Establishing Recruitment Ads on Facebook like A Pro

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

Social advertising is an effective tool for recruitment. However, since most advertising systems are tailored to eCommerce, designing a great recruitment project can be challenging. This post walks through considerations and recommendations when utilizing Facebook advertisements for recruitment marketing.

Establish Facebook Business Manager and advertisement account

You’ll require a Facebook Business Page and Facebook Business Manager account to run any ads on Facebook or Instagram. This excellent guide from Hootsuite walks through how to set up Facebook Business Manager.

Business Manager allows you to add numerous individuals to the account to help run campaigns, however know that people will require a personal Facebook account to be able to be included.

To acquire ad campaign, you’ll likewise require a Facebook Ad Account, which you will be prompted to produce when setting up Facebook Business Manager.

You’ll likewise need to verify your website domain with Facebook, which is required to measure and track campaigns.

Choosing a campaign type

To create an ad campaign, head to the “Ads Manager” area via the leading left navigation of your Business Manager Dashboard.

When you click the green button to develop a campaign, you’ll be provided a list of 11 types of project 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 purchase items from a brand they know, people are most likely to obtain a task at a business they have actually heard of. Brand Awareness campaigns are enhanced to be seen by a broad swimming pool of individuals that are most likely to be thinking about your company.

These ads will not directly drive traffic to your website, however they get prospects acquainted with your business and ready to click when the occurs.

Awareness projects can be about nearly anything that shines a light on your business. Announcements about development and awards, short articles about business initiatives and culture, and videos about the company’s achievements and objective can all be become attractive campaigns.

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 Awareness campaign, but still consists of individuals interested but not prepared to get a task.

These advertisements can focus on employment opportunities to get individuals to explore more about the jobs and the business (terrific for high-volume recruiting). Or feature content that will drive people to your website, like market hot topics or tips.

Conversion

Conversion projects are what individuals tend to consider when they think of 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 up a strong audience of potential candidates that recognize with your company. Without that, it’s type of like going through a crowd and asking complete strangers to wed you.

Let your audience get to understand you with Awareness and Clicks projects first, and move more budget plan to Conversion campaigns with time.

Great advertisements and brand awareness makes people click, but conversion takes place on a landing page. So you need to make sure that your job pages load quickly, are simple to read on mobile gadgets, and plainly mention the info job candidates appreciate the majority of.

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

If task listings are on the main company site, you’ll likely require to align with the marketing team on the top priority list.

Facebook motivates organizations to utilize the Facebook Conversion API to connect your ads 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 number of different choices when it pertains to spending for advertisements. First, you can choose to pay based upon clicks or impressions of your ads. Next, you choose how you desire Facebook to position your advertisements:

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

Lifetime Budget: You set the length of a campaign and advertisements will be placed so your spending lasts the full project. This alternative also enables you to set time windows such as running advertisements only at night or on weekends.

For the 3 primary types of recruitment campaigns discussed above, a general recommendation 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 budget.

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

Select an audience

Targeting job titles and market is typically where you start with recruitment marketing, but you can reach a great deal of surprise prospective with unconventional audience traits. For some inspiration, we recently blogged about 5 imaginative methods to use targeting in recruitment ads.

Facebook likewise offers the option to target “lookalike audiences.” This is great once you’ve had great campaign outcomes and great hires to validate your existing audience is what a future one must “appear like.”

Ad positioning

After checking many of the advertisement placement alternatives offered, we’ve found the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve found that Facebook stories are hardly ever utilized. Therefore, we would not suggest using them. We have actually found that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and conversations.

If you are looking to develop more awareness, we would recommend Instagram. Not a great deal of advertisers hang around on producing a great 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 difficult. If you’re uncertain where to begin, have a look at our guide on how to turn task descriptions into terrific social advertisements in 15 minutes.

It can be surprising what combination of copy and images work best for your audience. We recommend A/B testing numerous ad variations in each campaign.

For example, in a campaign about an employment opportunity, referall.us one ad version could focus on the income and benefits, another on the business culture, and a 3rd on the job functionality.

Put recruitment marketing on autopilot with Wonderkind

If you require to ramp up recruitment quickly, by hand developing the properties, audience, and budgets for each project will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social technique throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses data from years of recruitment campaigns to develop an audience that’s perfect for your industry, area, and employment opportunities.

Our user friendly platform makes it simple to spin up imaginative advertisements in minutes with project design templates, a library of stock photos, and instant image cropping. Once ads are running, track efficiency and spend across all social channels in one overarching dashboard.

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