Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is an essential part of a recruitment marketing method since it helps get your business in front of a large swimming pool of candidates. Especially quality candidates who aren’t actively utilizing the standard task boards.

Social advertising is a powerful tool for recruitment. However, because many marketing systems are tailored to eCommerce, designing a terrific recruitment campaign can be challenging. This post strolls through factors to consider and recommendations when utilizing Facebook ads for recruitment marketing.

Set up 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 walks through how to establish Facebook Business Manager.

Business Manager permits you to add multiple people to the account to help run campaigns, but understand that people will require an individual Facebook account to be able to be included.

To buy advertising campaigns, you’ll also need a Facebook Ad Account, which you will be triggered to produce when establishing Facebook Business Manager.

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

Choosing a project type

To produce an advertising project, head to the « Ads Manager » section via 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 types of project goals. We have actually found that 3 of these goals are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are most likely to purchase items from a brand name they understand, people are most likely to request a task at a business they have actually heard of. Brand Awareness projects are enhanced to be seen by a broad pool of people that are most likely to be interested in your company.

These advertisements will not straight drive traffic to your site, but they get candidates knowledgeable about your organization and all set to click when the best position occurs.

Awareness campaigns can be about nearly anything that shines a light on your business. Announcements about development and awards, posts about company efforts and culture, and videos about the company’s achievements and objective can all be developed into appealing projects.

Traffic

In the Wonderkind platform, this is referred to as a « Clicks » project. 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 project, but still consists of people interested however not prepared to obtain a task.

These advertisements can focus on open positions to get people to check out more about the jobs and the company (excellent for high-volume recruiting). Or feature material that will drive people to your site, like market hot subjects or suggestions.

Conversion

Conversion campaigns are what individuals tend to think about when they believe about marketing. These campaigns track and enhance towards someone performing an action on your site, such as submitting an application.

For a Conversion campaign to be effective, you first need to develop a strong audience of possible candidates that are familiar with your company. Without that, it’s kind of like going through a crowd and asking strangers to marry you.

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

Great advertisements and brand name awareness makes individuals click, however conversion takes place on a landing page. So you need to ensure that your task pages load quickly, somalibidders.com are easy to continue reading mobile gadgets, and plainly specify the details task prospects appreciate most.

Understand that Facebook conversion ads are going through some changes in response 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 need to focus on 8 conversion actions per web domain.

If job listings are on the main business site, you’ll likely require to line up with the marketing team on the priority list.

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

Campaign spending plan optimization

There are a couple of various choices when it comes to paying for ads. First, you can pick to pay based on clicks or impressions of your ads. 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 campaign and ads will be placed so your spending lasts the full campaign. This alternative likewise allows you to set time windows such as running ads only in the night or on weekends.

For the 3 primary kinds of recruitment projects talked about above, a basic recommendation is:

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

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

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

Select an audience

Targeting task titles and industry is generally where you start with recruitment marketing, however you can reach a great deal of hidden prospective with unconventional audience traits. For some motivation, we recently discussed 5 innovative methods to use targeting in recruitment ads.

Facebook likewise gives the alternative to target « lookalike audiences. » This is great once you have actually had good campaign results and excellent hires to confirm your existing audience is what a future one must « appear like. »

Ad placement

After testing many of the ad placement alternatives readily available, we’ve 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 hardly ever used. Therefore, we would not advise utilizing them. We’ve discovered that the news feed for both Instagram and Facebook have 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 out on developing a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the advertisement

Putting together an excellent advertisement can be difficult. If you’re not exactly sure where to start, take a look at our guide on how to turn task descriptions into terrific social ads in 15 minutes.

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

For instance, referall.us in a project about an open position, one ad variation could concentrate on the income and advantages, another on the company culture, and a third on the job performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to increase recruitment rapidly, manually creating the assets, audience, and budget plans for each project 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 utilizes data from years of recruitment campaigns to build an audience that’s perfect for your industry, location, and employment opportunities.

Our user friendly platform makes it simple to spin up imaginative advertisements in minutes with project design templates, a library of stock photos, and instantaneous image cropping. Once ads are running, monitor performance and invest throughout all social channels in one overarching dashboard.

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