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Setting up Recruitment Ads on Facebook like A Pro

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

Social advertising is an effective tool for recruitment. However, due to the fact that a lot of advertising systems are tailored to eCommerce, designing a great recruitment project can be tough. This post walks through considerations and suggestions when utilizing Facebook advertisements 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 walks through how to establish Facebook Business Manager.

Business Manager allows you to include numerous people to the account to assist run campaigns, but know that individuals will need a personal Facebook account to be able to be added.

To buy ad campaign, you’ll also need a Facebook Ad Account, which you will be prompted to develop when setting up Facebook Business Manager.

You’ll likewise need to verify your website domain with Facebook, which is required to measure and track campaigns.

Choosing a campaign type

To create an ad campaign, head to the “Ads Manager” area via the leading 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 kinds of campaign goals. We’ve found that 3 of these objectives are most useful for job recruitment marketing: Brand Awareness, Traffic, job and Conversion.

Brand Awareness

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

These ads will not straight drive traffic to your site, but they get candidates acquainted with your service and prepared to click when the best position occurs.

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

Traffic

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

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

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

Conversion

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

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

Let your audience learn more about you with Awareness and Clicks campaigns initially, 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 require to make certain that your task pages load rapidly, are simple to keep reading mobile phones, and plainly mention the information task candidates care about many.

Know that Facebook conversion ads are going through some changes in action 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 require to focus on 8 conversion actions per web domain.

If job listings are on the primary business site, you’ll likely need to align with the marketing group on the concern list.

Facebook motivates businesses to use the Facebook Conversion API to link your advertisements with conversion data from other sources, such as your server, material management system (CMS), or customer relationship management (CRM).

Campaign budget optimization

There are a number of different choices when it pertains to paying for advertisements. First, you can select to pay based upon clicks or impressions of your ads. Next, you decide how you want Facebook to position your ads:

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 also allows you to set time windows such as running ads only at night or on weekends.

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

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

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

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

Select an audience

Targeting job titles and market is usually where you begin with recruitment marketing, but you can reach a great deal of hidden potential with non-traditional audience qualities. For some inspiration, we just recently discussed 5 innovative ways to utilize targeting in recruitment advertisements.

Facebook likewise gives the choice to target “lookalike audiences.” This is great once you have actually had excellent project results and good hires to confirm your existing audience is what a future one must “appear like.”

Ad placement

After checking a lot of the ad positioning choices offered, we have actually discovered the most effective 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 hardly ever utilized. Therefore, we would not advise utilizing them. We’ve discovered that the news feed for both Instagram and Facebook have supplied our partners with more clicks and discussions.

If you are looking to produce more awareness, job we would recommend Instagram. Not a lot of marketers spend time on creating a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand out.

Create the advertisement

Assembling a fantastic advertisement can be difficult. If you’re not sure where to start, inspect out our guide on how to turn task descriptions into fantastic social advertisements in 15 minutes.

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

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

Put recruitment marketing on auto-pilot with Wonderkind

If you need to ramp up recruitment quickly, manually creating the assets, audience, and spending plans for each campaign will slow you down. Wonderkind helps you accelerate recruitment marketing by automating your social strategy across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes information from years of recruitment campaigns to develop an audience that’s perfect for your market, area, and open positions.

Our easy-to-use platform makes it easy to spin up creative ads in minutes with project design templates, a library of stock images, and instant image . Once ads are running, monitor performance and job spend throughout all social channels in one overarching dashboard.

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

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