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Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a key part of a recruitment marketing strategy because it assists get your company in front of a broad swimming pool of prospects. Especially quality prospects who aren’t actively using the basic task boards.

Social marketing is an effective tool for recruitment. However, since the majority of marketing systems are tailored to eCommerce, developing a great recruitment project can be difficult. This article strolls through factors to consider and suggestions when utilizing 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 fantastic guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager permits you to include several individuals to the account to help run campaigns, however be mindful that people will require a personal Facebook account to be able to be included.

To buy ad campaign, you’ll also require a Facebook Ad Account, which you will be prompted to create when establishing Facebook Business Manager.

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

Choosing a project type

To produce a marketing project, head to the “Ads Manager” area by means of the top left navigation of your Business Manager Dashboard.

When you click the green button to develop a campaign, you’ll be provided a list of 11 types of campaign objectives. We’ve 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 buy items from a brand name they know, individuals are more most likely to use for a task at a business they have actually heard of. Brand Awareness projects are optimized to be seen by a wide swimming pool of people that are likely to be thinking about your business.

These advertisements will not straight drive traffic to your site, but they get prospects familiar with your company and ready to click when the perfect position occurs.

Awareness projects can be about almost anything that shines a light on your business. Announcements about development and awards, posts about company initiatives and culture, and videos about the organization’s achievements and objective can all be turned into distinctive campaigns.

Traffic

In the Wonderkind platform, employment this is described as a “Clicks” campaign. These ads 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 project, however still includes individuals interested however not prepared to make an application for a job.

These advertisements can focus on employment opportunities to get people to check out more about the jobs and the company (fantastic for high-volume recruiting). Or that will drive individuals to your site, employment like industry hot subjects or tips.

Conversion

Conversion campaigns are what individuals tend to think about when they consider marketing. 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 require to build up a solid audience of possible candidates that recognize with your business. Without that, it’s type of like going through a crowd and asking strangers to wed you.

Let your audience get to know you with Awareness and Clicks projects initially, and move more budget plan to Conversion campaigns with time.

Great advertisements and brand awareness makes people click, but conversion takes place on a landing page. So you require to make certain that your job pages load quickly, are easy to read on mobile devices, and plainly state the info job prospects appreciate many.

Know that Facebook conversion ads are going through some modifications in response 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 require to prioritize 8 conversion actions per web domain.

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

Facebook encourages companies to utilize the Facebook Conversion API to connect your advertisements with conversion information from other sources, such as your server, content management system (CMS), or consumer relationship management (CRM).

Campaign spending plan optimization

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

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

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

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

Brand Awareness: Run as continuous campaigns, payment on impressions, employment 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 spending plan. These will likely be your most pricey campaigns.

Select an audience

Targeting job titles and industry is typically where you begin with recruitment marketing, but you can reach a lot of concealed possible with unconventional audience traits. For some motivation, we just recently blogged about 5 creative ways to utilize targeting in recruitment ads.

Facebook also gives the option to target “lookalike audiences.” This is terrific once you have actually had great campaign results and excellent hires to verify your existing audience is what a future one must “appear like.”

Ad placement

After evaluating a lot of the ad positioning options readily available, we’ve found the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, employment Instagram Stories.

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

If you are seeking to create more awareness, we would recommend Instagram. Not a lot of advertisers hang out on developing a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand apart.

Create the advertisement

Assembling a fantastic ad can be tricky. If you’re unsure where to begin, take a look at our guide on how to turn task descriptions into terrific social advertisements in 15 minutes.

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

For example, in a campaign about an open position, employment one advertisement variation could focus on the salary and perks, another on the business culture, and a 3rd on the job performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to increase recruitment quickly, by hand producing the properties, audience, and spending plans for each campaign 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 utilizes data from years of recruitment projects to construct an audience that’s ideal for your industry, area, employment and employment opportunities.

Our user friendly platform makes it basic to spin up creative ads in minutes with project templates, a library of stock photos, and instant image cropping. Once advertisements are running, track performance and invest throughout all social channels in one overarching dashboard.

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