Setting up Recruitment Ads on Facebook like A Pro

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

Social marketing is a powerful tool for recruitment. However, since a lot of marketing systems are tailored to eCommerce, developing an excellent recruitment project can be tough. This article strolls through considerations and suggestions when using Facebook ads for recruitment marketing.

Set up 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 excellent guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager allows you to add numerous people to the account to help run campaigns, however know that people will require an individual Facebook account to be able to be included.

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

You’ll also require to validate your website domain with Facebook, which is needed to determine and track projects.

Choosing a campaign type

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

When you click the green button to develop a campaign, you’ll be given a list of 11 types of project goals. We have actually discovered that 3 of these goals are most beneficial for recruitment marketing: Brand Awareness, job Traffic, and Conversion.

Brand Awareness

Just as people are most likely to buy items from a brand job they know, people are most likely to apply for a job at a company they have actually become aware of. Brand Awareness projects are enhanced to be seen by a wide pool of individuals that are most likely to be thinking about your company.

These advertisements won’t straight drive traffic to your website, job however they get prospects acquainted with your business and ready to click when the perfect position comes along.

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

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 on 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 make an application for a task.

These ads can concentrate on employment opportunities to get people to explore more about the tasks and the business (fantastic for high-volume recruiting). Or function content that will drive people to your website, like market hot topics or suggestions.

Conversion

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

For a Conversion campaign to be successful, you first require to develop up a solid audience of possible candidates that recognize with your company. Without that, it’s type of like running through a crowd and asking strangers to wed you.

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

Great ads and brand name awareness makes people click, however conversion takes place on a landing page. So you require to make sure that your task pages load rapidly, are easy to read on mobile devices, job and plainly specify the info job candidates care about many.

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

If task listings are on the main company website, you’ll likely require to line up with the marketing team on the concern list.

Facebook encourages services to utilize the Facebook Conversion API to link your advertisements with conversion information from other sources, such as your server, material management system (CMS), or client relationship management (CRM).

Campaign budget plan optimization

There are a number of different options when it comes to spending for advertisements. First, job you can choose to pay based on clicks or impressions of your advertisements. Next, you choose how you want 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 placed so your spending lasts the full project. This alternative likewise permits you to set time windows such as running ads just at night or on weekends.

For the 3 primary kinds of recruitment campaigns talked about above, a general recommendation is:

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

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

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

Select an audience

Targeting task titles and industry is normally where you begin with recruitment marketing, however you can reach a lot of covert possible with unconventional audience qualities. For some motivation, we just recently composed about 5 innovative methods to use targeting in recruitment advertisements.

Facebook also offers the alternative to target “lookalike audiences.” This is great once you’ve had great campaign results and great hires to confirm your existing audience is what a future one should “appear like.”

Ad placement

After testing a lot of the advertisement placement readily available, we’ve discovered the most successful ones for job recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

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

If you are looking to develop more awareness, we would recommend Instagram. Not a great deal of marketers hang out on creating a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the ad

Putting together a terrific ad can be tricky. If you’re not sure where to start, inspect out our guide on how to turn job descriptions into excellent social ads in 15 minutes.

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

For example, in a campaign about an open position, one advertisement version could focus on the salary and perks, another on the business culture, and a third on the task performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to increase recruitment rapidly, manually creating the properties, audience, and budgets for each project will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social method throughout Facebook, Instagram, job Google, and LinkedIn.

Our Talent Attraction Technology uses information from years of recruitment projects to build an audience that’s perfect for your industry, location, and employment opportunities.

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

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