Establishing Recruitment Ads on Facebook like A Pro

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

Social advertising is a powerful tool for recruitment. However, because many advertising systems are customized to eCommerce, designing an excellent recruitment project can be difficult. This article walks through factors to consider and suggestions when utilizing 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 terrific guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager allows you to include numerous individuals to the account to assist run projects, but understand that people will require an individual Facebook account to be able to be added.

To buy marketing campaign, you’ll also need a Facebook Ad Account, which you will be triggered to produce when establishing Facebook Business Manager.

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

Choosing a project type

To create 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 create a project, you’ll be given a list of 11 kinds of project goals. We have actually discovered that 3 of these goals are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as are more most likely to purchase products from a brand name they understand, individuals are more most likely to obtain a job at a business they’ve heard of. Brand Awareness projects are enhanced to be seen by a large swimming pool of individuals that are most likely to be interested in your business.

These advertisements will not straight drive traffic to your website, however they get candidates acquainted with your organization and prepared to click when the perfect position occurs.

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

Traffic

In the Wonderkind platform, this is referred to as a “Clicks” campaign. These ads are targeted to reach an audience that is likely to click the link in your advertisement.

This audience is narrower than in a Brand Awareness project, but still consists of individuals interested but not all set to look for a job.

These ads can focus on open positions to get individuals to explore more about the tasks and the business (terrific for high-volume recruiting). Or function material that will drive people to your website, like industry hot subjects or pointers.

Conversion

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

For a Conversion campaign to be successful, you initially need to build up a solid audience of potential candidates that recognize with your company. Without that, it’s sort of like running through a crowd and asking complete strangers to wed you.

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

Great ads and brand name awareness makes individuals click, however conversion happens on a landing page. So you need to make sure that your job pages load quickly, are simple to continue reading mobile devices, employment and plainly state the details task prospects care about the majority of.

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

If task listings are on the primary business site, you’ll likely need to line up with the marketing team on the top priority list.

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

Campaign budget plan optimization

There are a couple of different options when it concerns paying 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 advertisements:

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

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

For the 3 main types of recruitment projects talked about above, a basic suggestion is:

Brand Awareness: Run as ongoing campaigns, payment on impressions, and either everyday 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 expensive projects.

Select an audience

Targeting job titles and market is usually where you begin with recruitment marketing, employment but you can reach a great deal of concealed possible with non-traditional audience traits. For some motivation, we just recently blogged about 5 innovative ways to use targeting in recruitment advertisements.

Facebook likewise gives the choice to target “lookalike audiences.” This is fantastic once you have actually had great project results and excellent hires to confirm your existing audience is what a future one should “look like.”

Ad positioning

After testing numerous of the advertisement placement choices available, we have actually discovered 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 rarely used. Therefore, we wouldn’t recommend using them. We’ve found that the news feed for both Instagram and employment Facebook have offered our partners with more clicks and conversations.

If you are wanting to develop more awareness, we would recommend Instagram. Not a great deal of advertisers invest time on creating a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the ad

Putting together a great advertisement can be difficult. If you’re not sure where to start, examine out our guide on how to turn task descriptions into fantastic social advertisements in 15 minutes.

It can be unexpected what combination of copy and images work best for employment your audience. We recommend A/B testing several ad variations in each project.

For instance, in a campaign about an employment opportunity, one advertisement version might concentrate on the income and employment perks, another on the company culture, and a 3rd on the job performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to increase recruitment quickly, manually developing the possessions, 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 LinkedIn.

Our Talent Attraction Technology uses data from years of recruitment projects to construct an audience that’s perfect for your market, place, and employment opportunities.

Our easy-to-use platform makes it easy to spin up creative ads in minutes with project design templates, a library of stock images, and immediate image cropping. Once ads are running, employment monitor performance and spend throughout 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.