Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a crucial part of a recruitment marketing strategy because it helps get your company in front of a broad swimming pool of candidates. Especially quality prospects who aren’t actively utilizing the standard job boards.

Social marketing is an effective tool for employment recruitment. However, because most marketing systems are tailored to eCommerce, creating an excellent recruitment campaign can be difficult. This short article walks through factors to consider and employment recommendations when utilizing 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 advertisements on Facebook or Instagram. This terrific guide from Hootsuite walks through how to establish Facebook Business Manager.

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

To acquire ad campaign, you’ll also require a Facebook Ad Account, which you will be triggered 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 produce an advertising project, head to the “Ads Manager” section through the leading left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as individuals are most likely to buy items from a brand they know, employment people are more most likely to get a task at a business they have actually become aware of. Brand Awareness projects are optimized to be seen by a wide swimming pool of people that are most likely to be thinking about your business.

These advertisements won’t straight drive traffic to your site, however they get prospects acquainted with your company and ready to click when the best position comes along.

Awareness campaigns can be about nearly anything that shines a light on your company. Announcements about development and awards, posts about company initiatives and culture, and videos about the organization’s achievements and employment objective can all be developed into distinctive 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 the link in your ad.

This audience is narrower than in a Brand name Awareness project, but still includes people interested however not ready to request a job.

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

Conversion

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

For a Conversion campaign to be successful, you first need to develop a solid audience of prospective prospects that are familiar with your business. Without that, it’s sort of like running through a crowd and asking strangers to marry you.

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

Great advertisements and brand awareness makes people click, but conversion takes place on a landing page. So you need to make certain that your task pages load quickly, are simple to read on mobile gadgets, and clearly mention the details task candidates appreciate most.

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

If task listings are on the primary business website, you’ll likely require to align with the marketing group on the top priority list.

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

Campaign budget optimization

There are a number of different choices when it pertains to spending for advertisements. First, you can choose to pay based on clicks or impressions of your advertisements. Next, you decide how you desire Facebook to put your advertisements:

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

Lifetime Budget: You set the length of a project and ads will be put so your costs lasts the complete project. This option likewise permits you to set time windows such as running ads just at night or on weekends.

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

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

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

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

Select an audience

Targeting job titles and market is typically where you begin with recruitment marketing, but you can reach a lot of hidden possible with unconventional audience traits. For some inspiration, we just recently discussed 5 creative methods to utilize targeting in recruitment advertisements.

Facebook likewise provides the option to target “lookalike audiences.” This is excellent once you’ve had good campaign outcomes and excellent hires to verify your existing audience is what a future one need to “look like.”

Ad placement

After testing a lot of the advertisement placement alternatives available, 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 discovered that Facebook stories are seldom used. Therefore, we wouldn’t suggest using them. We have actually found that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and discussions.

If you are wanting to produce more awareness, we would advise Instagram. Not a lot of advertisers hang around on producing an excellent Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.

Create the ad

Assembling an excellent ad can be tricky. If you’re not exactly sure where to start, inspect out our guide on how to turn task descriptions into excellent social ads in 15 minutes.

It can be surprising what combination of copy and images work best for your audience. We suggest A/B screening numerous ad variants in each campaign.

For example, in a project about an open position, one ad variation might focus on the salary and perks, another on the business culture, and a third on the task functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to increase recruitment quickly, by hand developing the possessions, audience, and spending plans for each campaign will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social technique throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses information from years of recruitment campaigns to construct an audience that’s ideal for your industry, place, employment and open positions.

Our user friendly platform makes it easy to spin up imaginative ads in minutes with project templates, a library of stock photos, and instantaneous image cropping. Once advertisements are running, employment keep an eye on efficiency and invest across all social channels in one overarching control panel.

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