Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a key part of a recruitment marketing technique since it helps get your business in front of a large swimming pool of prospects. Especially quality prospects who aren’t actively utilizing the basic job boards.

Social advertising is a powerful tool for recruitment. However, since a lot of marketing systems are tailored to eCommerce, designing a fantastic recruitment campaign can be challenging. This short article strolls through considerations and recommendations when utilizing Facebook advertisements for recruitment marketing.

Set up 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 excellent guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager permits you to add several individuals to the account to assist run campaigns, but know that individuals will require a personal Facebook account to be able to be included.

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

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

Choosing a campaign type

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

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

Brand Awareness

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

These ads won’t straight drive traffic to your site, but they get candidates familiar with your organization and ready to click when the perfect position occurs.

Awareness campaigns can be about nearly anything that shines a light on your company. Announcements about development and awards, short articles about company initiatives and culture, and videos about the organization’s accomplishments and mission can all be turned into captivating projects.

Traffic

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

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

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

Conversion

Conversion campaigns are what people tend to think of when they believe about advertising. These projects track and enhance towards someone carrying out an action on your website, such as sending an application.

For a Conversion campaign to be successful, you initially require to develop up a solid audience of potential candidates that are familiar with your business. Without that, it’s type of like going through a crowd and asking complete strangers to wed you.

Let your audience be familiar with you with Awareness and Clicks projects first, and move more budget plan to Conversion projects in time.

Great advertisements and brand name awareness makes people click, however conversion happens on a landing page. So you need to make certain that your task pages load quickly, are simple to keep reading mobile phones, and plainly specify the details task prospects appreciate many.

Understand that Facebook conversion advertisements are going through some modifications 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 focus on 8 conversion actions per web domain.

If task listings are on the main company website, you’ll likely need to line up with the marketing group on the top priority list.

Facebook motivates companies to utilize the Facebook Conversion API to connect your ads with conversion data from other sources, such as your server, content management system (CMS), or client relationship management (CRM).

Campaign budget plan optimization

There are a couple of various choices when it concerns paying for advertisements. First, you can pick to pay based on clicks or impressions of your advertisements. Next, you decide how you want Facebook to place your ads:

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

Lifetime Budget: You set the length of a project and ads will be positioned so your spending lasts the full campaign. This alternative likewise permits you to set time windows such as running advertisements only in the night or on weekends.

For the 3 main types of recruitment campaigns talked about above, a general recommendation is:

Brand Awareness: Run as ongoing campaigns, payment on impressions, and either day-to-day or life time budgeting.

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

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

Select an audience

Targeting job titles and industry is normally where you begin with recruitment marketing, however you can reach a lot of covert possible with unconventional audience qualities. For some motivation, we just recently blogged about 5 imaginative ways to utilize targeting in recruitment advertisements.

Facebook also offers the option to target “lookalike audiences.” This is terrific once you’ve had good project results and great hires to verify your existing audience is what a future one ought to “appear like.”

Ad positioning

After checking much of the advertisement positioning options available, we’ve discovered the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we have actually discovered that Facebook stories are hardly ever used. Therefore, we wouldn’t suggest utilizing them. We have actually found that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and employment discussions.

If you are wanting to create more awareness, we would advise Instagram. Not a great deal of advertisers hang out on developing an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the ad

Assembling an excellent advertisement can be tricky. If you’re uncertain where to start, check out our guide on how to turn job descriptions into excellent social advertisements in 15 minutes.

It can be surprising what mix of copy and images work best for your audience. We recommend A/B screening several advertisement variations in each project.

For instance, in a campaign about an employment opportunity, one ad version could focus on the income 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 increase recruitment quickly, by hand developing the possessions, audience, and spending plans for each project will slow you down. Wonderkind helps you accelerate recruitment marketing by automating your social strategy throughout Facebook, Instagram, Google, and LinkedIn.

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

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

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