Setting up Recruitment Ads on Facebook like A Pro

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

Social marketing is an effective tool for recruitment. However, because many marketing systems are customized to eCommerce, creating an excellent recruitment project can be tough. This post walks through factors to consider and suggestions when utilizing Facebook advertisements 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 advertisements on Facebook or Instagram. This fantastic guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager permits you to include several individuals to the account to assist run campaigns, but be mindful that individuals will require a personal Facebook account to be able to be added.

To acquire advertising campaigns, you’ll also need a Facebook Ad Account, which you will be triggered to create when setting up Facebook Business Manager.

You’ll likewise need to verify your website domain with Facebook, which is needed to determine and referall.us track projects.

Choosing a campaign type

To develop an ad campaign, head to the “Ads Manager” section through the leading left navigation of your Business Manager Dashboard.

When you click the green button to produce a campaign, you’ll be given a list of 11 types of campaign objectives. We have actually discovered that 3 of these objectives are most beneficial 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, individuals are more most likely to obtain a task at a company they have actually become aware of. Brand Awareness campaigns are enhanced to be seen by a wide swimming pool of people that are likely to be interested in your business.

These ads will not directly drive traffic to your site, but they get candidates familiar with your organization and ready to click when the perfect position comes along.

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

This audience is narrower than in a Brand name Awareness project, however still includes individuals interested but not prepared to get a job.

These advertisements can concentrate on open positions to get individuals to explore more about the jobs and the business (fantastic for high-volume recruiting). Or feature material that will drive people to your site, like industry hot subjects or tips.

Conversion

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

For a Conversion project to be successful, you first need to develop a solid audience of prospective candidates 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 initially, and move more budget to Conversion projects over time.

Great advertisements and brand name awareness makes individuals click, however conversion happens on a landing page. So you require to make certain that your job pages load rapidly, are simple to continue reading mobile devices, and clearly mention the information task prospects appreciate the majority of.

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

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

Facebook motivates organizations to use the Facebook Conversion API to connect your advertisements 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 various options when it comes to paying for ads. First, you can select to pay based upon clicks or impressions of your advertisements. Next, you decide how you want Facebook to place your advertisements:

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

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

For the 3 main kinds of recruitment projects gone over above, a basic suggestion 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, life time budget. These will likely be your most costly campaigns.

Select an audience

Targeting task titles and industry is normally where you begin with recruitment marketing, however you can reach a lot of covert possible with unconventional audience traits. For some inspiration, we recently discussed 5 innovative ways to use targeting in recruitment ads.

Facebook also provides the alternative to target “lookalike audiences.” This is fantastic once you have actually had great campaign outcomes and great hires to confirm your existing audience is what a future one ought to “appear like.”

Ad positioning

After checking a lot of the ad placement alternatives offered, 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 seldom used. Therefore, we wouldn’t advise using them. We’ve discovered that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and discussions.

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

Create the advertisement

Creating a terrific ad can be tricky. If you’re uncertain where to begin, examine out our guide on how to turn job descriptions into terrific social ads in 15 minutes.

It can be unexpected what combination of copy and images work best for your audience. We recommend A/B screening several ad variants in each campaign.

For instance, in a project about an employment opportunity, one advertisement version could focus on the wage and perks, another on the company culture, and a 3rd on the task functionality.

Put recruitment marketing on autopilot with Wonderkind

If you need to increase 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 throughout Facebook, Instagram, Google, and LinkedIn.

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

Our user friendly platform makes it basic to spin up imaginative advertisements in minutes with project design templates, a library of stock pictures, and instant image cropping. Once advertisements are running, keep an eye on performance and invest across all social channels in one overarching control panel.

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