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  • Founded Date November 4, 2017
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Setting up Recruitment Ads on Facebook like A Pro

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

Social marketing is an effective tool for recruitment. However, because a lot of marketing systems are tailored to eCommerce, creating a great recruitment project can be challenging. This article walks through considerations and suggestions when using Facebook ads for recruitment marketing.

Establish Facebook Business Manager and advertisement account

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

Business Manager enables you to add several individuals to the account to help run campaigns, however be conscious that people will require a personal Facebook account to be able to be included.

To acquire advertising projects, you’ll also require a Facebook Ad Account, employment which you will be triggered to develop when establishing Facebook Business Manager.

You’ll also need to verify your website domain with Facebook, employment which is required to measure and track campaigns.

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 campaign goals. We’ve found that 3 of these objectives are most useful for recruitment marketing: employment Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are most likely to buy items from a brand employment name they understand, people are more likely to get a job at a business they’ve heard of. Brand Awareness projects are optimized to be seen by a wide swimming pool of individuals that are likely to be interested in your company.

These ads will not directly drive traffic to your site, but they get prospects knowledgeable about your company and prepared to click when the perfect position comes along.

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

Traffic

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

This audience is narrower than in a Brand name Awareness project, however still consists of individuals interested but not prepared to look for a task.

These advertisements can focus on open positions to get people to explore more about the jobs and the company (great for high-volume recruiting). Or function content that will drive people to your site, like industry hot subjects or tips.

Conversion

Conversion projects are what individuals tend to think of when they consider marketing. These projects track and optimize towards somebody carrying out an action on your site, such as sending an application.

For a Conversion campaign to be effective, you initially need to construct up a solid 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 wed you.

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

Great ads and brand awareness makes people click, but conversion takes place on a landing page. So you need to make certain that your task pages load rapidly, are easy to read on mobile gadgets, and employment plainly state the info task prospects care about the majority of.

Understand that Facebook conversion advertisements are going through some modifications in action to Apple’s iOS 14 privacy updates – [update 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 main company site, you’ll likely require to align with the marketing team on the concern list.

Facebook motivates businesses 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 budget plan optimization

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

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 choice likewise permits you to set time windows such as running ads only in the evening or on weekends.

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

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

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

Conversion: Short run time, payment on clicks, lifetime 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 characteristics. For some inspiration, we recently blogged about 5 imaginative ways to use targeting in recruitment ads.

Facebook also gives the alternative to target “lookalike audiences.” This is terrific once you’ve had excellent campaign outcomes and great hires to validate your existing audience is what a future one must “appear like.”

Ad placement

After evaluating much of the ad placement alternatives readily available, we’ve discovered the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

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

If you are wanting to develop more awareness, we would suggest Instagram. Not a great deal of advertisers spend time on creating an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand apart.

Create the ad

Putting together a fantastic advertisement can be challenging. If you’re uncertain where to start, inspect out our guide on how to turn task descriptions into great social ads in 15 minutes.

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

For instance, in a project about an open position, one ad version might concentrate on the wage and benefits, 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 spending plans for each project will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social method across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses information from years of recruitment campaigns to construct an audience that’s for your industry, area, and employment opportunities.

Our easy-to-use platform makes it simple to spin up imaginative ads in minutes with project templates, a library of stock photos, and instantaneous image cropping. Once ads are running, track performance and invest across all social channels in one overarching dashboard.

Ready to turbo-charge your skill sourcing? Check out how Wonderkind works or see it in action.

Sell anything you can imagine from event tickets (for your festival, conference, farm fair, concert, museum), music, books, fashion and beyond. We believe in empowering your business to explore all your creative ideas and uncover what truly works best for you.

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