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Establishing Recruitment Ads on Facebook like A Pro

Facebook marketing is a key part of a recruitment marketing technique due to the fact that it assists get your business in front of a large swimming pool of candidates. Especially quality candidates who aren’t actively using the basic job boards.

Social marketing is a powerful tool for recruitment. However, because a lot of advertising systems are customized to eCommerce, designing a fantastic recruitment campaign can be difficult. This short article walks through factors to consider 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 fantastic guide from Hootsuite walks through how to set up Facebook Business Manager.

Business Manager enables you to add numerous people to the account to help run projects, employment but be aware that individuals will need an individual Facebook account to be able to be added.

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

You’ll likewise require to confirm your website domain with Facebook, which is needed to determine and track campaigns.

Choosing a project type

To create an ad 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 produce a campaign, you’ll be given a list of 11 kinds of campaign objectives. We’ve found that 3 of these objectives are most beneficial for employment recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are more likely to purchase products from a brand name they understand, individuals are more likely to make an application for a task at a business they have actually become aware of. Brand Awareness campaigns are to be seen by a large swimming pool of people that are most likely to be interested in your business.

These advertisements will not straight drive traffic to your website, however they get candidates acquainted with your organization and ready to click when the best position occurs.

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

Traffic

In the Wonderkind platform, this is described as a “Clicks” project. These ads 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, however still includes people interested but not prepared to obtain a job.

These ads can concentrate on employment opportunities to get individuals to explore more about the tasks and the company (excellent for high-volume recruiting). Or feature material that will drive people to your site, like industry hot subjects or tips.

Conversion

Conversion campaigns are what people tend to consider when they think of advertising. These campaigns track and optimize towards somebody performing an action on your website, such as sending an application.

For a Conversion campaign to be effective, you first need to build up a solid audience of potential prospects that are familiar 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 campaigns first, and move more budget plan to Conversion campaigns in time.

Great ads and brand name awareness makes people click, however conversion occurs on a landing page. So you require to ensure that your job pages load rapidly, are easy to continue reading mobile gadgets, and plainly mention the details task candidates care about many.

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

If job listings are on the primary company site, you’ll likely need to align with the marketing team on the priority list.

Facebook motivates businesses to utilize the Facebook Conversion API to link your advertisements with conversion information from other sources, such as your server, content management system (CMS), employment or consumer relationship management (CRM).

Campaign spending plan optimization

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

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 put so your costs lasts the complete project. This option likewise allows you to set time windows such as running advertisements just at night or on weekends.

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

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

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

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

Select an audience

Targeting task titles and market is typically where you start with recruitment marketing, however you can reach a great deal of hidden prospective with unconventional audience qualities. For some inspiration, we just recently discussed 5 innovative methods to utilize targeting in recruitment ads.

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

Ad positioning

After checking a number of the advertisement placement options 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 used. Therefore, we would not advise using them. We have actually found that the news feed for both Instagram and Facebook have actually supplied our partners with more clicks and conversations.

If you are looking to create more awareness, we would suggest Instagram. Not a lot of advertisers hang around on producing a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the ad

Putting together a fantastic ad can be challenging. If you’re not exactly sure where to begin, check out our guide on how to turn job descriptions into excellent social advertisements in 15 minutes.

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

For instance, in a project about an employment opportunity, one advertisement variation might concentrate on the wage and benefits, another on the business culture, and a third on the job performance.

Put recruitment marketing on autopilot with Wonderkind

If you need to ramp up recruitment rapidly, manually developing the properties, audience, and budget plans for each project 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 build an audience that’s best for your market, place, and employment opportunities.

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

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

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