Establishing Recruitment Ads on Facebook like A Pro

Facebook marketing is an essential part of a recruitment marketing technique since it assists get your company in front of a broad swimming pool of prospects. Especially quality prospects who aren’t actively using the basic job boards.

Social advertising is an effective tool for recruitment. However, due to the fact that the majority of advertising systems are tailored to eCommerce, developing a terrific recruitment campaign can be challenging. This article strolls 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 great guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager permits you to include numerous individuals to the account to assist run campaigns, however know that people will require a personal Facebook account to be able to be included.

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 needed to determine and track campaigns.

Choosing a project 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 green button to produce a campaign, you’ll be offered a list of 11 kinds of project objectives. We have actually found that 3 of these objectives are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are most likely to buy products from a brand name they understand, individuals are most likely to look for a task at a company they have actually become aware of. Brand Awareness projects are optimized to be seen by a broad pool of individuals that are most likely to be interested in your business.

These ads won’t straight drive traffic to your website, but they get candidates acquainted with your organization and prepared to click when the perfect position comes along.

Awareness campaigns can be about nearly anything that shines a light on your company. Announcements about growth and awards, articles about company initiatives and culture, and videos about the company’s achievements and mission can all be developed into captivating campaigns.

Traffic

In the Wonderkind platform, employment 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 people interested however not prepared to use for a task.

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

Conversion

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

For a Conversion campaign to be effective, you initially require to construct up a strong audience of potential candidates that are familiar with your company. Without that, it’s type of like running through a crowd and asking strangers to marry you.

Let your audience be familiar with you with Awareness and Clicks projects initially, and move more spending plan to Conversion projects over time.

Great advertisements and brand awareness makes individuals click, but conversion happens on a landing page. So you need to make certain that your job pages load rapidly, are simple to check out on mobile devices, and plainly mention the details task candidates care about a lot of.

Know that Facebook conversion ads are going through some modifications in reaction to Apple’s iOS 14 privacy updates – [upgrade October 2023: please check out 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 main business site, you’ll likely require to line up with the marketing team on the priority list.

Facebook motivates services to utilize the Facebook Conversion API to connect your ads with conversion data from other sources, such as your server, content management system (CMS), or customer relationship management (CRM).

Campaign budget optimization

There are a number of different choices when it concerns paying for . First, you can choose to pay based upon clicks or impressions of your ads. Next, you choose how you desire Facebook to put your ads:

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

Lifetime Budget: You set the length of a campaign and ads will be put so your spending lasts the full campaign. This alternative likewise enables you to set time windows such as running advertisements only at night or on weekends.

For the 3 primary types of recruitment campaigns discussed above, a general recommendation is:

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

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

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

Select an audience

Targeting job titles and industry is normally where you begin with recruitment marketing, but you can reach a lot of concealed potential with non-traditional audience characteristics. For some motivation, we recently blogged about 5 imaginative ways to use targeting in recruitment ads.

Facebook likewise offers the option to target « lookalike audiences. » This is terrific once you have actually had good project results and great hires to confirm your existing audience is what a future one ought to « appear like. »

Ad positioning

After testing a number of the ad placement choices available, we have actually found the most successful ones for employment recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we have actually found that Facebook stories are rarely used. Therefore, we would not suggest utilizing them. We have actually found that the news feed for employment both Instagram and Facebook have supplied our partners with more clicks and discussions.

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

Create the advertisement

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

It can be unexpected what mix of copy and images work best for your audience. We recommend A/B screening numerous ad variants in each campaign.

For instance, in a campaign about an employment opportunity, one ad version might focus on the salary and benefits, another on the business culture, and a third on the job performance.

Put recruitment marketing on autopilot with Wonderkind

If you require to ramp up recruitment quickly, by hand creating the possessions, audience, employment and employment budget plans for each project will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social strategy across Facebook, Instagram, Google, employment and LinkedIn.

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

Our easy-to-use platform makes it simple to spin up imaginative advertisements in minutes with project design templates, a library of stock photos, and instantaneous image cropping. Once advertisements are running, keep track of efficiency and invest 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.