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Establishing Recruitment Ads on Facebook like A Pro

Facebook advertising is a crucial part of a recruitment marketing method since it helps get your company in front of a wide pool of candidates. Especially quality prospects who aren’t actively using the standard task boards.

Social advertising is a powerful tool for recruitment. However, due to the fact that the majority of marketing systems are tailored to eCommerce, developing a terrific recruitment campaign can be challenging. This article walks through factors to consider and recommendations when using Facebook ads for recruitment marketing.

Set up Facebook Business Manager and employment ad account

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

Business Manager enables you to add multiple people to the account to assist run campaigns, however understand that individuals will require an individual Facebook account to be able to be added.

To acquire ad campaign, you’ll also need a Facebook Ad Account, which you will be triggered to develop when establishing Facebook Business Manager.

You’ll likewise require to confirm your website domain with Facebook, which is needed to measure 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 develop a campaign, you’ll be offered a list of 11 types of campaign goals. We’ve discovered that 3 of these objectives are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are most likely to purchase items from a brand they know, people are most likely to make an application for a task at a business they have actually heard of. Brand Awareness projects are optimized to be seen by a wide pool of individuals that are most likely to be interested in your business.

These ads will not directly drive traffic to your site, however they get candidates familiar with your service and ready 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, posts about business efforts and culture, and videos about the company’s achievements and mission can all be become appealing projects.

Traffic

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

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

These ads can focus on open positions to get individuals to explore more about the tasks and the company (excellent for high-volume recruiting). Or function content that will drive people to your website, like market hot topics or pointers.

Conversion

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

For a Conversion project to be successful, you first need to develop a strong audience of potential candidates that are familiar with your business. Without that, it’s kind of like running through a crowd and asking strangers to marry you.

Let your audience learn more about you with Awareness and Clicks projects initially, and move more budget plan to Conversion campaigns over time.

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

Be mindful that Facebook conversion advertisements are going through some changes in reaction 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 job listings are on the main business site, you’ll likely need to align with the marketing group on the concern list.

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

Campaign spending plan optimization

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

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

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

For the 3 main types of recruitment projects discussed above, a general suggestion is:

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

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

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

Select an audience

Targeting task titles and industry is normally where you start with recruitment marketing, but you can reach a lot of hidden possible with unconventional audience characteristics. For some motivation, we just recently wrote about 5 creative methods to use targeting in recruitment ads.

Facebook likewise offers the option to target “lookalike audiences.” This is excellent once you have actually had excellent project outcomes and excellent hires to confirm your existing audience is what a future one ought to “look like.”

Ad positioning

After testing much of the advertisement positioning alternatives offered, we have actually discovered the most effective ones for recruitment marketing are: employment Facebook News Feed, Facebook Stories, employment Instagram Feed, Instagram Stories.

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

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

Create the ad

Assembling a great advertisement can be challenging. If you’re not sure where to begin, take a look at our guide on how to turn job descriptions into excellent social advertisements in 15 minutes.

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

For example, in a campaign about an employment opportunity, one advertisement variation could concentrate on the wage and benefits, another on the company culture, and a 3rd on the job functionality.

Put recruitment marketing on autopilot with Wonderkind

If you need to ramp up recruitment quickly, by hand creating the assets, audience, and budget plans for each project will slow you down. Wonderkind helps you accelerate 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 develop an audience that’s best for your market, place, and employment opportunities.

Our easy-to-use platform makes it easy to spin up creative ads in minutes with project design templates, a library of stock pictures, and instant image cropping. Once advertisements are running, keep track of efficiency and invest across all social channels in one overarching control panel.

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