Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a crucial part of a recruitment marketing technique because it helps get your company in front of a wide swimming pool of prospects. Especially quality candidates who aren’t actively utilizing the basic task boards.

Social marketing is a powerful tool for recruitment. However, because the majority of advertising systems are tailored to eCommerce, developing an excellent recruitment project can be difficult. This article walks through considerations and recommendations when using Facebook ads for recruitment marketing.

Set up Facebook Business Manager and ad 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 strolls through how to set up Facebook Business Manager.

Business Manager allows you to add several people to the account to assist run projects, however understand that individuals will need an individual Facebook account to be able to be added.

To buy ad campaign, you’ll also require a Facebook Ad Account, which you will be triggered to develop when establishing Facebook Business Manager.

You’ll also require to confirm your site domain with Facebook, which is required to determine and track campaigns.

Choosing a campaign type

To develop an advertising campaign, head to the “Ads Manager” area through the top left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as people are more most likely to purchase items from a brand name they understand, individuals are more most likely to apply for a task at a company they have actually heard of. Brand Awareness campaigns are optimized to be seen by a wide swimming pool of people that are likely to be interested in your business.

These ads will not straight drive traffic to your site, but they get prospects familiar with your business and prepared to click when the best 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 organization’s accomplishments and mission can all be become distinctive campaigns.

Traffic

In the Wonderkind platform, this is described as a “Clicks” campaign. These ads are targeted to reach an audience that is most likely to click the link in your advertisement.

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

These advertisements can focus on open positions to get individuals to explore more about the jobs and the business (terrific for high-volume recruiting). Or feature material that will drive individuals to your website, like industry hot subjects or tips.

Conversion

Conversion campaigns are what people tend to consider when they think about marketing. These projects track and enhance towards somebody performing an action on your site, such as sending an application.

For a Conversion project to be successful, you initially need to develop a strong audience of potential candidates 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 be familiar with you with Awareness and Clicks projects initially, and move more budget plan to Conversion campaigns over time.

Great ads and brand awareness makes people click, however conversion takes place on a landing page. So you require to ensure that your job pages load quickly, are easy to check out on mobile phones, and clearly specify the info task prospects appreciate a lot of.

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

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

Facebook encourages organizations to use the Facebook Conversion API to link your advertisements with conversion information 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 options when it pertains to spending for advertisements. First, you can choose to pay based on clicks or impressions of your advertisements. Next, you decide 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 put so your spending lasts the full campaign. This choice also enables you to set time windows such as running advertisements just in the evening or on weekends.

For the 3 primary types of recruitment campaigns talked about above, a basic recommendation is:

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

(Clicks): Short run times, payment on clicks, life time spending plan.

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

Select an audience

Targeting task titles and market is typically where you begin with recruitment marketing, but you can reach a lot of covert prospective with unconventional audience qualities. For some inspiration, we recently discussed 5 creative methods to utilize targeting in recruitment ads.

Facebook also offers the alternative to target “lookalike audiences.” This is great once you’ve had excellent project outcomes and good hires to validate your existing audience is what a future one need to “appear like.”

Ad positioning

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

If you are wanting to produce more awareness, we would recommend Instagram. Not a great deal of advertisers hang out on producing an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the ad

Putting together a fantastic ad can be difficult. If you’re not exactly sure where to start, examine out our guide on how to turn task descriptions into excellent social ads in 15 minutes.

It can be unexpected what combination of copy and images work best for your audience. We suggest A/B screening several ad variants in each campaign.

For instance, in a campaign about an employment opportunity, one advertisement version could focus on the wage and perks, another on the company culture, and a 3rd on the task performance.

Put recruitment marketing on autopilot with Wonderkind

If you need to increase recruitment rapidly, by hand producing the possessions, audience, and budgets for each project will slow you down. Wonderkind assists 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 construct an audience that’s ideal for your market, area, and employment opportunities.

Our user friendly platform makes it simple to spin up creative advertisements in minutes with campaign templates, referall.us a library of stock pictures, and instantaneous image cropping. Once advertisements are running, keep track of performance and spend across all social channels in one overarching control panel.

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