Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a key part of a recruitment marketing method because it assists get your company in front of a large swimming pool of candidates. Especially quality candidates who aren’t actively using the standard task boards.

Social marketing is an effective tool for recruitment. However, since many marketing systems are customized to eCommerce, designing an excellent recruitment campaign can be challenging. This article walks through considerations and recommendations when using 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 advertisements on Facebook or Instagram. This terrific guide from Hootsuite walks through how to set up Facebook Business Manager.

Business Manager enables you to add several people to the account to assist run projects, however understand that individuals will need an individual Facebook account to be able to be added.

To purchase ad campaign, you’ll likewise require a Facebook Ad Account, which you will be triggered to develop when setting up Facebook Business Manager.

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

Choosing a campaign type

To develop a marketing campaign, head to the “Ads Manager” section by means of the leading left navigation of your Business Manager Dashboard.

When you click the green button to create a campaign, you’ll be given a list of 11 types of campaign goals. We have actually found 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 purchase items from a brand name they understand, individuals are more most likely to look for a job at a business they have actually become aware of. Brand Awareness projects are optimized to be seen by a wide pool of people that are likely to be thinking about your business.

These ads will not directly drive traffic to your site, however they get prospects familiar with your and all set to click when the best position comes along.

Awareness campaigns can be about almost anything that shines a light on your business. Announcements about growth and awards, articles about company initiatives and culture, and videos about the organization’s achievements and mission can all be turned into distinctive 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 the link in your ad.

This audience is narrower than in a Brand Awareness project, however still includes people interested but not ready to make an application for a job.

These advertisements can concentrate on employment opportunities to get individuals to check out more about the jobs and the company (great for high-volume recruiting). Or function content that will drive people to your site, like industry hot subjects or tips.

Conversion

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

For a Conversion project to be effective, you initially need to develop up a solid audience of prospective candidates that are familiar with your business. Without that, it’s type of like going through a crowd and asking strangers to marry you.

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

Great ads and brand name awareness makes people click, however conversion happens on a landing page. So you require to make certain that your job pages load quickly, are simple to check out on mobile devices, and plainly specify the info job prospects appreciate most.

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 require to prioritize 8 conversion actions per web domain.

If job listings are on the main company website, you’ll likely require to line up with the marketing group on the priority list.

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

Campaign budget optimization

There are a number of different options when it comes to paying for advertisements. First, you can pick to pay based on clicks or impressions of your advertisements. Next, you decide how you desire Facebook to position your advertisements:

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 positioned so your costs lasts the complete project. This alternative also enables you to set time windows such as running advertisements only in the night or on weekends.

For the 3 primary kinds of recruitment campaigns discussed above, a general suggestion is:

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

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

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

Select an audience

Targeting task titles and industry is typically where you begin with recruitment marketing, however you can reach a lot of surprise possible with unconventional audience characteristics. For some inspiration, we just recently composed about 5 creative methods to use targeting in recruitment ads.

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

Ad positioning

After testing numerous of the advertisement positioning options offered, we have actually discovered the most successful 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 used. Therefore, we would not advise utilizing them. We have actually found that the news feed for both Instagram and Facebook have provided our partners with more clicks and conversations.

If you are looking to create more awareness, we would suggest Instagram. Not a great deal of advertisers spend time on creating 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 terrific ad can be challenging. If you’re not exactly sure where to start, take a look at our guide on how to turn task descriptions into great social advertisements in 15 minutes.

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

For example, in a campaign about an employment opportunity, one advertisement version might focus on the income and perks, another on the company culture, and a third on the job performance.

Put recruitment marketing on autopilot with Wonderkind

If you require to increase recruitment rapidly, by hand developing the properties, audience, and spending plans for each project will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social method throughout Facebook, Instagram, Google, and LinkedIn.

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

Our user friendly platform makes it easy to spin up innovative ads in minutes with project templates, a library of stock images, and immediate image cropping. Once advertisements are running, keep track of performance and invest throughout all social channels in one overarching control panel.

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