Establishing Recruitment Ads on Facebook like A Pro

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

Social marketing is an effective tool for recruitment. However, because a lot of marketing systems are tailored to eCommerce, creating an excellent recruitment project can be tough. This short article walks through factors to consider and recommendations when using Facebook ads 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 ads on Facebook or Instagram. This terrific guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager allows you to add several people to the account to help run campaigns, but understand that people will need a personal Facebook account to be able to be added.

To purchase ad campaign, you’ll likewise require a Facebook Ad Account, which you will be triggered to produce when establishing Facebook Business Manager.

You’ll also require to validate your website domain with Facebook, which is required to measure and track projects.

Choosing a campaign type

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

When you click the green button to produce a project, job you’ll be offered a list of 11 kinds 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 people are more most likely to buy items from a brand they know, people are more most likely to obtain a task at a company they have actually become aware of. Brand Awareness campaigns are optimized to be seen by a pool of people that are most likely to be thinking about your business.

These advertisements won’t directly drive traffic to your website, however they get prospects knowledgeable about your organization and ready 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, posts about business initiatives and culture, and videos about the organization’s accomplishments and mission can all be become distinctive projects.

Traffic

In the Wonderkind platform, this is referred to as a “Clicks” campaign. These advertisements are targeted to reach an audience that is likely to click the link in your ad.

This audience is narrower than in a Brand name Awareness campaign, but still consists of people interested however not prepared to obtain a job.

These advertisements can focus on open positions to get people to check out more about the tasks and the company (fantastic for high-volume recruiting). Or function content that will drive individuals to your site, like industry hot subjects or pointers.

Conversion

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

For a Conversion campaign to be successful, you initially need to develop a solid audience of prospective candidates that are familiar with your company. Without that, it’s type of like going through a crowd and asking complete strangers to marry you.

Let your audience learn more about you with Awareness and Clicks projects first, and move more spending plan to Conversion projects with time.

Great advertisements and brand name awareness makes people click, however conversion takes place on a landing page. So you need to make sure that your job pages load quickly, are simple to continue reading mobile devices, and plainly state the information job prospects care about a lot of.

Know that Facebook conversion advertisements are going through some changes in reaction 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 focus on 8 conversion actions per web domain.

If job listings are on the primary company website, you’ll likely require to line up with the marketing group on the top priority list.

Facebook motivates companies to utilize the Facebook Conversion API to link your advertisements with conversion data from other sources, such as your server, content management system (CMS), or client relationship management (CRM).

Campaign spending plan optimization

There are a number of different choices when it comes to spending for advertisements. First, job you can select to pay based on clicks or impressions of your advertisements. Next, you choose how you want Facebook to position your ads:

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

Lifetime Budget: You set the length of a campaign and advertisements will be positioned so your costs lasts the complete project. This option 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 recommendation is:

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

Traffic (Clicks): Short run times, payment on clicks, job life time budget plan.

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

Select an audience

Targeting job titles and market is normally where you start with recruitment marketing, but you can reach a great deal of hidden potential with non-traditional audience traits. For some motivation, we recently wrote about 5 innovative ways to use targeting in recruitment advertisements.

Facebook likewise offers the alternative to target “lookalike audiences.” This is terrific once you’ve had excellent project outcomes and excellent hires to confirm your existing audience is what a future one ought to “look like.”

Ad placement

After testing many of the advertisement positioning choices available, we’ve found the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we have actually found that Facebook stories are rarely utilized. Therefore, we would not recommend utilizing them. We’ve discovered 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 lot of marketers hang around on developing an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand apart.

Create the advertisement

Putting together a terrific ad can be challenging. If you’re not sure where to start, check out our guide on how to turn job descriptions into fantastic 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 numerous advertisement versions in each campaign.

For instance, in a project about an open position, one advertisement version could concentrate on the salary and perks, another on the company culture, and a third on the job functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to increase recruitment rapidly, by hand creating the assets, audience, and job budgets for each project will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social technique across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes information from years of recruitment projects to construct an audience that’s ideal for your industry, area, and employment opportunities.

Our easy-to-use platform makes it basic to spin up creative advertisements in minutes with campaign design templates, a library of stock pictures, and instant image cropping. Once advertisements are running, monitor efficiency and invest throughout all social channels in one overarching dashboard.

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