Establishing Recruitment Ads on Facebook like A Pro

Facebook advertising is an essential 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 candidates who aren’t actively utilizing the basic task boards.

Social marketing is an effective tool for recruitment. However, since most marketing systems are tailored to eCommerce, creating a great recruitment campaign can be difficult. This article walks through factors to consider 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 advertisements on Facebook or Instagram. This great guide from Hootsuite walks through how to set up Facebook Business Manager.

Business Manager enables you to include multiple people to the account to help run projects, however understand that individuals 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 prompted to produce when establishing Facebook Business Manager.

You’ll likewise need to verify your site domain with Facebook, which is needed to determine and track campaigns.

Choosing a project type

To develop an ad campaign, head to the “Ads Manager” section by means of the leading left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as individuals are more most likely to purchase products from a brand they understand, individuals are more most likely to request a job at a business they have actually become aware of. Brand Awareness campaigns are enhanced to be seen by a wide swimming pool of individuals that are likely to be interested in your business.

These ads won’t straight drive traffic to your site, however they get candidates familiar with your company and ready to click when the best position occurs.

Awareness projects can be about almost anything that shines a light on your company. Announcements about growth and employment awards, employment articles about business efforts and culture, and videos about the organization’s achievements and mission can all be turned into distinctive projects.

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 advertisement.

This audience is narrower than in a Brand Awareness project, but still includes people interested but not ready to get a job.

These advertisements can focus on open positions to get individuals to explore more about the tasks and the company (fantastic for high-volume recruiting). Or function material that will drive individuals to your site, like industry hot subjects or tips.

Conversion

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

For a Conversion campaign to be effective, you first require to develop a strong audience of potential prospects that are familiar with your company. Without that, employment it’s sort of like going through a crowd and asking strangers to marry you.

Let your audience be familiar with you with Awareness and Clicks campaigns first, 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 ensure that your task pages load quickly, are easy to read on mobile phones, and clearly mention the info job prospects care about a lot of.

Know that Facebook conversion ads are going through some changes in response 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 focus on 8 conversion actions per web domain.

If job listings are on the primary company site, you’ll likely require to line up with the marketing group on the top priority list.

Facebook motivates organizations to utilize the Facebook Conversion API to connect your advertisements with conversion data from other sources, such as your server, material management system (CMS), or consumer relationship management (CRM).

Campaign spending plan optimization

There are a couple of different choices when it pertains to spending for ads. First, you can select to pay based on clicks or impressions of your ads. Next, you decide how you want Facebook to put your ads:

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

Lifetime Budget: You set the length of a campaign and advertisements will be positioned so your costs lasts the full project. This choice also permits you to set time windows such as running advertisements only at night or on weekends.

For the 3 main kinds of recruitment projects discussed above, a general suggestion is:

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

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

Conversion: Short run time, payment on clicks, life time spending plan. These will likely be your most pricey projects.

Select an audience

Targeting job titles and industry is usually where you start with recruitment marketing, however you can reach a lot of hidden possible with non-traditional audience characteristics. For some motivation, we just recently discussed 5 imaginative ways to use targeting in recruitment ads.

Facebook likewise provides the choice to target “lookalike audiences.” This is terrific once you have actually had good campaign results and excellent hires to validate your existing audience is what a future one must “appear like.”

Ad positioning

After evaluating many of the advertisement positioning alternatives readily available, we’ve discovered the most ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

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

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

Create the ad

Creating a terrific ad can be challenging. If you’re not sure where to start, take 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 recommend A/B testing numerous advertisement variations in each project.

For example, in a campaign about an employment opportunity, one advertisement variation might focus on the income and perks, another on the company culture, and a third on the task functionality.

Put recruitment marketing on autopilot with Wonderkind

If you need to increase recruitment quickly, employment by hand producing the properties, audience, and spending plans for each project will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social strategy across Facebook, Instagram, Google, employment and LinkedIn.

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

Our easy-to-use platform makes it simple to spin up imaginative ads in minutes with campaign templates, a library of stock photos, and instant image cropping. Once advertisements are running, keep an eye on efficiency and invest throughout all social channels in one overarching dashboard.

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