Setting up 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 large swimming pool of candidates. Especially quality candidates who aren’t actively utilizing the basic task boards.
Social marketing is an effective tool for recruitment. However, because many marketing systems are customized to eCommerce, designing an excellent recruitment project can be challenging. This short article strolls through considerations and recommendations when using Facebook ads for recruitment marketing.
Establish Facebook Business Manager and ad account
You’ll need a Facebook Business Page and job Facebook Business Manager account to run any ads on Facebook or Instagram. This great guide from Hootsuite strolls through how to establish Facebook Business Manager.
Business Manager permits you to include numerous individuals to the account to assist run campaigns, however understand that people will require an individual Facebook account to be able to be added.
To buy marketing projects, you’ll likewise need a Facebook Ad Account, which you will be prompted to create when setting up Facebook Business Manager.
You’ll also require to validate your site domain with Facebook, which is needed to measure and track campaigns.
Choosing a project type
To create an ad campaign, head to the “Ads Manager” area by means of the leading left navigation of your Business Manager Dashboard.
When you click the green button to develop a campaign, you’ll be provided a list of 11 types of campaign goals. We have actually discovered that 3 of these objectives are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.
Brand Awareness
Just as individuals are most likely to purchase products from a brand they understand, people are more most likely to look for a task at a company they have actually heard of. Brand Awareness projects are enhanced to be seen by a broad pool of individuals that are likely to be thinking about your business.
These ads won’t directly drive traffic to your site, but they get candidates knowledgeable about your service and all set to click when the best position occurs.
Awareness campaigns can be about almost anything that shines a light on your company. Announcements about development and awards, articles about company efforts and culture, and videos about the organization’s accomplishments and mission can all be turned into captivating projects.
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 advertisement.
This audience is narrower than in a Brand Awareness project, but still includes people interested however not all set to request a task.
These advertisements can focus on employment opportunities to get individuals to check out more about the jobs and the company (great for high-volume recruiting). Or function content that will drive individuals to your site, like market hot subjects or suggestions.
Conversion
Conversion projects are what people tend to consider when they think about advertising. These campaigns track and optimize towards somebody performing an action on your site, such as sending an application.
For a Conversion campaign to be successful, you initially require to build up a strong audience of prospective candidates that recognize with your company. Without that, it’s type of like going through a crowd and asking strangers to marry you.
Let your audience be familiar with you with Awareness and Clicks campaigns first, and move more budget plan to Conversion campaigns with time.
Great advertisements and brand name awareness makes individuals click, but conversion takes place on a landing page. So you need to ensure that your task pages load rapidly, are easy to read on mobile devices, and plainly specify the details task prospects appreciate most.
Be mindful that Facebook conversion ads are going through some changes in response to Apple’s iOS 14 personal privacy updates – [upgrade October 2023: please check out the following for more on Apple’s iOS 17 personal privacy updates] Companies will require to focus on 8 conversion actions per web domain.
If task listings are on the main company site, you’ll likely need to line up with the marketing team on the top priority list.
companies to utilize the Facebook Conversion API to connect your advertisements with conversion information from other sources, such as your server, content management system (CMS), or customer relationship management (CRM).
Campaign spending plan optimization
There are a number of various options when it concerns spending for ads. First, you can pick to pay based on clicks or impressions of your advertisements. Next, you decide how you want 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 job advertisements will be put so your spending lasts the complete campaign. This option also allows you to set time windows such as running ads only at night or on weekends.
For the 3 primary kinds of recruitment campaigns talked about above, a basic suggestion is:
Brand Awareness: Run as ongoing campaigns, payment on impressions, and either daily or life time 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 expensive projects.
Select an audience
Targeting task titles and market is generally where you begin with recruitment marketing, but you can reach a great deal of hidden possible with non-traditional audience traits. For some inspiration, we just recently discussed 5 innovative methods to use targeting in recruitment advertisements.
Facebook also provides the option to target “lookalike audiences.” This is fantastic once you have actually had excellent campaign results and great hires to confirm your existing audience is what a future one must “look like.”
Ad placement
After testing numerous of the advertisement positioning alternatives 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 rarely used. Therefore, we would not suggest utilizing them. We’ve discovered that the news feed for both Instagram and Facebook have offered our partners with more clicks and conversations.
If you are looking to produce more awareness, we would advise Instagram. Not a lot of advertisers hang around on creating a good Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand out.
Create the ad
Putting together a terrific ad can be challenging. If you’re not exactly sure where to begin, take a look at our guide on how to turn task descriptions into excellent social ads in 15 minutes.
It can be surprising what combination of copy and images work best for your audience. We advise A/B screening numerous ad variations in each campaign.
For example, in a project about an employment opportunity, one advertisement version could concentrate on the income and benefits, another on the business culture, and a third on the job performance.
Put recruitment marketing on auto-pilot with Wonderkind
If you require to increase recruitment rapidly, by hand creating the possessions, job audience, and budgets for each campaign will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social method across Facebook, Instagram, Google, and LinkedIn.
Our Talent Attraction Technology uses information from years of recruitment projects to develop an audience that’s best for your industry, place, and employment opportunities.
Our easy-to-use platform makes it easy to spin up creative advertisements in minutes with project design templates, a library of stock images, job and immediate image cropping. Once ads are running, track performance and invest throughout all social channels in one overarching control panel.
Ready to turbo-charge your talent sourcing? Check out how Wonderkind works or see it in action.