Setting up Recruitment Ads on Facebook like A Pro

Facebook advertising is a crucial part of a recruitment marketing strategy because it assists get your company in front of a large swimming pool of prospects. Especially quality candidates who aren’t actively using the basic task boards.

Social marketing is an effective tool for recruitment. However, due to the fact that a lot of advertising systems are tailored to eCommerce, designing a terrific recruitment project can be challenging. This post walks through factors to consider and recommendations when utilizing Facebook advertisements for recruitment marketing.

Establish Facebook Business Manager and ad account

You’ll require a Facebook Business Page and Facebook Business Manager account to run any ads on Facebook or employment Instagram. This terrific guide from Hootsuite walks through how to set up Facebook Business Manager.

Business Manager permits you to add several individuals to the account to assist run projects, but know that people will need an individual Facebook account to be able to be included.

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

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

Choosing a project type

To produce a marketing campaign, 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 types of project goals. We have actually found that 3 of these goals are most beneficial for recruitment marketing: employment Brand Awareness, Traffic, and employment Conversion.

Brand Awareness

Just as people are more likely to buy items from a brand name they know, people are more most likely to make an application for a job at a company they have actually heard of. Brand Awareness campaigns are optimized to be seen by a large pool of people that are likely to be thinking about your business.

These ads will not directly drive traffic to your website, however they get candidates familiar with your organization and all set to click when the perfect position occurs.

Awareness projects can be about almost anything that shines a light on your business. Announcements about development and awards, posts about business initiatives and culture, and videos about the company’s achievements and objective can all be turned into captivating projects.

Traffic

In the Wonderkind platform, this is described as a « Clicks » campaign. These advertisements are targeted to reach an audience that is likely to click on the link in your ad.

This audience is narrower than in a Brand Awareness campaign, however still consists of people interested but not all set to request a task.

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

Conversion

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

For a Conversion project to be effective, you first require to build up 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 strangers to wed 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, however conversion takes place on a landing page. So you need to ensure that your job pages load quickly, are simple to keep reading mobile devices, and plainly state the info task candidates appreciate a lot of.

Be mindful 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 need to prioritize 8 conversion actions per web domain.

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

Facebook encourages businesses to use the Facebook Conversion API to connect your ads with conversion information from other sources, such as your server, material management system (CMS), or consumer relationship management (CRM).

Campaign budget optimization

There are a couple of different choices when it comes to paying for ads. First, you can pick to pay based on clicks or impressions of your ads. Next, you choose how you want Facebook to place your advertisements:

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

Lifetime Budget: You set the length of a project and ads will be put so your costs lasts the complete campaign. This choice 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 gone over above, a basic suggestion 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 spending plan. These will likely be your most costly campaigns.

Select an audience

Targeting task titles and market is normally where you begin with recruitment marketing, however you can reach a great deal of covert prospective with unconventional audience traits. For some motivation, we just recently discussed 5 imaginative methods to utilize targeting in recruitment advertisements.

Facebook also provides the option to target « lookalike audiences. » This is fantastic once you have actually had good project outcomes and great hires to verify your existing audience is what a future one must « appear like. »

Ad positioning

After checking numerous of the advertisement placement choices readily available, we’ve found the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve discovered that Facebook stories are hardly ever utilized. Therefore, we would not advise using them. We’ve discovered that the news feed for both Instagram and Facebook have actually supplied our partners with more clicks and conversations.

If you are aiming to create more awareness, we would advise Instagram. Not a great deal of marketers hang out on developing a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stick out.

Create the ad

Creating a terrific advertisement can be difficult. If you’re not exactly sure where to begin, take a look at our guide on how to turn task 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 ad variations in each project.

For example, in a project about an open position, one advertisement variation might focus on the wage and perks, another on the company culture, and a 3rd on the task performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to ramp up recruitment quickly, by hand creating the possessions, audience, and spending plans for each campaign will slow you down. Wonderkind helps you accelerate recruitment marketing by automating your social strategy across Facebook, Instagram, Google, and LinkedIn.

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

Our user friendly platform makes it easy to spin up creative advertisements in minutes with campaign design templates, a library of stock images, and instant image cropping. Once advertisements are running, keep track of performance and spend across 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.