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  • Founded Date October 23, 1978
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Establishing 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 prospects. Especially quality candidates who aren’t actively using the basic task boards.

Social marketing is a powerful tool for recruitment. However, since the majority of advertising systems are tailored to eCommerce, developing a fantastic recruitment project can be tough. This post strolls through factors to consider and suggestions 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 great guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager permits you to include several people to the account to assist run campaigns, however understand that people will require an individual Facebook account to be able to be added.

To purchase marketing campaigns, you’ll likewise need a Facebook Ad Account, which you will be triggered to develop when establishing Facebook Business Manager.

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

Choosing a campaign type

To create a marketing campaign, head to the “Ads Manager” section via the leading left navigation of your Business Manager Dashboard.

When you click the green button to produce a project, you’ll be offered a list of 11 types of campaign goals. We have actually discovered that 3 of these goals are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are more likely to purchase products from a brand they understand, individuals are most likely to request a task at a business they’ve heard of. Brand Awareness campaigns are optimized to be seen by a broad pool of people that are most likely to be interested in your company.

These ads won’t directly drive traffic to your site, however they get candidates knowledgeable about your organization and ready to click when the best position occurs.

Awareness projects can be about almost anything that shines a light on your business. Announcements about development and awards, short articles about company initiatives and culture, and videos about the company’s achievements and mission can all be developed into appealing campaigns.

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 on the link in your ad.

This audience is narrower than in a Brand name Awareness campaign, however still consists of people interested however not all set to make an application for a job.

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

Conversion

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

For a Conversion campaign to be effective, you first need to develop up a solid audience of that recognize with your company. 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 campaigns first, and move more budget plan to Conversion projects gradually.

Great advertisements and brand name awareness makes people click, however conversion occurs on a landing page. So you require to make sure that your job pages load quickly, are simple to continue reading mobile devices, and clearly specify the details job candidates appreciate many.

Be conscious that Facebook conversion ads are going through some changes 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 require to focus on 8 conversion actions per web domain.

If job listings are on the main company website, you’ll likely require to align with the marketing team on the concern list.

Facebook encourages businesses to utilize the Facebook Conversion API to connect your advertisements with conversion information from other sources, such as your server, content management system (CMS), or client relationship management (CRM).

Campaign budget optimization

There are a couple of different choices when it comes to paying for advertisements. First, you can select to pay based on clicks or referall.us impressions of your advertisements. Next, you choose how you want Facebook to put your ads:

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

Lifetime Budget: You set the length of a project and ads will be placed so your costs lasts the complete project. This choice also enables you to set time windows such as running advertisements just at night or on weekends.

For the 3 main kinds of recruitment campaigns talked about above, a general recommendation is:

Brand Awareness: Run as ongoing projects, payment on impressions, and either day-to-day or life time budgeting.

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

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

Select an audience

Targeting task titles and industry is usually where you begin with recruitment marketing, however you can reach a great deal of covert prospective with unconventional audience traits. For some inspiration, we just recently blogged about 5 innovative methods to utilize targeting in recruitment advertisements.

Facebook likewise provides the choice to target “lookalike audiences.” This is excellent once you have actually had good campaign results and great hires to confirm your existing audience is what a future one must “appear like.”

Ad placement

After checking much of the ad placement options available, we’ve found 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 suggest using them. We have actually found that the news feed for both Instagram and Facebook have supplied our partners with more clicks and conversations.

If you are looking to produce more awareness, we would advise Instagram. Not a lot of advertisers hang around on developing a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand apart.

Create the ad

Putting together a great advertisement can be tricky. If you’re unsure where to begin, examine out our guide on how to turn job descriptions into excellent social ads in 15 minutes.

It can be surprising what mix of copy and images work best for your audience. We advise A/B screening numerous ad versions in each campaign.

For example, in a campaign about an employment opportunity, one advertisement version might focus on the salary and advantages, another on the business culture, and a 3rd on the task functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to ramp up recruitment quickly, manually producing the possessions, audience, and budget plans for each campaign will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social method throughout Facebook, Instagram, Google, and LinkedIn.

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

Our easy-to-use platform makes it easy to spin up imaginative advertisements in minutes with project templates, a library of stock images, and instantaneous image cropping. Once ads are running, keep an eye on efficiency and invest across all social channels in one overarching dashboard.

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