Setting up Recruitment Ads on Facebook like A Pro

Facebook advertising is a crucial part of a recruitment marketing strategy due to the fact that it assists get your business in front of a broad swimming pool of candidates. Especially quality candidates who aren’t actively utilizing the basic task boards.

Social advertising is a powerful tool for recruitment. However, because the majority of marketing systems are tailored to eCommerce, developing an excellent recruitment campaign can be tough. This article strolls through factors to consider and recommendations 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 ads on Facebook or Instagram. This terrific guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager permits you to include numerous individuals to the account to assist run projects, but understand that individuals will need a personal Facebook account to be able to be included.

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

You’ll also need to verify your site domain with Facebook, which is required to determine and track campaigns.

Choosing a project type

To develop a marketing campaign, head to the “Ads Manager” area through the leading left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as individuals are most likely to purchase products from a brand they understand, people are more likely to use for a task at a business they have actually heard of. Brand Awareness campaigns are enhanced to be seen by a broad pool of people that are most likely to be thinking about your business.

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

Awareness projects can be about almost anything that shines a light on your company. Announcements about growth and awards, posts about business initiatives and employment culture, and videos about the organization’s achievements and objective can all be become captivating projects.

Traffic

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

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

These ads can focus on employment opportunities to get individuals to explore more about the tasks and the company (excellent for high-volume recruiting). Or function content that will drive people to your site, like industry hot subjects or suggestions.

Conversion

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

For a Conversion project to be effective, you first to build up a strong audience of potential candidates that are familiar with your company. Without that, it’s kind of like going through a crowd and asking strangers to wed you.

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

Great advertisements and brand awareness makes people click, however conversion happens on a landing page. So you require to make sure that your job pages load rapidly, are simple to check out on mobile gadgets, and clearly state the information job candidates appreciate many.

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

If job listings are on the primary business website, you’ll likely require to align with the marketing team on the priority list.

Facebook motivates organizations to utilize the Facebook Conversion API to connect your advertisements with conversion data from other sources, such as your server, content management system (CMS), or consumer relationship management (CRM).

Campaign budget optimization

There are a number of different options when it pertains to spending for advertisements. First, you can choose to pay based on clicks or impressions of your ads. Next, you decide how you desire Facebook to put your advertisements:

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

Lifetime Budget: You set the length of a project and advertisements will be put so your spending lasts the complete project. This choice likewise enables you to set time windows such as running ads only in the night 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 life time budgeting.

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

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

Select an audience

Targeting task titles and industry is normally where you begin with recruitment marketing, but you can reach a great deal of concealed potential with non-traditional audience characteristics. For some inspiration, we just recently blogged about 5 innovative ways to utilize targeting in recruitment advertisements.

Facebook likewise offers the alternative to target “lookalike audiences.” This is great once you have actually had excellent project outcomes and great hires to confirm your existing audience is what a future one ought to “look like.”

Ad positioning

After testing a number of the ad placement choices offered, we’ve 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 seldom utilized. Therefore, we would not advise utilizing them. We’ve found that the news feed for both Instagram and Facebook have actually supplied our partners with more clicks and conversations.

If you are aiming to develop more awareness, we would recommend Instagram. Not a great deal of marketers spend time on developing an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand apart.

Create the advertisement

Putting together a terrific advertisement can be challenging. If you’re not exactly sure where to begin, inspect out our guide on how to turn task descriptions into great social ads in 15 minutes.

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

For instance, in a campaign about an employment opportunity, employment one ad variation might concentrate on the salary and benefits, another on the business culture, and a 3rd on the job performance.

Put recruitment marketing on autopilot with Wonderkind

If you need to ramp up recruitment rapidly, manually creating the properties, audience, and budgets for employment each project will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social technique across Facebook, Instagram, employment Google, and LinkedIn.

Our Talent Attraction Technology uses data from years of recruitment campaigns to develop an audience that’s ideal for your industry, place, and open positions.

Our easy-to-use platform makes it simple to spin up imaginative ads in minutes with project templates, a library of stock photos, and immediate image cropping. Once advertisements are running, keep track of performance and invest across all social channels in one overarching control panel.

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