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Establishing Recruitment Ads on Facebook like A Pro

Facebook advertising is an essential part of a recruitment marketing strategy due to the fact that it helps get your company in front of a wide pool of prospects. Especially quality prospects who aren't actively using the standard job boards.

Social marketing is a powerful tool for recruitment. However, since the majority of marketing systems are tailored to eCommerce, developing a fantastic recruitment campaign can be tough. This post walks through factors to consider and recommendations when using Facebook ads for recruitment marketing.

Set up 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 terrific guide from Hootsuite walks through how to set up Facebook Business Manager.

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

To acquire marketing projects, you'll likewise need a Facebook Ad Account, which you will be prompted to create when establishing Facebook Business Manager.

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

Choosing a campaign type

To create an ad 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 develop a campaign, you'll be given a list of 11 types of . We have actually found that 3 of these objectives are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are more likely to purchase products from a brand they understand, individuals are most likely to get a task at a business they've heard of. Brand Awareness projects are enhanced to be seen by a wide pool of individuals that are most likely to be thinking about your company.

These ads will not straight drive traffic to your website, but they get candidates knowledgeable about your organization and all set to click when the perfect position comes along.

Awareness campaigns can be about almost anything that shines a light on your business. Announcements about growth and awards, short articles about business efforts and culture, and videos about the organization's achievements and objective can all be turned into appealing 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 ad.

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

These advertisements can focus on employment opportunities to get individuals to explore more about the tasks and the business (fantastic for high-volume recruiting). Or feature material that will drive individuals to your website, like industry hot subjects or pointers.

Conversion

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

For a Conversion project to be successful, you first need to develop up a strong audience of prospective prospects that recognize with your business. Without that, it's sort of like running through a crowd and asking complete strangers to marry you.

Let your audience get to understand you with Awareness and Clicks projects first, and move more budget plan to Conversion campaigns with time.

Great advertisements and brand awareness makes people click, however conversion takes place on a landing page. So you require to make certain that your job pages load rapidly, are simple to keep reading mobile phones, and clearly state the information task candidates care about many.

Understand that Facebook conversion ads are going through some modifications in reaction to Apple's iOS 14 personal privacy updates - [update October 2023: please read 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 business site, you'll likely need to line up with the marketing team on the concern list.

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

Campaign budget optimization

There are a number of various options when it concerns spending for ads. First, you can select to pay based on clicks or impressions of your advertisements. Next, you decide how you want Facebook to put 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 positioned so your costs lasts the complete campaign. This option also permits you to set time windows such as running advertisements just in the night or employment on weekends.

For the 3 main kinds of recruitment projects talked about above, a general recommendation is:

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

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

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

Select an audience

Targeting job titles and market is normally where you begin with recruitment marketing, but you can reach a great deal of concealed potential with unconventional audience traits. For some motivation, we just recently wrote about 5 creative ways to use targeting in recruitment ads.

Facebook also gives the choice to target "lookalike audiences." This is fantastic once you've had great campaign results and great hires to validate your existing audience is what a future one ought to "look like."

Ad placement

After checking a lot of the advertisement placement options available, we have actually found the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, employment Instagram Stories.

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

If you are seeking to create more awareness, we would recommend Instagram. Not a great deal of marketers invest time on creating a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.

Create the ad

Assembling a fantastic ad can be difficult. If you're not sure where to begin, have a look at our guide on how to turn task descriptions into excellent social advertisements in 15 minutes.

It can be surprising what mix of copy and images work best for your audience. We recommend A/B testing numerous advertisement versions in each campaign.

For example, in a campaign about an employment opportunity, one ad variation might concentrate on the salary and perks, another on the business culture, and a 3rd on the job functionality.

Put recruitment marketing on autopilot with Wonderkind

If you require to ramp up recruitment quickly, by hand producing the assets, audience, and budgets for each project will slow you down. Wonderkind helps you accelerate recruitment marketing by automating your social technique across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses information from years of recruitment projects to construct an audience that's ideal for your market, area, and open positions.

Our user friendly platform makes it easy to spin up imaginative ads in minutes with project templates, a library of stock pictures, and instant image cropping. Once advertisements are running, keep track of efficiency 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.