Setting up 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 pool of candidates. Especially quality candidates who aren’t actively using the standard job boards.

Social advertising is an effective tool for recruitment. However, employment due to the fact that many advertising systems are customized to eCommerce, designing an excellent recruitment campaign can be difficult. This article walks through factors to consider and suggestions when using Facebook advertisements for recruitment marketing.

Establish Facebook Business Manager and ad account

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

Business Manager allows you to add multiple individuals to the account to help run projects, however know that people will need an individual Facebook account to be able to be added.

To buy 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 validate your website domain with Facebook, which is required to determine and track projects.

Choosing a project type

To create a marketing campaign, head to the “Ads Manager” section by means of the top left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as individuals are most likely to purchase items from a brand they understand, individuals are most likely to apply for employment a job at a company they’ve become aware of. Brand Awareness campaigns are optimized to be seen by a broad swimming pool of individuals that are likely to be interested in your business.

These advertisements will not directly drive traffic to your site, however they get prospects acquainted with your business and ready to click when the perfect position occurs.

Awareness campaigns can be about nearly anything that shines a light on your business. Announcements about development and awards, articles about business efforts and culture, and videos about the organization’s achievements and mission can all be developed into attractive campaigns.

Traffic

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

This audience is narrower than in a Brand Awareness campaign, employment however still includes individuals interested however not prepared to get a job.

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

Conversion

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

For a Conversion campaign to be successful, employment you first require to build up a solid audience of potential prospects that recognize with your company. Without that, it’s type of like running through a crowd and employment asking strangers to wed you.

Let your audience be familiar with you with Awareness and employment Clicks campaigns first, and move more spending plan to Conversion campaigns gradually.

Great advertisements and brand awareness makes people click, however conversion happens on a landing page. So you require to ensure that your task pages load quickly, are easy to read on mobile phones, and clearly specify the info task prospects appreciate most.

Know that Facebook conversion advertisements are going through some modifications in action to Apple’s iOS 14 privacy updates – [update October 2023: please check out the following for more on Apple’s iOS 17 personal privacy updates] Companies will require to focus on 8 conversion actions per web domain.

If job listings are on the main business site, you’ll likely need to line up with the marketing group on the top priority list.

Facebook encourages services to utilize the Facebook Conversion API to connect your ads with conversion data from other sources, such as your server, material management system (CMS), or customer relationship management (CRM).

Campaign spending plan optimization

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

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

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

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

Brand Awareness: Run as continuous campaigns, payment on impressions, and either daily 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 pricey campaigns.

Select an audience

titles and market is usually where you begin with recruitment marketing, but you can reach a great deal of concealed potential with non-traditional audience qualities. For some inspiration, we just recently blogged about 5 creative methods to utilize targeting in recruitment ads.

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

Ad placement

After evaluating many of the ad placement options readily available, we have actually found the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve found that Facebook stories are rarely used. Therefore, we wouldn’t advise using them. We have actually found that the news feed for both Instagram and Facebook have offered our partners with more clicks and conversations.

If you are looking to develop more awareness, we would recommend Instagram. Not a lot of marketers hang around on creating a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the advertisement

Putting together an excellent ad can be tricky. If you’re not sure where to begin, take a look at 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 screening multiple advertisement versions in each campaign.

For example, in a campaign about an employment opportunity, one ad variation could focus on the wage and benefits, another on the company culture, and a 3rd on the task performance.

Put recruitment marketing on autopilot with Wonderkind

If you require to ramp up recruitment quickly, by hand developing the assets, audience, and spending plans for each campaign will slow you down. Wonderkind assists you accelerate recruitment marketing 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 market, area, and open positions.

Our user friendly platform makes it simple to spin up imaginative ads in minutes with project design templates, a library of stock pictures, and instant image cropping. Once ads are running, keep an eye on efficiency and invest 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.