Establishing Recruitment Ads on Facebook like A Pro

Facebook marketing is a crucial part of a recruitment marketing strategy because it assists get your business in front of a large pool of candidates. Especially quality candidates who aren’t actively using the standard task boards.

Social marketing is an effective tool for recruitment. However, since the majority of marketing systems are tailored to eCommerce, creating a terrific recruitment campaign can be tough. This article strolls through factors to consider and suggestions when using Facebook advertisements for recruitment marketing.

Set up 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 great guide from Hootsuite walks through how to set up Facebook Business Manager.

Business Manager enables you to include numerous people to the account to assist run projects, job however understand that people will require an individual Facebook account to be able to be included.

To acquire ad campaign, you’ll also need a Facebook Ad Account, which you will be prompted to create when setting up Facebook Business Manager.

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

Choosing a campaign type

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

When you click the green button to produce a project, you’ll be offered a list of 11 kinds of project objectives. We have actually found that 3 of these goals are most useful for recruitment marketing: Brand Awareness, Traffic, and job Conversion.

Brand Awareness

Just as individuals are most likely to buy products from a brand they understand, individuals are most likely to use for a job at a company they have actually heard of. Brand Awareness projects are enhanced to be seen by a broad swimming pool of individuals that are most likely to be interested in your business.

These ads will not directly drive traffic to your site, however they get candidates familiar with your business and all set to click when the best position occurs.

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

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 the link in your ad.

This audience is narrower than in a Brand name Awareness project, however still includes individuals interested however not prepared to get a job.

These ads can focus on open positions to get people to check out more about the tasks and the business (fantastic for high-volume recruiting). Or function content that will drive people to your site, like market hot subjects or pointers.

Conversion

Conversion projects are what people tend to think about when they think about marketing. These and enhance 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 develop up a strong audience of prospective prospects that are familiar with your business. Without that, it’s kind of like going through a crowd and asking strangers to wed you.

Let your audience learn more about you with Awareness and Clicks projects initially, and job move more spending plan to Conversion projects in time.

Great advertisements and brand awareness makes individuals click, but conversion happens on a landing page. So you need to make certain that your job pages load quickly, are simple to keep reading mobile phones, and clearly specify the information job prospects care about many.

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

If job listings are on the primary business site, you’ll likely require to align with the marketing group on the priority list.

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

Campaign spending plan optimization

There are a couple of different choices when it pertains to spending for advertisements. First, you can select to pay based upon clicks or impressions of your advertisements. Next, you choose how you desire Facebook to place your advertisements:

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

Lifetime Budget: You set the length of a campaign and advertisements will be positioned so your spending lasts the full campaign. This choice likewise enables you to set time windows such as running ads just at night or on weekends.

For the 3 main types of recruitment campaigns gone over above, a basic suggestion is:

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

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

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

Select an audience

Targeting job titles and market is usually where you start with recruitment marketing, job however you can reach a lot of hidden prospective with non-traditional audience qualities. For some inspiration, we just recently blogged about 5 imaginative ways to use targeting in recruitment ads.

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

Ad placement

After evaluating much of the ad positioning options 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 have actually found that Facebook stories are hardly ever utilized. Therefore, we wouldn’t suggest using them. We’ve found that the news feed for both Instagram and Facebook have offered our partners with more clicks and discussions.

If you are seeking to create more awareness, we would suggest Instagram. Not a great deal of marketers hang out on developing an excellent 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 unsure where to begin, have a look at our guide on how to turn task descriptions into excellent social ads in 15 minutes.

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

For example, in a campaign about an open position, one ad version might concentrate on the income and benefits, another on the company culture, and a third on the task performance.

Put recruitment marketing on autopilot with Wonderkind

If you require to ramp up recruitment rapidly, by hand creating the possessions, audience, and spending plans for each campaign will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social method throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes information from years of recruitment projects to construct an audience that’s best for your industry, area, and open positions.

Our easy-to-use platform makes it basic to spin up creative advertisements in minutes with project design templates, a library of stock pictures, and job instant image cropping. Once advertisements are running, track 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.