Establishing Recruitment Ads on Facebook like A Pro

Facebook marketing is a key part of a recruitment marketing strategy because it assists get your business in front of a broad swimming pool of candidates. Especially quality candidates who aren’t actively utilizing the standard job boards.

Social marketing is an effective tool for recruitment. However, since the majority of advertising systems are tailored to eCommerce, designing an excellent recruitment project can be difficult. This article strolls through considerations and suggestions when utilizing 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 strolls through how to set up Facebook Business Manager.

Business Manager permits you to include numerous individuals to the account to help run campaigns, but know that people will require a personal Facebook account to be able to be added.

To acquire marketing campaign, you’ll also need a Facebook Ad Account, which you will be triggered to produce when setting up Facebook Business Manager.

You’ll also need to validate your site domain with Facebook, which is required to determine and track campaigns.

Choosing a campaign type

To produce a marketing campaign, head to the “Ads Manager” area through the leading left navigation of your Business Manager Dashboard.

When you click the green button to produce a campaign, you’ll be offered a list of 11 types of campaign objectives. We’ve discovered that 3 of these objectives are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are more likely to purchase products from a brand name they understand, individuals are more most likely to request a task at a business they’ve heard of. Brand Awareness campaigns are enhanced to be seen by a broad pool of people that are most likely to be interested in your business.

These advertisements will not straight drive traffic to your site, but they get prospects 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 company. Announcements about development and awards, posts about company initiatives and culture, and videos about the organization’s accomplishments and mission can all be become eye-catching projects.

Traffic

In the Wonderkind platform, this is referred to as a “Clicks” project. These advertisements 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 people interested but not ready to apply for a task.

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

Conversion

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

For a Conversion project to be successful, you initially need to construct up a strong audience of prospective prospects that are familiar with your company. Without that, it’s kind of like going through a crowd and asking strangers to marry you.

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

Great ads and brand name awareness makes people click, however conversion happens on a landing page. So you need to ensure that your job pages load quickly, are easy to keep reading mobile devices, and plainly state the info job candidates appreciate many.

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

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

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

Campaign budget optimization

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

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 spending lasts the full project. This alternative also enables you to set time windows such as running ads just at night or on weekends.

For the 3 primary kinds of recruitment campaigns talked about above, a basic suggestion is:

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

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

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

Select an audience

Targeting job titles and industry is normally where you start with recruitment marketing, however you can reach a lot of hidden prospective with non-traditional audience characteristics. For some motivation, we just recently discussed 5 imaginative ways to use targeting in recruitment ads.

Facebook also gives the alternative to target “lookalike audiences.” This is terrific once you have actually had excellent campaign results and good hires to validate your existing audience is what a future one must “look like.”

Ad positioning

After evaluating a number of the ad positioning choices offered, referall.us we’ve found the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we have actually discovered that Facebook stories are seldom utilized. Therefore, we would not recommend using them. We’ve discovered that the news feed for both Instagram and Facebook have actually our partners with more clicks and discussions.

If you are looking to develop more awareness, we would recommend Instagram. Not a lot of marketers hang out on creating a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stick out.

Create the advertisement

Creating an excellent ad can be tricky. If you’re unsure where to start, have a look at 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 screening several ad versions in each campaign.

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

Put recruitment marketing on auto-pilot with Wonderkind

If you need to increase recruitment rapidly, by hand creating the possessions, audience, and spending plans for each campaign will slow you down. Wonderkind helps you accelerate 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 perfect for your industry, place, and open positions.

Our user friendly platform makes it basic to spin up innovative advertisements in minutes with campaign templates, a library of stock pictures, and instant image cropping. Once advertisements are running, keep track of performance and invest throughout all social channels in one overarching dashboard.

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