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Setting up Recruitment Ads on Facebook like A Pro

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

Social marketing is an effective tool for recruitment. However, because the majority of advertising systems are tailored to eCommerce, designing a great recruitment project can be difficult. This article walks through factors to consider and recommendations when utilizing Facebook advertisements for recruitment marketing.

Set up Facebook Business Manager and ad account

You’ll require a Facebook Business Page and Facebook Business Manager account to run any advertisements on Facebook or Instagram. This fantastic guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager enables you to include several people to the account to help run campaigns, however be aware that individuals will need an individual Facebook account to be able to be added.

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

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

Choosing a project type

To develop an advertising project, head to the “Ads Manager” area through the top left navigation of your Business Manager Dashboard.

When you click the green button to develop a campaign, you’ll be offered a list of 11 kinds of project goals. We’ve found that 3 of these goals are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are more likely to purchase items from a brand name they know, people are most likely to make an application for a task at a business they have actually heard of. Brand Awareness projects are optimized to be seen by a large pool of individuals that are likely to be thinking about your company.

These advertisements won’t directly drive traffic to your site, however they get prospects knowledgeable about your company and ready to click when the ideal position comes along.

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

Traffic

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

This audience is narrower than in a Brand Awareness campaign, however still consists of people interested however not prepared to obtain a job.

These advertisements can focus on employment opportunities to get people to explore more about the jobs and the business (fantastic for high-volume recruiting). Or feature material that will drive people to your site, like market hot topics or ideas.

Conversion

Conversion campaigns are what people tend to consider when they consider advertising. These campaigns track and optimize towards someone carrying out an action on your site, such as submitting an application.

For a Conversion campaign to be effective, you initially require to build up a solid audience of possible candidates that recognize with your company. Without that, it’s kind of like going through a crowd and asking strangers to wed you.

Let your audience get to know you with Awareness and Clicks campaigns first, and move more budget to Conversion projects gradually.

Great advertisements and brand name awareness makes people click, but conversion takes place on a landing page. So you require to make certain that your job pages load rapidly, are easy to continue reading mobile gadgets, and clearly mention the details task candidates appreciate most.

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

If job listings are on the primary business website, you’ll likely require to line up with the marketing team on the top priority list.

Facebook encourages businesses 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 choices when it to spending for ads. First, you can choose to pay based on clicks or impressions of your ads. Next, you decide how you desire Facebook to put your ads:

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

Lifetime Budget: You set the length of a project and ads will be put so your spending lasts the full campaign. This choice also allows you to set time windows such as running ads just at night or on weekends.

For the 3 primary kinds of recruitment campaigns discussed above, a general recommendation is:

Brand referall.us Awareness: Run as continuous campaigns, payment on impressions, and either day-to-day or lifetime budgeting.

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

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

Select an audience

Targeting job titles and industry is normally where you begin with recruitment marketing, but you can reach a great deal of covert prospective with non-traditional audience traits. For some motivation, we just recently blogged about 5 creative methods to use targeting in recruitment advertisements.

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

Ad placement

After testing numerous of the advertisement positioning choices 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’ve discovered that Facebook stories are seldom used. Therefore, we wouldn’t advise utilizing them. We have actually found that the news feed for both Instagram and Facebook have offered our partners with more clicks and conversations.

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

Create the advertisement

Putting together a fantastic advertisement can be challenging. If you’re not exactly sure where to begin, take a look at our guide on how to turn task descriptions into fantastic social ads in 15 minutes.

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

For example, in a campaign about an open position, one ad version might focus on the salary and perks, another on the company culture, and a 3rd on the job functionality.

Put recruitment marketing on autopilot with Wonderkind

If you require to increase recruitment rapidly, by hand creating the assets, audience, and budget plans for each project will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social strategy across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses data from years of recruitment projects to build an audience that’s best for your market, location, somalibidders.com and employment opportunities.

Our easy-to-use platform makes it easy to spin up imaginative advertisements in minutes with project design templates, a library of stock pictures, and immediate image cropping. Once ads are running, track performance and spend across all social channels in one overarching dashboard.

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