Establishing Recruitment Ads on Facebook like A Pro

Facebook advertising is a crucial part of a recruitment marketing method due to the fact that it helps get your business in front of a broad pool of prospects. Especially quality prospects who aren’t actively using the basic task boards.

Social marketing is an effective tool for recruitment. However, due to the fact that many marketing systems are customized to eCommerce, developing a fantastic recruitment campaign 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 ad account

You’ll need a Facebook Business Page and Facebook Business Manager account to run any ads on Facebook or Instagram. This fantastic guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager permits you to add multiple people to the account to help run campaigns, but understand that people will need an individual Facebook account to be able to be included.

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

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

Choosing a project type

To produce an ad 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 provided a list of 11 kinds of campaign goals. We have actually discovered that 3 of these goals are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are more most likely to purchase items from a brand name they understand, individuals are most likely to apply for a task at a company they have actually heard of. Brand Awareness campaigns are optimized to be seen by a wide swimming pool of people that are likely to be thinking about your business.

These advertisements won’t straight drive traffic to your site, but they get candidates knowledgeable about your company and prepared to click when the ideal position comes along.

Awareness projects 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 organization’s accomplishments and mission can all be turned into distinctive projects.

Traffic

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

This audience is narrower than in a Brand name Awareness campaign, however still consists of individuals interested however not ready to make an application for a task.

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

Conversion

Conversion campaigns are what individuals tend to consider when they consider marketing. These campaigns track and job enhance towards someone performing an action on your site, such as sending an application.

For a Conversion campaign to be successful, you first need to develop a strong audience of possible prospects that recognize with your business. Without that, it’s type of like going through a crowd and asking strangers to wed you.

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

Great ads and brand name awareness makes people click, but conversion takes place on a landing page. So you require to make certain that your task pages load rapidly, are easy to read on mobile phones, and plainly specify the information job prospects care about the majority of.

Understand that Facebook conversion ads are going through some changes in reaction to Apple’s iOS 14 privacy updates – [upgrade October 2023: please read the following for more on Apple’s iOS 17 privacy updates] Companies will need to prioritize 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 concern list.

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

Campaign budget optimization

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

For the 3 primary types of recruitment projects gone over above, job a general suggestion is:

Brand Awareness: Run as continuous campaigns, job payment on impressions, and either day-to-day or job life time budgeting.

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

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

Select an audience

Targeting job titles and job industry is usually where you begin with recruitment marketing, however you can reach a great deal of covert potential with non-traditional audience qualities. For some inspiration, we recently blogged about 5 imaginative methods to use targeting in recruitment ads.

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

Ad placement

After testing a lot of the ad placement choices offered, we’ve found 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 used. Therefore, we wouldn’t recommend utilizing 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 wanting to create more awareness, we would advise Instagram. Not a lot of marketers hang out on producing an excellent Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stick out.

Create the ad

Assembling a great advertisement can be challenging. If you’re unsure where to start, inspect out our guide on how to turn job descriptions into excellent social ads in 15 minutes.

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

For example, in a project about an open position, one ad variation could focus on the income and benefits, another on the business culture, and a 3rd on the task performance.

Put recruitment marketing on autopilot with Wonderkind

If you require to increase recruitment rapidly, manually developing the possessions, audience, and budget plans for each project will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social method across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes data from years of recruitment projects to build an audience that’s perfect for your industry, place, and employment opportunities.

Our user friendly platform makes it easy to spin up imaginative advertisements in minutes with project templates, a library of stock pictures, and immediate image cropping. Once ads are running, keep track of performance and invest throughout all social channels in one overarching control panel.

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