Setting up Recruitment Ads on Facebook like A Pro

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

Social advertising is a powerful tool for recruitment. However, since a lot of advertising systems are customized to eCommerce, creating an excellent recruitment campaign can be tough. This short article walks through factors to consider and recommendations when using 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 advertisements on Facebook or Instagram. This fantastic guide from Hootsuite through how to establish Facebook Business Manager.

Business Manager allows you to add multiple individuals to the account to assist run projects, however understand that individuals will need an individual Facebook account to be able to be included.

To buy marketing campaign, you’ll also need a Facebook Ad Account, which you will be triggered to produce when setting up Facebook Business Manager.

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

Choosing a campaign type

To develop a marketing project, head to the “Ads Manager” area through the leading left navigation of your Business Manager Dashboard.

When you click the green button to create a campaign, you’ll be given a list of 11 types of campaign objectives. We have actually found that 3 of these goals are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are most likely to purchase items from a brand name they know, individuals are most likely to use for a task at a business they have actually heard of. Brand Awareness projects are optimized to be seen by a broad swimming pool of individuals that are likely to be interested in your business.

These advertisements will not straight drive traffic to your site, but they get prospects acquainted with your service and all set to click when the ideal position comes along.

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

Traffic

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

This audience is narrower than in a Brand Awareness project, but still includes individuals interested but not ready to get a task.

These ads can focus on open positions to get individuals to explore more about the tasks and the business (excellent for high-volume recruiting). Or function content that will drive people to your website, like market hot topics or pointers.

Conversion

Conversion projects are what people tend to consider when they think of marketing. These campaigns track and enhance towards someone performing an action on your website, such as submitting an application.

For a Conversion campaign to be effective, employment you initially need to develop a solid audience of possible candidates that recognize with your company. Without that, it’s type of like going through a crowd and asking complete strangers to marry you.

Let your audience be familiar with you with Awareness and Clicks projects first, and move more spending plan to Conversion projects gradually.

Great advertisements and brand awareness makes individuals click, but conversion happens on a landing page. So you need to ensure that your task pages load quickly, are easy to keep reading mobile gadgets, and plainly mention the info task prospects appreciate a lot of.

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

If task listings are on the primary company site, you’ll likely require to line up with the marketing team on the priority list.

Facebook motivates businesses to utilize the Facebook Conversion API to connect your ads 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 couple of various options when it comes to paying for ads. First, you can pick to pay based upon clicks or impressions of your advertisements. Next, you choose how you desire Facebook to place your advertisements:

Daily Budget: Ads will be paced so, your spending lasts the full day.

Lifetime Budget: You set the length of a project and advertisements will be positioned so your spending lasts the complete project. This alternative also enables you to set time windows such as running ads only at night or on weekends.

For the 3 primary types of recruitment projects talked about above, a basic recommendation is:

Brand Awareness: Run as continuous 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. These will likely be your most expensive projects.

Select an audience

Targeting job titles and market is usually where you start with recruitment marketing, but you can reach a lot of concealed potential with unconventional audience qualities. For some motivation, we recently wrote about 5 imaginative ways to utilize targeting in recruitment advertisements.

Facebook also provides the option to target “lookalike audiences.” This is excellent once you’ve had good campaign outcomes and excellent hires to verify your existing audience is what a future one ought to “look like.”

Ad placement

After checking much of the ad placement options offered, 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 rarely used. Therefore, we would not suggest utilizing them. We have actually discovered that the news feed for both Instagram and Facebook have supplied our partners with more clicks and employment discussions.

If you are looking to produce more awareness, we would suggest Instagram. Not a lot of advertisers hang around on developing an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the advertisement

Creating a terrific advertisement can be tricky. If you’re not sure where to begin, have a look at our guide on how to turn task descriptions into excellent social ads in 15 minutes.

It can be surprising what combination of copy and images work best for your audience. We advise A/B testing several ad variations in each project.

For example, in a project about an open position, one ad variation might concentrate on the salary and perks, another on the business culture, and a 3rd on the job functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to ramp up recruitment quickly, by hand creating the properties, audience, and spending plans for each project will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social technique throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses data from years of recruitment projects to develop an audience that’s ideal for employment your industry, place, and employment opportunities.

Our easy-to-use platform makes it simple to spin up creative advertisements in minutes with project templates, a library of stock pictures, and instant image cropping. Once advertisements are running, keep track of efficiency and spend across all social channels in one overarching control panel.

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