Establishing Recruitment Ads on Facebook like A Pro

Facebook advertising is a crucial part of a recruitment marketing method because it assists get your company in front of a wide swimming pool of prospects. Especially quality prospects who aren’t actively using the standard job boards.

Social advertising is a powerful tool for recruitment. However, due to the fact that the majority of marketing systems are customized to eCommerce, designing a terrific recruitment campaign can be tough. This post strolls through considerations and recommendations when utilizing Facebook advertisements for recruitment marketing.

Establish Facebook Business Manager and ad account

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

Business Manager enables you to add several people to the account to help run projects, but know that people will need an individual Facebook account to be able to be included.

To acquire marketing campaign, you’ll likewise need a Facebook Ad Account, which you will be prompted to create when setting up Facebook Business Manager.

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

Choosing a campaign type

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

Brand Awareness

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

These ads won’t straight drive traffic to your website, however they get prospects knowledgeable about your service and all set to click when the best position occurs.

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

Traffic

In the Wonderkind platform, this is described as a “Clicks” campaign. These ads are targeted to reach an audience that is likely to click the link in your advertisement.

This audience is narrower than in a Brand Awareness project, but still includes individuals interested but not ready to use for a job.

These ads can concentrate on employment opportunities to get people to check out more about the tasks and the company (fantastic for high-volume recruiting). Or function material that will drive people to your site, like market hot topics or ideas.

Conversion

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

For a Conversion campaign to be effective, you first require to develop a strong audience of prospective prospects that are familiar with your company. Without that, it’s sort of like running through a crowd and asking strangers to wed you.

Let your audience learn more about you with Awareness and Clicks campaigns first, and move more budget to Conversion campaigns in time.

Great advertisements and brand awareness makes people click, however conversion occurs on a landing page. So you need to ensure that your task pages load quickly, are simple to check out on mobile phones, and plainly mention the info task prospects care about most.

Be conscious that Facebook conversion ads are going through some changes in action to Apple’s iOS 14 privacy updates – [update October 2023: please check out the following for more on Apple’s iOS 17 personal privacy updates] Companies will require to prioritize 8 conversion actions per web domain.

If job listings are on the primary business site, you’ll likely need to line up with the marketing team on the top priority list.

Facebook encourages businesses to utilize the Facebook Conversion API to connect your advertisements with conversion data from other sources, such as your server, content management system (CMS), or consumer relationship management (CRM).

Campaign budget plan optimization

There are a number of various options when it pertains to spending for advertisements. First, you can pick to pay based upon clicks or impressions of your ads. Next, you decide how you desire Facebook to position your ads:

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

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

For the 3 primary kinds of recruitment campaigns talked about above, a general recommendation is:

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

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

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

Select an audience

Targeting task titles and market is typically where you begin with recruitment marketing, job but you can reach a great deal of with non-traditional audience characteristics. For some motivation, we just recently discussed 5 imaginative methods to use targeting in recruitment advertisements.

Facebook also provides the option to target “lookalike audiences.” This is excellent once you’ve had great project outcomes and good hires to verify your existing audience is what a future one must “look like.”

Ad positioning

After evaluating a lot of the ad positioning alternatives offered, we have actually 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 seldom utilized. Therefore, we wouldn’t suggest using them. We’ve found that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and discussions.

If you are aiming to create more awareness, we would suggest Instagram. Not a lot 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

Creating an excellent advertisement can be challenging. If you’re uncertain where to start, have a look at our guide on how to turn task descriptions into great social ads in 15 minutes.

It can be surprising what mix of copy and images work best for your audience. We recommend A/B screening several advertisement variants in each project.

For example, in a project about an open position, one advertisement variation might focus on the wage and perks, job another on the company culture, and a 3rd on the task performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to increase recruitment quickly, manually developing the properties, audience, and budget 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 Technology uses data from years of recruitment projects to develop an audience that’s ideal for your market, place, and employment opportunities.

Our user friendly platform makes it simple to spin up creative advertisements in minutes with project design templates, a library of stock photos, job 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.