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Setting up Recruitment Ads on Facebook like A Pro
Facebook advertising is a key part of a recruitment marketing technique due to the fact that it helps get your business in front of a wide pool of candidates. Especially quality candidates who aren’t actively using the basic task boards.
Social marketing is a powerful tool for recruitment. However, because most advertising systems are tailored to eCommerce, developing an excellent recruitment project can be challenging. This post walks through considerations and recommendations when utilizing Facebook advertisements 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 great guide from Hootsuite strolls through how to establish Facebook Business Manager.
Business Manager allows you to include several individuals to the account to assist run projects, but be conscious that people will need an individual Facebook account to be able to be included.
To acquire marketing campaign, you’ll likewise need a Facebook Ad Account, which you will be prompted to produce when establishing Facebook Business Manager.
You’ll also require to verify your site domain with Facebook, which is required to determine and track projects.
Choosing a campaign type
To produce 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 produce a campaign, you’ll be offered a list of 11 types of campaign 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 products from a brand name they know, individuals are more likely to look for a task at a company they’ve become aware of. Brand Awareness projects are optimized to be seen by a large pool of people that are most likely to be interested in your company.
These ads will not straight drive traffic to your website, but they get prospects knowledgeable about your organization and all set to click when the perfect position comes along.
Awareness can be about nearly anything that shines a light on your company. Announcements about growth and awards, short articles about business efforts and culture, and videos about the company’s achievements and employment objective can all be become appealing projects.
Traffic
In the Wonderkind platform, this is described as a « Clicks » campaign. These advertisements are targeted to reach an audience that is likely to click the link in your ad.
This audience is narrower than in a Brand name Awareness project, however still includes people interested but not all set to get a job.
These advertisements can concentrate on open positions to get individuals to check out more about the tasks and the business (fantastic for high-volume recruiting). Or function content that will drive individuals to your site, like market hot topics or ideas.
Conversion
Conversion projects are what individuals tend to consider when they consider marketing. These campaigns track and enhance towards someone carrying out an action on your site, such as sending an application.
For a Conversion project to be effective, you first require to develop a solid audience of prospective prospects that are familiar with your business. Without that, employment it’s sort of like going through a crowd and 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 advertisements and brand employment name awareness makes people click, however conversion happens on a landing page. So you need to make sure that your task pages load quickly, are simple to read on mobile phones, and clearly mention the information task candidates appreciate many.
Be mindful that Facebook conversion ads 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 prioritize 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 group on the priority list.
Facebook encourages services to use the Facebook Conversion API to connect your advertisements with conversion information from other sources, such as your server, content management system (CMS), or customer relationship management (CRM).
Campaign budget optimization
There are a couple of different choices when it pertains to paying for advertisements. First, you can pick to pay based upon clicks or impressions of your ads. Next, you decide how you desire Facebook to position your advertisements:
Daily Budget: Ads will be paced so, your costs lasts the full day.
Lifetime Budget: You set the length of a campaign and ads will be put so your costs lasts the full campaign. This choice likewise allows you to set time windows such as running advertisements just at night or on weekends.
For the 3 primary kinds of recruitment projects talked about above, a basic suggestion is:
Brand Awareness: Run as ongoing campaigns, payment on impressions, employment and either daily or lifetime budgeting.
Traffic (Clicks): Short run times, payment on clicks, life time budget plan.
Conversion: Short run time, payment on clicks, lifetime budget plan. These will likely be your most expensive projects.
Select an audience
Targeting job titles and industry is generally where you start with recruitment marketing, but you can reach a great deal of covert prospective with non-traditional audience characteristics. For some motivation, we just recently blogged about 5 creative ways to use targeting in recruitment ads.
Facebook also offers the alternative to target « lookalike audiences. » This is excellent once you’ve had good project outcomes and good hires to confirm your existing audience is what a future one ought to « appear like. »
Ad placement
After evaluating a number of the ad positioning choices offered, we have actually 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 seldom utilized. Therefore, we would not advise using them. We’ve found that the news feed for employment both Instagram and Facebook have provided our partners with more clicks and employment conversations.
If you are looking to create more awareness, we would recommend Instagram. Not a lot of marketers hang around on producing a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.
Create the advertisement
Assembling a terrific ad can be difficult. If you’re not sure where to begin, check out 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 several advertisement versions in each project.
For example, in a project about an employment opportunity, one ad variation could focus on the income and perks, another on the business culture, and a 3rd on the job performance.
Put recruitment marketing on autopilot with Wonderkind
If you need to increase recruitment rapidly, manually developing the possessions, audience, and budget plans for each campaign 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 projects to build an audience that’s best for your industry, area, and employment opportunities.
Our easy-to-use platform makes it simple to spin up innovative ads in minutes with project design templates, a library of stock pictures, and instantaneous image cropping. Once ads are running, monitor performance and invest across all social channels in one overarching control panel.
Ready to turbo-charge your talent sourcing? Have a look at how Wonderkind works or see it in action.