Setting up Recruitment Ads on Facebook like A Pro

Facebook advertising is a key part of a recruitment marketing strategy because it assists get your company in front of a broad swimming pool of candidates. Especially quality prospects who aren’t actively utilizing the standard job boards.

Social marketing is a powerful tool for recruitment. However, due to the fact that a lot of advertising systems are customized to eCommerce, creating an excellent recruitment project can be tough. This post walks through considerations and recommendations when utilizing Facebook advertisements for recruitment marketing.

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

Business Manager permits you to add numerous people to the account to assist run projects, job but be mindful that people will require a personal Facebook account to be able to be added.

To acquire ad campaign, you’ll also need a Facebook Ad Account, job which you will be prompted to create when setting up Facebook Business Manager.

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

Choosing a campaign type

To produce a marketing campaign, head to the „Ads Manager” section through 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 objectives. We have actually discovered that 3 of these goals are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are most likely to purchase products from a brand name they understand, people are most likely to apply for a job at a business they’ve heard of. Brand Awareness campaigns are enhanced to be seen by a wide swimming pool of individuals that are likely to be interested in your business.

These advertisements won’t straight drive traffic to your website, however they get candidates familiar with your organization and prepared to click when the ideal position occurs.

Awareness projects can be about almost anything that shines a light on your business. Announcements about growth and awards, posts about company initiatives and culture, and videos about the company’s accomplishments and mission can all be turned into captivating campaigns.

Traffic

In the Wonderkind platform, job this is referred to as a „Clicks” campaign. 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 name Awareness campaign, but still consists of people interested however not prepared to look for a task.

These ads can focus on employment opportunities to get individuals to explore more about the tasks and the company (great for high-volume recruiting). Or feature content that will drive people to your site, like industry hot subjects or ideas.

Conversion

Conversion campaigns are what people tend to believe of when they believe about advertising. These projects track and enhance towards somebody performing an action on your site, such as submitting an application.

For a Conversion campaign to be effective, you initially require to develop a strong audience of possible candidates that are familiar with your company. Without that, it’s kind of like going through a crowd and asking complete strangers to wed you.

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

Great advertisements and brand awareness makes people click, but conversion takes place on a landing page. So you require to make certain that your job pages load quickly, job are simple to keep reading mobile phones, and clearly specify the information task candidates appreciate a lot of.

Be aware that Facebook conversion advertisements are going through some changes in action to Apple’s iOS 14 personal privacy updates – [upgrade October 2023: please check out 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 business site, you’ll likely need to line up with the marketing group on the top priority list.

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

Campaign budget optimization

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

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

Lifetime Budget: You set the length of a project and ads will be put so your spending lasts the complete project. This alternative also allows you to set time windows such as running advertisements only at night or job on weekends.

For the 3 primary kinds of recruitment projects gone over above, a general recommendation is:

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

Traffic (Clicks): Short run times, payment on clicks, lifetime budget 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 market is usually where you start with recruitment marketing, however you can reach a lot of concealed prospective with unconventional audience traits. For some inspiration, we recently discussed 5 creative methods to utilize targeting in recruitment ads.

Facebook also gives the alternative to target „lookalike audiences.” This is excellent once you’ve had great campaign outcomes and excellent hires to confirm your existing audience is what a future one need to „look like.”

Ad placement

After testing a lot of the advertisement positioning alternatives available, we’ve found 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 hardly ever used. Therefore, we wouldn’t suggest utilizing them. We’ve discovered that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and conversations.

If you are aiming to develop more awareness, we would advise Instagram. Not a lot of advertisers hang around on developing an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the ad

Creating an excellent ad can be tricky. If you’re not sure where to start, take a look at our guide on how to turn job descriptions into terrific social ads in 15 minutes.

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

For example, in a campaign about an open position, one ad variation could concentrate on the income and advantages, another on the company culture, and a 3rd on the job functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to ramp up recruitment rapidly, manually creating the properties, audience, and spending plans for each campaign will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social technique across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses data from years of recruitment campaigns to develop an audience that’s ideal for your market, location, and open positions.

Our user friendly platform makes it easy to spin up imaginative ads in minutes with project templates, a library of stock photos, and immediate image cropping. Once ads are running, keep track of performance and invest throughout all social channels in one .

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