Establishing Recruitment Ads on Facebook like A Pro

Facebook advertising is a key part of a recruitment marketing method since it assists get your company in front of a wide pool of prospects. Especially quality prospects who aren’t actively utilizing the basic job boards.

Social advertising is a powerful tool for recruitment. However, since the majority of marketing systems are customized to eCommerce, developing an excellent recruitment project can be difficult. This post strolls through considerations and suggestions when using 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 set up Facebook Business Manager.

Business Manager allows you to include numerous people to the account to assist run projects, however know that individuals will require a personal Facebook account to be able to be added.

To purchase marketing campaign, you’ll also require a Facebook Ad Account, which you will be prompted to produce when establishing Facebook Business Manager.

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

Choosing a project type

To create a marketing project, head to the “Ads Manager” section via the leading left navigation of your Business Manager Dashboard.

When you click the green button to produce a campaign, you’ll be offered a list of 11 kinds of project objectives. We’ve found that 3 of these objectives are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are more most likely to purchase items from a brand name they understand, people are more likely to look for a job at a business they’ve become aware of. Brand Awareness projects are enhanced to be seen by a broad swimming pool of individuals that are likely to be interested in your company.

These ads won’t straight drive traffic to your site, but they get candidates familiar with your service and prepared to click when the perfect position occurs.

Awareness campaigns can be about almost anything that shines a light on your business. Announcements about growth and awards, short articles about business efforts and culture, and videos about the company’s achievements and objective can all be become eye-catching 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 Awareness campaign, however still includes individuals interested however not prepared to request a job.

These advertisements can concentrate on open positions to get individuals to check out more about the tasks and the company (terrific for high-volume recruiting). Or function content that will drive individuals to your website, like industry hot topics or suggestions.

Conversion

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

For employment a Conversion project to be successful, you initially need to develop a solid audience of prospective prospects that are familiar with your business. Without that, it’s kind of like going through a crowd and asking complete strangers to wed you.

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

Great ads and brand name awareness makes individuals click, however conversion occurs on a landing page. So you to ensure that your task pages load rapidly, are simple to read on mobile phones, and plainly specify the information task prospects care about many.

Understand that Facebook conversion ads are going through some changes in reaction to Apple’s iOS 14 privacy updates – [upgrade October 2023: please check out the following for more on Apple’s iOS 17 privacy updates] Companies will require to focus on 8 conversion actions per web domain.

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

Facebook encourages businesses to use 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 options when it pertains to spending for advertisements. First, you can pick to pay based on clicks or impressions of your ads. Next, you decide how you want Facebook to position your advertisements:

Daily Budget: 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 spending lasts the complete campaign. This choice likewise allows you to set time windows such as running ads only in the evening or on weekends.

For the 3 primary types of recruitment campaigns discussed above, a basic recommendation is:

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

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

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

Select an audience

Targeting task titles and industry is normally where you begin with recruitment marketing, but you can reach a great deal of covert potential with non-traditional audience characteristics. For some motivation, we recently composed about 5 imaginative methods to utilize targeting in recruitment advertisements.

Facebook also offers the alternative to target “lookalike audiences.” This is great once you’ve had good campaign outcomes and excellent hires to verify your existing audience is what a future one must “look like.”

Ad positioning

After checking a lot of the ad placement choices offered, we have actually found the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve found that Facebook stories are rarely used. Therefore, we would not recommend using them. We’ve found that the news feed for both Instagram and Facebook have actually 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 invest time on creating an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the ad

Creating a terrific advertisement can be difficult. If you’re not sure where to start, inspect out our guide on how to turn job descriptions into terrific social advertisements in 15 minutes.

It can be unexpected what combination of copy and images work best for your audience. We suggest A/B testing several advertisement variations in each project.

For instance, in a campaign about an employment opportunity, one ad version could focus on the salary and advantages, another on the company culture, and a 3rd on the job performance.

Put recruitment marketing on autopilot with Wonderkind

If you need to increase recruitment rapidly, manually creating the assets, audience, employment and spending 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 utilizes information from years of recruitment campaigns to develop an audience that’s ideal for your industry, area, and open positions.

Our easy-to-use platform makes it simple to spin up creative advertisements in minutes with project design templates, a library of stock photos, and immediate image cropping. Once advertisements are running, monitor efficiency and employment invest 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.