Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a key part of a recruitment marketing strategy because it assists get your business in front of a large swimming pool of prospects. Especially quality candidates who aren’t actively utilizing the basic task boards.

Social advertising is an effective tool for . However, because the majority of marketing systems are tailored to eCommerce, developing a fantastic recruitment project can be challenging. This article walks through factors to consider and suggestions when using Facebook advertisements for recruitment marketing.

Establish Facebook Business Manager and ad 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 strolls through how to establish Facebook Business Manager.

Business Manager permits you to include several people to the account to assist run projects, but know that individuals will require a personal Facebook account to be able to be added.

To acquire advertising campaigns, you’ll also require a Facebook Ad Account, which you will be prompted to create when setting up Facebook Business Manager.

You’ll also require to validate your website domain with Facebook, which is needed to determine and track campaigns.

Choosing a project type

To produce an advertising campaign, head to the “Ads Manager” section by means of the top left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as people are more most likely to buy products from a brand name they know, individuals are more most likely to look for a task at a company they have actually heard of. Brand Awareness campaigns are enhanced to be seen by a broad pool of individuals that are likely to be interested in your business.

These advertisements won’t directly drive traffic to your site, however they get prospects acquainted with your company and all set to click when the ideal position comes along.

Awareness projects can be about almost anything that shines a light on your business. Announcements about growth and awards, posts about business efforts and culture, and videos about the organization’s accomplishments and objective can all be turned into appealing campaigns.

Traffic

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

This audience is narrower than in a Brand name Awareness project, but still consists of people interested however not all set to get a task.

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

Conversion

Conversion projects are what individuals tend to think about when they consider marketing. These campaigns track and optimize towards someone carrying out an action on your site, such as submitting an application.

For a Conversion campaign to be successful, you first need to develop up a strong audience of potential prospects that are familiar with your company. Without that, it’s type of like going through a crowd and asking strangers to marry you.

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

Great advertisements and brand name awareness makes individuals click, but conversion occurs on a landing page. So you need to ensure that your job pages load quickly, are simple to check out on mobile devices, and plainly state the details task candidates care about most.

Understand that Facebook conversion ads are going through some modifications in reaction to Apple’s iOS 14 personal privacy updates – [update October 2023: please read the following for more on Apple’s iOS 17 personal privacy updates] Companies will need to focus on 8 conversion actions per web domain.

If task listings are on the primary company site, you’ll likely need to align with the marketing team on the top priority list.

Facebook encourages organizations to use 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 choices when it concerns paying for ads. First, you can choose to pay based upon clicks or impressions of your ads. Next, job you decide how you want Facebook to place your ads:

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

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

For the 3 primary kinds of recruitment campaigns talked about above, job a general suggestion is:

Brand Awareness: Run as ongoing projects, payment on impressions, and either daily or lifetime budgeting.

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

Conversion: Short run time, payment on clicks, life time spending plan. These will likely be your most expensive campaigns.

Select an audience

Targeting job titles and market is normally where you begin with recruitment marketing, job but you can reach a lot of surprise prospective with non-traditional audience characteristics. For some inspiration, we recently composed about 5 innovative methods to use targeting in recruitment advertisements.

Facebook likewise offers the alternative to target “lookalike audiences.” This is fantastic once you have actually had good campaign outcomes and great hires to confirm your existing audience is what a future one need to “look like.”

Ad placement

After testing a number of the advertisement placement options offered, we’ve discovered the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, job Instagram Stories.

Here at Wonderkind, we’ve discovered that Facebook stories are rarely utilized. Therefore, we wouldn’t 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 wanting to develop more awareness, we would recommend Instagram. Not a lot of marketers spend time on developing a good Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stick out.

Create the ad

Creating a terrific ad can be challenging. If you’re uncertain where to begin, have a look at our guide on how to turn job descriptions into excellent social advertisements in 15 minutes.

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

For example, in a campaign about an employment opportunity, one advertisement version might concentrate on the income and advantages, another on the business culture, and a third on the task functionality.

Put recruitment marketing on autopilot with Wonderkind

If you need to ramp up recruitment quickly, by hand developing the properties, audience, and budgets for each campaign will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social method across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses information from years of recruitment campaigns to build an audience that’s best for your industry, place, and job open positions.

Our easy-to-use platform makes it simple to spin up creative ads in minutes with project templates, a library of stock images, and instant image cropping. Once advertisements are running, keep an eye on performance and invest throughout all social channels in one overarching dashboard.

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