Establishing Recruitment Ads on Facebook like A Pro

Facebook marketing is a key part of a recruitment marketing method because it helps get your business in front of a broad pool of candidates. Especially quality prospects who aren’t actively utilizing the basic task boards.

Social advertising is an effective tool for recruitment. However, because a lot of advertising systems are customized to eCommerce, developing a great recruitment project can be difficult. This article walks through considerations 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 fantastic guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager allows you to add multiple people to the account to help run campaigns, but know that people will need a personal Facebook account to be able to be added.

To purchase advertising campaigns, you’ll likewise require a Facebook Ad Account, which you will be triggered to create when setting up Facebook Business Manager.

You’ll likewise require to confirm your website domain with Facebook, which is needed to measure and track projects.

Choosing a project type

To develop an ad campaign, head to the “Ads Manager” section via the top 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 project goals. We have actually found that 3 of these goals are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are most likely to buy items from a brand they understand, people are more most likely to obtain a task at a company they have actually heard of. Brand Awareness projects are enhanced to be seen by a large swimming pool of individuals that are most likely to be thinking about your company.

These advertisements will not directly drive traffic to your site, but they get prospects familiar with your business and prepared to click when the best position occurs.

Awareness projects can be about nearly anything that shines a light on your company. Announcements about development and awards, articles about business efforts and culture, and videos about the organization’s achievements and objective can all be developed into captivating projects.

Traffic

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

This audience is narrower than in a Brand Awareness campaign, however still includes individuals interested however not prepared to make an application for a job.

These advertisements can concentrate on open positions to get people to explore more about the jobs and the company (terrific for high-volume recruiting). Or feature content that will drive individuals to your site, like market hot subjects or pointers.

Conversion

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

For a Conversion campaign to be effective, you initially need to construct up a solid audience of possible prospects that are familiar with your company. Without that, it’s sort of like going through a crowd and asking complete strangers to wed you.

Let your audience learn more about you with Awareness and Clicks campaigns initially, and move more budget plan to Conversion projects over time.

Great advertisements and brand name awareness makes individuals click, but conversion takes place on a landing page. So you require to ensure that your task pages load rapidly, are easy to keep reading mobile phones, and clearly mention the information job prospects appreciate most.

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

If job listings are on the primary site, you’ll likely require to align with the marketing group on the top priority list.

Facebook motivates businesses 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 plan optimization

There are a number of various choices when it comes to paying for ads. First, you can choose to pay based upon clicks or impressions of your ads. Next, you decide how you desire Facebook to put 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 ads will be put so your spending lasts the full campaign. This alternative likewise permits you to set time windows such as running advertisements only in the evening or on weekends.

For the 3 main kinds of recruitment projects discussed above, a basic suggestion is:

Brand Awareness: Run as continuous projects, payment on impressions, 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, life time budget plan. These will likely be your most expensive projects.

Select an audience

Targeting task titles and market is normally where you start with recruitment marketing, but you can reach a great deal of surprise possible with non-traditional audience characteristics. For some inspiration, we recently discussed 5 innovative methods to use targeting in recruitment advertisements.

Facebook likewise gives the option to target “lookalike audiences.” This is great once you’ve had excellent project results and excellent hires to confirm your existing audience is what a future one should “look like.”

Ad placement

After evaluating numerous of the advertisement positioning options available, we’ve discovered the most successful ones for recruitment marketing are: Facebook News Feed, referall.us Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we have actually discovered that Facebook stories are seldom utilized. Therefore, we wouldn’t advise using them. We’ve found that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and conversations.

If you are seeking to create more awareness, we would suggest Instagram. Not a lot of advertisers hang around on creating an excellent Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand out.

Create the ad

Putting together a fantastic advertisement can be challenging. If you’re uncertain where to start, take a look at 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 advise A/B screening numerous ad versions in each project.

For example, in a project about an open position, one advertisement variation could concentrate on the salary and benefits, another on the business culture, and a third on the task performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to ramp up recruitment quickly, by hand creating the possessions, audience, and spending plans for each campaign will slow you down. Wonderkind helps you accelerate recruitment marketing by automating your social method across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes information from years of recruitment projects to construct an audience that’s ideal for your industry, location, and employment opportunities.

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 ads are running, keep an eye on efficiency and spend throughout all social channels in one overarching dashboard.

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