Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is an essential part of a recruitment marketing method since it assists get your company in front of a large swimming pool of prospects. Especially quality prospects who aren’t actively using the standard job boards.

Social advertising is a powerful tool for recruitment. However, because most marketing systems are tailored to eCommerce, designing an excellent recruitment campaign can be challenging. This article walks through considerations and suggestions when utilizing Facebook ads for recruitment marketing.

Set up Facebook Business Manager and ad account

You’ll require 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 set up Facebook Business Manager.

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

To buy marketing campaign, you’ll also need a Facebook Ad Account, which you will be prompted to create when establishing Facebook Business Manager.

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

Choosing a campaign type

To produce a marketing campaign, head to the “Ads Manager” area through the top left navigation of your Dashboard.

When you click the green button to develop a project, you’ll be offered a list of 11 kinds of project goals. We’ve found that 3 of these objectives are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are more most likely to purchase items from a brand name they know, people are most likely to request a job at a company they have actually become aware of. Brand Awareness projects are optimized to be seen by a large pool of individuals that are likely to be thinking about your business.

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

Awareness campaigns can be about nearly anything that shines a light on your business. Announcements about growth and employment awards, posts about business initiatives and culture, and videos about the company’s accomplishments and mission can all be turned into eye-catching campaigns.

Traffic

In the Wonderkind platform, this is described 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 name Awareness campaign, but still consists of individuals interested however not ready to get a task.

These ads can focus on employment opportunities to get individuals to explore more about the tasks and the business (terrific for high-volume recruiting). Or function material that will drive people to your site, like market hot subjects or ideas.

Conversion

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

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

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

Great ads and brand awareness makes individuals click, however conversion happens on a landing page. So you need to make sure that your task pages load quickly, are simple to keep reading mobile gadgets, and clearly state the info task prospects appreciate many.

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

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

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

Campaign budget plan 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 advertisements. Next, you choose how you desire Facebook to place your ads:

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

Lifetime Budget: You set the length of a campaign and advertisements will be placed so your spending lasts the complete project. This alternative also enables you to set time windows such as running ads just at night or on weekends.

For the 3 main types of recruitment projects gone over above, a basic recommendation is:

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

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

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

Select an audience

Targeting task titles and employment industry is normally where you begin with recruitment marketing, but you can reach a great deal of hidden possible with unconventional audience traits. For some motivation, we recently blogged about 5 creative ways to utilize targeting in recruitment advertisements.

Facebook also offers the choice to target “lookalike audiences.” This is terrific once you have actually had excellent campaign results and great hires to confirm your existing audience is what a future one should “look like.”

Ad placement

After testing a number of the ad positioning choices available, we’ve discovered 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 hardly ever used. Therefore, we would not advise using them. We’ve discovered that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and conversations.

If you are looking to produce more awareness, we would advise Instagram. Not a great deal of advertisers invest time on creating an excellent Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.

Create the ad

Creating a fantastic advertisement can be difficult. If you’re uncertain where to start, inspect out our guide on how to turn task descriptions into excellent social advertisements in 15 minutes.

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

For instance, in a campaign about an employment opportunity, one advertisement version could concentrate on the salary and advantages, another on the business culture, and a 3rd on the task functionality.

Put recruitment marketing on autopilot with Wonderkind

If you require to ramp up recruitment quickly, manually developing the properties, audience, and budget plans for each project will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social strategy throughout Facebook, employment Instagram, Google, and LinkedIn.

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

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

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