Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a key part of a recruitment marketing method due to the fact that it assists get your company in front of a wide pool of prospects. Especially quality prospects who aren’t actively utilizing the standard task boards.

Social advertising is a powerful tool for recruitment. However, since a lot of advertising systems are tailored to eCommerce, designing a fantastic recruitment campaign can be difficult. This article walks through considerations and recommendations when using Facebook advertisements for recruitment marketing.

Establish Facebook Business Manager and advertisement account

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

Business Manager permits you to include several people to the account to help run campaigns, but know that individuals will need a personal Facebook account to be able to be included.

To buy advertising campaigns, you’ll likewise require a Facebook Ad Account, which you will be prompted to develop when setting up Facebook Business Manager.

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

Choosing a project type

To produce 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 create a project, you’ll be given a list of 11 types of project goals. We have actually found that 3 of these objectives are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are more most likely to buy products from a brand they understand, people are most likely to request a job at a company they’ve heard of. Brand Awareness projects are enhanced to be seen by a wide swimming pool of people that are most likely to be interested in your company.

These ads won’t straight drive traffic to your site, however they get candidates familiar with your service and prepared to click when the perfect position comes along.

Awareness projects can be about nearly anything that shines a light on your company. Announcements about development and awards, short articles about business initiatives and culture, and videos about the company’s accomplishments and mission can all be turned into eye-catching campaigns.

Traffic

In the Wonderkind platform, this is described as a «Clicks» campaign. These ads 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 Awareness project, but still consists of people interested but not all set to obtain a task.

These ads can concentrate on employment opportunities to get people to check out more about the jobs and the company (terrific for high-volume recruiting). Or feature material that will drive individuals to your site, like market hot subjects or pointers.

Conversion

Conversion projects are what people tend to believe of when they consider advertising. These campaigns track and optimize towards someone performing an action on your site, such as sending an application.

For a Conversion campaign to be successful, you initially require to develop a strong audience of potential prospects that recognize with your business. Without that, it’s sort of like going 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 to Conversion campaigns over time.

Great ads and brand awareness makes people click, however conversion takes place on a landing page. So you require to make certain that your job pages load quickly, are simple to read on mobile devices, and plainly mention the details job prospects care about the majority of.

Understand that Facebook conversion advertisements are going through some changes in response to Apple’s iOS 14 privacy updates – [update October 2023: please check out the following for more on Apple’s iOS 17 privacy updates] Companies will require to focus on 8 conversion actions per web domain.

If task listings are on the main business site, you’ll likely require to line up with the marketing group on the priority list.

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

Campaign budget optimization

There are a number of different choices when it pertains to spending for advertisements. First, you can pick to pay based on clicks or impressions of your ads. Next, you choose how you desire Facebook to position your advertisements:

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

Lifetime Budget: You set the length of a campaign and ads will be put so your costs lasts the complete project. This option also enables 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 basic suggestion is:

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

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

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

Select an audience

Targeting task titles and industry is usually where you begin with recruitment marketing, however you can reach a lot of concealed potential with non-traditional audience characteristics. For some motivation, we recently blogged about 5 imaginative ways to use targeting in recruitment advertisements.

Facebook likewise provides the choice to target «lookalike audiences.» This is fantastic once you have actually had great project results and excellent hires to verify your existing audience is what a future one ought to «appear like.»

Ad positioning

After checking a number of the ad placement choices available, we’ve discovered 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 would not suggest using them. We’ve found that the news feed for both Instagram and Facebook have offered our partners with more clicks and discussions.

If you are wanting to create more awareness, we would advise Instagram. Not a great deal of advertisers spend time on developing a great Instagram Story. So, referall.us if you make a strong recruitment ad on Instagram story, you will stick out.

Create the advertisement

Putting together a fantastic advertisement can be tricky. If you’re unsure where to begin, take a look at our guide on how to turn job descriptions into excellent social advertisements in 15 minutes.

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

For instance, in a project about an employment opportunity, one ad version could concentrate on the wage and advantages, another on the company culture, and a 3rd on the task functionality.

Put recruitment marketing on autopilot with Wonderkind

If you require to ramp up rapidly, manually creating the properties, audience, and spending plans for each project will slow you down. Wonderkind assists 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 construct an audience that’s best for your industry, location, and employment opportunities.

Our easy-to-use platform makes it easy to spin up creative ads in minutes with project design templates, a library of stock pictures, and immediate image cropping. Once advertisements are running, track performance and spend throughout all social channels in one overarching dashboard.

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