Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a key part of a recruitment marketing technique due to the fact that it helps get your business in front of a broad pool of prospects. Especially quality candidates who aren’t actively utilizing the standard task boards.

Social marketing is a powerful tool for recruitment. However, due to the fact that a lot of marketing systems are tailored to eCommerce, designing a fantastic recruitment campaign can be difficult. This post walks through considerations and recommendations when utilizing Facebook advertisements for recruitment marketing.

Set up Facebook Business Manager and advertisement account

You’ll require a Facebook Business Page and Facebook Business Manager account to run any advertisements on Facebook or Instagram. This excellent guide from Hootsuite strolls through how to set up Facebook Business Manager.

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

To acquire marketing campaign, you’ll also require a Facebook Ad Account, which you will be prompted to develop when establishing Facebook Business Manager.

You’ll likewise need to validate your site domain with Facebook, which is needed to measure and track projects.

Choosing a campaign type

To produce an ad campaign, employment head to the «Ads Manager» area via the top left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as people are more likely to purchase products from a brand they understand, people are more most likely to make an application for a task at a company they have actually become aware of. Brand Awareness projects are optimized to be seen by a wide swimming pool of individuals that are most likely to be thinking about your business.

These advertisements won’t directly drive traffic to your website, but they get prospects knowledgeable about your company 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 development and awards, posts about company initiatives and culture, and employment videos about the organization’s achievements and mission can all be turned into distinctive campaigns.

Traffic

In the Wonderkind platform, this is referred to as a «Clicks» project. 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 individuals interested however not all set to make an application for a task.

These ads can focus on employment opportunities to get people to explore more about the jobs and the business (great for high-volume recruiting). Or feature material that will drive individuals to your site, like market hot topics or pointers.

Conversion

Conversion projects are what individuals tend to believe of when they think of marketing. These campaigns track and enhance towards somebody carrying out an action on your website, such as submitting an application.

For employment a Conversion project to be successful, you initially need to construct up a strong audience of potential candidates that recognize 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 projects first, and move more spending plan to Conversion projects with time.

Great ads and brand awareness makes individuals click, but conversion occurs on a landing page. So you need to make sure that your task pages load quickly, are simple to continue reading mobile gadgets, and plainly specify the information task candidates appreciate most.

Understand that Facebook conversion advertisements are going through some modifications in action to Apple’s iOS 14 privacy updates – [update 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 need to align with the marketing group on the concern list.

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

Campaign spending plan optimization

There are a couple of various options when it comes to spending for ads. First, you can choose to pay based upon clicks or impressions of your ads. Next, you decide how you desire 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 campaign and ads will be put so your spending lasts the full project. This alternative also enables you to set time windows such as running ads only at night or on weekends.

For the 3 main kinds of recruitment projects discussed above, a general recommendation is:

Brand Awareness: Run as continuous projects, 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 spending plan. These will likely be your most pricey projects.

Select an audience

Targeting job titles and industry is usually where you begin with recruitment marketing, but you can reach a great deal of hidden prospective with non-traditional audience characteristics. For some motivation, we just recently composed about 5 creative methods to use targeting in recruitment advertisements.

Facebook likewise gives the choice to target «lookalike audiences.» This is great once you’ve had good campaign outcomes and good hires to confirm your existing audience is what a future one need to «appear like.»

Ad positioning

After checking a number of the advertisement placement choices offered, 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’ve discovered that Facebook stories are seldom utilized. Therefore, we would not recommend using them. We’ve found that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and discussions.

If you are seeking to produce more awareness, we would suggest Instagram. Not a great deal of marketers hang around on creating an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the ad

Creating a terrific advertisement can be challenging. If you’re unsure where to begin, examine out our guide on how to turn task descriptions into fantastic social ads in 15 minutes.

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

For example, in a campaign about an open position, employment one advertisement version might concentrate on the wage and advantages, another on the business culture, and a third on the task functionality.

Put recruitment marketing on autopilot with Wonderkind

If you need to increase recruitment quickly, by hand producing the possessions, audience, and spending plans for each project will slow you down. Wonderkind helps 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 market, area, and employment opportunities.

Our easy-to-use platform makes it simple to spin up imaginative ads in minutes with campaign design templates, a library of stock images, and instantaneous 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.