Setting up Recruitment Ads on Facebook like A Pro

Facebook advertising is a key part of a recruitment marketing strategy due to the fact that it assists get your company in front of a broad pool of prospects. Especially quality prospects who aren’t actively utilizing the basic task boards.

Social marketing is an effective tool for recruitment. However, because a lot of advertising systems are tailored to eCommerce, designing an excellent recruitment campaign can be challenging. This article walks through considerations and suggestions when using Facebook ads for recruitment marketing.

Establish 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 fantastic guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager enables you to add multiple people to the account to help run projects, however understand that individuals will require a personal Facebook account to be able to be included.

To acquire ad campaign, you’ll likewise require a Facebook Ad Account, which you will be triggered to create when establishing Facebook Business Manager.

You’ll likewise require to validate your site domain with Facebook, which is required to measure and track campaigns.

Choosing a project type

To produce 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 develop a project, you’ll be offered a list of 11 types of project objectives. We have actually found that 3 of these goals are most useful for recruitment marketing: Brand Awareness, employment Traffic, and Conversion.

Brand Awareness

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

These advertisements will not straight drive traffic to your site, however they get candidates knowledgeable about your service and all set to click when the ideal position comes along.

Awareness campaigns can be about nearly anything that shines a light on your company. Announcements about growth and awards, articles about company efforts and culture, and employment videos about the organization’s accomplishments and mission can all be become eye-catching projects.

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 advertisement.

This audience is narrower than in a Brand name Awareness campaign, but still consists of people interested but not all set to request a task.

These advertisements can concentrate on open positions to get people 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 industry hot topics or pointers.

Conversion

Conversion projects are what people tend to think about when they think of advertising. These campaigns track and enhance towards somebody carrying out an action on your website, such as sending an application.

For a Conversion project to be effective, you initially require to build up a strong audience of possible candidates that are familiar with your company. Without that, it’s kind of like running through a crowd and asking complete strangers to wed you.

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

Great ads and brand awareness makes individuals click, however conversion occurs on a landing page. So you need to make sure that your task pages load rapidly, are simple to continue reading mobile devices, and plainly mention the info job prospects appreciate the majority of.

Be conscious that Facebook conversion ads are going through some modifications in reaction 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 require to prioritize 8 conversion actions per web domain.

If job listings are on the primary company site, you’ll likely require to align with the marketing group on the concern list.

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

Campaign budget optimization

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

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

Lifetime Budget: You set the length of a project and ads will be put so your costs lasts the full project. This option likewise allows you to set time windows such as running ads only in the evening or on weekends.

For the 3 main kinds of recruitment projects talked about above, a basic suggestion is:

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

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

Conversion: employment Short run time, payment on clicks, life time budget plan. These will likely be your most pricey campaigns.

Select an audience

Targeting job titles and market is usually where you begin with recruitment marketing, but you can reach a lot of hidden possible with non-traditional audience traits. For some inspiration, we just recently composed about 5 creative ways to use targeting in recruitment advertisements.

Facebook likewise provides the choice to target “lookalike audiences.” This is terrific once you’ve had great campaign results and great hires to verify your existing audience is what a future one must “appear like.”

Ad placement

After evaluating a lot of the advertisement placement options available, employment we have actually found 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 would not recommend using them. We have actually found that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and conversations.

If you are aiming to produce more awareness, we would advise Instagram. Not a great deal of advertisers invest time on creating a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the advertisement

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

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

For example, in a project about an employment opportunity, one advertisement version might concentrate on the salary and benefits, another on the business culture, and a third on the job functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to ramp up recruitment quickly, manually producing the assets, audience, and budgets 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 uses data from years of recruitment projects to construct an audience that’s perfect for your market, place, and open positions.

Our easy-to-use platform makes it simple to spin up creative ads in minutes with campaign templates, a library of stock images, and instant image cropping. Once ads are running, keep track of performance and spend throughout all social channels in one overarching control panel.

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