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Establishing Recruitment Ads on Facebook like A Pro
Facebook marketing is an essential part of a recruitment marketing strategy because it helps get your business in front of a broad swimming pool of prospects. Especially quality candidates who aren’t actively using the basic job boards.
Social advertising is an effective tool for recruitment. However, because most advertising systems are tailored to eCommerce, developing a great recruitment project can be tough. This post strolls through considerations and suggestions when using Facebook ads for recruitment marketing.
Establish Facebook Business Manager and advertisement 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 establish Facebook Business Manager.
Business Manager allows you to include numerous people to the account to help run projects, however know that individuals will need an individual Facebook account to be able to be included.
To purchase ad campaign, you’ll also require a Facebook Ad Account, which you will be triggered to create when establishing Facebook Business Manager.
You’ll likewise require to confirm your site domain with Facebook, which is needed to measure and track campaigns.
Choosing a campaign type
To create 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 create a project, you’ll be given a list of 11 kinds of project objectives. We’ve found that 3 of these goals are most helpful for recruitment marketing: Brand Awareness, Traffic, and job Conversion.
Brand Awareness
Just as people are most likely to purchase products from a brand they know, individuals are more likely to obtain a job at a business they have actually become aware of. Brand Awareness campaigns are enhanced to be seen by a large swimming pool of individuals that are most likely to be interested in your business.
These ads won’t directly drive traffic to your site, but they get candidates familiar with your organization and ready to click when the perfect position occurs.
Awareness projects can be about almost anything that shines a light on your business. Announcements about growth and awards, posts about business initiatives and culture, and videos about the company’s achievements and objective can all be developed into eye-catching campaigns.
Traffic
In the Wonderkind platform, this is referred to as a “Clicks” project. 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 job Awareness project, however still includes individuals interested but not prepared to look for a task.
These advertisements can concentrate on employment opportunities to get individuals to check out more about the tasks and the company (terrific for high-volume recruiting). Or feature content that will drive individuals to your site, like market hot topics or tips.
Conversion
Conversion projects are what individuals tend to consider when they consider marketing. These campaigns track and enhance towards somebody carrying out an action on your site, such as sending an application.
For a Conversion campaign to be effective, you first require to develop a solid audience of prospective candidates that are familiar with your business. Without that, it’s kind of like running through a crowd and job asking complete strangers to wed you.
Let your audience be familiar with you with Awareness and Clicks projects initially, and move more spending plan to Conversion campaigns over time.
Great advertisements and brand name awareness makes individuals click, but conversion takes place on a landing page. So you need to ensure that your job pages load quickly, are simple to continue reading mobile phones, and clearly state the information job candidates care about the majority of.
Be mindful that Facebook conversion advertisements are going through some changes in response to Apple’s iOS 14 privacy updates – [upgrade October 2023: please check out the following for more on Apple’s iOS 17 privacy updates] Companies will require to prioritize 8 conversion actions per web domain.
If task listings are on the main business website, you’ll likely require to line up with the marketing team on the priority list.
Facebook encourages organizations to utilize the Facebook Conversion API to link your advertisements with conversion information from other sources, such as your server, content management system (CMS), or customer relationship management (CRM).
Campaign budget 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 job impressions of your advertisements. Next, you choose how you want Facebook to position 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 also enables you to set time windows such as running ads only in the evening or on weekends.
For the 3 primary kinds of recruitment projects gone over above, a general suggestion is:
Brand Awareness: Run as continuous campaigns, job payment on impressions, and either day-to-day or life time budgeting.
Traffic (Clicks): Short run times, payment on clicks, life time budget.
Conversion: Short run time, payment on clicks, life time spending plan. These will likely be your most costly projects.
Select an audience
Targeting task titles and industry is usually where you begin with recruitment marketing, however you can reach a lot of concealed potential with unconventional audience characteristics. For some inspiration, job we recently blogged about 5 creative methods to utilize targeting in recruitment advertisements.
Facebook also gives the alternative to target “lookalike audiences.” This is fantastic once you’ve had great campaign outcomes and great hires to confirm your existing audience is what a future one should “appear like.”
Ad placement
After testing a number of the advertisement placement choices 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’ve discovered that Facebook stories are seldom used. Therefore, we would not recommend using them. We have actually found that the news feed for both Instagram and Facebook have provided our partners with more clicks and conversations.
If you are seeking to develop more awareness, we would advise Instagram. Not a great deal of advertisers invest time on developing an excellent Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.
Create the advertisement
Putting together a terrific advertisement can be challenging. If you’re uncertain where to begin, have a look at our guide on how to turn job descriptions into terrific social advertisements in 15 minutes.
It can be unexpected what mix of copy and images work best for your audience. We advise A/B testing multiple ad variations in each project.
For example, in a project about an employment opportunity, one ad version could focus on the wage and advantages, another on the business culture, and a third on the job performance.
Put recruitment marketing on with Wonderkind
If you need to increase recruitment quickly, manually producing 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 throughout Facebook, Instagram, Google, and LinkedIn.
Our Talent Attraction Technology uses information from years of recruitment campaigns to build an audience that’s perfect for your industry, location, and employment opportunities.
Our user friendly platform makes it basic to spin up creative ads in minutes with project templates, a library of stock pictures, and immediate image cropping. Once ads are running, track efficiency and spend throughout all social channels in one overarching dashboard.
Ready to turbo-charge your talent sourcing? Check out how Wonderkind works or see it in action.