Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a crucial part of a recruitment marketing strategy due to the fact that it assists get your company in front of a wide swimming pool of prospects. Especially quality candidates who aren’t actively utilizing the basic job boards.

Social marketing is a powerful tool for recruitment. However, due to the fact that most marketing systems are customized to eCommerce, developing a terrific recruitment campaign can be difficult. This short article strolls through considerations and recommendations when using Facebook ads for recruitment marketing.

Establish 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 employment Instagram. This great guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager enables you to add numerous people to the account to help run projects, but understand that people 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 triggered to develop when establishing Facebook Business Manager.

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

Choosing a campaign type

To develop an advertising campaign, head to the “Ads Manager” section by means of 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 kinds of campaign objectives. We’ve discovered that 3 of these goals are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are more likely to buy products from a brand name they know, individuals are more likely to use for a task at a business they’ve become aware of. Brand Awareness projects are optimized to be seen by a large swimming pool of people that are likely to be interested in your .

These ads won’t straight drive traffic to your website, however they get prospects knowledgeable about your organization and prepared to click when the ideal position occurs.

Awareness campaigns can be about almost anything that shines a light on your business. Announcements about development and awards, articles about business efforts and culture, and videos about the organization’s accomplishments and objective can all be turned into distinctive projects.

Traffic

In the Wonderkind platform, this is referred to as a “Clicks” campaign. These ads 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 project, but still consists of individuals interested however not ready to make an application for a task.

These advertisements can concentrate on employment opportunities to get individuals to check out more about the jobs and the company (excellent for high-volume recruiting). Or feature material that will drive individuals to your website, like industry hot topics or tips.

Conversion

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

For a Conversion campaign to be successful, you first need to develop a strong audience of prospective prospects that are familiar with your business. Without that, it’s kind of like going through a crowd and asking strangers to wed you.

Let your audience be familiar with you with Awareness and Clicks projects first, and move more budget to Conversion projects in time.

Great advertisements and brand name awareness makes people click, however conversion happens on a landing page. So you need to make certain that your task pages load rapidly, are easy to continue reading mobile phones, employment and plainly mention the info task candidates care about a lot of.

Be conscious 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 privacy updates] Companies will require to prioritize 8 conversion actions per web domain.

If job listings are on the primary business website, you’ll likely require to align with the marketing group on the concern list.

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

Campaign budget plan optimization

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

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 costs lasts the complete campaign. This choice also permits you to set time windows such as running advertisements only at night or on weekends.

For the 3 main kinds of recruitment projects discussed above, a basic suggestion is:

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

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

Conversion: Short run time, payment on clicks, lifetime spending plan. These will likely be your most expensive campaigns.

Select an audience

Targeting task titles and industry is normally where you begin with recruitment marketing, employment but you can reach a lot of hidden potential with non-traditional audience qualities. For some motivation, we just recently blogged about 5 creative ways to utilize targeting in recruitment ads.

Facebook likewise offers the choice to target “lookalike audiences.” This is great once you have actually had good project results and excellent hires to validate your existing audience is what a future one should “appear like.”

Ad placement

After checking a lot of the ad positioning options readily available, we’ve found 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 hardly ever used. Therefore, employment we wouldn’t recommend utilizing them. We have actually found that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and conversations.

If you are looking to develop more awareness, we would recommend Instagram. Not a great deal of advertisers hang out on producing a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand out.

Create the ad

Assembling a terrific ad can be tricky. If you’re not sure where to start, check out our guide on how to turn job descriptions into great social advertisements in 15 minutes.

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

For example, in a campaign about an open position, one ad version might focus on the wage and advantages, another on the company culture, and a third on the task performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to increase recruitment rapidly, manually developing the possessions, employment audience, and spending plans for each campaign will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social method throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses data from years of recruitment campaigns to construct an audience that’s best for your industry, place, and employment opportunities.

Our easy-to-use platform makes it simple to spin up creative ads in minutes with project templates, a library of stock images, employment and instantaneous image cropping. Once advertisements are running, monitor efficiency and invest throughout all social channels in one overarching control panel.

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