Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a crucial part of a recruitment marketing technique because it helps get your business in front of a wide swimming pool of prospects. Especially quality prospects who aren’t actively utilizing the standard job boards.

Social advertising is an effective tool for recruitment. However, since many advertising systems are tailored to eCommerce, developing a fantastic recruitment project can be tough. This short article strolls through considerations and recommendations when using Facebook advertisements for recruitment marketing.

Establish Facebook Business Manager and advertisement account

You’ll require a Facebook Business Page and Facebook Business Manager account to run any advertisements on Facebook or Instagram. This great guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager allows you to include multiple people to the account to help run projects, however know that individuals will need a personal Facebook account to be able to be included.

To purchase marketing projects, you’ll also need a Facebook Ad Account, which you will be prompted to develop when setting up Facebook Business Manager.

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

Choosing a project type

To develop an advertising project, head to the “Ads Manager” area via the top left navigation of your Business Manager Dashboard.

When you click the green button to develop a project, you’ll be provided a list of 11 kinds of project goals. We’ve found that 3 of these goals are most useful 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, people are more likely to apply for a task at a business they’ve heard of. Brand Awareness campaigns are enhanced to be seen by a broad swimming pool of people that are likely to be interested in your business.

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

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

Traffic

In the Wonderkind platform, this is referred to as a “Clicks” campaign. These ads 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 name Awareness campaign, however still consists of individuals interested however not all set to obtain a task.

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

Conversion

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

For a Conversion campaign to be successful, you initially need to develop a strong audience of potential candidates that are familiar with your business. Without that, it’s type of like running through a crowd and asking complete strangers to marry you.

Let your audience get to know you with Awareness and Clicks projects first, and move more spending plan to Conversion projects in time.

Great advertisements and brand awareness makes individuals click, but conversion occurs on a landing page. So you need to ensure that your job pages load quickly, are simple to keep reading mobile devices, and clearly mention the info job candidates care about most.

Know that Facebook conversion advertisements are going through some modifications in response 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 need to prioritize 8 conversion actions per web domain.

If job listings are on the primary company site, you’ll likely need to line up with the marketing team on the concern list.

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

Campaign spending plan optimization

There are a number of various options when it concerns spending for advertisements. First, you can pick to pay based upon clicks or impressions of your advertisements. Next, you decide how you want Facebook to position 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 advertisements will be positioned so your costs lasts the full project. This choice also permits you to set time windows such as running ads only at night or on weekends.

For the 3 main types of recruitment projects gone over above, a general 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, life time budget plan.

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 market is typically where you start with recruitment marketing, but you can reach a great deal of covert possible with non-traditional audience qualities. For some motivation, we just recently discussed 5 innovative methods to utilize targeting in recruitment advertisements.

Facebook also provides the choice to target “lookalike audiences.” This is great once you have actually had good campaign results and good hires to validate your existing audience is what a future one should “appear like.”

Ad positioning

After checking many of the advertisement placement choices offered, we have actually found the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve discovered that Facebook stories are rarely utilized. Therefore, we would not suggest utilizing them. We have actually discovered that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and discussions.

If you are aiming to produce more awareness, we would recommend Instagram. Not a lot of marketers hang around on developing an excellent Instagram Story. So, if you make a strong recruitment ad on Instagram story, referall.us you will stick out.

Create the advertisement

Putting together a fantastic advertisement can be tricky. If you’re not exactly sure where to begin, inspect out our guide on how to turn job descriptions into fantastic social ads in 15 minutes.

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

For example, in a project about an employment opportunity, one advertisement version could concentrate on the income and benefits, another on the company culture, and a third on the task performance.

Put recruitment marketing on autopilot with Wonderkind

If you need to increase recruitment rapidly, manually developing the possessions, audience, and budget 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 uses information from years of recruitment projects to build an audience that’s ideal for your market, area, and open positions.

Our easy-to-use platform makes it easy to spin up imaginative advertisements in minutes with campaign design templates, a library of stock images, and instantaneous 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 talent sourcing? Take a look at how Wonderkind works or see it in action.