Setting up Recruitment Ads on Facebook like A Pro

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

Social advertising is an effective tool for recruitment. However, since many marketing systems are tailored to eCommerce, designing a fantastic recruitment campaign can be challenging. This short article strolls through factors to consider and recommendations when using Facebook ads for recruitment marketing.

Establish Facebook Business Manager and advertisement account

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

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

To buy marketing campaign, you’ll likewise require a Facebook Ad Account, which you will be prompted to create when setting up Facebook Business Manager.

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

Choosing a project type

To create a marketing project, 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 campaign, you’ll be given a list of 11 types of campaign goals. We’ve found that 3 of these objectives are most useful for recruitment marketing: Brand employment Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are most likely to purchase products from a brand they know, people are most likely to look for a task at a business they have actually become aware of. Brand Awareness campaigns are optimized to be seen by a broad swimming pool of people that are likely to be interested in your company.

These advertisements won’t straight drive traffic to your website, however they get candidates knowledgeable about your company and prepared to click when the best position occurs.

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

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 advertisement.

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

These ads can focus on employment opportunities to get individuals to check out more about the tasks and the business (fantastic for high-volume recruiting). Or function content that will drive individuals to your site, like industry hot topics or suggestions.

Conversion

Conversion projects are what people tend to think of when they consider marketing. These projects track and optimize towards somebody carrying out an action on your site, such as submitting an application.

For a Conversion project to be successful, you initially 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 wed you.

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

Great advertisements and brand name awareness makes people click, but conversion occurs on a landing page. So you require to ensure that your job pages load rapidly, are simple to continue reading mobile phones, employment and plainly mention the details task candidates appreciate the majority of.

Be conscious that Facebook conversion advertisements are going through some changes in to Apple’s iOS 14 personal privacy updates – [update 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 task listings are on the main company site, you’ll likely need to line up with the marketing group on the concern list.

Facebook encourages organizations to use the Facebook Conversion API to link your advertisements with conversion information from other sources, such as your server, material management system (CMS), or employment customer relationship management (CRM).

Campaign budget plan optimization

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

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

Lifetime Budget: You set the length of a project and ads will be put so your costs lasts the complete campaign. This alternative likewise enables you to set time windows such as running ads only in the night or employment on weekends.

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

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

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

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

Select an audience

Targeting task titles and market is normally where you start with recruitment marketing, however you can reach a great deal of hidden potential with non-traditional audience characteristics. For some inspiration, we just recently discussed 5 imaginative methods to use targeting in recruitment advertisements.

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

Ad placement

After evaluating a number of the advertisement placement alternatives readily available, we’ve discovered 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 seldom used. Therefore, we wouldn’t advise utilizing them. We’ve discovered that the news feed for both Instagram and Facebook have offered our partners with more clicks and discussions.

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

Create the advertisement

Putting together an excellent advertisement can be tricky. If you’re unsure where to begin, have a look at our guide on how to turn job descriptions into terrific social advertisements in 15 minutes.

It can be unexpected what mix of copy and images work best for your audience. We recommend A/B screening multiple advertisement variants in each project.

For example, in a project about an open position, one advertisement version might concentrate on the income and advantages, another on the business culture, and a 3rd on the job functionality.

Put recruitment marketing on autopilot with Wonderkind

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

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

Our user friendly platform makes it easy to spin up creative ads in minutes with campaign design templates, a library of stock pictures, and instantaneous image cropping. Once ads are running, monitor performance and spend throughout all social channels in one overarching control panel.

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