Establishing Recruitment Ads on Facebook like A Pro

Facebook marketing is an essential part of a recruitment marketing strategy because it helps get your company in front of a broad swimming pool of candidates. Especially quality prospects who aren’t actively using the standard task boards.

Social advertising is an effective tool for recruitment. However, since a lot of advertising systems are tailored to eCommerce, creating a fantastic recruitment campaign can be challenging. This short article strolls through factors to consider and suggestions when utilizing Facebook ads for recruitment marketing.

Establish 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 excellent guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager enables you to add numerous people to the account to help run campaigns, but understand that individuals will require a personal Facebook account to be able to be included.

To acquire ad campaign, you’ll also need a Facebook Ad Account, which you will be triggered to produce when setting up Facebook Business Manager.

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

Choosing a campaign type

To produce a marketing 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 create a project, you’ll be offered a list of 11 types of campaign objectives. We have actually found that 3 of these goals are most beneficial for recruitment marketing: Brand Awareness, Traffic, and employment Conversion.

Brand Awareness

Just as people are most likely to buy items from a brand name they know, individuals are more likely to use for a job at a business they’ve become aware of. Brand Awareness projects are enhanced to be seen by a broad pool of people that are likely to be thinking about your company.

These ads won’t directly drive traffic to your site, however they get prospects acquainted with your organization and all set to click when the perfect position occurs.

Awareness campaigns can be about nearly anything that shines a light on your company. Announcements about development and awards, posts about company efforts and culture, and videos about the company’s accomplishments and objective can all be become captivating campaigns.

Traffic

In the Wonderkind platform, this is referred to as a “Clicks” project. These advertisements 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 campaign, however still consists of individuals interested however not prepared to request a task.

These ads can concentrate on open positions to get individuals to explore more about the jobs and the company (terrific for high-volume recruiting). Or feature content that will drive individuals to your website, like industry hot subjects or pointers.

Conversion

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

For employment a Conversion campaign to be successful, you initially need to develop up a solid audience of possible prospects that are familiar with your business. Without that, employment it’s sort of like going through a crowd and asking strangers to wed you.

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

Great advertisements and brand employment name awareness makes individuals click, however conversion occurs on a landing page. So you require to ensure that your task pages load rapidly, are simple to continue reading mobile phones, and clearly state the details job candidates care about many.

Know that Facebook conversion ads 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 privacy updates] Companies will require to focus on 8 conversion actions per web domain.

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

Facebook motivates businesses to utilize the Facebook Conversion API to link your ads with conversion information from other sources, employment such as your server, material management system (CMS), or customer relationship management (CRM).

Campaign budget plan optimization

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

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

Lifetime Budget: You set the length of a project and ads will be positioned so your spending lasts the complete campaign. This alternative also allows you to set time windows such as running advertisements just in the evening or on weekends.

For the 3 main types of recruitment projects gone over above, a general suggestion is:

Brand Awareness: Run as continuous projects, payment on impressions, and either day-to-day or lifetime budgeting.

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

Conversion: Short run time, payment on clicks, life time spending plan. These will likely be your most costly projects.

Select an audience

Targeting task titles and market is typically where you start with recruitment marketing, however you can reach a lot of concealed potential with unconventional audience characteristics. For some inspiration, we just recently composed about 5 innovative ways to use targeting in recruitment advertisements.

Facebook also offers the alternative to target “lookalike audiences.” This is great once you have actually had excellent campaign outcomes and good hires to confirm your existing audience is what a future one need to “look like.”

Ad placement

After checking much of the ad placement choices offered, we have actually discovered the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, employment we’ve discovered that Facebook stories are seldom used. Therefore, we would not advise using them. We’ve discovered 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 lot of marketers hang around on creating a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.

Create the advertisement

Creating a terrific advertisement can be challenging. If you’re unsure where to begin, check out our guide on how to turn task descriptions into terrific social ads in 15 minutes.

It can be unexpected what mix of copy and images work best for your audience. We recommend A/B screening numerous advertisement variations in each project.

For example, in a project about an employment opportunity, one advertisement version might focus on the wage and benefits, another on the company culture, and a third on the job functionality.

Put recruitment marketing on autopilot with Wonderkind

If you need to increase recruitment quickly, manually creating the assets, audience, and budgets for each project will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social technique throughout Facebook, Instagram, Google, and LinkedIn.

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

Our easy-to-use platform makes it easy to spin up creative ads in minutes with project templates, employment a library of stock images, and instant image cropping. Once advertisements are running, keep an eye on performance and invest across all social channels in one overarching dashboard.

Ready to turbo-charge your skill sourcing? Check out how Wonderkind works or see it in action.