Establishing Recruitment Ads on Facebook like A Pro

Facebook marketing is a crucial part of a recruitment marketing technique due to the fact that it assists get your company in front of a large swimming 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 a lot of advertising systems are customized to eCommerce, designing a great recruitment campaign can be challenging. This short article walks through considerations and suggestions when using 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 ads on Facebook or Instagram. This excellent guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager allows you to add numerous people to the account to assist run campaigns, however be mindful that individuals will need a personal Facebook account to be able to be added.

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

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

Choosing a campaign type

To develop 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 campaign, you’ll be offered a list of 11 kinds of campaign goals. We have actually discovered that 3 of these objectives are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are most likely to purchase items from a brand employment name they understand, people are most likely to make an application for a job at a company they’ve heard of. Brand Awareness projects are optimized to be seen by a broad pool of people that are likely to be thinking about your company.

These advertisements will not straight drive traffic to your site, however they get prospects familiar with your service and ready to click when the perfect position comes along.

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

Traffic

In the Wonderkind platform, this is referred to as a «Clicks» project. These ads are to reach an audience that is likely to click on the link in your advertisement.

This audience is narrower than in a Brand employment name Awareness campaign, but still consists of people interested however not prepared to request a task.

These ads can concentrate on open positions to get people to check out more about the tasks and employment the business (terrific for high-volume recruiting). Or function material that will drive people to your website, like market hot subjects or tips.

Conversion

Conversion campaigns are what people tend to consider when they consider marketing. These projects track and enhance towards someone carrying out an action on your site, such as sending an application.

For a Conversion project to be effective, you initially require to develop a strong audience of prospective candidates that recognize with your business. 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 initially, and move more budget to Conversion campaigns gradually.

Great ads and brand name awareness makes people click, but conversion occurs on a landing page. So you require to make certain that your job pages load rapidly, are easy to check out on mobile gadgets, and employment clearly specify the info task prospects care about most.

Know that Facebook conversion advertisements are going through some changes in response to Apple’s iOS 14 personal privacy updates — [upgrade October 2023: please read the following for more on Apple’s iOS 17 privacy updates] Companies will require to prioritize 8 conversion actions per web domain.

If job listings are on the primary company site, you’ll likely need to line up with the marketing team on the concern list.

Facebook motivates services to utilize the Facebook Conversion API to link your advertisements with conversion information from other sources, such as your server, content management system (CMS), or customer relationship management (CRM).

Campaign spending plan optimization

There are a number of various choices when it comes to spending for advertisements. First, employment you can pick to pay based on clicks or impressions of your advertisements. Next, you decide how you want Facebook to position your ads:

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

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

For the 3 primary types of recruitment campaigns gone over above, a basic recommendation is:

Brand Awareness: Run as ongoing projects, payment on impressions, and employment either day-to-day or life time 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 expensive projects.

Select an audience

Targeting task titles and market is usually where you start with recruitment marketing, but you can reach a lot of covert prospective with non-traditional audience characteristics. For some motivation, we just recently discussed 5 creative ways to use targeting in recruitment advertisements.

Facebook likewise offers the alternative to target «lookalike audiences.» This is great once you’ve had good project results and excellent hires to validate your existing audience is what a future one need to «look like.»

Ad placement

After testing a lot of the advertisement positioning choices readily available, we have actually discovered the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

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

If you are looking to create more awareness, we would advise Instagram. Not a great deal of advertisers invest time on developing a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the advertisement

Creating a terrific advertisement can be tricky. If you’re not sure where to start, examine out our guide on how to turn task descriptions into terrific social ads in 15 minutes.

It can be unexpected what combination of copy and images work best for your audience. We suggest A/B screening several advertisement versions in each project.

For example, in a project about an employment opportunity, one advertisement version could concentrate on the wage and perks, another on the business culture, and a third on the task functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to increase recruitment rapidly, by hand developing the properties, audience, and budgets for each campaign will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social strategy across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes data from years of recruitment campaigns to build an audience that’s best for your market, place, and employment opportunities.

Our user friendly platform makes it basic to spin up creative advertisements in minutes with project design templates, a library of stock photos, and instantaneous image cropping. Once advertisements are running, monitor performance and spend across all social channels in one overarching dashboard.

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