Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a crucial part of a recruitment marketing strategy due to the fact that it assists get your company in front of a wide swimming pool of prospects. Especially quality prospects who aren’t actively utilizing the standard task boards.

Social advertising is a powerful tool for recruitment. However, because most marketing systems are customized to eCommerce, developing an excellent recruitment campaign can be difficult. This article strolls through considerations and suggestions when using Facebook ads 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 excellent guide from Hootsuite strolls through how to set up Facebook Business Manager.

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

To buy marketing campaign, you’ll likewise need a Facebook Ad Account, which you will be triggered to produce when establishing Facebook Business Manager.

You’ll also require to confirm your website domain with Facebook, which is needed to measure and track campaigns.

Choosing a campaign type

To produce a marketing project, 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 project, you’ll be given a list of 11 kinds of campaign goals. We have actually discovered that 3 of these goals are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are more most likely to buy items from a brand they understand, individuals are more most likely to make an application for a job at a business they have actually heard of. Brand Awareness campaigns are enhanced to be seen by a wide pool of individuals that are most likely to be thinking about your business.

These advertisements won’t straight drive traffic to your site, however they get candidates knowledgeable about your organization and prepared to click when the ideal position occurs.

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

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 Awareness campaign, employment however still includes individuals interested however not ready to obtain a job.

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

Conversion

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

For a Conversion campaign to be effective, you initially require to build up a strong audience of prospective candidates that are familiar with your company. Without that, it’s type of like going through a crowd and asking complete strangers to marry you.

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

Great advertisements and brand awareness makes people click, but conversion happens on a landing page. So you need to ensure that your task pages load quickly, are easy to continue reading mobile phones, and clearly mention the candidates care about a lot of.

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

If task listings are on the main business site, you’ll likely need to align with the marketing group on the priority list.

Facebook motivates businesses to use the Facebook Conversion API to connect your ads with conversion information from other sources, such as your server, material management system (CMS), or customer relationship management (CRM).

Campaign budget plan optimization

There are a couple of different choices when it pertains to spending for advertisements. First, you can pick to pay based upon clicks or impressions of your ads. Next, you decide how you want Facebook to place 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 full campaign. This choice likewise allows you to set time windows such as running ads just at night or on weekends.

For the 3 main types of recruitment campaigns talked about above, a general suggestion is:

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

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

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

Select an audience

Targeting task titles and employment market is usually where you begin with recruitment marketing, however you can reach a lot of surprise possible with non-traditional audience qualities. For some inspiration, we just recently wrote about 5 imaginative methods to use targeting in recruitment advertisements.

Facebook likewise provides the alternative to target “lookalike audiences.” This is great once you’ve had excellent campaign outcomes and excellent hires to confirm your existing audience is what a future one must “appear like.”

Ad placement

After evaluating a number of the ad positioning choices available, 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 discovered that Facebook stories are seldom utilized. Therefore, we would not advise using them. We’ve discovered that the news feed for both Instagram and employment Facebook have offered our partners with more clicks and discussions.

If you are looking to create more awareness, we would recommend Instagram. Not a great deal of advertisers hang around on developing a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.

Create the ad

Creating an excellent ad can be challenging. If you’re unsure where to start, employment have a look at our guide on how to turn task descriptions into excellent social advertisements in 15 minutes.

It can be surprising what mix of copy and images work best for your audience. We advise A/B testing multiple ad versions in each project.

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

Put recruitment marketing on autopilot with Wonderkind

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

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

Our easy-to-use platform makes it basic to spin up creative advertisements in minutes with project templates, a library of stock images, and instant image cropping. Once ads are running, monitor performance and invest across all social channels in one overarching control panel.

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