Setting up Recruitment Ads on Facebook like A Pro

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

Social marketing is a powerful tool for recruitment. However, since a lot of marketing systems are customized to eCommerce, designing a fantastic recruitment campaign can be tough. This article strolls through considerations and suggestions when utilizing Facebook ads for recruitment marketing.

Establish 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 great guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager allows you to include multiple individuals to the account to help run campaigns, however understand that people will require a personal Facebook account to be able to be added.

To purchase ad campaign, you’ll also need a Facebook Ad Account, employment which you will be triggered to create when setting up Facebook Business Manager.

You’ll also need to confirm your site domain with Facebook, which is required to determine and track projects.

Choosing a project type

To produce an advertising campaign, head to the “Ads Manager” section via the leading 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 types of project goals. We have actually found that 3 of these goals are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are most likely to buy products from a brand they understand, people are most likely to obtain a job at a business they’ve become aware of. Brand Awareness campaigns are enhanced to be seen by a wide pool of individuals that are most likely to be interested in your company.

These advertisements will not straight drive traffic to your website, but they get candidates familiar with your business 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 growth and awards, articles about company initiatives and culture, and videos about the company’s accomplishments and mission can all be become distinctive campaigns.

Traffic

In the Wonderkind platform, this is described as a “Clicks” campaign. These advertisements are targeted to reach an audience that is likely to click the link in your advertisement.

This audience is narrower than in a Brand name Awareness campaign, but still includes people interested but not ready to use for a task.

These advertisements can concentrate on employment opportunities to get individuals to check out more about the tasks and the business (terrific for high-volume recruiting). Or function material that will drive people to your site, like industry hot subjects or pointers.

Conversion

Conversion campaigns are what individuals tend to consider when they consider marketing. These projects track and optimize towards somebody performing an action on your site, such as sending an application.

For a Conversion campaign to be effective, you first need to develop a strong audience of possible prospects that are familiar with your business. Without that, it’s type of like going through a crowd and asking strangers to wed you.

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

Great advertisements and brand name awareness makes individuals click, but conversion occurs on a landing page. So you require to make sure that your task pages load quickly, are simple to continue reading mobile phones, and plainly mention the info job candidates appreciate the majority of.

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

If job listings are on the main company site, you’ll likely require to align 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, employment material management system (CMS), or consumer relationship management (CRM).

Campaign budget optimization

There are a couple of different options when it pertains to spending for advertisements. First, you can choose to pay based on clicks or impressions of your ads. Next, you decide how you want Facebook to position your ads:

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

Lifetime Budget: You set the length of a project and advertisements will be placed so your costs lasts the complete project. This choice also allows you to set time windows such as running advertisements 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 either day-to-day or life time budgeting.

Traffic (Clicks): Short run times, payment on clicks, life time spending 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 industry is generally where you start with marketing, however you can reach a great deal of concealed prospective with unconventional audience characteristics. For employment some motivation, we just recently wrote about 5 innovative ways to use targeting in recruitment advertisements.

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

Ad placement

After checking much of the ad positioning alternatives available, we have actually discovered the most effective 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 hardly ever utilized. Therefore, employment we would not recommend utilizing them. We have actually discovered that the news feed for both Instagram and Facebook have provided 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 hang out on creating a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the ad

Assembling a fantastic advertisement can be difficult. If you’re uncertain where to begin, have a look at our guide on how to turn task descriptions into fantastic 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 multiple advertisement variants in each project.

For employment example, in a project about an employment opportunity, one advertisement version might focus on the salary and advantages, another on the company culture, and a 3rd on the job performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to ramp up recruitment rapidly, manually 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 strategy throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes information from years of recruitment campaigns to construct an audience that’s perfect for your industry, location, and open positions.

Our user friendly platform makes it simple to spin up innovative ads in minutes with project templates, a library of stock images, and instant image cropping. Once advertisements are running, keep track of performance and spend across all social channels in one overarching dashboard.

Ready to turbo-charge your skill sourcing? Check out how Wonderkind works or see it in action.