Establishing Recruitment Ads on Facebook like A Pro

Facebook advertising is a crucial part of a recruitment marketing technique because it helps get your company in front of a large swimming pool of prospects. Especially quality prospects who aren’t actively using the standard job boards.

Social advertising is a powerful tool for recruitment. However, due to the fact that a lot of advertising systems are customized to eCommerce, designing an excellent recruitment project can be difficult. This post strolls through factors to consider and suggestions when using Facebook advertisements for employment 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 advertisements on Facebook or Instagram. This terrific guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager allows you to add multiple people to the account to help run projects, but know that individuals will need a personal Facebook account to be able to be added.

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

You’ll likewise require to confirm your website domain with Facebook, which is needed to measure and employment track campaigns.

Choosing a campaign type

To produce 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 create a project, you’ll be given a list of 11 kinds of campaign objectives. We’ve found that 3 of these goals are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are most likely to purchase items from a brand name they know, people are most likely to get a job at a company they’ve become aware of. Brand Awareness projects are enhanced to be seen by a large pool of people that are most likely to be interested in your business.

These ads won’t straight drive traffic to your website, but they get prospects knowledgeable about your company and all set to click when the perfect position occurs.

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

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 on the link in your advertisement.

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

These advertisements can concentrate on employment opportunities to get individuals to explore 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 pointers.

Conversion

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

For a Conversion project to be successful, you initially need to develop a strong audience of prospective candidates that recognize 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 campaigns initially, employment and move more spending plan to Conversion projects gradually.

Great advertisements and brand name awareness makes people click, but conversion occurs on a landing page. So you need to make sure that your task pages load quickly, are simple to read on mobile phones, and clearly state the information job prospects care about most.

Know that Facebook conversion ads are going through some modifications in reaction to Apple’s iOS 14 privacy updates – [update 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 team on the priority list.

Facebook encourages services to use 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 number of various choices when it concerns spending for advertisements. First, you can select to pay based upon clicks or impressions of your ads. Next, you choose how you desire 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 costs lasts the complete campaign. This choice also enables you to set time windows such as running advertisements only at night or on weekends.

For the 3 main kinds of recruitment projects gone over above, a general recommendation 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, life time spending plan.

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

Select an audience

Targeting job titles and market is generally where you start with recruitment marketing, but you can reach a great deal of covert potential with unconventional audience qualities. For some inspiration, we recently blogged about 5 creative ways to use targeting in recruitment ads.

Facebook likewise provides the option to target “lookalike audiences.” This is excellent once you have actually had good project outcomes and excellent hires to verify your existing audience is what a future one must “appear like.”

Ad positioning

After testing much of the ad placement 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 found that Facebook stories are hardly ever utilized. Therefore, we wouldn’t recommend utilizing them. We have actually discovered that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and discussions.

If you are aiming to develop more awareness, employment we would suggest Instagram. Not a great deal of advertisers hang around on creating a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand apart.

Create the ad

Putting together an excellent advertisement can be difficult. If you’re not exactly sure where to begin, have a look at our guide on how to turn task descriptions into terrific social advertisements in 15 minutes.

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

For instance, in a campaign about an employment opportunity, one ad version could concentrate on the income and advantages, another on the business culture, and a third on the task performance.

Put recruitment marketing on autopilot with Wonderkind

If you require to increase recruitment rapidly, manually creating the properties, audience, and spending plans 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 uses information from years of recruitment projects to develop an audience that’s best for your industry, location, and open positions.

Our easy-to-use platform makes it basic to spin up creative ads in minutes with project design templates, a library of stock images, and immediate image cropping. Once ads are running, keep an eye on efficiency and employment spend across all social channels in one overarching control panel.

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