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Setting up Recruitment Ads on Facebook like A Pro

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

Social marketing is a powerful tool for recruitment. However, since many marketing systems are customized to eCommerce, developing a great recruitment project can be challenging. This post strolls through considerations and recommendations when using Facebook advertisements 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 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 multiple people to the account to help run campaigns, but know that individuals will need an individual Facebook account to be able to be added.

To acquire marketing campaign, you’ll also require a Facebook Ad Account, which you will be prompted to create when establishing Facebook Business Manager.

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

Choosing a project type

To develop an advertising campaign, head to the “Ads Manager” area via the top left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as individuals are most likely to purchase products from a brand name they understand, job people are more most likely to look for a job at a business they’ve become aware of. Brand Awareness campaigns are enhanced to be seen by a wide swimming pool of individuals that are likely to be thinking about your business.

These advertisements won’t directly drive traffic to your site, but they get prospects knowledgeable about your business and all set to click when the perfect position comes along.

Awareness campaigns can be about nearly anything that shines a light on your business. Announcements about growth and awards, posts about company efforts and culture, and job videos about the organization’s accomplishments and objective can all be become eye-catching campaigns.

Traffic

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

This audience is narrower than in a Brand name Awareness project, but still includes individuals interested however not all set to make an application for a job.

These advertisements can focus on open positions to get individuals to explore more about the tasks and the company (fantastic for high-volume recruiting). Or function material that will drive individuals to your site, like industry hot topics or pointers.

Conversion

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

For a Conversion campaign to be successful, you first need to build up a solid audience of potential prospects that are familiar with your business. Without that, it’s kind of like running through a crowd and asking strangers to marry you.

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

Great ads and brand name awareness makes individuals click, however conversion takes place on a landing page. So you need to make sure that your task pages load rapidly, are simple to read on mobile phones, and clearly specify the info job prospects appreciate most.

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

If task listings are on the main company website, you’ll likely need to align with the marketing group on the top priority list.

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

Campaign budget plan optimization

There are a number of different choices when it comes to paying for ads. First, you can select to pay based upon clicks or impressions of your advertisements. Next, you choose how you want Facebook to put your ads:

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

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

For the 3 primary kinds of recruitment campaigns talked about above, job a general recommendation 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 spending plan.

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

Select an audience

Targeting job titles and industry is normally where you begin with recruitment marketing, however you can reach a great deal of surprise potential with non-traditional audience characteristics. For some motivation, we recently wrote about 5 ways to use targeting in recruitment advertisements.

Facebook likewise provides the choice to target “lookalike audiences.” This is fantastic once you’ve had excellent project results and good hires to confirm your existing audience is what a future one ought to “appear like.”

Ad placement

After checking much of the advertisement placement alternatives readily available, 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 have actually found that Facebook stories are hardly ever utilized. Therefore, we would not recommend utilizing them. We’ve discovered that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and conversations.

If you are seeking to develop more awareness, we would recommend Instagram. Not a lot of advertisers hang out on developing a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the advertisement

Assembling a fantastic 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 advertisements in 15 minutes.

It can be surprising what combination of copy and images work best for job your audience. We recommend A/B testing multiple advertisement versions in each project.

For instance, in a campaign about an open position, one ad variation might focus on the salary and advantages, another on the business culture, and a third on the task functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to ramp up recruitment quickly, by hand job producing the possessions, audience, and spending 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 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 basic to spin up creative advertisements in minutes with campaign design templates, a library of stock images, and instantaneous image cropping. Once ads are running, keep track of efficiency and spend throughout all social channels in one overarching control panel.

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