Establishing Recruitment Ads on Facebook like A Pro

Facebook advertising is an essential part of a recruitment marketing strategy because it assists get your business in front of a large pool of candidates. Especially quality candidates who aren’t actively using the standard task boards.

Social marketing is an effective tool for recruitment. However, due to the fact that most advertising systems are customized to eCommerce, developing an excellent recruitment project can be challenging. This post strolls through considerations and suggestions when using Facebook ads for recruitment marketing.

Establish 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 excellent guide from Hootsuite strolls through how to establish Facebook Business Manager.

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

To acquire marketing projects, you’ll likewise require a Facebook Ad Account, which you will be prompted to develop when establishing Facebook Business Manager.

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

Choosing a campaign type

To create a marketing campaign, 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 produce a campaign, you’ll be provided a list of 11 types of campaign goals. We have actually found that 3 of these goals are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand employment Awareness

Just as individuals are most likely to purchase items from a brand name they understand, people are more likely to apply for a task at a company they have actually 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 company.

These ads won’t straight drive traffic to your website, but they get candidates acquainted with your organization and prepared to click when the best position comes along.

Awareness projects can be about nearly anything that shines a light on your business. Announcements about development and awards, short articles about business efforts and culture, and videos about the company’s achievements and objective can all be turned into attractive campaigns.

Traffic

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

This audience is narrower than in a Brand Awareness project, but still includes individuals interested however not prepared to apply for a job.

These ads can concentrate on employment opportunities to get people to more about the tasks and the company (excellent for high-volume recruiting). Or feature material that will drive people to your website, like market hot topics or suggestions.

Conversion

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

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

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

Great advertisements and brand employment awareness makes individuals click, but conversion occurs on a landing page. So you require to ensure that your task pages load rapidly, are easy to continue reading mobile gadgets, and clearly state the info task prospects appreciate a lot of.

Know that Facebook conversion ads are going through some changes in action 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 need to prioritize 8 conversion actions per web domain.

If job listings are on the primary business site, you’ll likely need to align with the marketing team on the priority list.

Facebook motivates companies to utilize the Facebook Conversion API to connect your advertisements with conversion data from other sources, such as your server, material management system (CMS), or client relationship management (CRM).

Campaign budget plan optimization

There are a couple of different choices when it concerns spending for advertisements. First, you can select to pay based upon clicks or impressions of your advertisements. Next, you decide how you want Facebook to position your advertisements:

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

Lifetime Budget: employment You set the length of a project and employment advertisements will be put so your spending lasts the complete project. This option likewise enables you to set time windows such as running ads just at night or on weekends.

For the 3 main types of recruitment projects discussed above, a general suggestion is:

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

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

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

Select an audience

Targeting job titles and market is usually where you start with recruitment marketing, but you can reach a great deal of concealed possible with non-traditional audience qualities. For some motivation, we just recently blogged about 5 creative methods to use targeting in recruitment advertisements.

Facebook also offers the alternative to target “lookalike audiences.” This is great once you have actually had great project outcomes and great hires to verify your existing audience is what a future one must “appear like.”

Ad positioning

After testing a number of the advertisement placement options readily available, we have actually discovered the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve found that Facebook stories are hardly ever utilized. Therefore, we would not advise utilizing them. We’ve discovered that the news feed for both Instagram and Facebook have provided our partners with more clicks and discussions.

If you are aiming to create more awareness, we would recommend Instagram. Not a great deal of advertisers 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

Creating a fantastic ad can be challenging. If you’re uncertain where to begin, take 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 recommend A/B testing multiple advertisement variants in each project.

For instance, in a campaign about an employment opportunity, one advertisement variation could focus on the salary and benefits, employment another on the business culture, and a 3rd on the task functionality.

Put recruitment marketing on autopilot with Wonderkind

If you require to increase recruitment rapidly, manually producing the possessions, audience, and spending plans for each project will slow you down. Wonderkind helps you accelerate recruitment marketing by automating your social technique throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes information from years of recruitment campaigns to build an audience that’s ideal for your market, area, and open positions.

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

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