Establishing Recruitment Ads on Facebook like A Pro

Facebook marketing is a crucial part of a recruitment marketing technique due to the fact that it helps get your company in front of a large pool of candidates. Especially quality candidates who aren’t actively utilizing the basic job boards.

Social advertising is a powerful tool for recruitment. However, due to the fact that many marketing systems are customized to eCommerce, creating a fantastic recruitment project can be difficult. This short article walks through considerations and job recommendations when using Facebook advertisements for recruitment marketing.

Establish 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 excellent guide from Hootsuite strolls through how to establish Facebook Business Manager.

Business Manager permits you to include multiple people to the account to help run campaigns, but understand that people will require a personal Facebook account to be able to be included.

To acquire advertising projects, you’ll likewise require a Facebook Ad Account, which you will be triggered to produce when setting up Facebook Business Manager.

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

Choosing a campaign type

To create an advertising campaign, head to the « Ads Manager » area via the top left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as individuals are most likely to purchase products from a brand they understand, people are more likely to request a job at a company they’ve become aware of. Brand Awareness projects are optimized to be seen by a broad swimming pool of people that are most likely to be thinking about your company.

These advertisements won’t directly drive traffic to your site, but they get candidates knowledgeable about your organization and ready to click when the ideal position comes along.

Awareness campaigns can be about nearly anything that shines a light on your company. Announcements about growth and job awards, posts about company efforts and culture, and videos about the organization’s achievements and mission can all be become 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 advertisement.

This audience is narrower than in a Brand name Awareness campaign, however still includes individuals interested however not ready to obtain a job.

These advertisements can focus on employment opportunities to get people to check out more about the jobs and the business (terrific for high-volume recruiting). Or function material that will drive individuals to your website, like industry hot subjects or pointers.

Conversion

Conversion projects are what individuals tend to consider when they think about advertising. 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 effective, you first require to develop a solid audience of prospective prospects that recognize with your business. Without that, it’s sort of like running through a crowd and asking strangers to wed you.

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

Great ads and brand job name awareness makes individuals click, however conversion occurs on a landing page. So you require to make sure that your task pages load quickly, are simple to continue reading mobile phones, and clearly specify the info job candidates care about the majority of.

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

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

Facebook encourages services to utilize the Facebook Conversion API to link your advertisements with conversion data from other sources, such as your server, content management system (CMS), or client relationship management (CRM).

Campaign spending plan optimization

There are a number of different options when it pertains to spending for ads. First, you can select to pay based upon clicks or impressions of your advertisements. Next, you choose how you desire Facebook to position your ads:

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

Lifetime Budget: You set the length of a project and ads will be placed so your spending lasts the complete campaign. This alternative also enables you to set time windows such as running ads just at night or on weekends.

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

Brand Awareness: Run as ongoing 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 costly campaigns.

Select an audience

Targeting task titles and market is generally where you begin with recruitment marketing, but you can reach a great deal of concealed potential with unconventional audience traits. For some motivation, we recently discussed 5 innovative ways to utilize targeting in recruitment advertisements.

Facebook also offers the choice to target « lookalike audiences. » This is terrific once you’ve had good campaign outcomes and excellent hires to validate your existing audience is what a future one need to « appear like. »

Ad positioning

After evaluating numerous of the advertisement placement choices readily available, we have actually found the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

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

If you are looking to produce more awareness, we would recommend Instagram. Not a lot of advertisers hang out on creating a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the advertisement

Assembling a fantastic advertisement can be difficult. If you’re not sure where to start, take a look at our guide on how to turn task descriptions into great social ads in 15 minutes.

It can be surprising what combination of copy and images work best for your audience. We advise A/B testing several advertisement variations in each campaign.

For job example, in a campaign about an open position, one version might focus on the wage and advantages, another on the business culture, and a 3rd on the job performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to ramp up recruitment rapidly, manually developing the properties, audience, and budgets for each project will slow you down. Wonderkind helps 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 construct an audience that’s best for your market, location, and employment opportunities.

Our user friendly platform makes it basic to spin up innovative ads in minutes with project templates, a library of stock photos, and instant image cropping. Once advertisements are running, track performance and spend throughout all social channels in one overarching dashboard.

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