Setting up Recruitment Ads on Facebook like A Pro

Facebook advertising is a key part of a recruitment marketing strategy since it helps get your company in front of a wide pool of prospects. Especially quality candidates who aren’t actively using the basic task boards.

Social marketing is a powerful tool for recruitment. However, since many advertising systems are tailored to eCommerce, creating an excellent recruitment project can be tough. This short article walks through factors to consider and recommendations when using Facebook ads 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 advertisements on Facebook or Instagram. This excellent guide from Hootsuite walks through how to establish Facebook Business Manager.

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

To purchase ad campaign, you’ll likewise need a Facebook Ad Account, which you will be prompted to create when establishing Facebook Business Manager.

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

Choosing a project type

To produce an ad campaign, head to the “Ads Manager” area via the top 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 project objectives. We have actually found that 3 of these goals are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are most likely to purchase items from a brand name they know, employment people are more most likely to use for a task at a company they’ve heard of. Brand Awareness campaigns are enhanced to be seen by a broad pool of people that are likely to be interested in your business.

These advertisements won’t directly drive traffic to your website, but they get prospects acquainted with your organization and ready to click when the ideal position occurs.

Awareness projects can be about almost anything that shines a light on your company. Announcements about development and awards, articles about company initiatives and culture, and videos about the company’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 ad.

This audience is narrower than in a Brand name Awareness project, however still consists of people interested however not ready to use for a task.

These ads can concentrate on employment opportunities to get people to check out more about the jobs and the business (excellent for high-volume recruiting). Or function content that will drive people to your site, like market hot topics or pointers.

Conversion

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

For a Conversion campaign to be effective, you first need to build up a strong audience of potential candidates that are familiar with your business. Without that, it’s kind of like going through a crowd and asking complete strangers to marry you.

Let your audience learn more about you with Awareness and Clicks projects initially, and move more budget to Conversion campaigns in time.

Great ads and brand awareness makes people click, however conversion happens on a landing page. So you need to ensure that your task pages load rapidly, are simple to read on mobile phones, and clearly state the details job candidates care about many.

Understand that Facebook conversion ads are going through some modifications in reaction 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 task listings are on the main business website, you’ll likely to align with the marketing group on the top priority list.

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

Campaign spending plan optimization

There are a couple of different options when it comes to paying for advertisements. First, you can pick to pay based upon clicks or impressions of your advertisements. Next, you choose 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 project and advertisements will be put so your costs lasts the complete project. This choice also allows you to set time windows such as running ads just in the evening or on weekends.

For the 3 primary types of recruitment projects talked about 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, lifetime budget.

Conversion: Short run time, payment on clicks, life time budget. These will likely be your most expensive campaigns.

Select an audience

Targeting job titles and market is normally where you begin with recruitment marketing, however you can reach a lot of concealed potential with unconventional audience traits. 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 great once you’ve had good project results and great hires to verify your existing audience is what a future one ought to “appear like.”

Ad positioning

After testing a lot 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 have actually discovered that Facebook stories are seldom utilized. Therefore, employment we would not advise using them. We have actually discovered that the news feed for both Instagram and Facebook have supplied our partners with more clicks and discussions.

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

Create the advertisement

Putting together a terrific ad can be tricky. If you’re unsure where to begin, take a look at our guide on how to turn job descriptions into great social ads in 15 minutes.

It can be surprising what mix of copy and images work best for your audience. We recommend A/B testing numerous advertisement variants in each campaign.

For example, in a campaign about an employment opportunity, one advertisement variation could concentrate on the income and benefits, another on the company culture, and a 3rd on the task functionality.

Put recruitment marketing on autopilot with Wonderkind

If you need to ramp up recruitment rapidly, manually creating the assets, audience, and budget plans for each project will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social technique throughout Facebook, Instagram, Google, and LinkedIn.

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

Our user friendly platform makes it easy to spin up creative advertisements in minutes with project templates, employment a library of stock pictures, and instantaneous image cropping. Once ads are running, monitor performance and invest throughout all social channels in one overarching dashboard.

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