Establishing Recruitment Ads on Facebook like A Pro

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

Social marketing is an effective tool for employment recruitment. However, because the majority of advertising systems are customized to eCommerce, designing an excellent recruitment campaign can be difficult. This post strolls through considerations and recommendations 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 ads on Facebook or Instagram. This terrific guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager allows you to include several individuals to the account to help run campaigns, however be aware that individuals will require a personal Facebook account to be able to be included.

To purchase advertising projects, you’ll likewise require a Facebook Ad Account, which you will be prompted to develop when setting up Facebook Business Manager.

You’ll also require to verify your site domain with Facebook, which is required to measure and track projects.

Choosing a campaign type

To produce a marketing campaign, head to the “Ads Manager” area by means of the top 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 campaign goals. We have actually discovered 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 buy products from a brand name they know, individuals are more likely to make an application for a task at a company they have actually heard of. Brand Awareness projects are enhanced to be seen by a large swimming pool of people that are likely to be interested in your business.

These ads will not straight drive traffic to your site, however they get prospects knowledgeable about your service and all set to click when the ideal position occurs.

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

This audience is narrower than in a Brand name Awareness campaign, but still includes people interested but not ready to make an application for a job.

These advertisements can focus on open positions to get people to explore more about the jobs and the company (terrific for high-volume recruiting). Or function content that will drive individuals to your site, employment like market hot topics or suggestions.

Conversion

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

For a Conversion project to be effective, you initially need to construct up a strong audience of potential candidates that recognize with your company. Without that, it’s sort 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 projects in time.

Great advertisements and brand awareness makes individuals click, however conversion occurs on a landing page. So you require to ensure that your task pages load rapidly, are easy to continue reading mobile phones, and clearly specify the details job prospects care about a lot of.

Be mindful that Facebook conversion ads are going through some modifications in action 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 task listings are on the main business site, you’ll likely need to align with the marketing group on the priority list.

Facebook motivates companies to use the Facebook Conversion API to link your ads with conversion data from other sources, such as your server, content management system (CMS), or consumer relationship management (CRM).

Campaign spending plan optimization

There are a couple of different choices when it comes to paying for advertisements. First, you can choose to pay based upon clicks or employment impressions of your advertisements. Next, you decide how you desire 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 employment advertisements will be placed so your costs lasts the full project. This option also permits you to set time windows such as running advertisements just at night or on weekends.

For the 3 primary kinds of recruitment campaigns discussed 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 budget plan.

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

Select an audience

Targeting task titles and market is typically where you begin with recruitment marketing, however you can reach a lot of hidden potential with unconventional audience qualities. For some inspiration, we just recently discussed 5 creative ways to utilize targeting in recruitment advertisements.

Facebook likewise gives the choice to target “lookalike audiences.” This is excellent once you’ve had good campaign results and good hires to confirm your existing audience is what a future one should “appear like.”

Ad positioning

After checking a number of the advertisement placement choices offered, we’ve discovered the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, employment Instagram Feed, Instagram Stories.

Here at Wonderkind, we have actually found that Facebook stories are hardly ever used. Therefore, we would not advise 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 seeking to produce more awareness, we would advise Instagram. Not a great deal of advertisers hang around on developing a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand apart.

Create the advertisement

Putting together a great ad can be challenging. If you’re uncertain where to start, have a look at our guide on how to turn job descriptions into great social advertisements in 15 minutes.

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

For example, in a campaign about an employment opportunity, one advertisement version might concentrate on the salary and benefits, another on the company culture, and a 3rd on the task performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to ramp up recruitment quickly, by hand producing the properties, audience, and budgets for each project will slow you down. you speed up recruitment marketing by automating your social method throughout Facebook, Instagram, employment Google, and LinkedIn.

Our Talent Attraction Technology utilizes information from years of recruitment campaigns to build an audience that’s best for your market, area, and open positions.

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