Establishing Recruitment Ads on Facebook like A Pro

Facebook marketing 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 candidates who aren't actively utilizing the basic task boards.

Social marketing is a powerful tool for recruitment. However, due to the fact that many advertising systems are customized to eCommerce, designing a great recruitment campaign can be tough. This post walks through factors to consider and recommendations when using Facebook advertisements for employment recruitment marketing.

Set up Facebook Business Manager and ad account

You'll require a Facebook Business Page and Facebook Business Manager account to run any ads on Facebook or Instagram. This great guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager enables you to include numerous people to the account to help run campaigns, but know that people will require an individual Facebook account to be able to be added.

To acquire ad campaign, you'll likewise require a Facebook Ad Account, which you will be prompted to develop when establishing Facebook Business Manager.

You'll likewise need to validate your website domain with Facebook, which is required to determine and track projects.

a campaign type

To create an advertising 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 campaign, you'll be offered a list of 11 types of project objectives. We've discovered that 3 of these goals are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are most likely to buy items from a brand name they understand, individuals are more most likely to obtain a job at a business they have actually become aware of. Brand Awareness campaigns are enhanced to be seen by a wide swimming pool of individuals that are most likely to be thinking about your company.

These ads will not directly drive traffic to your site, however they get prospects familiar with your organization and prepared to click when the best position comes along.

Awareness projects can be about almost anything that shines a light on your business. Announcements about development and awards, articles about business initiatives and culture, and videos about the company's accomplishments and mission can all be developed into attractive campaigns.

Traffic

In the Wonderkind platform, this is referred to as a "Clicks" campaign. These ads are targeted to reach an audience that is likely to click the link in your advertisement.

This audience is narrower than in a Brand Awareness campaign, but still includes individuals interested however not prepared to get a job.

These ads can concentrate on employment opportunities to get individuals to explore more about the jobs and the business (excellent for high-volume recruiting). Or feature content that will drive people to your site, like market hot subjects or pointers.

Conversion

Conversion campaigns are what individuals tend to think of when they think of advertising. These projects track and optimize towards someone performing an action on your website, such as sending an application.

For a Conversion project to be successful, you initially require to build up a strong audience of prospective candidates that recognize with your company. Without that, it's sort of like running through a crowd and employment asking strangers to wed you.

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

Great ads and brand name awareness makes people click, but conversion occurs on a landing page. So you need to make certain that your task pages load rapidly, are simple to check out on mobile phones, and clearly state the details job candidates appreciate the majority of.

Understand that Facebook conversion advertisements are going through some modifications in action to Apple's iOS 14 personal privacy updates - [update October 2023: please check out the following for more on Apple's iOS 17 personal privacy updates] Companies will need to focus on 8 conversion actions per web domain.

If job listings are on the main business site, you'll likely require to line up with the marketing team on the top priority list.

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

Campaign budget plan optimization

There are a couple of different choices when it pertains to spending for advertisements. First, you can choose to pay based on clicks or impressions of your ads. Next, you decide how you want Facebook to put your advertisements:

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

Lifetime Budget: You set the length of a project and employment advertisements will be put so your spending lasts the full project. This choice likewise allows you to set time windows such as running ads just at night or on weekends.


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

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

Traffic (Clicks): Short run times, payment on clicks, life time budget.

Conversion: Short run time, payment on clicks, lifetime spending plan. These will likely be your most expensive projects.


Select an audience

Targeting job titles and industry is normally where you start with recruitment marketing, however you can reach a great deal of surprise potential with non-traditional audience characteristics. For some motivation, we just recently wrote about 5 innovative ways to use targeting in recruitment ads.

Facebook also offers the alternative to target "lookalike audiences." This is excellent once you have actually had good campaign outcomes and great hires to verify your existing audience is what a future one must "appear like."

Ad placement

After evaluating many of the advertisement placement alternatives available, we have actually discovered the most successful ones for recruitment marketing are: Facebook News Feed, employment Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we've discovered that Facebook stories are seldom used. Therefore, we would not recommend utilizing them. We've discovered that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and discussions.

If you are wanting to create more awareness, we would recommend Instagram. Not a lot of advertisers hang around on creating a good Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.

Create the advertisement

Creating a terrific advertisement can be tricky. If you're not sure where to begin, have a look at our guide on how to turn job descriptions into great social ads in 15 minutes.

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

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

Put recruitment marketing on auto-pilot with Wonderkind

If you need to increase recruitment quickly, manually creating the possessions, audience, and budgets for each project 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 uses data from years of recruitment campaigns to build an audience that's perfect for your industry, location, and employment opportunities.

Our user friendly platform makes it simple to spin up creative ads in minutes with project design templates, a library of stock photos, and instant image cropping. Once advertisements are running, keep track of efficiency and invest across all social channels in one overarching dashboard.

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