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Establishing Recruitment Ads on Facebook like A Pro

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

Social advertising is a powerful tool for recruitment. However, due to the fact that a lot of marketing systems are customized to eCommerce, creating an excellent recruitment campaign can be challenging. This article walks through factors to consider and suggestions when utilizing Facebook ads for recruitment marketing.

Establish Facebook Business Manager and ad account

You’ll require a Facebook Business Page and Facebook Business Manager account to run any ads on Facebook or Instagram. This great guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager permits you to add multiple individuals to the account to assist run projects, but be conscious that people will require a personal Facebook account to be able to be included.

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

You’ll also require to confirm your site domain with Facebook, which is needed to determine and track campaigns.

Choosing a campaign type

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

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

Brand Awareness

Just as individuals are more most likely to purchase products from a brand name they know, individuals are most likely to request a job at a business they’ve become aware of. Brand Awareness are optimized to be seen by a large swimming pool of individuals that are likely to be thinking about your company.

These ads will not straight drive traffic to your site, but they get candidates familiar with your company and prepared to click when the best position comes along.

Awareness campaigns can be about nearly anything that shines a light on your company. Announcements about development and awards, articles about company efforts and culture, and videos about the company’s achievements and objective can all be become 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 most likely to click on the link in your advertisement.

This audience is narrower than in a Brand employment Awareness project, however still consists of individuals interested however not all set to request a job.

These ads can concentrate on open positions to get individuals to explore more about the tasks and the business (fantastic for high-volume recruiting). Or feature material that will drive individuals to your website, like market hot subjects or suggestions.

Conversion

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

For a Conversion campaign to be successful, you first need to construct up a strong audience of possible candidates that recognize with your business. Without that, it’s kind of like running through a crowd and asking complete strangers to wed you.

Let your audience be familiar with you with Awareness and employment Clicks projects first, and move more spending plan to Conversion campaigns in time.

Great ads and brand awareness makes people click, but conversion occurs on a landing page. So you need to make sure that your task pages load rapidly, are easy to read on mobile phones, and clearly state the details job candidates care about most.

Understand that Facebook conversion advertisements are going through some modifications in action to Apple’s iOS 14 privacy updates – [update 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 company website, you’ll likely need to align with the marketing team on the concern list.

Facebook encourages services to use the Facebook Conversion API to link your advertisements with conversion data from other sources, such as your server, content management system (CMS), or client relationship management (CRM).

Campaign spending plan optimization

There are a number of different options when it pertains to spending for ads. First, you can select to pay based on clicks or impressions of your ads. Next, you decide how you desire Facebook to position your advertisements:

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

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

For the 3 primary types of recruitment campaigns talked about above, a basic suggestion is:

Brand Awareness: employment Run as continuous campaigns, payment on impressions, and employment either daily or life time budgeting.

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

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

Select an audience

Targeting job titles and industry is generally where you start with recruitment marketing, but you can reach a lot of covert prospective with unconventional audience qualities. For some inspiration, we just recently blogged about 5 imaginative methods to use targeting in recruitment advertisements.

Facebook also offers the alternative to target “lookalike audiences.” This is excellent once you’ve had excellent project outcomes and good hires to validate your existing audience is what a future one must “look like.”

Ad placement

After testing a lot of the advertisement positioning options available, we’ve discovered the most effective ones for recruitment marketing are: Facebook News Feed, employment Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve found that Facebook stories are hardly ever utilized. Therefore, we wouldn’t advise using them. We’ve found that the news feed for both Instagram and Facebook have offered our partners with more clicks and conversations.

If you are looking to develop more awareness, we would advise Instagram. Not a lot of marketers hang out on creating a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stick out.

Create the ad

Creating a great advertisement can be tricky. If you’re not exactly sure where to begin, check out our guide on how to turn job descriptions into great social advertisements in 15 minutes.

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

For instance, in a campaign about an open position, one advertisement variation might concentrate on the salary and advantages, another on the company culture, and a third on the job functionality.

Put recruitment marketing on autopilot with Wonderkind

If you need to increase recruitment quickly, by hand producing the assets, audience, and spending plans for each campaign will slow you down. Wonderkind helps you accelerate recruitment marketing by automating your social method throughout Facebook, Instagram, Google, and employment LinkedIn.

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

Our user friendly platform makes it basic to spin up imaginative ads in minutes with campaign templates, a library of stock photos, and instant image cropping. Once advertisements are running, monitor efficiency and spend 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.