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 helps get your company in front of a broad pool of prospects. Especially quality prospects who aren’t actively using the standard task boards.

Social marketing is a powerful tool for recruitment. However, due to the fact that most advertising systems are tailored to eCommerce, designing a fantastic recruitment campaign can be difficult. This post strolls through considerations and suggestions when utilizing Facebook advertisements for recruitment marketing.

Establish Facebook Business Manager and ad account

You’ll need a Facebook Business Page and Facebook Business Manager account to run any ads on Facebook or Instagram. This fantastic guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager allows you to include several individuals to the account to help run projects, however be mindful that individuals will require an individual Facebook account to be able to be included.

To purchase ad campaign, you’ll likewise require a Facebook Ad Account, which you will be triggered to create when establishing Facebook Business Manager.

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

Choosing a project type

To create an ad campaign, head to the “Ads Manager” section 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 campaign objectives. We have actually found that 3 of these objectives are most helpful for recruitment marketing: Brand Awareness, referall.us Traffic, and Conversion.

Brand Awareness

Just as people are more most likely to purchase items from a brand they understand, individuals are more most likely to look for a job at a company they have actually heard of. Brand Awareness projects are optimized to be seen by a wide swimming pool of people that are likely to be interested in your business.

These ads won’t directly drive traffic to your website, however they get candidates acquainted with your business and ready to click when the best position occurs.

Awareness campaigns can be about almost anything that shines a light on your business. Announcements about growth and awards, articles about company efforts and culture, and videos about the company’s achievements and objective can all be become attractive 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 on the link in your ad.

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

These ads can concentrate on employment opportunities to get individuals to check out more about the jobs and the company (terrific for high-volume recruiting). Or feature content that will drive people to your site, like market hot topics or pointers.

Conversion

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

For a Conversion project to be effective, you initially require to develop up a strong audience of potential prospects that are familiar with your company. Without that, it’s kind of like going through a crowd and asking strangers to marry you.

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

Great ads and brand name awareness makes individuals click, but conversion happens on a landing page. So you require to ensure that your task pages load quickly, are simple to continue reading mobile devices, and clearly mention the information job prospects care about most.

Understand that Facebook conversion ads are going through some changes in response to Apple’s iOS 14 privacy updates – [update October 2023: please read 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 business website, you’ll likely require to align with the marketing team on the top priority list.

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

Campaign budget plan optimization

There are a number of various choices when it pertains to spending for ads. First, you can pick to pay based on clicks or impressions of your ads. Next, you decide how you want Facebook to put your ads:

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

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

For the 3 primary kinds of recruitment campaigns talked about above, a general suggestion is:

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

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

Conversion: Short run time, payment on clicks, lifetime spending plan. These will likely be your most pricey campaigns.

Select an audience

Targeting task titles and market is normally where you begin with recruitment marketing, however you can reach a great deal of hidden possible with unconventional audience characteristics. For some motivation, we recently discussed 5 innovative ways to use targeting in recruitment advertisements.

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

Ad placement

After evaluating a lot of the advertisement positioning choices 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 discovered that Facebook stories are seldom used. Therefore, we wouldn’t recommend utilizing them. We’ve discovered that the news feed for both Instagram and Facebook have provided our partners with more clicks and discussions.

If you are seeking to create more awareness, we would advise Instagram. Not a great deal of advertisers hang out on creating a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the ad

Creating an excellent ad can be tricky. If you’re uncertain where to start, have a look at 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 screening multiple ad variations in each project.

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

Put recruitment marketing on autopilot with Wonderkind

If you require to increase recruitment quickly, manually developing the properties, audience, and budget plans for each campaign will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social technique across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses information from years of recruitment projects to develop an audience that’s perfect for your industry, location, and open positions.

Our user friendly platform makes it simple to spin up imaginative ads in minutes with campaign templates, a library of stock images, and instant image cropping. Once advertisements are running, monitor efficiency and spend 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.