Setting up Recruitment Ads on Facebook like A Pro

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

Social advertising is a powerful tool for recruitment. However, because most advertising systems are customized to eCommerce, designing an excellent recruitment campaign can be difficult. This article strolls through factors to consider and suggestions when utilizing Facebook advertisements for recruitment marketing.

Establish Facebook Business Manager and advertisement 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 set up Facebook Business Manager.

Business Manager enables you to add multiple people to the account to help run campaigns, but know that people will require a personal 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 also need to confirm your website domain with Facebook, which is required to measure and track campaigns.

Choosing a project type

To produce an advertising campaign, head to the «Ads Manager» section via the top left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as people are more most likely to purchase items from a brand they know, people are more likely to apply for a job at a business they’ve become aware of. Brand Awareness campaigns are optimized to be seen by a broad pool of individuals that are likely to be thinking about your business.

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

Awareness projects can be about almost anything that shines a light on your company. Announcements about development and awards, posts about business efforts and culture, and videos about the company’s achievements and mission can all be developed into captivating projects.

Traffic

In the Wonderkind platform, this is described as a «Clicks» campaign. These advertisements are targeted to reach an audience that is likely to click on the link in your ad.

This audience is narrower than in a Brand name Awareness project, but still includes people interested however not ready to use for a task.

These advertisements can focus on employment opportunities to get people to check out more about the jobs and the company (terrific for high-volume recruiting). Or function material that will drive individuals to your site, like industry hot subjects or tips.

Conversion

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

For a Conversion project to be successful, you initially need to build up a solid audience of prospective prospects that recognize with your company. Without that, it’s sort of like running through a crowd and asking complete strangers to wed you.

Let your audience get to understand you with Awareness and Clicks campaigns initially, and move more budget plan to Conversion projects over time.

Great advertisements and brand name awareness makes people click, but conversion takes place on a landing page. So you require to ensure that your job pages load rapidly, are simple to continue reading mobile phones, and plainly specify the info task prospects appreciate many.

Understand that Facebook conversion advertisements are going through some modifications in action to Apple’s iOS 14 personal privacy updates – [update October 2023: please check out 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 business website, you’ll likely need to align with the marketing group on the priority list.

Facebook motivates companies to use the Facebook Conversion API to link your ads with conversion data from other sources, such as your server, content management system (CMS), or client relationship management (CRM).

Campaign spending plan optimization

There are a couple of different options when it concerns spending for advertisements. First, you can choose to pay based upon clicks or impressions of your advertisements. Next, you decide how you want 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 referall.us ads will be put so your costs lasts the full project. This choice also permits you to set time windows such as running ads only at night or on weekends.

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

Brand Awareness: Run as ongoing campaigns, payment on impressions, and either daily or life time budgeting.

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

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

Select an audience

Targeting task titles and industry is generally where you start with recruitment marketing, but you can reach a lot of surprise prospective with non-traditional audience traits. For some inspiration, we recently composed about 5 innovative methods to use targeting in recruitment ads.

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

Ad placement

After evaluating a number of the advertisement placement choices 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 rarely used. Therefore, we wouldn’t suggest utilizing them. We have actually discovered that the news feed for both Instagram and Facebook have supplied our partners with more clicks and conversations.

If you are aiming to produce more awareness, we would suggest Instagram. Not a lot of marketers spend time on creating an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand apart.

Create the ad

Putting together a fantastic ad can be challenging. If you’re unsure 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 mix of copy and images work best for your audience. We advise A/B testing several advertisement versions in each campaign.

For example, in a campaign about an employment opportunity, one advertisement version might concentrate on the income and perks, another on the business culture, and a third on the job functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to increase recruitment quickly, manually producing the properties, audience, and spending plans for each project will slow you down. Wonderkind helps you accelerate 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 develop an audience that’s best for your market, area, and employment opportunities.

Our easy-to-use platform makes it basic to spin up creative ads in minutes with project design templates, a library of stock images, and instantaneous image cropping. Once advertisements are running, track performance and spend across all social channels in one overarching control panel.

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