Establishing Recruitment Ads on Facebook like A Pro

Facebook marketing is a key part of a recruitment marketing method due to the fact that it assists get your company in front of a large swimming pool of prospects. Especially quality candidates who aren’t actively using the basic job boards.

Social advertising is an effective tool for recruitment. However, since the majority of advertising systems are customized to eCommerce, developing a terrific recruitment project can be tough. This short article strolls through considerations and suggestions when using 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 advertisements on Facebook or Instagram. This great guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager allows you to add numerous individuals to the account to help run projects, however be conscious that individuals will need an individual Facebook account to be able to be added.

To purchase 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 need to confirm your site domain with Facebook, which is required to determine and track projects.

Choosing a campaign type

To develop an advertising project, head to the „Ads Manager“ area via the leading left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as individuals are most likely to purchase products from a brand they know, individuals are more most likely to make an application for a job at a company 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 won’t straight drive traffic to your site, but they get candidates knowledgeable about your service and prepared to click when the best position comes along.

Awareness projects can be about almost anything that shines a light on your company. Announcements about growth and awards, articles about company efforts and culture, and videos about the company’s achievements and objective can all be become appealing campaigns.

Traffic

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

This audience is narrower than in a Brand name Awareness campaign, however still consists of individuals interested but not ready to make an application for a task.

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

Conversion

Conversion campaigns are what people tend to think of when they think of marketing. These projects track and optimize towards someone performing an action on your website, such as submitting an application.

For a Conversion project to be successful, you first need to develop up a solid audience of potential candidates that are familiar with your company. Without that, it’s type of like running through a crowd and asking complete strangers to wed you.

Let your audience be familiar with you with Awareness and employment Clicks campaigns initially, and employment move more budget plan to Conversion campaigns in time.

Great ads and brand name awareness makes individuals click, but conversion takes place on a landing page. So you need to make sure that your task pages load quickly, are simple to keep reading mobile phones, and clearly specify the information job candidates care about most.

Know that Facebook conversion advertisements are going through some changes in action to Apple’s iOS 14 privacy updates – [update 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 job listings are on the main company site, you’ll likely need to line up with the marketing group on the top priority list.

Facebook motivates services to use the Facebook Conversion API to link 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 number of various choices when it comes to paying for ads. 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 costs lasts the full day.

Lifetime Budget: You set the length of a campaign and advertisements will be placed so your spending lasts the complete campaign. This alternative likewise allows you to set time windows such as running ads only in the evening or on weekends.

For the 3 main types of recruitment campaigns gone over above, a general recommendation is:

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

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

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

Select an audience

Targeting task titles and industry is generally where you begin with recruitment marketing, however you can reach a great deal of concealed potential with unconventional audience characteristics. For some inspiration, we just recently blogged about 5 imaginative methods to use targeting in recruitment advertisements.

Facebook also offers the option to target „lookalike audiences.“ This is great once you have actually had excellent campaign outcomes and excellent hires to validate your existing audience is what a future one should „look like.“

Ad placement

After checking numerous of the advertisement placement alternatives offered, we have actually discovered the most successful 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 utilized. Therefore, we would not suggest utilizing them. We’ve found that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and discussions.

If you are seeking to create more awareness, we would advise Instagram. Not a great deal of marketers spend time on creating a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the advertisement

Creating a terrific ad can be tricky. If you’re not sure where to start, examine out our guide on how to turn job descriptions into excellent social ads in 15 minutes.

It can be surprising what combination of copy and images work best for your audience. We suggest A/B screening numerous advertisement variations in each campaign.

For instance, in a project about an employment opportunity, one advertisement variation might concentrate on the salary and advantages, another on the business culture, and a third on the job functionality.

Put recruitment marketing on autopilot with Wonderkind

If you require to ramp up recruitment rapidly, manually producing the properties, audience, and spending plans for each campaign will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social method across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction utilizes information from years of recruitment campaigns to build an audience that’s perfect for your industry, location, and employment opportunities.

Our easy-to-use platform makes it simple to spin up imaginative advertisements in minutes with project design templates, a library of stock photos, and instant image cropping. Once ads are running, monitor performance and invest 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.