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Setting up Recruitment Ads on Facebook like A Pro

Facebook advertising is a crucial part of a recruitment marketing method because it assists get your company in front of a wide swimming pool of candidates. Especially quality prospects who aren’t actively utilizing the standard job boards.

Social advertising is an effective tool for recruitment. However, since most marketing systems are customized to eCommerce, employment developing a great recruitment campaign can be difficult. This article walks through considerations and suggestions when using Facebook ads for recruitment marketing.

Set up Facebook Business Manager and ad account

You’ll need 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 permits you to add numerous individuals to the account to help run projects, however understand that people will need a personal Facebook account to be able to be added.

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

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

Choosing a project type

To develop an advertising project, head to the “Ads Manager” area via the leading left navigation of your Business Manager Dashboard.

When you click the green button to produce a campaign, you’ll be given a list of 11 kinds of campaign objectives. We have actually discovered that 3 of these goals are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are more most likely to buy products from a brand they understand, individuals are more most likely to use for a task at a company they have actually become aware of. Brand Awareness projects are enhanced to be seen by a wide swimming pool of individuals that are likely to be interested in your company.

These advertisements will not directly drive traffic to your website, but they get prospects knowledgeable about your organization and ready to click when the best position occurs.

Awareness projects can be about almost anything that shines a light on your company. Announcements about growth and awards, articles about company efforts and culture, and videos about the company’s achievements and objective 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 name Awareness campaign, but still includes individuals interested however not all set to make an application for a task.

These ads can focus on employment opportunities to get individuals to explore more about the tasks and the company (fantastic for high-volume recruiting). Or feature material that will drive people to your website, like industry hot topics or tips.

Conversion

Conversion projects are what people tend to consider when they consider advertising. These projects track and enhance towards somebody carrying out an action on your website, employment such as submitting an application.

For a Conversion project to be successful, you initially need to develop a solid audience of prospective prospects that recognize with your business. Without that, it’s kind of like going through a crowd and asking complete strangers to wed you.

Let your audience be familiar with you with Awareness and Clicks projects first, and move more budget plan to Conversion campaigns gradually.

Great advertisements and brand awareness makes individuals click, however conversion occurs on a landing page. So you require to make sure that your task pages load rapidly, are easy to keep reading mobile gadgets, and plainly specify the info task candidates appreciate a lot of.

Understand that Facebook conversion advertisements are going through some changes in response to Apple’s iOS 14 personal privacy updates – [update October 2023: please read the following for more on Apple’s iOS 17 personal privacy updates] Companies will require to prioritize 8 conversion actions per web domain.

If task listings are on the main company site, you’ll likely need to line up with the marketing team on the concern list.

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

Campaign budget optimization

There are a couple of various choices when it concerns spending for advertisements. First, you can select to pay based on clicks or impressions of your advertisements. Next, you choose how you desire Facebook to position your ads:

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

Lifetime Budget: You set the length of a project and advertisements will be put so your costs lasts the complete campaign. This option likewise permits you to set time windows such as running ads just in the night or on weekends.

For the 3 main kinds of recruitment campaigns talked about above, employment a general recommendation is:

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

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

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

Select an audience

Targeting task titles and market is typically where you start with recruitment marketing, but you can reach a great deal of surprise prospective with non-traditional audience qualities. For some motivation, we just recently discussed 5 creative methods to use targeting in recruitment advertisements.

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

Ad placement

After evaluating numerous of the advertisement placement choices readily available, we’ve found the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve found that Facebook stories are rarely utilized. Therefore, we would not suggest using them. We’ve discovered that the news feed for both Instagram and Facebook have supplied our partners with more clicks and employment discussions.

If you are seeking to develop more awareness, we would recommend Instagram. Not a lot of marketers invest time on producing an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the advertisement

Assembling an excellent ad can be difficult. If you’re uncertain where to start, employment inspect out our guide on how to turn job descriptions into excellent social advertisements in 15 minutes.

It can be unexpected what mix of copy and images work best for your audience. We advise A/B testing numerous ad variations in each project.

For instance, in a campaign about an employment opportunity, one ad version might focus on the wage and advantages, 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 possessions, audience, and budget plans for each campaign 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 build an audience that’s perfect for your market, area, and employment opportunities.

Our easy-to-use platform makes it basic to spin up creative advertisements in minutes with campaign templates, a library of stock photos, and immediate image cropping. Once ads are running, monitor efficiency and invest throughout all social channels in one overarching dashboard.

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