Establishing Recruitment Ads on Facebook like A Pro

Facebook advertising is an essential part of a recruitment marketing method due to the fact that it assists get your business in front of a broad swimming pool of prospects. Especially quality candidates who aren’t actively utilizing the standard job boards.

Social advertising is an effective tool for recruitment. However, because most advertising systems are customized to eCommerce, developing a terrific recruitment campaign can be challenging. This post strolls through considerations and recommendations when utilizing Facebook ads 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 advertisements on Facebook or Instagram. This excellent guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager permits you to add multiple people to the account to assist run projects, but be conscious that individuals will require a personal Facebook account to be able to be added.

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

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

Choosing a project type

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

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

Brand Awareness

Just as people are most likely to purchase items from a brand name they know, individuals are most likely to get a job at a business they’ve become aware of. Brand Awareness projects are enhanced to be seen by a wide swimming pool of people that are likely to be interested in your business.

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

Awareness campaigns can be about almost anything that shines a light on your business. Announcements about growth and awards, short articles about company efforts and culture, and videos about the organization’s achievements and mission can all be become appealing projects.

Traffic

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

This audience is narrower than in a Brand Awareness project, however still includes individuals interested but not prepared to use for a task.

These advertisements can focus on open positions to get individuals to check out more about the tasks and the business (great for high-volume recruiting). Or employment feature content that will drive individuals to your website, like industry hot subjects or suggestions.

Conversion

Conversion projects are what people tend to believe of when they think about marketing. These campaigns track and enhance towards someone carrying out an action on your website, such as submitting an application.

For a Conversion campaign to be effective, you initially need to develop up a solid audience of prospective prospects that recognize with your business. Without that, it’s type of like running through a crowd and asking complete strangers to wed you.

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

Great ads and brand name awareness makes people click, however conversion happens on a landing page. So you require to ensure that your job pages load quickly, are simple to continue reading mobile phones, and plainly mention the info job candidates care about the majority of.

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

If job listings are on the primary company site, you’ll likely require to line up with the marketing team on the priority 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 consumer relationship management (CRM).

Campaign spending plan optimization

There are a number of different options when it concerns spending for advertisements. First, you can select to pay based upon clicks or impressions of your advertisements. Next, you choose how you want Facebook to put 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 advertisements will be placed so your costs lasts the full campaign. This alternative also enables you to set time windows such as running advertisements only at night or on weekends.

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

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

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

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 industry is usually where you start with recruitment marketing, however you can reach a great deal of surprise prospective with non-traditional audience qualities. For some inspiration, we just recently discussed 5 imaginative methods to use targeting in recruitment ads.

Facebook likewise provides the alternative to target “lookalike audiences.” This is great once you have actually had great campaign results and excellent hires to validate your existing audience is what a future one must “look like.”

Ad positioning

After testing a number of the advertisement positioning alternatives available, we have actually found the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we have actually found that Facebook stories are rarely used. Therefore, we would not suggest utilizing them. We’ve found that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and discussions.

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

Create the advertisement

Creating a great ad can be tricky. If you’re not exactly sure where to start, check out our guide on how to turn task descriptions into great social ads in 15 minutes.

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

For instance, in a project about an employment opportunity, one advertisement variation might concentrate on the wage and employment advantages, another on the business culture, and a third on the task performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to ramp up recruitment rapidly, by hand developing the properties, audience, and budget plans for each project will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social technique across Facebook, Instagram, Google, and LinkedIn.

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

Our user friendly platform makes it basic to spin up imaginative advertisements in minutes with project templates, a library of stock photos, and instant image cropping. Once ads are running, track performance and spend across all social channels in one overarching control panel.

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