This chapter describes a three-step approach for analyzing and improving the costs and performance of your vacancies to ensure you reach the right candidates while remaining cost-effective.

1. Leads & Average Cost per Lead

The first step in analyzing your ad’s performance is to monitor whether it generates leads and at what cost. This includes:

• Monitoring Lead Generation: Regularly check the number of leads generated by your ads. Adjust the display period as needed (e.g., last 5 days, 7 days, or 30 days) for a clear view of performance trends.
• Calculating Average Cost per Lead: Compare the cost per lead against the average. This metric helps determine if your ads are cost-effective and if your budget is being used efficiently.

2. Adjusting Targeting & Content

If the cost per lead is high or the ads do not generate leads, it is essential to make adjustments. Consider the following strategies:

• Refine Targeting: Use the detailed targeting options in the Booston dashboard to refine your audience. Review demographics, interests, and behaviors to match your ideal candidate profile.
• Content Revision:
  • Visual Material: Experiment with different photos or videos to see which resonate best with your audience.
  • Text: Update the ad text to make it more engaging and relevant. Highlight the unique selling points of the position and the company.
  • Offer: Adjust the job offer to make it more attractive, such as emphasizing unique benefits or competitive salaries.

Refining these elements can increase the attractiveness of your ads and attract more qualified candidates.

3. Ad Rotation

If the ad still underperforms after adjustments, consider rotating your ads. This involves:

• Taking Down the Current Ad: Temporarily deactivate an underperforming ad.
• Trying Different Ads: Launch a new ad with different content, targeting, or timing. Even small changes can significantly improve performance.
• Republishing or Further Adjusting: If necessary, republish the original ad later or make further adjustments based on additional data and insights.

Continuous Monitoring and Adjustment

For long-term success with your vacancies on Facebook and Instagram, continuous monitoring and adjustment are crucial. Use the Booston dashboard to:

• Track Key Metrics: Keep an eye on reach, engagement, and application rates.
• Make Data-Driven Decisions: Use the collected data to analyze your advertising strategies and make necessary adjustments in real-time.
• Optimize for ROI: Aim to achieve the best return on investment by balancing cost per lead with the quality and quantity of leads generated.

By closely monitoring these aspects and making informed adjustments, you can significantly improve the performance of your vacancies on Facebook and Instagram, effectively reaching and engaging the right candidates.