Establishing Recruitment Ads on Facebook like A Pro

Facebook advertising is an essential part of a recruitment marketing method since it assists get your business in front of a large pool of candidates. Especially quality prospects who aren’t actively using the standard job boards.

Social marketing is a powerful tool for recruitment. However, due to the fact that most marketing systems are tailored to eCommerce, designing a fantastic recruitment project can be challenging. This post walks through factors to consider and recommendations when utilizing Facebook ads for recruitment marketing.

Establish Facebook Business Manager and advertisement account

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

Business Manager permits you to add multiple individuals to the account to assist run projects, but be aware that people will need a personal Facebook account to be able to be included.

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

You’ll also require to verify your website domain with Facebook, which is needed to determine and track projects.

Choosing a project type

To develop a marketing project, head to the “Ads Manager” section through the top left navigation of your Business Manager Dashboard.

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

Brand employment Awareness

Just as people are more likely to buy products from a brand name they understand, individuals are most likely to request a job at a company they have actually heard of. Brand Awareness campaigns are optimized to be seen by a wide pool of people that are likely to be interested in your company.

These advertisements will not directly drive traffic to your website, however they get prospects acquainted with your company and ready to click when the perfect position occurs.

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

This audience is narrower than in a Brand Awareness project, however still consists of individuals interested however not prepared to look for a job.

These ads can focus on employment opportunities to get people to explore more about the jobs and the company (terrific for employment high-volume recruiting). Or feature content that will drive individuals to your site, like market hot subjects or tips.

Conversion

Conversion projects are what people tend to think of when they consider marketing. These projects track and enhance towards somebody carrying out an action on your website, such as submitting an application.

For a Conversion project to be successful, you first require to construct up a solid audience of prospective prospects that are familiar with your business. Without that, it’s kind of like going through a crowd and asking strangers to marry you.

Let your audience get to understand you with Awareness and first, and move more budget to Conversion projects gradually.

Great advertisements and brand employment name awareness makes individuals click, however conversion takes place on a landing page. So you require to make certain that your task pages load quickly, are simple to read on mobile phones, and clearly specify the information job candidates appreciate the majority of.

Be aware that Facebook conversion advertisements 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 need to prioritize 8 conversion actions per web domain.

If job listings are on the main business site, you’ll likely require to align with the marketing team on the priority list.

Facebook encourages services 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 plan optimization

There are a number of different options when it concerns spending for advertisements. First, you can pick to pay based on clicks or impressions of your advertisements. Next, you choose how you want Facebook to place your ads:

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

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

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

Brand Awareness: Run as ongoing campaigns, payment on impressions, employment and either day-to-day or lifetime budgeting.

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

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

Select an audience

Targeting task titles and market is normally where you start with recruitment marketing, employment however you can reach a great deal of hidden prospective with non-traditional audience characteristics. For some motivation, we recently discussed 5 creative methods to utilize targeting in recruitment advertisements.

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

Ad placement

After checking numerous of the advertisement placement alternatives 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 have actually discovered that Facebook stories are rarely utilized. Therefore, we would not suggest utilizing them. We have actually found that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and conversations.

If you are wanting to produce more awareness, we would advise Instagram. Not a great deal of advertisers hang around on developing a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the ad

Putting together a terrific ad can be tricky. If you’re not sure where to begin, have a look at our guide on how to turn job descriptions into excellent social advertisements in 15 minutes.

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

For example, in a campaign about an employment opportunity, one advertisement version could focus on the income and advantages, another on the business culture, and a 3rd on the task functionality.

Put recruitment marketing on autopilot with Wonderkind

If you require to ramp up recruitment quickly, by hand developing the properties, audience, and budget plans for each project will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social technique throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses information from years of recruitment projects to build an audience that’s perfect for your market, area, and open positions.

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

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