Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a key part of a recruitment marketing strategy since it helps get your company in front of a broad pool of candidates. Especially quality prospects who aren’t actively utilizing the basic task boards.

Social marketing is an effective tool for recruitment. However, due to the fact that many advertising systems are tailored to eCommerce, designing a terrific recruitment campaign can be tough. This article strolls through factors to consider and suggestions when utilizing Facebook advertisements 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 permits you to include numerous individuals to the account to assist run campaigns, but understand that people will need a personal Facebook account to be able to be added.

To buy marketing campaign, you’ll also need a Facebook Ad Account, which you will be prompted to develop when setting up Facebook Business Manager.

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

Choosing a campaign type

To create an ad 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 develop a project, you’ll be given a list of 11 types of campaign goals. We have actually found that 3 of these goals are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are more likely to buy products from a brand name they know, individuals are more most likely to apply for a task at a company they’ve heard of. Brand Awareness campaigns are optimized to be seen by a wide pool of individuals that are likely to be thinking about your company.

These advertisements won’t directly drive traffic to your website, but they get prospects acquainted with your organization and ready to click when the perfect position occurs.

Awareness campaigns can be about almost anything that shines a light on your business. Announcements about growth and awards, short articles about business efforts and culture, employment and videos about the organization’s accomplishments and objective can all be turned into captivating projects.

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 ad.

This audience is narrower than in a Brand Awareness campaign, however still consists of people interested but not all set to make an application for a task.

These ads can concentrate on employment opportunities to get individuals to explore more about the tasks and the business (fantastic for high-volume recruiting). Or feature content that will drive people to your website, like industry hot topics or pointers.

Conversion

Conversion campaigns are what people tend to consider when they think about advertising. These campaigns track and optimize towards somebody performing an action on your site, such as sending an application.

For a Conversion project to be successful, you initially need to develop a solid audience of prospective candidates that recognize with your business. Without that, it’s sort 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 to Conversion campaigns gradually.

Great advertisements and brand name awareness makes people click, however conversion takes place on a landing page. So you need to make certain that your task pages load rapidly, are simple to keep reading mobile gadgets, employment and plainly specify the information task prospects appreciate the majority of.

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

If task listings are on the main company website, employment you’ll likely need to line up with the marketing group on the concern list.

Facebook motivates organizations to use 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 budget plan optimization

There are a number of various choices when it pertains to spending for advertisements. First, you can pick to pay based on clicks or impressions of your advertisements. Next, you decide how you desire Facebook to place your advertisements:

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

Lifetime Budget: You set the length of a and ads will be positioned so your costs lasts the complete campaign. This option also permits you to set time windows such as running ads just at night or on weekends.

For the 3 primary types of recruitment campaigns gone over above, a general recommendation is:

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

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

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

Select an audience

Targeting job titles and market is usually where you begin with recruitment marketing, however you can reach a great deal of hidden possible with non-traditional audience characteristics. For employment some inspiration, we just recently discussed 5 imaginative methods to utilize targeting in recruitment advertisements.

Facebook likewise gives the alternative to target “lookalike audiences.” This is great once you’ve had great project outcomes and good hires to confirm your existing audience is what a future one should “look like.”

Ad placement

After evaluating a number of the ad placement options 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 have actually discovered that Facebook stories are rarely utilized. Therefore, we wouldn’t suggest 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 aiming to develop more awareness, we would recommend Instagram. Not a lot of marketers hang around on developing an excellent Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand out.

Create the ad

Assembling an excellent ad can be challenging. If you’re not sure where to start, take a look at our guide on how to turn job descriptions into excellent social advertisements in 15 minutes.

It can be unexpected what combination of copy and images work best for your audience. We advise A/B testing numerous advertisement variants in each project.

For instance, in a project about an open position, one ad variation could focus on the salary and perks, another on the business culture, and a 3rd on the job functionality.

Put recruitment marketing on autopilot with Wonderkind

If you need to increase recruitment rapidly, manually creating the possessions, audience, and spending plans for each campaign will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social method across Facebook, employment Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes information from years of recruitment campaigns to build an audience that’s ideal for your industry, location, and employment opportunities.

Our easy-to-use platform makes it basic to spin up innovative ads in minutes with campaign templates, a library of stock photos, and immediate image cropping. Once advertisements are running, track efficiency and spend throughout all social channels in one overarching control panel.

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