Establishing Recruitment Ads on Facebook like A Pro

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

Social marketing is an effective tool for recruitment. However, due to the fact that a lot of marketing systems are tailored to eCommerce, creating a great recruitment campaign can be tough. This short article strolls through factors to consider and suggestions when using 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 great guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager permits you to add multiple people to the account to help run campaigns, but understand that people will need an individual Facebook account to be able to be included.

To purchase marketing projects, you’ll likewise require a Facebook Ad Account, which you will be triggered to develop when setting up Facebook Business Manager.

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

a campaign 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 create a project, you’ll be provided a list of 11 types of project objectives. We’ve discovered that 3 of these goals are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are more most likely to buy items from a brand they understand, people are most likely to make an application for a task at a business they’ve become aware of. Brand Awareness projects are optimized to be seen by a large pool of individuals that are most likely to be interested in your company.

These ads will not directly drive traffic to your website, but they get prospects acquainted with your company and ready 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, articles about business efforts and culture, and videos about the organization’s achievements and objective can all be turned into captivating projects.

Traffic

In the Wonderkind platform, this is described as a “Clicks” project. 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 project, employment however still includes individuals interested however not prepared to look for a task.

These ads can concentrate on open positions to get people to explore more about the tasks and the business (excellent for high-volume recruiting). Or feature content that will drive people to your website, like market hot topics or suggestions.

Conversion

Conversion projects are what people tend to think of when they consider marketing. These campaigns track and enhance towards somebody performing an action on your site, such as submitting an application.

For a Conversion campaign to be successful, you initially require to construct up a solid audience of possible candidates 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 learn more about you with Awareness and Clicks projects initially, and move more budget to Conversion projects in time.

Great advertisements and brand employment name awareness makes people click, but conversion occurs on a landing page. So you need to ensure that your job pages load quickly, are simple to continue reading mobile phones, and clearly specify the information job prospects appreciate many.

Understand that Facebook conversion ads are going through some changes in response to Apple’s iOS 14 privacy updates – [update October 2023: please check out 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 site, you’ll likely need to align with the marketing group on the priority list.

Facebook encourages companies to use the Facebook Conversion API to link your advertisements 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 couple of different options when it concerns spending for advertisements. First, you can pick to pay based on clicks or impressions of your advertisements. Next, you decide how you desire Facebook to put your ads:

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

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

For the 3 main types of recruitment campaigns gone over above, a basic recommendation is:

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

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

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

Select an audience

Targeting task titles and market is usually where you start with recruitment marketing, but you can reach a great deal of surprise possible with unconventional audience traits. For some motivation, we just recently wrote about 5 imaginative methods to utilize targeting in recruitment advertisements.

Facebook also gives the option to target “lookalike audiences.” This is fantastic once you have actually had good project results and great hires to verify your existing audience is what a future one need to “appear like.”

Ad placement

After evaluating much of the ad positioning options offered, we have actually discovered the most successful 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 recommend using them. We’ve found that the news feed for both Instagram and Facebook have provided our partners with more clicks and discussions.

If you are seeking to produce more awareness, we would recommend Instagram. Not a great deal of advertisers hang around on developing an excellent Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand out.

Create the advertisement

Assembling a terrific advertisement can be tricky. If you’re not 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 combination of copy and images work best for your audience. We suggest A/B testing several ad versions in each project.

For instance, in a project about an employment opportunity, one ad version could concentrate on the wage and benefits, another on the company culture, and a 3rd on the task performance.

Put recruitment marketing on autopilot with Wonderkind

If you need to ramp up recruitment rapidly, by hand employment 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 method across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes data from years of recruitment projects to construct an audience that’s best for your industry, area, and open positions.

Our user friendly platform makes it simple to spin up creative advertisements in minutes with project templates, a library of stock photos, and instant image cropping. Once ads are running, keep an eye on performance and invest throughout all social channels in one overarching dashboard.

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