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Setting up Recruitment Ads on Facebook like A Pro

Facebook advertising is an essential part of a recruitment marketing method due to the fact that it helps get your company in front of a large pool of candidates. Especially quality prospects who aren’t actively using the basic task boards.

Social advertising is a powerful tool for recruitment. However, since a lot of advertising systems are tailored to eCommerce, creating a fantastic recruitment campaign can be difficult. This article strolls through factors to consider and suggestions when using Facebook advertisements for recruitment marketing.

Establish Facebook Business Manager and advertisement 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 campaigns, but know that individuals will need an individual Facebook account to be able to be added.

To buy advertising projects, you’ll also need a Facebook Ad Account, which you will be prompted to create when setting up Facebook Business Manager.

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

Choosing a project type

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

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

Brand Awareness

Just as people are most likely to purchase products from a brand name they understand, individuals are most likely to request a task at a business they have actually become aware of. Brand Awareness projects are enhanced to be seen by a broad swimming pool of individuals that are likely to be thinking about your company.

These ads won’t straight drive traffic to your site, but they get candidates acquainted with your business and prepared to click when the perfect position occurs.

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

Traffic

In the Wonderkind platform, this is referred to as a „Clicks“ project. These ads are targeted to reach an audience that is likely to click on the link in your advertisement.

This audience is narrower than in a Brand name Awareness campaign, but still consists of people interested but not all set to use for a task.

These ads can focus on open positions to get individuals to explore more about the tasks and the company (great for high-volume recruiting). Or function content that will drive individuals to your site, like industry hot subjects or suggestions.

Conversion

Conversion projects are what individuals tend to think about when they consider advertising. These campaigns track and enhance towards somebody performing an action on your website, such as submitting an application.

For a Conversion project to be effective, you initially require to develop a solid audience of possible prospects that are familiar with your company. Without that, it’s type of like running through a crowd and asking strangers to wed you.

Let your audience be with you with Awareness and Clicks campaigns first, and move more budget plan to Conversion campaigns over time.

Great advertisements and brand name awareness makes people click, however conversion takes place on a landing page. So you require to make certain that your task pages load rapidly, are simple to continue reading mobile phones, and plainly mention the information job candidates care about the majority of.

Know that Facebook conversion advertisements are going through some changes in reaction 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 task listings are on the main business website, you’ll likely require to line up with the marketing group on the concern list.

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

Campaign budget plan optimization

There are a number of different choices when it concerns paying for advertisements. First, you can select to pay based on clicks or impressions of your advertisements. Next, you choose how you want Facebook to position your ads:

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

Lifetime Budget: You set the length of a campaign and ads will be placed so your costs lasts the complete campaign. This choice also allows you to set time windows such as running ads only at night or on weekends.

For the 3 primary types of recruitment projects talked about above, a basic recommendation is:

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

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

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

Select an audience

Targeting job titles and market is usually where you begin with recruitment marketing, but you can reach a lot of covert possible with unconventional audience traits. For some motivation, we recently blogged about 5 creative methods to use targeting in recruitment advertisements.

Facebook likewise offers the choice to target „lookalike audiences.“ This is excellent once you’ve had great campaign outcomes and great hires to confirm your existing audience is what a future one should „look like.“

Ad positioning

After testing numerous 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 hardly ever utilized. Therefore, we would not advise using them. We’ve discovered that the news feed for both Instagram and employment Facebook have actually supplied our partners with more clicks and discussions.

If you are aiming to develop more awareness, we would advise Instagram. Not a lot of advertisers hang out on creating an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the ad

Putting together a great advertisement can be challenging. If you’re unsure where to start, examine out our guide on how to turn task descriptions into excellent social advertisements in 15 minutes.

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

For example, in a project about an employment opportunity, one advertisement variation could focus 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 quickly, manually creating the possessions, audience, and budgets for each campaign 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 projects to build an audience that’s perfect for your market, employment place, and employment opportunities.

Our user friendly platform makes it basic to spin up creative advertisements in minutes with project templates, a library of stock pictures, and instantaneous image cropping. Once ads are running, monitor performance and invest across all social channels in one overarching dashboard.

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

„Проектиране и разработка на софтуерни платформи - кариерен център със система за проследяване реализацията на завършилите студенти и обща информационна мрежа на кариерните центрове по проект BG05M2ОP001-2.016-0022 „Модернизация на висшето образование по устойчиво използване на природните ресурси в България“, финансиран от Оперативна програма „Наука и образование за интелигентен растеж“, съфинансирана от Европейския съюз чрез Европейските структурни и инвестиционни фондове."

LTU Sofia

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