Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a crucial part of a recruitment marketing technique because it helps get your business in front of a broad swimming pool of candidates. Especially quality candidates who aren’t actively using the standard task boards.

Social advertising is an effective tool for recruitment. However, because many advertising systems are customized to eCommerce, creating a great recruitment campaign can be tough. This short article walks 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 Instagram. This fantastic guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager enables you to include several individuals to the account to assist run projects, however understand that individuals will need an individual Facebook account to be able to be added.

To buy marketing campaign, you’ll also require a Facebook Ad Account, which you will be triggered to develop when setting up Facebook Business Manager.

You’ll likewise need to verify your website domain with Facebook, which is needed to measure and track projects.

Choosing a campaign type

To develop an ad campaign, head to the “Ads Manager” area via the top 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 kinds of project objectives. We’ve found that 3 of these goals are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are most likely to purchase products from a brand name they know, people are more likely to obtain 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 most likely to be interested in your business.

These advertisements will not directly drive traffic to your site, however they get prospects familiar with your company and all set to click when the perfect position comes along.

Awareness campaigns can be about nearly anything that shines a light on your company. Announcements about development and awards, articles about company efforts and culture, and employment videos about the organization’s achievements and objective can all be developed into attractive projects.

Traffic

In the Wonderkind platform, this is referred to as a “Clicks” project. These advertisements are targeted to reach an audience that is likely to click on the link in your ad.

This audience is narrower than in a Brand Awareness campaign, however still consists of people interested but not all set to look for a task.

These ads can focus on employment opportunities to get people to explore more about the jobs and the business (excellent for high-volume recruiting). Or function content that will drive individuals to your site, like industry hot subjects or pointers.

Conversion

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

For a Conversion campaign to be effective, you first require to build up a strong audience of potential candidates that are familiar with your business. Without that, it’s kind of like going through a crowd and asking complete 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 ads and brand name awareness makes individuals click, however conversion occurs on a landing page. So you require to make certain that your task pages load quickly, are simple to continue reading mobile phones, and plainly state the information task prospects care about a lot of.

Understand that Facebook conversion ads are going through some changes in action to Apple’s iOS 14 privacy updates – [update 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, you’ll likely require to line up with the marketing group on the concern list.

Facebook encourages 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), employment or client relationship management (CRM).

Campaign spending plan optimization

There are a couple of various choices when it comes to paying for ads. First, you can select to pay based on clicks or impressions of your ads. Next, you decide how you want Facebook to place your advertisements:

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

Budget: You set the length of a project and advertisements will be positioned so your spending lasts the complete project. This choice likewise allows you to set time windows such as running ads just at night or on weekends.

For the 3 main types of recruitment projects talked about above, a general recommendation is:

Brand Awareness: Run as ongoing projects, employment payment on impressions, and either day-to-day or life time budgeting.

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

Conversion: Short run time, payment on clicks, lifetime budget plan. These will likely be your most pricey projects.

Select an audience

Targeting job titles and industry is generally where you start with recruitment marketing, but you can reach a lot of concealed possible with unconventional audience traits. For some inspiration, we just recently discussed 5 imaginative ways to use targeting in recruitment ads.

Facebook likewise gives the alternative to target “lookalike audiences.” This is terrific once you have actually had good campaign results and excellent hires to verify your existing audience is what a future one ought to “look like.”

Ad placement

After checking a number of the ad positioning options available, we’ve discovered 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 seldom used. Therefore, we would not recommend using them. We’ve discovered that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and discussions.

If you are looking to produce more awareness, we would advise Instagram. Not a lot of advertisers hang out on developing a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand apart.

Create the advertisement

Assembling a great advertisement can be challenging. If you’re unsure where to begin, have a look at our guide on how to turn job descriptions into great social ads in 15 minutes.

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

For instance, in a campaign about an employment opportunity, one ad version might concentrate on the income and perks, another on the company culture, and employment a third on the task functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to increase recruitment quickly, manually developing the properties, audience, and spending plans for each project will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social technique throughout Facebook, Instagram, Google, and employment LinkedIn.

Our Talent Attraction Technology uses data from years of recruitment campaigns to develop an audience that’s best for your market, location, and open positions.

Our user friendly platform makes it easy to spin up innovative advertisements in minutes with project design templates, a library of stock photos, and instantaneous image cropping. Once advertisements are running, monitor performance and spend throughout all social channels in one overarching control panel.

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