Establishing Recruitment Ads on Facebook like A Pro

Facebook advertising is an essential part of a recruitment marketing technique because it assists get your company in front of a broad swimming pool of candidates. Especially quality prospects who aren’t actively utilizing the standard job boards.

Social marketing is a powerful tool for recruitment. However, because the majority of advertising systems are customized to eCommerce, creating a fantastic recruitment project can be difficult. This short article walks through factors to consider and suggestions when utilizing Facebook advertisements for recruitment marketing.

Establish Facebook Business Manager and advertisement 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 walks through how to set up Facebook Business Manager.

Business Manager allows you to include numerous individuals to the account to help run projects, but be aware that people will need a personal Facebook account to be able to be included.

To buy ad campaign, you’ll also need a Facebook Ad Account, which you will be prompted to develop when setting up Facebook Business Manager.

You’ll likewise need to verify your website domain with Facebook, which is needed to measure and track campaigns.

Choosing a project type

To develop an ad campaign, head to the «Ads Manager» area by means of the leading left navigation of your Business Manager Dashboard.

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

Brand employment Awareness

Just as individuals are more likely to purchase items from a brand name they understand, individuals are most likely to use for a task at a company they’ve become aware of. Brand Awareness campaigns are enhanced to be seen by a large pool of individuals that are most likely to be interested in your business.

These ads won’t straight drive traffic to your website, but they get prospects acquainted with your service and prepared to click when the ideal position occurs.

Awareness campaigns can be about almost anything that shines a light on your company. Announcements about development and awards, posts about business initiatives and culture, and videos about the company’s achievements and mission can all be developed into appealing campaigns.

Traffic

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

This audience is narrower than in a Brand name project, but still includes people interested however not ready to obtain a task.

These ads can concentrate on open positions to get people to explore more about the jobs and the business (great for high-volume recruiting). Or function content that will drive people to your website, like market hot subjects or ideas.

Conversion

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

For a Conversion project to be successful, you initially need to build up a strong audience of prospective prospects that recognize with your company. Without that, it’s type of like running through a crowd and asking strangers to wed you.

Let your audience learn more about you with Awareness and Clicks campaigns first, and move more spending plan to Conversion campaigns in time.

Great ads and brand awareness makes individuals click, but conversion happens on a landing page. So you require to ensure that your task pages load rapidly, are easy to read on mobile phones, and clearly specify the information task candidates appreciate the majority of.

Know that Facebook conversion advertisements are going through some changes in action to Apple’s iOS 14 personal 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 job listings are on the primary business site, you’ll likely require to line up with the marketing group on the top priority list.

Facebook encourages organizations 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 budget optimization

There are a number of different options when it comes to spending for ads. First, you can choose to pay based upon clicks or impressions of your advertisements. Next, you choose how you want Facebook to place 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 placed so your costs lasts the complete project. This alternative likewise enables you to set time windows such as running advertisements just at night or on weekends.

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

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

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

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

Select an audience

Targeting job titles and industry is typically where you begin with recruitment marketing, but you can reach a lot of covert potential with unconventional audience characteristics. For some inspiration, we recently blogged about 5 innovative methods to use targeting in recruitment ads.

Facebook also offers the alternative to target «lookalike audiences.» This is great once you’ve had good project outcomes and good hires to validate your existing audience is what a future one should «appear like.»

Ad placement

After checking much of the advertisement placement options offered, 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 have actually found that Facebook stories are seldom utilized. Therefore, we wouldn’t suggest utilizing them. We’ve found that the news feed for both Instagram and Facebook have supplied our partners with more clicks and employment conversations.

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

Create the advertisement

Creating a terrific ad can be tricky. If you’re not exactly sure where to start, take a look at our guide on how to turn task descriptions into excellent social advertisements in 15 minutes.

It can be unexpected what mix of copy and images work best for your audience. We advise A/B screening several ad variations in each project.

For example, in a project about an employment opportunity, one advertisement variation might concentrate on the salary and advantages, another on the company culture, and a third on the job performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to ramp up recruitment quickly, manually producing the assets, audience, and budget plans for each campaign will slow you down. Wonderkind helps you accelerate recruitment marketing by automating your social method across 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 industry, location, and open positions.

Our easy-to-use platform makes it basic to spin up innovative ads in minutes with campaign design templates, a library of stock pictures, and instant image cropping. Once advertisements are running, keep track of performance and spend 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.