Establishing Recruitment Ads on Facebook like A Pro

Facebook marketing is a crucial part of a recruitment marketing strategy since it assists get your company in front of a wide swimming pool of candidates. Especially quality candidates who aren’t actively using the standard job boards.

Social marketing is an effective tool for recruitment. However, because most advertising systems are tailored to eCommerce, creating an excellent recruitment project can be tough. This article walks through factors to consider and suggestions when using 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 advertisements on Facebook or Instagram. This excellent guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager permits you to include several people to the account to help run campaigns, but be conscious that people will need an individual Facebook account to be able to be added.

To acquire marketing projects, you’ll also need a Facebook Ad Account, which you will be triggered to develop when establishing Facebook Business Manager.

You’ll also require to verify your website domain with Facebook, which is required to measure and track projects.

Choosing a campaign type

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

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

Brand Awareness

Just as people are most likely to purchase items from a brand they understand, people are more most likely to obtain a job at a business they’ve become aware of. Brand Awareness campaigns are enhanced to be seen by a large pool of individuals that are most likely to be thinking about your business.

These advertisements won’t straight drive traffic to your site, however they get prospects knowledgeable about your company and all set to click when the best position comes along.

Awareness projects can be about almost anything that shines a light on your business. Announcements about development and awards, short articles about business 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 described as a “Clicks” project. These advertisements 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 name Awareness campaign, but still consists of individuals interested but not all set to make an application for a job.

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

Conversion

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

For a Conversion project to be successful, employment you first require to build 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 complete strangers to wed you.

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

Great ads and brand awareness makes individuals click, however conversion takes place on a landing page. So you need to make certain that your job pages load quickly, are easy to check out on mobile phones, and plainly state the info task candidates appreciate the majority of.

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 require 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 priority list.

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

Campaign budget optimization

There are a couple of various choices when it comes to spending for ads. First, you can choose to pay based on clicks or impressions of your advertisements. Next, you decide how you want 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 project and ads will be positioned so your costs lasts the complete campaign. This option also allows you to set time windows such as running ads only at night or on weekends.

For the 3 primary types of recruitment campaigns gone over above, a basic recommendation is:

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

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

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

Select an audience

Targeting job titles and industry is usually where you begin with recruitment marketing, however you can reach a lot of hidden prospective with unconventional audience characteristics. For some inspiration, we just recently discussed 5 imaginative methods to utilize targeting in recruitment ads.

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

Ad positioning

After testing many of the ad positioning choices readily available, we have actually found the most successful 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 seldom utilized. Therefore, we would not advise utilizing them. We have actually discovered that the news feed for both Instagram and Facebook have provided our partners with more clicks and discussions.

If you are looking to create more awareness, we would suggest Instagram. Not a great deal of marketers hang out on producing a good Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand out.

Create the ad

Creating a terrific advertisement can be challenging. If you’re unsure where to start, take a look at our guide on how to turn job descriptions into great social advertisements in 15 minutes.

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

For instance, in a project about an employment opportunity, one advertisement variation could concentrate on the salary and employment advantages, another on the business culture, and a third on the job functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to increase recruitment quickly, manually producing the possessions, audience, and spending plans for employment each campaign will slow you down. Wonderkind assists you speed up 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 best for your industry, area, and employment opportunities.

Our easy-to-use platform makes it simple to spin up creative ads in minutes with campaign design templates, a library of stock pictures, and instantaneous image cropping. Once advertisements are running, track efficiency and spend across all social channels in one overarching dashboard.

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