Establishing Recruitment Ads on Facebook like A Pro

Facebook marketing is a key part of a recruitment marketing technique because it assists get your business in front of a large pool of prospects. Especially quality candidates who aren’t actively utilizing the standard job boards.

Social advertising is an effective tool for recruitment. However, because most advertising systems are customized to eCommerce, creating a fantastic recruitment project can be challenging. This article walks through factors to consider and suggestions 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 advertisements on Facebook or Instagram. This fantastic 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 campaigns, however be mindful that people will need an individual Facebook account to be able to be added.

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

You’ll also need to verify your site domain with Facebook, which is needed to measure and track campaigns.

Choosing a campaign type

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

Brand Awareness

Just as people are most likely to purchase items from a brand name they know, people are more likely to make an application for a job at a business they have actually heard of. Brand Awareness projects are enhanced to be seen by a broad pool of people that are likely to be thinking about your business.

These advertisements will not straight drive traffic to your website, but they get prospects familiar with your company and ready to click when the best position occurs.

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

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 on the link in your ad.

This audience is narrower than in a Brand name Awareness project, however still includes people interested however not ready to get a task.

These ads can focus on employment opportunities to get people to check out more about the jobs and the company (terrific for high-volume recruiting). Or employment feature content that will drive people to your site, employment like industry hot topics or ideas.

Conversion

Conversion projects are what individuals tend to think about when they consider marketing. These projects track and enhance towards somebody performing an action on your website, such as sending an application.

For a Conversion campaign to be effective, you first require to develop up a strong audience of potential candidates that recognize with your business. Without that, it’s kind of like going through a crowd and asking complete strangers to marry you.

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

Great ads and brand name awareness makes individuals click, but conversion happens on a landing page. So you require to make sure that your job pages load quickly, are simple to continue reading mobile phones, and plainly mention the information job appreciate the majority of.

Be aware that Facebook conversion advertisements are going through some modifications in response to Apple’s iOS 14 personal privacy updates – [upgrade October 2023: please read 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, employment you’ll likely need to align with the marketing team on the priority list.

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

Campaign spending plan optimization

There are a number of different choices when it pertains to spending for advertisements. First, you can select to pay based upon clicks or impressions of your ads. Next, you decide how you want Facebook to put 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 advertisements will be positioned so your costs lasts the full project. This choice likewise allows you to set time windows such as running ads only at night or on weekends.

For the 3 primary kinds of recruitment projects discussed above, a basic recommendation is:

Brand Awareness: Run as ongoing projects, payment on impressions, and either everyday or lifetime budgeting.

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

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

Select an audience

Targeting task titles and industry is typically where you start with recruitment marketing, but you can reach a lot of hidden potential with unconventional audience traits. For some inspiration, we just recently composed about 5 innovative methods to use targeting in recruitment advertisements.

Facebook also offers the alternative to target “lookalike audiences.” This is fantastic once you’ve had excellent campaign results and great hires to validate your existing audience is what a future one should “look like.”

Ad positioning

After testing a lot of the ad placement options 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 would not suggest utilizing them. We’ve found that the news feed for both Instagram and Facebook have provided our partners with more clicks and conversations.

If you are seeking to produce more awareness, we would suggest Instagram. Not a lot of marketers hang around on developing a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the advertisement

Creating a great advertisement can be tricky. If you’re uncertain where to begin, employment inspect out our guide on how to turn task descriptions into great social advertisements in 15 minutes.

It can be surprising what mix of copy and images work best for your audience. We suggest A/B testing several ad variations in each campaign.

For example, in a project about an open position, one advertisement variation might concentrate on the wage and advantages, another on the company culture, and a third on the job performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to increase recruitment quickly, manually creating the properties, audience, and budget plans for each campaign will slow you down. Wonderkind assists you accelerate 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 perfect for your industry, location, and open positions.

Our user friendly platform makes it basic to spin up imaginative ads in minutes with campaign templates, a library of stock images, and immediate image cropping. Once advertisements are running, keep track of efficiency and invest across 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.