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Establishing Recruitment Ads on Facebook like A Pro

Facebook advertising is a key part of a recruitment marketing strategy because it assists get your company in front of a wide swimming pool of prospects. Especially quality candidates who aren’t actively using the basic task boards.

Social advertising is a powerful tool for recruitment. However, because the majority of advertising systems are tailored to eCommerce, creating a great recruitment project can be tough. This short article walks through factors to consider and recommendations when using Facebook ads for recruitment marketing.

Establish 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 employment Instagram. This fantastic guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager enables you to add several individuals to the account to assist run projects, however understand that people will need an individual Facebook account to be able to be included.

To acquire ad campaign, you’ll also require a Facebook Ad Account, which you will be triggered to develop when establishing Facebook Business Manager.

You’ll also require to verify your website domain with Facebook, which is required to determine and track projects.

Choosing a project type

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

Brand Awareness

Just as individuals are most likely to buy products from a brand they know, individuals are most likely to look for a job at a business they’ve heard of. Brand Awareness projects are optimized to be seen by a large pool of individuals that are likely to be thinking about your business.

These ads will not straight drive traffic to your site, employment however they get candidates knowledgeable about your business and all set to click when the ideal position occurs.

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 accomplishments and objective can all be become captivating projects.

Traffic

In the Wonderkind platform, employment this is described as a “Clicks” campaign. These ads are targeted to reach an audience that is most likely to click on the link in your advertisement.

This audience is narrower than in a Brand name Awareness campaign, however still consists of individuals interested but not ready to request a task.

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

Conversion

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

For a Conversion campaign to be successful, you initially require to construct up a strong audience of potential prospects that are familiar with your business. Without that, it’s kind of like running through a crowd and employment asking complete strangers to marry you.

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

Great ads and brand name awareness makes people click, but conversion happens on a landing page. So you need to ensure that your task pages load quickly, are simple to keep reading mobile phones, and clearly state the information job candidates care about most.

Know that Facebook conversion ads are going through some changes in action to Apple’s iOS 14 privacy updates – [update October 2023: please read the following for more on Apple’s iOS 17 personal 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 team on the top priority list.

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

Campaign budget plan optimization

There are a number of different options when it pertains to paying for ads. First, you can choose to pay based upon clicks or impressions of your advertisements. Next, you choose how you want 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 positioned so your spending lasts the full project. This alternative also permits you to set time windows such as running ads just at night or on weekends.

For the 3 primary types of recruitment campaigns gone over above, a general suggestion is:

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

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

Conversion: Short run time, payment on clicks, life time spending plan. These will likely be your most expensive projects.

Select an audience

Targeting job titles and market is normally where you begin with recruitment marketing, but you can reach a great deal of covert prospective with non-traditional audience traits. For some motivation, we recently discussed 5 imaginative methods to utilize targeting in recruitment advertisements.

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

Ad placement

After evaluating many of the advertisement positioning 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 utilized. Therefore, we would not advise using them. We have actually discovered 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 advise Instagram. Not a great deal of advertisers hang around on creating an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the advertisement

Creating an excellent ad can be difficult. If you’re not exactly sure where to start, check out our guide on how to turn task descriptions into excellent social ads in 15 minutes.

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

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

Put recruitment marketing on autopilot with Wonderkind

If you require to ramp up recruitment rapidly, manually creating the properties, audience, and budgets for each project will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social strategy across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses data from years of recruitment campaigns to build an audience that’s ideal for your market, area, and open positions.

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

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