Setting up Recruitment Ads on Facebook like A Pro

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

Social advertising is a powerful tool for recruitment. However, due to the fact that a lot of marketing systems are customized to eCommerce, designing a fantastic recruitment project can be challenging. This post strolls through factors to consider and suggestions when using Facebook advertisements for recruitment marketing.

Establish Facebook Business Manager and advertisement account

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

Business Manager enables you to add several people to the account to assist run projects, however understand that individuals will need an individual Facebook account to be able to be added.

To buy marketing projects, job you’ll also require a Facebook Ad Account, which you will be triggered to produce when establishing Facebook Business Manager.

You’ll also need to confirm your website domain with Facebook, which is needed to measure and track projects.

Choosing a project type

To develop a marketing campaign, head to the “Ads Manager” area via the leading left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as people are most likely to purchase items from a brand they know, people are most likely to look for job a job at a company they’ve heard of. Brand Awareness projects are optimized to be seen by a wide swimming pool of people that are likely to be thinking about your company.

These ads will not directly drive traffic to your website, but they get candidates acquainted with your company and ready to click when the perfect position occurs.

Awareness campaigns can be about almost anything that shines a light on your company. Announcements about development and awards, articles about business efforts and culture, and videos about the organization’s accomplishments and objective can all be become captivating campaigns.

Traffic

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

This audience is narrower than in a Brand Awareness project, however still consists of individuals interested however not ready to make an application for job a task.

These advertisements can concentrate on open positions to get people to check out more about the jobs and the company (fantastic for high-volume recruiting). Or feature content that will drive people to your website, like market hot topics or ideas.

Conversion

Conversion projects are what individuals tend to consider when they consider marketing. These projects track and enhance towards someone carrying out an action on your site, such as submitting an application.

For a Conversion project to be effective, you first require to develop a solid audience of prospective candidates that are familiar with your business. Without that, it’s type of like going through a crowd and asking strangers to marry you.

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

Great advertisements and brand awareness makes people click, however conversion happens on a landing page. So you require to make certain that your job pages load rapidly, are easy to check out on mobile devices, and plainly mention the information task candidates appreciate many.

Be mindful that Facebook conversion advertisements are going through some modifications in reaction 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 focus on 8 conversion actions per web domain.

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

Facebook motivates services to utilize the Facebook Conversion API to link your advertisements with conversion information from other sources, such as your server, content management system (CMS), or customer relationship management (CRM).

Campaign spending plan optimization

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

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

Lifetime Budget: You set the length of a campaign and advertisements will be put so your spending lasts the full campaign. This option also allows you to set time windows such as only at night or on weekends.

For the 3 main kinds of recruitment projects discussed above, a general suggestion is:

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

Traffic (Clicks): Short run times, payment on clicks, life time 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 market is usually where you begin with recruitment marketing, but you can reach a lot of covert possible with non-traditional audience qualities. For some inspiration, we just recently blogged about 5 innovative methods to utilize targeting in recruitment ads.

Facebook likewise provides the choice to target “lookalike audiences.” This is terrific once you’ve had great project results and good hires to verify your existing audience is what a future one need to “appear like.”

Ad positioning

After evaluating much of the advertisement positioning options 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’ve found that Facebook stories are rarely utilized. Therefore, we wouldn’t advise utilizing them. We have actually found that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and conversations.

If you are looking to create more awareness, we would recommend Instagram. Not a great deal of advertisers hang around on developing a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the advertisement

Putting together a terrific ad can be tricky. If you’re not sure where to begin, have a look at our guide on how to turn task descriptions into terrific social ads in 15 minutes.

It can be surprising what combination of copy and images work best for your audience. We suggest A/B testing multiple ad variants in each project.

For job example, in a campaign about an open position, one advertisement version might focus on the wage and benefits, another on the company culture, and a 3rd on the job functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to increase recruitment rapidly, by hand creating the assets, audience, and budgets for each project 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 utilizes data from years of recruitment campaigns to build an audience that’s best for your market, area, and open positions.

Our user friendly platform makes it easy to spin up innovative ads in minutes with project design templates, a library of stock photos, and instantaneous image cropping. Once advertisements are running, keep an eye on performance and invest throughout all social channels in one overarching control panel.

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