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Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a crucial part of a recruitment marketing method because it helps get your company in front of a wide swimming pool of candidates. Especially quality candidates who aren’t actively using the basic task boards.

Social advertising is an effective tool for recruitment. However, due to the fact that the majority of advertising systems are tailored to eCommerce, developing a terrific recruitment project can be difficult. This short article walks through considerations and suggestions when using Facebook ads 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 or Instagram. This great guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager allows you to add multiple people to the account to assist run projects, but know that people will need a personal Facebook account to be able to be added.

To purchase ad campaign, you’ll likewise need a Facebook Ad Account, which you will be triggered to produce when setting up Facebook Business Manager.

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

Choosing a campaign type

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

When you click the green button to produce a project, you’ll be offered a list of 11 kinds of project objectives. We’ve found that 3 of these objectives are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are more most likely to buy items from a brand name they know, people are most likely to apply for a task at a business they’ve become aware 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 will not directly drive traffic to your site, but they get prospects knowledgeable about your company and all set to click when the perfect position comes along.

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

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 advertisement.

This audience is narrower than in a Brand name Awareness campaign, employment however still consists of individuals interested however not all set to get a task.

These advertisements can focus on open positions to get people to check out more about the tasks and the company (terrific for high-volume recruiting). Or function content that will drive individuals to your website, like market hot topics or ideas.

Conversion

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

For a Conversion campaign to be effective, you first need to build up a solid audience of potential prospects that are familiar with your company. Without that, it’s sort of like running through a crowd and asking complete strangers to marry you.

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

Great ads and employment brand name awareness makes individuals click, but conversion occurs on a landing page. So you require to make certain that your task pages load quickly, are easy to check out on mobile phones, and plainly state the information task candidates appreciate many.

Know that Facebook conversion advertisements are going through some changes in reaction to Apple’s iOS 14 privacy updates – [update 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 task listings are on the primary company site, you’ll likely require to align with the marketing group on the priority list.

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

Campaign budget plan optimization

There are a number of various options when it pertains to spending for employment ads. First, you can select to pay based on clicks or impressions of your ads. Next, you choose how you desire Facebook to put your advertisements:

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

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

For the 3 main kinds of recruitment projects talked about above, a basic suggestion is:

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

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

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 normally where you start with recruitment marketing, however you can reach a great deal of surprise prospective with non-traditional audience qualities. For some inspiration, we just recently blogged about 5 imaginative ways to use targeting in recruitment ads.

Facebook also gives the option to target “lookalike audiences.” This is terrific once you’ve had excellent project outcomes and good hires to confirm your existing audience is what a future one should “appear like.”

Ad placement

After evaluating much of the advertisement placement alternatives 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’ve found that Facebook stories are rarely used. Therefore, we would not recommend using them. We’ve found that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and conversations.

If you are wanting to create more awareness, we would recommend Instagram. Not a great deal of advertisers hang around on creating a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the ad

Assembling a great advertisement can be difficult. If you’re unsure where to start, take a look at our guide on how to turn job descriptions into fantastic social ads in 15 minutes.

It can be unexpected what mix of copy and images work best for your audience. We advise A/B screening numerous ad variations in each campaign.

For instance, in a campaign about an employment opportunity, one advertisement version could focus on the income and perks, another on the company culture, and a third on the task performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to increase recruitment quickly, by hand creating the assets, audience, and budget plans for each project will slow you down. Wonderkind helps you accelerate 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 construct an audience that’s ideal for your industry, area, and employment opportunities.

Our user friendly platform makes it basic to spin up innovative advertisements in minutes with campaign design templates, a library of stock photos, and instant image cropping. Once ads are running, keep an eye on efficiency and invest throughout all social channels in one overarching control panel.

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