Establishing Recruitment Ads on Facebook like A Pro

Facebook advertising is a crucial part of a recruitment marketing method because it assists get your company in front of a broad swimming pool of prospects. Especially quality prospects who aren’t actively using the basic job boards.

Social marketing is an effective tool for recruitment. However, because a lot of marketing systems are customized to eCommerce, developing a terrific recruitment campaign can be tough. This short article strolls through considerations and recommendations when utilizing Facebook ads for recruitment marketing.

Set up 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 excellent guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager enables you to add several people to the account to assist run projects, job but be mindful that people will require an individual Facebook account to be able to be added.

To purchase marketing campaigns, you’ll also need a Facebook Ad Account, which you will be prompted to produce when setting up Facebook Business Manager.

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

Choosing a campaign type

To create 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 produce a campaign, you’ll be provided a list of 11 kinds of project goals. We have actually discovered that 3 of these objectives are most useful for recruitment marketing: Brand Awareness, job Traffic, and Conversion.

Brand Awareness

Just as people are most likely to buy products from a brand name they know, people are most likely to look for a job at a company they have actually heard of. Brand Awareness campaigns are enhanced to be seen by a large swimming pool of people that are likely to be interested in your business.

These advertisements won’t directly drive traffic to your site, but they get candidates familiar with your organization and prepared to click when the ideal position occurs.

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

Traffic

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

This audience is narrower than in a Brand Awareness campaign, however still consists of people interested but not prepared to make an application for a task.

These ads can concentrate on open positions to get individuals to check out more about the jobs and the company (excellent for high-volume recruiting). Or feature material that will drive people to your site, like market hot topics or tips.

Conversion

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

For a Conversion project to be effective, you first require to develop a strong audience of prospective prospects that recognize with your business. Without that, it’s kind of like going through a crowd and asking strangers to marry you.

Let your audience get to understand you with Awareness and Clicks campaigns initially, job and move more spending plan to Conversion projects in time.

Great advertisements and brand awareness makes individuals click, however conversion takes place on a landing page. So you need to make sure that your task pages load quickly, are simple to check out on mobile phones, and plainly specify the details task candidates care about most.

Understand that Facebook conversion ads are going through some changes in reaction 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 prioritize 8 conversion actions per web domain.

If task listings are on the main business website, you’ll likely need to align with the marketing group on the concern list.

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

Campaign spending plan optimization

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

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

Lifetime Budget: You set the length of a project and ads will be placed so your spending lasts the complete campaign. This choice likewise permits you to set time windows such as running ads just in the night or on weekends.

For the 3 primary types of recruitment projects talked about above, a general suggestion is:

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

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

Conversion: Short run time, job payment on clicks, lifetime spending plan. These will likely be your most costly projects.

Select an audience

Targeting task titles and industry is typically where you begin with recruitment marketing, but you can reach a lot of hidden prospective with unconventional audience qualities. For some inspiration, we just recently blogged about 5 imaginative methods to use targeting in recruitment ads.

Facebook also offers the option to target “lookalike audiences.” This is fantastic once you’ve had great campaign outcomes and good hires to confirm your existing audience is what a future one need to “appear like.”

Ad placement

After evaluating much of the ad positioning alternatives offered, we’ve discovered the most successful ones for recruitment marketing are: Facebook News Feed, job Facebook Stories, Instagram Feed, Instagram Stories.

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

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

Create the ad

Assembling a great ad can be tricky. If you’re not exactly sure where to begin, have a look at our guide on how to turn task descriptions into terrific social ads in 15 minutes.

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

For example, in a project about an employment opportunity, one advertisement variation might focus on the income and advantages, another on the business culture, and a 3rd on the job functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to ramp up recruitment quickly, by hand creating the properties, audience, and budgets for each campaign will slow you down. Wonderkind helps you accelerate recruitment marketing by automating your social strategy throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses information from years of recruitment projects to construct an audience that’s best for your industry, place, and employment opportunities.

Our easy-to-use platform makes it basic to spin up creative ads in minutes with campaign design templates, a library of stock images, and instant image cropping. Once advertisements are running, monitor efficiency and spend across 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.