Establishing Recruitment Ads on Facebook like A Pro

Facebook advertising is a crucial part of a recruitment marketing strategy since it assists get your business in front of a wide pool of candidates. Especially quality candidates who aren’t actively utilizing the basic job boards.

Social advertising is a powerful tool for recruitment. However, due to the fact that most advertising systems are tailored to eCommerce, creating a fantastic recruitment campaign can be challenging. This article 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 Instagram. This fantastic guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager allows you to add multiple individuals to the account to help run projects, but know that individuals will require a personal Facebook account to be able to be added.

To acquire marketing campaigns, you’ll likewise require a Facebook Ad Account, which you will be triggered to develop when setting up Facebook Business Manager.

You’ll also need to validate your website domain with Facebook, which is needed to measure and track campaigns.

Choosing a project type

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

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

Brand Awareness

Just as individuals are more most likely to purchase products from a brand name they know, people are most likely to request a job at a company they’ve heard of. Brand Awareness campaigns are optimized to be seen by a wide pool of people that are likely to be interested in your company.

These ads won’t directly drive traffic to your website, but they get candidates acquainted with your company and all set to click when the ideal position occurs.

Awareness campaigns can be about almost anything that shines a light on your company. Announcements about development and awards, articles about company initiatives and culture, and videos about the organization’s accomplishments and mission can all be developed into eye-catching campaigns.

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 project, however still consists of individuals interested but not ready to make an application for a task.

These ads can focus on open positions to get people to explore more about the jobs and the (excellent for high-volume recruiting). Or function material that will drive individuals to your site, like market hot topics or ideas.

Conversion

Conversion campaigns are what people tend to think about when they think of advertising. These projects track and optimize towards someone carrying out an action on your website, such as submitting an application.

For a Conversion project to be effective, you initially need to develop a strong audience of possible prospects that recognize with your business. Without that, it’s sort of like going through a crowd and asking complete strangers to marry you.

Let your audience get to know you with Awareness and Clicks campaigns first, and job move more budget plan to Conversion projects in time.

Great ads and brand awareness makes people click, however conversion occurs on a landing page. So you require to make certain that your job pages load rapidly, are easy to keep reading mobile devices, and clearly mention the information task prospects care about a lot of.

Understand that Facebook conversion ads are going through some modifications in action to Apple’s iOS 14 personal privacy updates – [update October 2023: please check out the following for more on Apple’s iOS 17 privacy updates] Companies will need to prioritize 8 conversion actions per web domain.

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

Facebook motivates organizations to utilize the Facebook Conversion API to connect your advertisements 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 number of different choices when it concerns spending for ads. First, you can pick to pay based upon clicks or impressions of your ads. Next, you choose how you desire Facebook to put your advertisements:

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

Lifetime Budget: You set the length of a project and advertisements will be placed so your spending lasts the full campaign. This option likewise allows you to set time windows such as running advertisements just in the evening or on weekends.

For the 3 main types of recruitment campaigns talked about above, a general recommendation is:

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

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

Conversion: Short run time, payment on clicks, lifetime spending plan. These will likely be your most pricey projects.

Select an audience

Targeting job titles and industry is normally where you start with recruitment marketing, however you can reach a lot of hidden potential with non-traditional audience traits. For some motivation, we just recently blogged about 5 imaginative ways to utilize targeting in recruitment ads.

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

Ad positioning

After checking much of the advertisement placement alternatives available, we have actually discovered the most effective ones for job recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve discovered that Facebook stories are seldom used. Therefore, we wouldn’t advise utilizing them. We have actually found that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and conversations.

If you are seeking to produce more awareness, we would suggest Instagram. Not a lot of advertisers invest time on creating a good Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stick out.

Create the advertisement

Assembling a terrific advertisement can be challenging. If you’re not exactly sure where to begin, examine out our guide on how to turn task descriptions into great social ads in 15 minutes.

It can be surprising what combination of copy and job images work best for your audience. We advise A/B testing multiple ad variants in each project.

For instance, in a project about an open position, job one ad version might concentrate on the income and advantages, another on the business culture, and a 3rd on the job performance.

Put recruitment marketing on autopilot with Wonderkind

If you require to ramp up recruitment rapidly, manually producing the assets, audience, and spending plans for each campaign will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social strategy across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses data from years of recruitment campaigns to build an audience that’s ideal for your market, area, and employment opportunities.

Our easy-to-use platform makes it easy to spin up innovative advertisements in minutes with project design templates, a library of stock pictures, and instant image cropping. Once ads are running, monitor performance and invest throughout all social channels in one overarching control panel.

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