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  • Founded Date June 17, 1977
  • Sectors Office
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Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a key part of a recruitment marketing method since it helps get your business in front of a broad pool of prospects. Especially quality prospects who aren’t actively utilizing the standard job boards.

Social marketing is a powerful tool for recruitment. However, because most marketing systems are customized to eCommerce, creating a fantastic recruitment campaign can be challenging. This article walks through factors to consider and suggestions when utilizing 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 excellent guide from Hootsuite walks through how to set up Facebook Business Manager.

Business Manager permits you to include multiple individuals to the account to assist run projects, but understand that people will require a personal Facebook account to be able to be included.

To acquire advertising projects, you’ll likewise need a Facebook Ad Account, which you will be triggered to create when establishing Facebook Business Manager.

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

Choosing a campaign type

To develop an ad campaign, head to the “Ads Manager” section through the leading left navigation of your Business Manager Dashboard.

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

Brand employment Awareness

Just as individuals are more likely to buy products from a brand name they know, individuals are more most likely to use for a task at a company they have actually heard of. Brand Awareness campaigns are enhanced to be seen by a broad swimming pool of individuals that are likely to be thinking about your company.

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

Awareness projects can be about almost anything that shines a light on your business. Announcements about growth and awards, short articles about company initiatives and culture, and videos about the company’s achievements and mission can all be turned into distinctive projects.

Traffic

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

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

These advertisements can concentrate on open positions to get people to check out more about the jobs and the business (terrific for high-volume recruiting). Or function material that will drive individuals to your site, like market hot topics or ideas.

Conversion

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

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

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

Great advertisements and brand awareness makes individuals click, but conversion takes place on a landing page. So you need to ensure that your job pages load rapidly, are simple to continue reading mobile phones, and plainly state the info job prospects care about most.

Be mindful that Facebook conversion ads are going through some modifications in response to Apple’s iOS 14 personal privacy updates – [upgrade October 2023: please read the following for more on Apple’s iOS 17 privacy updates] Companies will require to prioritize 8 conversion actions per web domain.

If job listings are on the main company website, you’ll likely need to align with the marketing team on the concern list.

Facebook motivates organizations to use the Facebook Conversion API to link your advertisements with conversion data from other sources, employment such as your server, material management system (CMS), or customer relationship management (CRM).

Campaign spending plan optimization

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

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

Budget: You set the length of a campaign and ads will be put so your costs lasts the full campaign. This alternative also allows you to set time windows such as running advertisements just at night or on weekends.

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

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

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

Conversion: Short run time, employment payment on clicks, lifetime spending plan. These will likely be your most costly campaigns.

Select an audience

Targeting job titles and industry is typically where you begin with recruitment marketing, but you can reach a great deal of hidden potential with unconventional audience characteristics. For some inspiration, we recently discussed 5 innovative ways to use targeting in recruitment advertisements.

Facebook likewise gives the option to target “lookalike audiences.” This is excellent once you’ve had great campaign outcomes and good hires to verify your existing audience is what a future one should “look like.”

Ad placement

After testing numerous of the ad positioning alternatives available, we’ve found 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 wouldn’t advise using them. We’ve discovered that the news feed for both Instagram and Facebook have provided our partners with more clicks and discussions.

If you are aiming to create more awareness, we would advise Instagram. Not a great deal of advertisers 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

Creating a great advertisement can be tricky. If you’re unsure where to start, examine out our guide on how to turn job descriptions into great social advertisements in 15 minutes.

It can be unexpected what combination of copy and employment images work best for your audience. We suggest A/B screening numerous ad variations in each project.

For instance, in a project about an open position, one advertisement variation might focus on the wage and benefits, another on the company culture, and a 3rd on the task performance.

Put recruitment marketing on autopilot with Wonderkind

If you require to ramp up recruitment rapidly, by hand creating the possessions, audience, and budgets for each campaign 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 campaigns to build an audience that’s best for your market, location, and employment opportunities.

Our user friendly platform makes it easy to spin up creative advertisements in minutes with project templates, a library of stock photos, and instant image cropping. Once advertisements 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.

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