Setting up Recruitment Ads on Facebook like A Pro

Facebook advertising is a crucial part of a recruitment marketing technique since it helps get your company in front of a wide swimming pool of prospects. Especially quality candidates who aren’t actively using the basic job boards.

Social marketing is a powerful tool for recruitment. However, because a lot of marketing systems are customized to eCommerce, developing a great recruitment campaign can be challenging. This article walks through considerations and recommendations when utilizing Facebook ads for recruitment marketing.

Set up 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 excellent guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager enables you to add multiple individuals to the account to assist run campaigns, but understand that people will need an individual Facebook account to be able to be included.

To buy marketing campaign, you’ll also require a Facebook Ad Account, which you will be triggered to develop when establishing Facebook Business Manager.

You’ll likewise need to confirm your website domain with Facebook, which is required to determine and track campaigns.

Choosing a campaign type

To create an ad campaign, head to the “Ads Manager” section through the leading left navigation of your Business Manager Dashboard.

When you click the to develop a campaign, somalibidders.com you’ll be given a list of 11 types of project objectives. We’ve discovered that 3 of these goals are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are more most likely to buy items from a brand they understand, individuals are most likely to look for a job at a business they have actually heard of. Brand Awareness projects are enhanced to be seen by a large pool of people that are likely to be interested in your business.

These ads will not straight drive traffic to your website, but they get prospects acquainted with your service and ready to click when the ideal position occurs.

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

Traffic

In the Wonderkind platform, this is described 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, but still includes people interested however not prepared to use for a job.

These advertisements can concentrate on open positions to get individuals to check out more about the jobs and the company (great for high-volume recruiting). Or function material that will drive people to your website, like industry hot topics or ideas.

Conversion

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

For a Conversion campaign to be successful, you first need to develop a strong audience of prospective prospects that recognize with your business. Without that, it’s type of like running through a crowd and asking strangers to wed you.

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

Great advertisements and brand awareness makes individuals click, however conversion occurs on a landing page. So you require to make sure that your job pages load rapidly, are simple to keep reading mobile phones, and clearly state the details job candidates care about a lot of.

Understand that Facebook conversion ads are going through some changes in reaction to Apple’s iOS 14 privacy updates – [upgrade 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 main business website, you’ll likely require to line up with the marketing group on the concern list.

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

Campaign budget optimization

There are a number of various options when it concerns paying for ads. First, you can choose to pay based on clicks or impressions of your ads. Next, you decide how you want Facebook to put 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 placed so your costs lasts the complete campaign. This choice also allows you to set time windows such as running advertisements just in the night or on weekends.

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

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

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

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

Select an audience

Targeting job titles and market is typically where you begin with recruitment marketing, but you can reach a lot of concealed prospective with unconventional audience characteristics. For some motivation, we just recently discussed 5 imaginative methods to use targeting in recruitment advertisements.

Facebook also provides the alternative to target “lookalike audiences.” This is excellent once you have actually had excellent campaign outcomes and excellent hires to verify your existing audience is what a future one must “appear like.”

Ad positioning

After testing a lot of the ad positioning choices readily available, we’ve 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 seldom utilized. Therefore, we would not recommend using them. We’ve found that the news feed for referall.us both Instagram and Facebook have actually supplied our partners with more clicks and discussions.

If you are seeking to create more awareness, we would suggest Instagram. Not a lot of marketers hang around on producing a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand apart.

Create the advertisement

Putting together a fantastic ad can be difficult. If you’re not exactly sure where to start, take a look at our guide on how to turn job descriptions into fantastic social ads in 15 minutes.

It can be surprising what combination of copy and images work best for your audience. We suggest A/B testing several ad versions in each project.

For instance, in a project about an employment opportunity, one advertisement variation could focus on the wage and perks, another on the business culture, and a third on the task functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to increase recruitment rapidly, by hand producing the possessions, audience, and budgets for each project 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 data from years of recruitment projects to develop an audience that’s best for your industry, location, and open positions.

Our easy-to-use platform makes it simple to spin up innovative advertisements in minutes with project templates, a library of stock photos, and instant image cropping. Once advertisements are running, track performance and spend throughout all social channels in one overarching dashboard.

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