Setting up Recruitment Ads on Facebook like A Pro

Facebook advertising is an essential part of a recruitment marketing strategy since it assists get your company in front of a broad pool of prospects. Especially quality candidates who aren’t actively using the basic job boards.

Social marketing is an effective tool for recruitment. However, because many marketing systems are customized to eCommerce, employment creating a great recruitment campaign can be difficult. This article strolls through factors to consider and recommendations when utilizing Facebook advertisements for recruitment marketing.

Establish Facebook Business Manager and ad account

You’ll require a Facebook Business Page and Facebook Business Manager account to run any ads on Facebook or Instagram. This excellent guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager allows you to include several individuals to the account to assist run campaigns, however understand employment that individuals will need a personal 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 website domain with Facebook, which is required to measure and track projects.

Choosing a campaign type

To produce an advertising project, head to the “Ads Manager” area through the top left navigation of your Business Manager .

When you click the green button to develop a project, you’ll be provided a list of 11 kinds of project goals. We’ve discovered that 3 of these goals are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are most likely to buy items from a brand they understand, individuals are most likely to get a job at a company they have actually heard of. Brand Awareness campaigns are optimized to be seen by a large swimming pool of people that are likely to be interested in your business.

These advertisements won’t straight drive traffic to your website, but they get prospects familiar with your service and all set to click when the best position comes along.

Awareness projects can be about nearly anything that shines a light on your business. Announcements about growth and awards, articles about business efforts and culture, and employment videos about the company’s achievements and mission can all be developed into distinctive projects.

Traffic

In the Wonderkind platform, this is referred to as a “Clicks” project. These ads 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 project, but still consists of people interested but not prepared to request a task.

These ads can concentrate on open positions to get people to check out more about the jobs and the company (great for high-volume recruiting). Or function content that will drive individuals to your website, like market hot subjects or ideas.

Conversion

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

For a Conversion campaign to be effective, you first require to develop a solid audience of potential prospects that are familiar with your business. Without that, it’s type of like going through a crowd and asking strangers to wed you.

Let your audience be familiar with you with Awareness and Clicks projects initially, and move more spending plan to Conversion projects in time.

Great advertisements and brand name awareness makes people click, however conversion happens on a landing page. So you require to make certain that your job pages load rapidly, are simple to keep reading mobile devices, and plainly state the info task prospects care about most.

Be mindful that Facebook conversion ads are going through some changes in action to Apple’s iOS 14 personal privacy updates – [upgrade October 2023: please read 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 company website, you’ll likely require to align with the marketing group on the top priority list.

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

Campaign spending plan optimization

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

Daily Budget: Ads will be paced so, your costs lasts the full day.

Lifetime Budget: You set the length of a campaign and ads will be placed so your spending lasts the full project. This alternative likewise allows you to set time windows such as running advertisements only at night or on weekends.

For the 3 main types of recruitment projects discussed above, a basic recommendation is:

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

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

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

Select an audience

Targeting task titles and employment industry is usually where you begin with recruitment marketing, however you can reach a great deal of hidden prospective with unconventional audience traits. For some motivation, we just recently discussed 5 imaginative methods to utilize targeting in recruitment ads.

Facebook likewise provides the option to target “lookalike audiences.” This is terrific once you have actually had excellent project results and excellent hires to verify your existing audience is what a future one ought to “appear like.”

Ad placement

After testing much of the ad positioning choices available, we have actually found the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve discovered that Facebook stories are seldom used. Therefore, we would not 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 wanting to create more awareness, we would advise Instagram. Not a lot of marketers hang around on producing a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand employment apart.

Create the advertisement

Putting together an excellent ad can be challenging. If you’re not exactly sure where to begin, have a look at our guide on how to turn job descriptions into terrific social advertisements in 15 minutes.

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

For example, in a project about an employment opportunity, one advertisement version might focus on the wage and perks, another on the business culture, and a third on the task functionality.

Put recruitment marketing on autopilot with Wonderkind

If you require to ramp up recruitment rapidly, manually creating the properties, audience, and spending plans for each project will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social strategy throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes information from years of recruitment campaigns to develop an audience that’s ideal for your industry, location, and employment opportunities.

Our easy-to-use platform makes it simple to spin up innovative advertisements in minutes with project design templates, a library of stock photos, and instant image cropping. Once ads are running, monitor efficiency and spend across all social channels in one overarching dashboard.

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