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Setting up Recruitment Ads on Facebook like A Pro

Facebook advertising is a key part of a recruitment marketing technique since it helps get your business in front of a wide swimming pool of prospects. Especially quality prospects who aren’t actively using the standard task boards.

Social marketing is a powerful tool for recruitment. However, because a lot of marketing systems are tailored to eCommerce, designing a great recruitment project can be tough. This article strolls through considerations and suggestions when utilizing Facebook advertisements for recruitment marketing.

Set up Facebook Business Manager and advertisement 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 enables you to include multiple people to the account to assist run projects, but understand that people will need a personal Facebook account to be able to be included.

To acquire marketing campaign, you’ll likewise require a Facebook Ad Account, which you will be prompted to create when setting up Facebook Business Manager.

You’ll likewise need to confirm your website domain with Facebook, which is required to measure and track campaigns.

Choosing a campaign type

To produce a marketing campaign, head to the “Ads Manager” section through the leading 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 types of project objectives. We have actually found that 3 of these goals are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are most likely to purchase items from a brand they understand, people are most likely to look for a task at a company they have actually become aware of. Brand Awareness campaigns are optimized to be seen by a broad pool of individuals that are most likely to be interested in your company.

These advertisements will not straight drive traffic to your website, however they get prospects acquainted with your organization and all set to click when the perfect position occurs.

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

Traffic

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

This audience is narrower than in a Brand name Awareness campaign, but still includes people interested however not prepared to apply for a job.

These ads can concentrate on employment opportunities to get people to explore more about the jobs and the business (great for high-volume recruiting). Or function content that will drive people to your site, like industry hot subjects or pointers.

Conversion

Conversion campaigns are what individuals tend to think about when they think of marketing. These campaigns track and optimize towards someone performing an action on your website, such as submitting an application.

For a Conversion campaign to be successful, you first require to develop a strong audience of prospective prospects that recognize with your company. Without that, it’s type of like going through a crowd and asking complete strangers to marry you.

Let your audience get to understand you with Awareness and Clicks projects first, and move more budget to Conversion campaigns over time.

Great ads and brand awareness makes people click, but conversion occurs on a landing page. So you require to make sure that your task pages load quickly, are easy to keep reading mobile phones, and clearly specify the information job candidates appreciate a lot of.

Understand that Facebook conversion ads are going through some changes in reaction 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 need to focus on 8 conversion actions per web domain.

If task listings are on the primary business website, you’ll likely need to line up with the marketing group on the concern list.

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

Campaign budget plan optimization

There are a couple of different options when it concerns spending for ads. First, you can choose to pay based upon clicks or impressions of your advertisements. Next, you choose how you want Facebook to put your ads:

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

Lifetime Budget: You set the length of a project and advertisements will be positioned so your costs lasts the complete project. This option likewise enables you to set time windows such as running ads just at night or on weekends.

For the 3 main types of recruitment campaigns talked about above, a basic suggestion is:

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

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

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

Select an audience

Targeting job titles and market is normally where you start with recruitment marketing, however you can reach a lot of surprise prospective with non-traditional audience qualities. For some motivation, we just recently composed about 5 creative ways to use targeting in recruitment advertisements.

Facebook likewise offers the option to target “lookalike audiences.” This is fantastic once you have actually had good campaign outcomes and excellent hires to verify your existing audience is what a future one ought to “look like.”

Ad placement

After checking a lot of the ad positioning choices available, we’ve discovered the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we have actually discovered that Facebook stories are rarely used. Therefore, we wouldn’t advise using them. We’ve discovered that the news feed for both Instagram and Facebook have offered our partners with more clicks and discussions.

If you are looking to produce more awareness, we would recommend Instagram. Not a great deal of marketers hang out on creating a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the ad

Creating a terrific ad can be tricky. 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 unexpected what mix of copy and images work best for your audience. We suggest A/B testing numerous advertisement variants in each project.

For instance, in a campaign about an employment opportunity, one advertisement version could concentrate on the income and perks, another on the company culture, and a third on the job functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to increase recruitment quickly, manually developing the properties, audience, and budget plans for each project will slow you down. Wonderkind assists 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 develop an audience that’s best for your market, location, and open positions.

Our user friendly platform makes it simple to spin up creative ads in minutes with project design templates, a library of stock images, and instant image cropping. Once ads are running, keep an eye on 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.

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