Facebook & Instagram Job Ads

Facebook and Instagram are powerful platforms for targeting passive, or latent, job seekers - individuals who aren't actively searching for a job but might be interested if the right opportunity presents itself. This approach ensures that your job opportunities reach a broader audience with Booston's software, tapping into a pool of talent that traditional job posting methods miss so reach your full potential - 20% are actively looking candidates (search engines, jobboards) and 80% are latent job seekers (socials). Booston's software features a dedicated dashboard for managing Facebook and Instagram job advertisements, making social media recruitment more efficient and targeted. This automation not only saves significant time and effort but also minimizes unforeseen costs. 

Recruiters can rely on the system to consistently produce and adjust ads based on predefined parameters, allowing them to focus more on engaging with candidates and less on the technicalities of ad management.

For candidates, this automation results in a seamless and optimal experience. This streamlined process ensures that the journey from seeing an ad to applying for a job is smooth and hassle-free, enhancing the overall candidate experience and increasing the likelihood of successful applications.

Contents

• General
• Publishing an advertisement
• Cost & performance analysis

General

In essence, the automation within Booston’s Facebook & Instagram Job Ad Dashboard is not just a feature; it's 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 advertisement is automatically prepared. Our system understands each field of the job listing, including title, offer, requirements, and more, allowing for precise ad creation.

Easy content review and customization: Recruiters or marketers simply 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 that ads are tailored to attract the right candidates.

Publishing and performance tracking: Once reviewed, ads can be easily published. The results of each campaign are easily accessible under the 'Cost & Performance' section of the dashboard. This feature allows for continuous monitoring and adjustment of ad performance, ensuring the best return on investment.

Customizable ad templates: The setup of the advertisements is fully adjustable. Changes can be made at the main level under 'Content Template' or for specific job categories under 'Job Group Template'. This flexibility ensures that what works best for each type of job is consistently applied, further reducing the manual work involved in launching each ad.

Publishing an advertisement

Introduction

Publishing an advertisement 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, ensuring your job advertisements reach a broader audience of both active and passive job seekers. This chapter will guide you through the necessary steps to publish an effective advertisement, covering content creation, targeting, budgeting, and the final publication process.

Content

Creating compelling ad content is crucial for attracting potential candidates. Booston’s system automatically generates advertisements based on the job details entered into the ATS (Applicant Tracking System). This includes:

• Job Title: Clearly stated to attract relevant candidates.
• Job Description: A brief, engaging summary of the job responsibilities and requirements.
• Offer: Highlight key benefits and salary ranges to make the job offer appealing.
• Call to Action: Encourages candidates to apply directly through the ad.

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

1. Bringing the candidate closer to pleasure.
2. Distancing the candidate from pain.
3. Focusing on the conversation, as passive candidates may not have an updated CV.

The content of a job advertisement consists of:

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

To create an advertisement that makes people stop scrolling and attentively view your ad, and click with the intent 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 stops people from scrolling. Use bright colors and powerful headlines.
• Interest: Maintain their interest by explaining a problem they face and how it negatively impacts their life, or focus on the positive and outline an opportunity.
• Desire: Create an irresistible offer. Clearly explain how you can solve their problem and offer a path to improve their life.
• Action: Use a clear call-to-action (CTA) that encourages people to act. Be direct and make it easy to take action. Adding a sense of urgency due to limited time or availability can make a CTA more effective.

Additional best practices include:

• Social Proof: Use testimonials or reviews to confirm you can solve the candidate’s problem.
• Value Proposition: Clearly state why your offer is so good.
• Image Format: Use a 4:5 format for your visuals to ensure they are viewed correctly.

Targeting

Effective targeting ensures your job ads reach the most relevant audience. Booston’s 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 their online behavior, job titles, or industry.

These targeting options help maximize the ad’s reach among passive job seekers who might not be actively looking but could be interested if the right opportunity arises.

Budget

Setting a budget for your advertisement is a critical step to ensure cost-effectiveness. Booston’s platform allows you to:

• Set a Daily Budget: Define the maximum amount you are willing to spend each day.
• Bid Strategy: Choose between automated bidding to optimize for best results or manual bidding for more control over ad spending. If you to maximize the results on your campaigns, you can use this feature by setting your daily budgets higher (combined) then your actual campaign budget. Now your campaign will need to make choices where to spend the budget on.

The system provides real-time feedback and estimates, helping you make informed decisions about your advertising spend to achieve the best ROI.

Publish

Once the content is ready and the targeting and budget are set, the final step is to publish your advertisement. The publication process in Booston’s dashboard is straightforward:

1. Review: Double-check the ad content, targeting options, and budget settings.
2. Publish: Click the publish button to launch the ad.

After publishing, the dashboard allows you to monitor the ad’s performance in real-time. 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 efficiently leverage Facebook and Instagram to attract high-quality candidates and fill job vacancies with minimal effort.

Cost & performance analysis

Introduction

Cost and performance analysis is a critical component of effective job advertisement management on Facebook and Instagram. By systematically evaluating key metrics, recruiters can optimize their campaigns for maximum efficiency and impact. This chapter will outline a three-step approach to analyzing and improving the cost and performance of your job ads, ensuring that you reach the right candidates while maintaining cost-effectiveness.

1. Leads & Average Cost Per Lead

The first step in analyzing your ad's performance is to check if it is generating leads and at what cost. This involves:

• Monitoring Lead Generation: Regularly review the number of leads generated by your ads. Adjust the viewing period to your specific needs (e.g., past 5 days, 7 days, or 30 days) to get a clear picture 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. Adjust Targeting & Content

If you find that the cost per lead is high or the ads are not generating leads, it is essential to make adjustments. Consider the following strategies:

1. Refine Targeting: Use the detailed targeting options available in Booston’s dashboard to narrow down your audience. Revisit the demographics, interests, and behaviors you are targeting to ensure they align with your ideal candidate profile.
2. Revise Content:
   • Visuals: Experiment with different photos or videos to see which ones resonate more with your audience.
   • Text: Update the ad copy to be more engaging and relevant. Emphasize the unique selling points of the job and company.
   • Offer: Adjust the job offer to make it more attractive, such as highlighting unique benefits or competitive salaries.

By fine-tuning these elements, you can enhance the appeal of your ads and attract more qualified candidates.

3. Ad Rotation

If the ad still does not meet expectations after making adjustments, consider rotating your ads. This involves:

• Unpublishing the Current Ad: If an ad is underperforming, unpublish it temporarily.
• Trying Different Ads: Launch a new ad with different content, targeting, or timing. Sometimes, even a small change in these variables can lead to significant improvements in performance.
• Republishing or Tweaking: If needed, you can always republish the original ad later or make further tweaks based on additional data and insights.

Continuous Monitoring and Adjustment

To ensure the long-term success of your Facebook and Instagram job ads, continuous monitoring and adjustment are vital. Utilize Booston’s dashboard to:

• Track Key Metrics: Keep an eye on reach, engagement, and application rates.
• Make Data-Driven Decisions: Use the data collected to inform your ad strategies and make necessary adjustments in real-time.
• Optimize for ROI: Aim to get 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 Facebook and Instagram job ads, ensuring they reach and engage the right candidates effectively.