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Establishing Recruitment Ads on Facebook like A Pro

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

Social advertising is an effective tool for recruitment. However, since most advertising systems are tailored to eCommerce, designing a fantastic recruitment project can be difficult. This article walks through considerations and recommendations when utilizing Facebook ads for recruitment marketing.

Establish Facebook Business Manager and ad account

You’ll need a Facebook Business Page and Facebook Business Manager account to run any ads on Facebook or Instagram. This excellent guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager enables you to include multiple individuals to the account to assist run projects, but be mindful that individuals will need an individual Facebook account to be able to be added.

To buy marketing campaigns, you’ll also require a Facebook Ad Account, which you will be triggered to develop when setting up Facebook Business Manager.

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

Choosing a campaign type

To develop an ad campaign, head to the “Ads Manager” area by means of the top left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as people are most likely to purchase items from a brand they know, individuals are more likely to request a task at a business they’ve heard of. Brand Awareness projects are optimized to be seen by a large swimming pool of individuals that are most likely to be interested in your company.

These advertisements won’t straight drive traffic to your website, but they get candidates acquainted with your organization and ready to click when the ideal position comes along.

Awareness projects can be about nearly anything that shines a light on your business. Announcements about development and awards, articles about business efforts and culture, and videos about the company’s accomplishments and mission can all be developed into attractive campaigns.

Traffic

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

This audience is narrower than in a Brand Awareness project, but still consists of people interested however not prepared to apply for a job.

These ads can concentrate on open positions to get individuals to check out more about the jobs and the business (terrific for high-volume recruiting). Or feature material that will drive people to your website, like market hot subjects or pointers.

Conversion

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

For a Conversion project to be effective, you first need to develop a solid audience of possible candidates that are familiar with your business. Without that, it’s kind of like going through a crowd and asking strangers to marry you.

Let your audience learn more about you with Awareness and Clicks campaigns initially, and move more budget plan to Conversion campaigns gradually.

Great ads and brand name awareness makes individuals click, however conversion happens on a landing page. So you need to make certain that your task pages load rapidly, are easy to read on mobile devices, and plainly specify the info job prospects care about most.

Understand that Facebook conversion ads are going through some changes in reaction to Apple’s iOS 14 personal privacy updates – [upgrade 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 job listings are on the primary business website, you’ll likely need to align with the marketing group on the concern list.

Facebook motivates services to utilize the Facebook Conversion API to link your ads with conversion information from other sources, such as your server, content management system (CMS), or customer relationship management (CRM).

Campaign budget optimization

There are a number of different choices when it concerns paying for advertisements. First, you can select to pay based upon clicks or impressions of your ads. Next, you decide 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 positioned so your costs lasts the complete project. This alternative likewise permits you to set time windows such as running ads just in the evening or on weekends.

For the 3 main kinds of recruitment campaigns discussed above, a general recommendation is:

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

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

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

Select an audience

Targeting task titles and market is normally where you begin with recruitment marketing, but you can reach a lot of hidden prospective with unconventional audience characteristics. For some motivation, we just recently blogged about 5 innovative ways to use targeting in recruitment ads.

Facebook also provides the alternative to target “lookalike audiences.” This is excellent once you’ve had good project results and great hires to validate your existing audience is what a future one must “appear like.”

Ad placement

After evaluating a number of the ad positioning options offered, we have actually discovered the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve found that Facebook stories are rarely utilized. Therefore, we would not suggest using them. We have actually discovered that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and discussions.

If you are seeking to develop more awareness, we would recommend Instagram. Not a lot of marketers hang around on producing an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the advertisement

Creating a great advertisement can be difficult. If you’re uncertain where to begin, inspect out our guide on how to turn job descriptions into terrific social ads in 15 minutes.

It can be unexpected what combination of copy and images work best for your audience. We recommend A/B testing numerous advertisement versions in each campaign.

For instance, in a project about an employment opportunity, one ad variation could concentrate on the wage and benefits, another on the company culture, and a 3rd on the task performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to increase recruitment rapidly, manually developing the assets, audience, and budgets for each campaign will slow you down. Wonderkind assists you speed up 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 construct an audience that’s perfect for your market, place, and open positions.

Our user friendly platform makes it easy to spin up in minutes with campaign design templates, a library of stock images, and instantaneous image cropping. Once advertisements are running, keep track of efficiency and invest throughout all social channels in one overarching control panel.

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