Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a key part of a recruitment marketing technique due to the fact that it assists get your business in front of a broad pool of prospects. Especially quality candidates who aren’t actively using the standard task boards.

Social advertising is an effective tool for recruitment. However, because most advertising systems are tailored to eCommerce, designing a terrific recruitment project can be challenging. This short article strolls through factors to consider and recommendations when using 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 ads on Facebook or Instagram. This fantastic guide from Hootsuite walks through how to set up Facebook Business Manager.

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

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

You’ll likewise require 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” section through the leading left navigation of your Business Manager Dashboard.

When you click the green button to produce a project, you’ll be provided a list of 11 types of campaign objectives. We have actually discovered that 3 of these goals are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are most likely to purchase products from a brand name they understand, people are more likely to obtain a job at a business they’ve become aware of. Brand Awareness campaigns are optimized to be seen by a wide pool of individuals that are likely to be thinking about your company.

These ads won’t directly drive traffic to your website, but they get prospects knowledgeable about your organization and ready to click when the perfect position occurs.

Awareness projects can be about almost anything that shines a light on your company. Announcements about growth and awards, short articles about business initiatives and culture, and videos about the organization’s achievements and objective can all be developed into eye-catching projects.

Traffic

In the Wonderkind platform, this is referred to as a “Clicks” project. These advertisements 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 campaign, but still includes people interested however not prepared to obtain a task.

These advertisements can focus on employment opportunities to get individuals to explore more about the jobs and the business (terrific for high-volume recruiting). Or function material that will drive people to your website, like market hot subjects or suggestions.

Conversion

Conversion campaigns are what people tend to think of when they think about marketing. These projects track and optimize towards someone performing an action on your website, such as sending an application.

For a Conversion campaign to be successful, you initially need to develop a solid audience of potential prospects that are familiar with your company. Without that, it’s type of like going through a crowd and asking strangers to marry you.

Let your audience be familiar with you with Awareness and Clicks campaigns initially, and move more budget plan to Conversion campaigns gradually.

Great advertisements and brand name awareness makes individuals click, but conversion occurs on a landing page. So you need to ensure that your job pages load rapidly, are easy to continue reading mobile gadgets, and plainly state the info task prospects care about many.

Know that Facebook conversion ads are going through some modifications in action to Apple’s iOS 14 personal privacy updates – [update October 2023: please read the following for more on Apple’s iOS 17 privacy updates] Companies will need to focus on 8 conversion actions per web domain.

If job listings are on the main business site, you’ll likely require to line up with the marketing team on the top priority list.

Facebook motivates organizations to use the Facebook Conversion API to link your ads with conversion data from other sources, such as your server, content management system (CMS), or client relationship management (CRM).

Campaign spending plan optimization

There are a number of various options when it pertains to paying for ads. First, you can choose to pay based upon clicks or impressions of your advertisements. Next, job 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 advertisements will be positioned so your costs lasts the complete project. This option also enables you to set time windows such as running advertisements only in the night or on weekends.

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

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

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

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

Select an audience

Targeting job titles and industry is generally where you start with recruitment marketing, but you can reach a great deal of hidden potential with non-traditional audience qualities. For some motivation, job we recently blogged about 5 imaginative methods to use targeting in recruitment ads.

Facebook also gives the choice to target “lookalike audiences.” This is fantastic once you’ve had great campaign outcomes and job good hires to validate your existing audience is what a future one must “appear like.”

Ad placement

After evaluating a number of the advertisement placement choices readily available, we’ve found the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve discovered that Facebook stories are hardly ever used. Therefore, we wouldn’t suggest using them. We have actually found that the news feed for both Instagram and Facebook have supplied our partners with more clicks and conversations.

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

Create the ad

Putting together a terrific ad can be challenging. If you’re uncertain where to begin, inspect out our guide on how to turn job descriptions into terrific social ads in 15 minutes.

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

For instance, job in a project about an open position, one ad version might concentrate on the wage and benefits, another on the business culture, and a 3rd on the job performance.

Put recruitment marketing on auto-pilot with Wonderkind

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

Our Talent Attraction Technology uses data from years of recruitment projects to build an audience that’s best for your industry, location, and open positions.

Our easy-to-use platform makes it simple to spin up imaginative ads in minutes with project design templates, a library of stock images, and instantaneous image cropping. Once advertisements are running, monitor efficiency and job spend across all social channels in one overarching control panel.

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