Establishing Recruitment Ads on Facebook like A Pro

Facebook marketing is a crucial part of a recruitment marketing strategy since it assists get your business in front of a broad pool of prospects. Especially quality prospects who aren’t actively using the standard task boards.

Social marketing is a powerful tool for recruitment. However, due to the fact that many advertising systems are tailored to eCommerce, developing a great recruitment campaign can be challenging. This post strolls through factors to consider and recommendations when using Facebook advertisements for recruitment marketing.

Set up Facebook Business Manager and ad account

You’ll need a Facebook Business Page and job Facebook Business Manager account to run any advertisements on Facebook or Instagram. This excellent guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager permits you to add numerous people to the account to assist run campaigns, but know that individuals will require an individual Facebook account to be able to be added.

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

You’ll also need to verify your website domain with Facebook, which is required to determine and track projects.

Choosing a project type

To create a marketing project, head to the “Ads Manager” area through the leading left navigation of your Business Manager Dashboard.

When you click the green button to produce a project, you’ll be offered a list of 11 types of campaign objectives. We’ve found 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 purchase items from a brand name they know, individuals are most likely to make an application for a job at a company they’ve become aware of. Brand Awareness projects are enhanced to be seen by a large pool of people that are likely to be interested in your business.

These advertisements won’t straight drive traffic to your website, but they get candidates acquainted with your business and prepared to click when the best position occurs.

Awareness campaigns can be about almost anything that shines a light on your company. Announcements about growth and awards, posts about company efforts and culture, and videos about the organization’s accomplishments and mission can all be developed into attractive projects.

Traffic

In the Wonderkind platform, this is described as a “Clicks” project. These ads are targeted to reach an audience that is likely to click the link in your advertisement.

This audience is narrower than in a Brand name Awareness project, but still includes individuals interested however not ready to use for a task.

These ads can concentrate on employment opportunities to get individuals to check out more about the jobs and the business (fantastic for high-volume recruiting). Or feature content that will drive people to your site, like market hot subjects or suggestions.

Conversion

Conversion projects are what individuals tend to consider when they consider advertising. These projects track and optimize towards someone performing an action on your website, such as sending an application.

For a Conversion project to be successful, you first need to develop a solid audience of possible candidates that are familiar with your company. Without that, it’s sort of like running through a crowd and asking complete strangers to marry you.

Let your audience learn more about you with Awareness and Clicks campaigns first, and move more budget to Conversion projects with time.

Great ads and brand awareness makes people click, however conversion occurs on a landing page. So you require to make certain that your task pages load quickly, are simple to mobile phones, and clearly mention the info task prospects appreciate a lot of.

Be aware that Facebook conversion advertisements are going through some changes 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 website, you’ll likely require to line up with the marketing group on the top priority list.

Facebook encourages companies to use the Facebook Conversion API to connect your ads with conversion data 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 different options when it comes to spending for ads. First, you can select to pay based upon clicks or impressions of your ads. Next, you choose how you desire Facebook to position your ads:

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

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

For the 3 primary kinds of recruitment projects gone over above, a general suggestion is:

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

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

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

Select an audience

Targeting task titles and market is generally where you begin with recruitment marketing, however you can reach a great deal of hidden potential with non-traditional audience traits. For some inspiration, we recently wrote about 5 imaginative ways to use targeting in recruitment advertisements.

Facebook also gives the option to target “lookalike audiences.” This is great once you’ve had excellent campaign results and good hires to confirm your existing audience is what a future one should “look like.”

Ad positioning

After testing numerous of the ad placement options readily 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 have actually discovered that Facebook stories are hardly ever utilized. Therefore, we would not recommend using them. We have actually discovered that the news feed for both Instagram and Facebook have offered our partners with more clicks and discussions.

If you are aiming to create more awareness, we would advise Instagram. Not a lot of marketers spend time on producing a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the ad

Assembling a terrific advertisement can be tricky. If you’re not exactly sure where to begin, have a look at our guide on how to turn job descriptions into great social advertisements in 15 minutes.

It can be unexpected what mix of copy and images work best for your audience. We advise A/B screening several advertisement versions in each campaign.

For job example, in a project about an employment opportunity, one ad version could concentrate on the salary and perks, another on the company culture, and a 3rd on the job functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to ramp up recruitment rapidly, by hand producing the properties, audience, and budgets 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 data from years of recruitment campaigns to develop an audience that’s perfect for job your industry, place, and open positions.

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

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