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Setting up Recruitment Ads on Facebook like A Pro

Facebook advertising is a key part of a recruitment marketing method because it helps get your company in front of a wide swimming pool of prospects. Especially quality prospects who aren’t actively using the standard job boards.

Social marketing is a powerful tool for recruitment. However, since the majority of advertising systems are customized to eCommerce, designing a fantastic recruitment project can be challenging. This post strolls through considerations and recommendations 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 advertisements on Facebook or Instagram. This excellent guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager enables you to include numerous people to the account to assist run campaigns, but know that individuals will need an individual Facebook account to be able to be added.

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

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

Choosing a campaign type

To create a marketing 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 offered a list of 11 types of project objectives. We’ve found that 3 of these objectives are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are more likely to purchase items from a brand name they know, individuals are more likely to look for a task at a business they’ve become aware of. Brand Awareness campaigns are optimized to be seen by a wide swimming pool of individuals that are likely to be thinking about your company.

These advertisements will not straight drive traffic to your website, but they get candidates knowledgeable about your organization and prepared to click when the ideal position comes along.

Awareness campaigns can be about almost anything that shines a light on your business. Announcements about growth and awards, posts about company efforts and culture, employment and videos about the organization’s accomplishments and mission can all be turned into captivating projects.

Traffic

In the Wonderkind platform, this is referred to as a “Clicks” project. These advertisements are targeted to reach an audience that is likely to click on the link in your advertisement.

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

These ads can concentrate on employment opportunities to get people to check out more about the tasks and the business (terrific for high-volume recruiting). Or function content that will drive individuals to your site, like industry hot subjects or suggestions.

Conversion

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

For employment a Conversion project to be successful, you first require to develop a solid audience of prospective candidates that recognize with your company. Without that, it’s kind of like running through a crowd and asking complete 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 in time.

Great ads and brand name awareness makes individuals click, however conversion occurs on a landing page. So you require to make sure that your task pages load rapidly, are simple to continue reading mobile phones, and plainly state the info task candidates care about many.

Know that Facebook conversion advertisements are going through some changes in response 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 business 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 advertisements with conversion information from other sources, such as your server, material management system (CMS), or client relationship management (CRM).

Campaign spending plan optimization

There are a couple of various options when it pertains to spending for ads. First, you can select to pay based upon clicks or impressions of your advertisements. Next, you decide how you want Facebook to put your ads:

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

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

For the 3 main kinds of recruitment campaigns discussed above, a general recommendation is:

Brand Awareness: Run as continuous projects, payment on impressions, and either day-to-day or lifetime budgeting.

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

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

Select an audience

Targeting job titles and market is generally where you start with recruitment marketing, however you can reach a great deal of covert possible with unconventional audience traits. For some inspiration, we just recently blogged about 5 imaginative methods to utilize targeting in recruitment advertisements.

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

Ad placement

After checking a number of the ad positioning alternatives 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’ve discovered that Facebook stories are hardly ever used. Therefore, we wouldn’t recommend using them. We’ve found that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and discussions.

If you are looking to develop more awareness, we would advise Instagram. Not a lot of advertisers hang out on creating an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the ad

Creating a fantastic advertisement can be challenging. If you’re unsure where to begin, take a look at our guide on how to turn task descriptions into terrific social advertisements in 15 minutes.

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

For instance, in a project about an open position, one ad version could concentrate on the salary and benefits, another on the company 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 producing the possessions, audience, and spending plans for each project will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social technique throughout Facebook, Instagram, Google, and LinkedIn.

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

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

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