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 swimming pool of prospects. Especially quality prospects who aren’t actively using the standard task boards.

Social advertising is an effective tool for recruitment. However, because many marketing systems are tailored to eCommerce, creating a terrific recruitment project can be difficult. This article walks through factors to consider and recommendations when utilizing Facebook ads for recruitment marketing.

Establish Facebook Business Manager and advertisement account

You’ll need a Facebook Business Page and Facebook Business Manager account to run any ads on Facebook or Instagram. This great guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager permits you to add several individuals to the account to assist run projects, however understand that individuals will need a personal Facebook account to be able to be included.

To buy ad campaign, you’ll also need a Facebook Ad Account, which you will be prompted to create when establishing Facebook Business Manager.

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

Choosing a campaign type

To develop an ad campaign, head to the “Ads Manager” area by means of the top left navigation of your Business Manager Dashboard.

When you click the green button to create a campaign, you’ll be provided a list of 11 kinds of project objectives. We’ve discovered 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 items from a brand name they understand, individuals are most likely to look for a job at a business they’ve become aware of. Brand Awareness projects are optimized to be seen by a large swimming pool of individuals that are likely to be interested in your company.

These ads will not straight drive traffic to your site, however they get prospects familiar with your organization and ready to click when the perfect position comes along.

Awareness projects can be about nearly anything that shines a light on your business. Announcements about growth and awards, articles about company efforts and culture, and videos about the organization’s accomplishments and job objective can all be become captivating campaigns.

Traffic

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

This audience is narrower than in a Brand name Awareness campaign, however still includes individuals interested but not prepared to make an application for job a task.

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

Conversion

Conversion projects are what individuals tend to consider when they consider marketing. These campaigns track and optimize towards someone carrying out an action on your website, such as sending an application.

For a Conversion campaign to be effective, you first need to build up a strong audience of prospective prospects that are familiar with your company. Without that, job it’s sort of like going through a crowd and asking strangers to marry you.

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

Great ads and brand awareness makes people click, but conversion happens on a landing page. So you require to ensure that your task pages load rapidly, are simple to keep reading mobile phones, and clearly mention the info job prospects appreciate a lot of.

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

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

Facebook encourages companies 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 spending plan optimization

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

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

Lifetime Budget: You set the length of a campaign and ads will be put so your costs lasts the complete campaign. This choice likewise enables you to set time windows such as running advertisements only in the evening or on weekends.

For the 3 main kinds of recruitment projects gone over above, a general suggestion is:

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

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

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

Select an audience

Targeting task titles and industry is normally where you begin with recruitment marketing, but you can reach a lot of covert possible with non-traditional audience traits. For some motivation, we recently discussed 5 imaginative ways to utilize targeting in recruitment advertisements.

Facebook also provides the alternative to target “lookalike audiences.” This is terrific once you have actually had good campaign results and excellent hires to confirm your existing audience is what a future one should “appear like.”

Ad placement

After testing numerous of the advertisement placement options offered, we’ve discovered the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, job Instagram Stories.

Here at Wonderkind, we’ve discovered that Facebook stories are hardly ever utilized. Therefore, we wouldn’t recommend utilizing them. We’ve discovered that the news feed for both Instagram and Facebook have offered our partners with more clicks and discussions.

If you are aiming to produce more awareness, we would suggest Instagram. Not a lot of marketers invest time on creating a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand apart.

Create the advertisement

Creating a terrific advertisement can be tricky. If you’re unsure where to start, examine out our guide on how to turn task descriptions into terrific social ads in 15 minutes.

It can be unexpected what mix of copy and job images work best for job your audience. We suggest A/B testing numerous ad variants in each campaign.

For example, in a campaign about an employment opportunity, one ad version might concentrate on the income and perks, another on the business culture, and a 3rd on the job performance.

Put recruitment marketing on autopilot with Wonderkind

If you need to ramp up recruitment quickly, manually creating the properties, audience, and budget plans for each campaign will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social technique across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes data from years of recruitment projects to build an audience that’s ideal for your market, area, and employment opportunities.

Our easy-to-use platform makes it easy to spin up creative ads in minutes with campaign templates, a library of stock images, and instantaneous image cropping. Once ads are running, monitor performance and invest across all social channels in one overarching dashboard.

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