Setting up Recruitment Ads on Facebook like A Pro

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

Social marketing is a powerful tool for recruitment. However, since many marketing systems are customized to eCommerce, creating an excellent recruitment campaign can be challenging. This post walks through factors to consider and suggestions when utilizing Facebook ads for 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 strolls through how to establish Facebook Business Manager.

Business Manager enables you to add numerous individuals to the account to help run campaigns, however understand that individuals will need a personal Facebook account to be able to be added.

To purchase ad campaign, you’ll also need a Facebook Ad Account, which you will be triggered to develop when establishing Facebook Business Manager.

You’ll also need to validate your site domain with Facebook, which is needed to determine and track projects.

Choosing a campaign type

To produce an ad campaign, head to the “Ads Manager” section by means of the top left navigation of your Business Manager Dashboard.

When you click the green button to produce a campaign, you’ll be offered a list of 11 kinds of project objectives. We’ve found that 3 of these goals are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are more likely to purchase products from a brand employment name they understand, individuals are more likely to request a task at a company they’ve become aware of. Brand Awareness campaigns are optimized to be seen by a broad swimming pool of people that are likely to be interested in your company.

These advertisements won’t directly drive traffic to your website, however they get prospects acquainted with your organization and prepared to click when the perfect position occurs.

Awareness projects can be about nearly anything that shines a light on your company. Announcements about development and awards, short articles about company initiatives and culture, and videos about the company’s achievements and mission can all be become attractive projects.

Traffic

In the Wonderkind platform, this is described as a “Clicks” campaign. These ads 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 includes individuals interested however not all set to apply for a task.

These advertisements can concentrate on employment opportunities to get individuals to check out more about the tasks and the company (terrific for high-volume recruiting). Or employment feature material that will drive individuals to your site, like market hot subjects or ideas.

Conversion

Conversion projects are what people tend to consider when they consider marketing. These campaigns track and enhance towards somebody performing an action on your website, such as submitting an application.

For a Conversion project to be successful, you first require to develop a solid audience of prospective prospects that are familiar with your company. Without that, it’s sort of like going through a crowd and asking complete strangers to wed you.

Let your audience learn more about you with Awareness and Clicks campaigns initially, and move more spending plan to Conversion campaigns in time.

Great advertisements and brand awareness makes people click, however conversion occurs on a landing page. So you need to make certain that your job pages load rapidly, are simple to keep reading mobile phones, and plainly state the details task candidates appreciate most.

Be aware that Facebook conversion advertisements are going through some modifications in action to Apple’s iOS 14 privacy updates – [upgrade October 2023: please check out the following for more on Apple’s iOS 17 privacy updates] Companies will need to prioritize 8 conversion actions per web domain.

If task listings are on the primary company website, you’ll likely need to align with the marketing team on the concern list.

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

Campaign budget optimization

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

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 spending lasts the full campaign. This alternative likewise permits you to set time windows such as running ads just in the evening or on weekends.

For the 3 primary types of recruitment campaigns talked about above, a basic 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, lifetime budget.

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

Select an audience

Targeting job titles and market is normally where you start with recruitment marketing, however you can reach a great deal of surprise potential with unconventional audience qualities. For some motivation, we just recently wrote about 5 imaginative ways to utilize targeting in recruitment ads.

Facebook also provides the alternative to target “lookalike audiences.” This is fantastic once you’ve had excellent campaign outcomes and great hires to confirm your existing audience is what a future one need to “appear like.”

Ad positioning

After checking many of the advertisement positioning choices readily available, 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 utilized. Therefore, we wouldn’t recommend utilizing them. We have actually found that the news feed for both Instagram and Facebook have supplied our partners with more clicks and discussions.

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

Create the advertisement

Putting together a terrific ad can be difficult. If you’re uncertain where to begin, have a look at our guide on how to turn task descriptions into terrific social ads in 15 minutes.

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

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

Put recruitment marketing on auto-pilot with Wonderkind

If you need to ramp up recruitment quickly, manually developing the assets, audience, and budget plans for each project will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social strategy throughout Facebook, Instagram, Google, and .

Our Talent Attraction Technology uses information from years of recruitment campaigns to build an audience that’s ideal for your market, place, and employment opportunities.

Our user friendly platform makes it easy to spin up innovative ads in minutes with campaign templates, a library of stock pictures, and instant image cropping. Once ads are running, keep track of efficiency and spend across all social channels in one overarching dashboard.

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