Establishing Recruitment Ads on Facebook like A Pro

Facebook marketing is an essential part of a recruitment marketing technique due to the fact that it assists get your business in front of a large swimming pool of prospects. Especially quality candidates who aren’t actively using the standard task boards.

Social advertising is an effective tool for recruitment. However, due to the fact that many advertising systems are customized to eCommerce, designing an excellent recruitment campaign can be tough. This article walks through factors to consider and recommendations when utilizing 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 advertisements on Facebook or Instagram. This great guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager enables you to include multiple individuals to the account to help run campaigns, but know that individuals will require a personal Facebook account to be able to be added.

To acquire ad campaign, you’ll likewise require a Facebook Ad Account, which you will be prompted to develop when establishing Facebook Business Manager.

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

Choosing a project type

To produce a marketing campaign, head to the “Ads Manager” section through the leading 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 have actually discovered that 3 of these goals are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are more likely to purchase products from a brand they understand, individuals are more most likely to look for a task at a company they have actually heard of. Brand Awareness projects are enhanced to be seen by a large swimming pool of people that are most likely to be interested in your company.

These ads will not straight drive traffic to your website, however they get prospects knowledgeable about your organization and all set to click when the best position occurs.

Awareness projects can be about nearly anything that shines a light on your company. Announcements about growth and awards, short articles about business efforts and culture, and videos about the organization’s accomplishments and mission can all be turned into appealing projects.

Traffic

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

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

These ads can focus on employment opportunities to get people to check out more about the jobs and the company (terrific for high-volume recruiting). Or feature content that will drive people to your site, like industry hot subjects or suggestions.

Conversion

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

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

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

Great advertisements and brand name awareness makes individuals click, but conversion happens on a landing page. So you need to make certain that your job pages load quickly, are easy to read on mobile phones, and clearly specify the information job prospects appreciate most.

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

If task listings are on the primary business site, you’ll likely require to align with the marketing team on the concern list.

Facebook motivates services to use the Facebook Conversion API to connect your advertisements with conversion data from other sources, such as your server, content management system (CMS), or consumer relationship management (CRM).

Campaign spending plan optimization

There are a couple of various options when it pertains to spending for ads. First, you can choose to pay based upon clicks or impressions of your ads. Next, you choose how you want Facebook to place your ads:

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

Lifetime Budget: You set the length of a campaign and ads will be placed so your costs lasts the full campaign. This option also allows you to set time windows such as running ads just in the evening or on weekends.

For the 3 main kinds of recruitment campaigns talked about above, a basic recommendation is:

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

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

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

Select an audience

Targeting task titles and market is normally where you start with recruitment marketing, but you can reach a lot of surprise potential with unconventional audience qualities. For some inspiration, we just recently composed about 5 innovative methods to utilize targeting in recruitment ads.

Facebook also provides the option to target “lookalike audiences.” This is great once you have actually had great campaign outcomes and great hires to verify your existing audience is what a future one ought to “look like.”

Ad positioning

After testing much of the ad placement alternatives readily available, 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 discovered that Facebook stories are rarely utilized. Therefore, we wouldn’t advise using them. We have actually found that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and discussions.

If you are seeking to produce more awareness, we would advise Instagram. Not a great deal of advertisers hang around on creating an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the ad

Assembling a great ad can be difficult. If you’re not sure where to start, check out our guide on how to turn job descriptions into terrific social advertisements in 15 minutes.

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

For instance, in a project about an open position, one advertisement version could concentrate on the salary and perks, another on the company culture, and a third on the task functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to increase recruitment rapidly, manually developing the possessions, audience, and budgets for each project will slow you down. Wonderkind helps you accelerate recruitment marketing by your social strategy throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses information from years of recruitment campaigns to construct an audience that’s best for your market, location, and open positions.

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

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