Establishing Recruitment Ads on Facebook like A Pro

Facebook advertising is an essential part of a recruitment marketing method because it helps get your business in front of a broad swimming pool of candidates. Especially quality candidates who aren’t actively utilizing the basic job boards.

Social marketing is a powerful tool for recruitment. However, because most advertising systems are tailored to eCommerce, creating an excellent recruitment project can be tough. This post strolls through factors to consider and recommendations when using 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 great guide from Hootsuite walks through how to set up Facebook Business Manager.

Business Manager allows you to include multiple individuals to the account to help run campaigns, but know that individuals will need a personal Facebook account to be able to be included.

To acquire marketing projects, you’ll likewise need a Facebook Ad Account, which you will be prompted to develop when establishing Facebook Business Manager.

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

Choosing a campaign type

To produce a marketing project, head to the “Ads Manager” section by means of the leading left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as individuals are most likely to buy items from a brand they know, individuals are more most likely to request a job at a company they’ve become aware of. Brand Awareness campaigns are optimized to be seen by a wide pool of individuals that are most likely to be thinking about your business.

These advertisements will not straight drive traffic to your website, however they get candidates knowledgeable about your organization and employment prepared to click when the perfect position occurs.

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

Traffic

In the Wonderkind platform, employment this is described as a “Clicks” campaign. 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 name Awareness campaign, but still consists of people interested however not ready to use for a task.

These advertisements can focus on employment opportunities to get to check out more about the tasks and the business (fantastic for high-volume recruiting). Or function material that will drive people to your website, like industry hot topics or tips.

Conversion

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

For a Conversion campaign to be successful, you initially need to develop a strong audience of prospective candidates that recognize with your company. Without that, it’s kind of like going through a crowd and asking complete strangers to marry you.

Let your audience learn more about you with Awareness and Clicks projects initially, and move more budget plan to Conversion projects gradually.

Great ads and brand awareness makes people 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 gadgets, and employment clearly mention the details job candidates appreciate many.

Know that Facebook conversion ads are going through some changes in action to Apple’s iOS 14 personal privacy updates – [upgrade 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 company website, you’ll likely require to align with the marketing team on the concern list.

Facebook encourages businesses to use the Facebook Conversion API to connect your ads with conversion data from other sources, such as your server, material management system (CMS), or client relationship management (CRM).

Campaign budget plan optimization

There are a number of various options when it comes to paying for ads. First, you can select to pay based on clicks or impressions of your ads. Next, you choose how you desire Facebook to put your advertisements:

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

Lifetime Budget: You set the length of a project and advertisements will be placed so your costs lasts the complete project. This alternative likewise allows you to set time windows such as running advertisements only in the night or on weekends.

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

Brand Awareness: Run as ongoing projects, payment on impressions, and either day-to-day or life time budgeting.

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

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

Select an audience

Targeting job titles and market is normally where you start with recruitment marketing, however you can reach a great deal of covert possible with non-traditional audience traits. For some motivation, we recently discussed 5 innovative ways to use targeting in recruitment ads.

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

Ad positioning

After checking a lot of the ad placement options offered, we have actually found the most effective 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 rarely utilized. Therefore, we wouldn’t recommend using them. We’ve found that the news feed for both Instagram and Facebook have actually supplied our partners with more clicks and discussions.

If you are seeking to develop more awareness, we would advise Instagram. Not a lot of advertisers hang out on producing a good Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stick out.

Create the ad

Creating a fantastic ad can be challenging. If you’re not exactly sure where to begin, examine out our guide on how to turn job descriptions into great social ads in 15 minutes.

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

For example, in a campaign about an open position, one advertisement version might focus on the wage and advantages, another on the company culture, and a third on the task functionality.

Put recruitment marketing on autopilot with Wonderkind

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

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

Our easy-to-use platform makes it easy to spin up innovative advertisements in minutes with project templates, a library of stock photos, and immediate image cropping. Once advertisements are running, track efficiency and invest across all social channels in one overarching dashboard.

Ready to turbo-charge your talent sourcing? Check out how Wonderkind works or see it in action.