Establishing Recruitment Ads on Facebook like A Pro

Facebook advertising is a key part of a recruitment marketing method because it assists get your business in front of a large pool of candidates. Especially quality candidates who aren’t actively utilizing the basic task boards.

Social marketing is a powerful tool for recruitment. However, since many advertising systems are customized to eCommerce, creating an excellent recruitment project can be difficult. This short article strolls through factors to consider and recommendations when utilizing Facebook advertisements for recruitment marketing.

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

Business Manager enables you to include numerous people to the account to assist run campaigns, but be aware that people will require a personal Facebook account to be able to be included.

To buy marketing campaign, you’ll also need a Facebook Ad Account, which you will be prompted to produce when establishing Facebook Business Manager.

You’ll likewise need to confirm your site domain with Facebook, which is needed to measure and track campaigns.

Choosing a project type

To create a marketing campaign, head to the « Ads Manager » area through the top left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as individuals are more likely to purchase products from a brand they know, individuals are more most likely to look for a job at a company they have actually heard of. Brand Awareness projects are optimized to be seen by a large swimming pool of individuals that are likely to be thinking about your business.

These ads won’t straight drive traffic to your site, however they get prospects familiar with your organization and prepared 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 initiatives and culture, and videos about the company’s achievements and objective can all be developed into appealing campaigns.

Traffic

In the Wonderkind platform, this is described as a « Clicks » project. These ads are targeted to reach an audience that is likely to click on the link in your advertisement.

This audience is narrower than in a Brand Awareness campaign, but still consists of people interested but not ready to make an application for a job.

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

Conversion

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

For a Conversion campaign to be successful, you first need to develop a solid audience of potential candidates that recognize with your business. Without that, it’s sort of like going through a crowd and asking strangers to marry you.

Let your audience learn more about you with Awareness and Clicks campaigns initially, and move more spending plan to Conversion projects gradually.

Great advertisements and brand name awareness makes individuals click, however conversion occurs on a landing page. So you require to make certain that your task pages load quickly, are easy to continue reading mobile phones, and clearly specify the details job prospects appreciate the majority of.

Be conscious that Facebook conversion ads are going through some modifications in reaction to Apple’s iOS 14 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 website, you’ll likely need to align with the marketing team on the top priority list.

Facebook motivates organizations to use the Facebook Conversion API to link your ads with conversion information from other sources, such as your server, content management system (CMS), or client relationship management (CRM).

Campaign budget optimization

There are a couple of different choices when it pertains to paying for advertisements. First, you can pick to pay based upon clicks or impressions of your advertisements. Next, you choose how you desire Facebook to place your advertisements:

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

Lifetime Budget: You set the length of a campaign and advertisements will be put so your costs lasts the complete campaign. This choice also permits you to set time windows such as running advertisements just in the evening or on weekends.

For the 3 main types of recruitment projects gone over above, a basic suggestion is:

Brand Awareness: Run as ongoing campaigns, payment on impressions, and either daily or life time 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 costly campaigns.

Select an audience

Targeting task titles and industry is generally where you begin with recruitment marketing, however you can reach a lot of concealed prospective with unconventional audience qualities. For some inspiration, we recently blogged about 5 creative ways to utilize targeting in recruitment ads.

Facebook likewise gives the option to target « lookalike audiences. » This is fantastic once you have actually had excellent project outcomes and excellent hires to validate your existing audience is what a future one ought to « appear like. »

Ad positioning

After testing much of the advertisement placement alternatives readily available, 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 found that Facebook stories are hardly ever used. Therefore, we would not advise using them. We have actually found that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and conversations.

If you are looking to create more awareness, referall.us we would suggest Instagram. Not a great deal of advertisers invest time on developing a good Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stick out.

Create the advertisement

Putting together a great advertisement can be tricky. If you’re uncertain where to start, examine out our guide on how to turn task descriptions into terrific social advertisements in 15 minutes.

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

For instance, in a project about an open position, one advertisement variation could focus on the salary and benefits, another on the business culture, and a third on the task functionality.

Put recruitment marketing on autopilot with Wonderkind

If you need to ramp up recruitment quickly, by hand creating the assets, audience, and spending plans for each campaign will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social strategy throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes information from years of recruitment projects to construct an audience that’s perfect for your industry, place, and open positions.

Our easy-to-use platform makes it basic to spin up imaginative ads in minutes with campaign design templates, a library of stock pictures, and instantaneous image cropping. Once ads are running, keep an eye on performance and spend throughout all social channels in one overarching dashboard.

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