Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a crucial part of a recruitment marketing method since it helps get your company in front of a large pool of candidates. Especially quality prospects who aren’t actively using the standard job boards.

Social advertising is an effective tool for recruitment. However, since a lot of advertising systems are tailored to eCommerce, creating a fantastic recruitment campaign can be difficult. This post walks through factors to consider and suggestions when using Facebook ads for recruitment marketing.

Set up Facebook Business Manager and advertisement account

You’ll need a Facebook Business Page and Facebook Business Manager account to run any ads on Facebook or Instagram. This terrific guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager permits you to add multiple people to the account to help run campaigns, but understand that people will need a personal Facebook account to be able to be included.

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

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

Choosing a campaign type

To develop an ad campaign, head to the «Ads Manager» section via the leading left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as individuals are more likely to buy products from a brand they understand, people are most likely to request a task at a company they have actually heard of. Brand Awareness campaigns are optimized to be seen by a wide pool of individuals that are likely to be thinking about your company.

These ads will not directly drive traffic to your site, however they get prospects familiar with your business and all set 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, short articles about business initiatives and culture, and employment videos about the company’s accomplishments and objective can all be become 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 most likely to click on the link in your advertisement.

This audience is narrower than in a Brand Awareness project, but still consists of people interested but not prepared to request a task.

These ads can concentrate on employment opportunities to get individuals to check out more about the jobs and the business (excellent for high-volume recruiting). Or feature content 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 marketing. These projects track and optimize towards somebody performing an action on your site, such as submitting an application.

For a Conversion campaign to be successful, you initially need to develop a solid audience of potential candidates that recognize with your business. Without that, it’s kind of like going through a crowd and asking complete strangers to wed you.

Let your audience get to understand you with Awareness and Clicks campaigns first, and move more budget to Conversion campaigns with time.

Great advertisements and brand name awareness makes people click, however conversion takes place on a landing page. So you need to ensure that your task pages load quickly, are simple to keep reading mobile devices, and clearly state the information task prospects care about a lot of.

Know that Facebook conversion ads are going through some modifications 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 privacy updates] Companies will require to focus on 8 conversion actions per web domain.

If job listings are on the main company website, you’ll likely need to align with the marketing group on the concern list.

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

Campaign budget plan optimization

There are a couple of various options when it comes to paying for advertisements. First, you can select to pay based upon clicks or impressions of your advertisements. Next, you decide how you desire Facebook to position 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 ads will be positioned so your spending lasts the full project. This option also allows you to set time windows such as running ads only at night or on weekends.

For the 3 main kinds of recruitment projects discussed above, a basic suggestion is:

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

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

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

Select an audience

Targeting job titles and market is usually where you begin with recruitment marketing, however you can reach a lot of concealed possible with unconventional audience qualities. For some motivation, we just recently blogged about 5 innovative methods to utilize targeting in recruitment advertisements.

Facebook likewise gives the alternative to target «lookalike audiences.» This is excellent once you’ve had good campaign outcomes and great hires to confirm your existing audience is what a future one must «appear like.»

Ad positioning

After evaluating a number of the advertisement placement alternatives offered, we’ve 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 rarely utilized. Therefore, we would not suggest utilizing them. We have actually discovered that the news feed for both Instagram and Facebook have actually supplied our partners with more clicks and conversations.

If you are aiming to develop more awareness, we would recommend Instagram. Not a great deal of advertisers hang out on creating a good Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand out.

Create the ad

Putting together an excellent advertisement can be challenging. If you’re not exactly sure where to begin, employment have a look at our guide on how to turn job descriptions into excellent social advertisements in 15 minutes.

It can be unexpected what mix of copy and images work best for your audience. We advise A/B screening numerous ad versions in each campaign.

For example, in a project about an employment opportunity, one ad version might concentrate on the salary and perks, another on the company culture, and a 3rd on the job performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to increase recruitment quickly, manually developing the assets, audience, and budget 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 data from years of recruitment projects to construct an audience that’s best for your market, employment area, and employment opportunities.

Our easy-to-use platform makes it simple to spin up creative ads in minutes with project design templates, a library of stock pictures, and instant image cropping. Once advertisements are running, keep an eye on performance and spend 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.