Setting up Recruitment Ads on Facebook like A Pro

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

Social marketing is an effective tool for recruitment. However, because most marketing systems are tailored to eCommerce, designing a terrific recruitment campaign can be challenging. This post strolls through factors to consider and referall.us recommendations when using Facebook advertisements for 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 fantastic guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager enables you to include numerous people to the account to help run projects, however know that individuals will need an individual Facebook account to be able to be included.

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

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

Choosing a campaign type

To develop an ad campaign, head to the “Ads Manager” section via 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 project goals. We’ve found that 3 of these objectives are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are more likely to purchase items from a brand they understand, individuals are more likely to request a task at a company they have actually heard of. Brand Awareness campaigns are enhanced to be seen by a large pool of people that are most likely to be interested in your business.

These advertisements will not directly drive traffic to your site, but they get candidates familiar with your company and prepared to click when the perfect position occurs.

Awareness projects can be about nearly anything that shines a light on your company. Announcements about development and awards, posts about business efforts and culture, and videos about the company’s achievements and objective can all be developed into eye-catching campaigns.

Traffic

In the Wonderkind platform, this is referred to as a “Clicks” project. 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 project, however still consists of individuals interested but not all set to look for a task.

These ads can concentrate on open positions to get people to check out more about the jobs and the company (great for high-volume recruiting). Or feature content that will drive people to your website, like industry hot subjects or suggestions.

Conversion

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

For a Conversion project to be effective, you initially need to construct up a strong audience of potential candidates that are familiar with your business. Without that, it’s type of like running through a crowd and asking complete strangers to marry you.

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

Great advertisements and brand name awareness makes people click, but conversion happens on a landing page. So you require to make certain that your task pages load quickly, are simple to continue reading mobile devices, and clearly state the info task candidates care about the majority of.

Know that Facebook conversion ads 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 personal privacy updates] Companies will need to prioritize 8 conversion actions per web domain.

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

Facebook encourages services to utilize the Facebook Conversion API to link your ads with conversion data from other sources, such as your server, material management system (CMS), or client relationship management (CRM).

Campaign budget plan optimization

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

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

Lifetime Budget: You set the length of a project and advertisements will be placed so your spending lasts the full campaign. This option also enables you to set time windows such as running advertisements only 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 day-to-day or life time budgeting.

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

Conversion: Short run time, payment on clicks, lifetime budget. These will likely be your most costly projects.

Select an audience

Targeting job titles and market is typically where you start with recruitment marketing, however you can reach a lot of concealed prospective with unconventional audience characteristics. For some motivation, we just recently blogged about 5 innovative ways to use targeting in recruitment advertisements.

Facebook also offers the option to target “lookalike audiences.” This is great once you have actually had good project outcomes and excellent hires to confirm your existing audience is what a future one ought to “appear like.”

Ad positioning

After testing numerous of the ad placement choices 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 used. Therefore, we wouldn’t advise using them. We’ve discovered that the news feed for both Instagram and Facebook have offered our partners with more clicks and conversations.

If you are seeking to develop more awareness, we would advise Instagram. Not a great deal of marketers hang around on producing an excellent Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.

Create the advertisement

Creating a great ad can be challenging. If you’re not exactly sure where to start, take a look at our guide on how to turn task descriptions into fantastic social ads in 15 minutes.

It can be unexpected what combination of copy and images work best for your audience. We advise A/B screening several ad variations in each campaign.

For example, in a project about an employment opportunity, one ad variation could focus on the salary and advantages, another on the business culture, and a third on the task functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to ramp up recruitment rapidly, by hand producing the assets, audience, and spending plans for each project will slow you down. Wonderkind helps you accelerate recruitment marketing by automating your social strategy across Facebook, Instagram, Google, and LinkedIn.

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

Our user friendly platform makes it basic to spin up imaginative advertisements in minutes with campaign design templates, a library of stock images, and instant image cropping. Once advertisements are running, keep track of performance and invest throughout all social channels in one overarching control panel.

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