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 business in front of a broad pool of prospects. Especially quality prospects who aren’t actively utilizing the basic task boards.

Social advertising is a powerful tool for recruitment. However, due to the fact that the majority of advertising systems are customized to eCommerce, developing a great recruitment campaign can be challenging. This 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 ads on Facebook or Instagram. This fantastic guide from Hootsuite walks through how to set up Facebook Business Manager.

Business Manager enables you to include multiple individuals to the account to assist run campaigns, however be conscious that individuals will need a personal Facebook account to be able to be included.

To purchase ad campaign, you’ll likewise need a Facebook Ad Account, which you will be prompted to produce when setting up Facebook Business Manager.

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

Choosing a campaign type

To develop a marketing campaign, 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 project, you’ll be provided a list of 11 kinds of project objectives. We have actually discovered that 3 of these goals are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are more likely to buy products from a brand they know, individuals are most likely to obtain a job at a business they’ve become aware of. Brand Awareness campaigns are optimized to be seen by a large pool of people that are likely to be interested in your business.

These advertisements won’t directly drive traffic to your website, however they get candidates acquainted with your business and ready to click when the perfect position comes along.

Awareness campaigns can be about almost anything that shines a light on your business. Announcements about development and awards, short articles about company initiatives and culture, and videos about the organization’s accomplishments and mission can all be become distinctive projects.

Traffic

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

This audience is narrower than in a Brand name Awareness project, however still consists of individuals interested however not all set to use for employment a job.

These advertisements can concentrate on employment opportunities to get individuals to explore more about the jobs and the business (excellent for high-volume recruiting). Or feature material that will drive people to your site, like market hot topics or suggestions.

Conversion

Conversion projects are what individuals tend to think of when they believe about advertising. These projects track and enhance towards someone carrying out an action on your website, such as submitting an application.

For a Conversion campaign to be successful, you initially require to develop up a solid audience of possible candidates that are familiar with your business. Without that, it’s kind of like running through a crowd and asking strangers to wed you.

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

Great ads and brand name awareness makes people click, however conversion happens on a landing page. So you need to make sure that your job pages load quickly, are simple to continue reading mobile phones, and clearly mention the info job candidates appreciate most.

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

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

Facebook encourages organizations to use the Facebook Conversion API to connect your advertisements with conversion information from other sources, such as your server, material management system (CMS), or client relationship management (CRM).

Campaign budget optimization

There are a number of different options when it pertains 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 place your ads:

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

Lifetime Budget: You set the length of a project and advertisements will be put so your costs lasts the full project. This alternative likewise allows you to set time windows such as running ads just in the evening or on weekends.

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

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

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

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

Select an audience

Targeting task titles and employment market is typically where you start with recruitment marketing, however you can reach a lot of concealed prospective with non-traditional audience qualities. For some inspiration, we recently wrote about 5 creative ways to use targeting in recruitment ads.

Facebook likewise gives the option to target „lookalike audiences.“ This is fantastic once you’ve had good project outcomes and great hires to verify your existing audience is what a future one should „look like.“

Ad placement

After testing many of the advertisement placement options available, we’ve 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 seldom used. Therefore, we would not advise using 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 create more awareness, we would recommend Instagram. Not a lot of advertisers hang out on producing a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.

Create the ad

Putting together an excellent advertisement can be difficult. If you’re unsure where to begin, check out our guide on how to turn task descriptions into terrific social ads in 15 minutes.

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

For example, in a campaign about an employment opportunity, one ad version might concentrate on the wage and perks, another on the company culture, and a third on the task performance.

Put recruitment marketing on autopilot with Wonderkind

If you need to ramp up recruitment quickly, employment manually creating the assets, audience, and spending plans for each campaign will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social strategy across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes data from years of recruitment projects to build an audience that’s ideal for your market, area, and employment opportunities.

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

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