Setting up Recruitment Ads on Facebook like A Pro

Facebook advertising is an essential part of a recruitment marketing method because it assists get your business in front of a broad pool of candidates. Especially quality prospects who aren’t actively using the basic job boards.

Social marketing is an effective tool for recruitment. However, because many advertising systems are tailored to eCommerce, creating a great recruitment project can be difficult. This article strolls through considerations and suggestions when using Facebook ads 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 establish Facebook Business Manager.

Business Manager allows you to add several individuals to the account to help run campaigns, but be mindful that people will need an individual Facebook account to be able to be added.

To acquire marketing campaign, you’ll also require a Facebook Ad Account, which you will be prompted to produce when setting up Facebook Business Manager.

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

Choosing a project type

To develop a marketing campaign, head to the “Ads Manager” area via the top left navigation of your Business Manager Dashboard.

When you click the green button to create a campaign, you’ll be given a list of 11 types of campaign goals. We’ve found that 3 of these objectives are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are most likely to purchase products from a brand they know, people are most likely to obtain a task at a company they have actually become aware of. Brand Awareness projects are enhanced to be seen by a wide swimming pool of people that are likely to be interested in your company.

These advertisements won’t straight drive traffic to your site, but they get candidates familiar with your service and ready to click when the ideal position comes along.

Awareness projects can be about nearly anything that shines a light on your business. Announcements about growth and awards, posts about business efforts and culture, and videos about the organization’s achievements and objective can all be turned into appealing campaigns.

Traffic

In the Wonderkind platform, this is described as a “Clicks” project. 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 project, however still includes people interested but not ready to make an application for a task.

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

Conversion

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

For a Conversion project to be effective, you initially require to build up a solid audience of possible candidates that are familiar with your business. Without that, it’s type of like going through a crowd and asking complete strangers to wed you.

Let your audience get to know you with Awareness and Clicks campaigns initially, and move more budget plan to Conversion campaigns in time.

Great advertisements and brand name awareness makes people click, however conversion takes place on a landing page. So you need to make sure that your task pages load quickly, are simple to continue reading mobile gadgets, and plainly state the details task candidates appreciate a lot of.

Know that Facebook conversion advertisements are going through some changes in action to Apple’s iOS 14 personal privacy updates – [upgrade October 2023: please check out 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 business website, you’ll likely need to line up with the marketing group on the priority list.

Facebook encourages 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 budget plan optimization

There are a number of various choices when it comes to paying for ads. First, you can pick to pay based on clicks or impressions of your ads. Next, you decide how you desire Facebook to put your ads:

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

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

For the 3 main types of talked about above, a basic suggestion is:

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

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

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

Select an audience

Targeting task titles and industry is typically where you start with recruitment marketing, however you can reach a lot of concealed prospective with unconventional audience characteristics. For some motivation, we recently discussed 5 imaginative ways to use targeting in recruitment ads.

Facebook also gives the choice to target “lookalike audiences.” This is terrific once you’ve had great campaign results and good hires to verify your existing audience is what a future one need to “appear like.”

Ad positioning

After checking a number of the ad placement choices offered, 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’ve found that Facebook stories are seldom utilized. Therefore, we would not recommend utilizing them. We have actually discovered that the news feed for both Instagram and Facebook have supplied our partners with more clicks and conversations.

If you are aiming to produce more awareness, we would advise Instagram. Not a great deal of marketers hang around on producing a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.

Create the ad

Creating a fantastic ad can be tricky. If you’re unsure where to start, have a look at our guide on how to turn task descriptions into terrific social ads in 15 minutes.

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

For example, in a project about an employment opportunity, one ad variation could concentrate on the wage and benefits, another on the company culture, and a third on the task performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to increase recruitment quickly, manually developing the possessions, audience, and budgets for each campaign will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social technique across Facebook, Instagram, referall.us Google, and LinkedIn.

Our Talent Attraction Technology uses information from years of recruitment projects to develop an audience that’s perfect for your market, place, and employment opportunities.

Our user friendly platform makes it simple to spin up creative ads in minutes with campaign design templates, a library of stock images, and instant image cropping. Once ads are running, keep an eye on efficiency and spend across all social channels in one overarching dashboard.

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