Setting up Recruitment Ads on Facebook like A Pro

Facebook advertising is a key part of a recruitment marketing technique since it helps get your business in front of a wide pool of candidates. Especially quality candidates who aren’t actively using the basic job boards.

Social advertising is an effective tool for recruitment. However, since the majority of marketing systems are customized to eCommerce, creating an excellent recruitment campaign can be difficult. This short article strolls through factors to consider and suggestions when using Facebook ads for recruitment marketing.

Set up 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 terrific guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager permits you to add multiple individuals to the account to help run campaigns, however know that individuals will require an individual Facebook account to be able to be included.

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

You’ll likewise need to validate your website domain with Facebook, which is required to determine and track projects.

Choosing a campaign type

To produce an ad campaign, head to the “Ads Manager” section 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’ve found that 3 of these objectives are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are more most likely to buy products from a brand name they know, individuals are most likely to make an application for a job at a business they have actually become aware of. Brand Awareness projects are enhanced to be seen by a wide pool of people that are likely to be interested in your company.

These ads won’t directly drive traffic to your website, however they get candidates familiar with your business and prepared to click when the perfect position occurs.

Awareness projects can be about almost anything that shines a light on your business. Announcements about growth and awards, posts about business efforts and culture, and videos about the organization’s achievements and mission can all be turned into appealing projects.

Traffic

In the Wonderkind platform, this is referred to as a “Clicks” campaign. 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 name Awareness project, but still consists of individuals interested but not prepared to look for a job.

These ads can focus on open positions to get people to explore more about the jobs and the company (great for high-volume recruiting). Or function material that will drive people to your site, like industry hot subjects or tips.

Conversion

Conversion campaigns are what individuals tend to think about when they think of marketing. These campaigns track and enhance towards someone performing an action on your site, such as submitting an application.

For a Conversion project to be effective, you first need to build up a solid audience of possible candidates that recognize with your business. Without that, it’s kind 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, referall.us and move more spending plan to Conversion campaigns with time.

Great advertisements and brand awareness makes people click, however conversion takes place on a landing page. So you require to make sure that your task pages load rapidly, are easy to keep reading mobile devices, and clearly state the info task prospects care about many.

Understand that Facebook conversion ads 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 job listings are on the primary company website, you’ll likely require to align with the marketing team on the top priority list.

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

Campaign budget plan optimization

There are a number of different choices when it comes to spending for advertisements. First, you can select to pay based on clicks or impressions of your advertisements. Next, you choose how you desire Facebook to place your ads:

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

Lifetime Budget: You set the length of a campaign and advertisements will be positioned so your costs lasts the full campaign. This option also enables you to set time windows such as running ads just at night or on weekends.

For the 3 primary types of recruitment campaigns gone over above, a general suggestion is:

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

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

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

Select an audience

Targeting task titles and somalibidders.com market is usually where you start with recruitment marketing, however you can reach a great deal of surprise potential with non-traditional audience qualities. For some motivation, we just recently blogged about 5 innovative ways to use targeting in recruitment advertisements.

Facebook also offers the choice to target “lookalike audiences.” This is excellent once you have actually had excellent project results and great hires to confirm your existing audience is what a future one should “appear like.”

Ad placement

After checking numerous of the ad placement choices readily available, we’ve discovered the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

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

If you are aiming to develop more awareness, we would advise Instagram. Not a lot of advertisers hang out on creating a good Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand out.

Create the advertisement

Assembling a terrific ad can be challenging. If you’re uncertain where to begin, inspect 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 advise A/B testing numerous ad variations in each campaign.

For example, in a project about an open position, one advertisement version might concentrate on the salary and benefits, another on the business culture, and a 3rd on the task performance.

Put recruitment marketing on autopilot with Wonderkind

If you need to increase recruitment rapidly, by hand developing the properties, audience, and budget plans for each campaign will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social technique across Facebook, Instagram, Google, and LinkedIn.

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

Our user friendly platform makes it simple to spin up creative ads in minutes with campaign templates, a library of stock photos, and instantaneous image cropping. Once ads are running, keep track of and spend across all social channels in one overarching control panel.

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