Establishing Recruitment Ads on Facebook like A Pro
Facebook marketing is a crucial part of a recruitment marketing technique because it assists get your company in front of a large swimming pool of prospects. Especially quality prospects who aren’t actively using the standard job boards.
Social marketing is an effective tool for recruitment. However, since most marketing systems are tailored to eCommerce, developing an excellent recruitment project can be difficult. This article strolls through considerations and recommendations when utilizing 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 advertisements on Facebook or Instagram. This fantastic guide from Hootsuite walks through how to establish Facebook Business Manager.
Business Manager permits you to add multiple individuals to the account to help run campaigns, however be mindful that people will require an individual Facebook account to be able to be added.
To buy marketing campaign, you’ll also need a Facebook Ad Account, which you will be prompted to develop when setting up Facebook Business Manager.
You’ll also need to validate your website domain with Facebook, which is needed to measure and track projects.
Choosing a campaign type
To develop an ad campaign, head to the «Ads Manager» section by means of the leading left navigation of your Business Manager Dashboard.
When you click the green button to create a project, you’ll be provided a list of 11 types of project goals. We have actually discovered that 3 of these objectives are most useful for recruitment marketing: Brand job Awareness, Traffic, and Conversion.
Brand Awareness
Just as individuals are more likely to buy items from a brand job they understand, people are more likely to look for a job at a company they have actually become aware of. Brand Awareness projects are optimized to be seen by a wide pool of people that are most likely to be thinking about your company.
These advertisements won’t straight drive traffic to your website, however they get prospects knowledgeable about your service and all set to click when the perfect position comes along.
Awareness campaigns can be about nearly anything that shines a light on your business. Announcements about development and awards, articles about company initiatives and culture, and videos about the company’s accomplishments and objective can all be become appealing projects.
Traffic
In the Wonderkind platform, this is referred to as a «Clicks» campaign. These advertisements are targeted to reach an audience that is likely to click on the link in your ad.
This audience is narrower than in a Brand name project, but still consists of individuals interested however not prepared to obtain a job.
These advertisements can focus on open positions to get individuals to check out more about the tasks and the business (fantastic for high-volume recruiting). Or function material that will drive individuals to your site, like industry hot subjects or tips.
Conversion
Conversion campaigns are what individuals tend to consider when they consider advertising. These campaigns track and optimize towards someone carrying out 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 potential candidates that are familiar with your business. Without that, it’s kind of like running through a crowd and asking strangers to wed you.
Let your audience learn more about you with Awareness and Clicks projects first, and move more budget to Conversion campaigns over time.
Great ads and brand name awareness makes people click, however conversion takes place on a landing page. So you need to make sure that your task pages load quickly, are easy to keep reading mobile phones, and plainly mention the info task prospects appreciate most.
Know that Facebook conversion ads are going through some changes in action 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 need to focus on 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 top priority list.
Facebook motivates companies to utilize the Facebook Conversion API to link your ads with conversion data 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 different choices when it comes to paying for advertisements. First, you can choose to pay based upon clicks or impressions of your advertisements. Next, you choose how you want Facebook to place 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 project. This choice also allows you to set time windows such as running advertisements just in the night or on weekends.
For the 3 main types of recruitment campaigns talked about above, a basic recommendation is:
Brand Awareness: Run as continuous projects, payment on impressions, and either everyday or lifetime budgeting.
Traffic (Clicks): Short run times, payment on clicks, life time budget.
Conversion: Short run time, payment on clicks, lifetime budget. These will likely be your most costly projects.
Select an audience
Targeting task titles and market is normally where you begin with recruitment marketing, however you can reach a great deal of concealed potential with unconventional audience qualities. For some inspiration, we just recently discussed 5 creative ways to use targeting in recruitment advertisements.
Facebook also offers the choice to target «lookalike audiences.» This is fantastic once you have actually had great campaign outcomes and great hires to confirm your existing audience is what a future one need to «look like.»
Ad placement
After testing a lot of the advertisement positioning choices offered, we have actually discovered the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.
Here at Wonderkind, we’ve discovered that Facebook stories are rarely utilized. Therefore, job we would not suggest using them. We’ve found that the news feed for both Instagram and Facebook have provided our partners with more clicks and conversations.
If you are looking to create more awareness, we would advise Instagram. Not a lot of advertisers invest time on creating a good Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand out.
Create the advertisement
Putting together an excellent advertisement can be challenging. If you’re uncertain where to start, check out our guide on how to turn task descriptions into fantastic social advertisements in 15 minutes.
It can be surprising what mix of copy and images work best for your audience. We advise A/B testing numerous ad versions in each campaign.
For example, in a project about an employment opportunity, one ad variation could concentrate on the income and perks, another on the business culture, and a 3rd on the task functionality.
Put recruitment marketing on autopilot with Wonderkind
If you require to ramp up recruitment quickly, manually producing the possessions, audience, and budget plans for each campaign will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social method across Facebook, Instagram, Google, and LinkedIn.
Our Talent Attraction Technology utilizes information from years of recruitment campaigns to build an audience that’s perfect for your market, job location, and employment opportunities.
Our easy-to-use platform makes it basic to spin up creative ads in minutes with project design templates, a library of stock photos, and immediate image cropping. Once advertisements are running, keep an eye on performance and spend 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.
