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  • Founded Date April 20, 1981
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Establishing Recruitment Ads on Facebook like A Pro

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

Social advertising is a powerful tool for recruitment. However, since many marketing systems are customized to eCommerce, designing an excellent recruitment project can be difficult. This article walks through considerations and suggestions when utilizing Facebook ads for recruitment marketing.

Establish Facebook Business Manager and ad account

You’ll need 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 set up Facebook Business Manager.

Business Manager enables you to include numerous people to the account to assist run projects, however understand that individuals will require an individual Facebook account to be able to be added.

To purchase marketing projects, you’ll also require a Facebook Ad Account, which you will be triggered to develop when setting up Facebook Business Manager.

You’ll likewise require to confirm your website domain with Facebook, which is needed to determine and track projects.

Choosing a campaign type

To create an advertising project, head to the “Ads Manager” section through the top 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 kinds of campaign goals. We’ve discovered that 3 of these goals are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are more most likely to purchase items from a brand name they understand, individuals are most likely to look for a task at a business they have actually heard of. Brand Awareness projects are optimized to be seen by a broad swimming pool of individuals that are most likely to be interested in your company.

These advertisements won’t straight drive traffic to your website, but they get candidates acquainted with your service and prepared to click when the ideal position comes along.

Awareness campaigns can be about nearly anything that shines a light on your business. Announcements about growth and awards, short articles about company initiatives and culture, job and job videos about the organization’s achievements and mission can all be developed into captivating campaigns.

Traffic

In the Wonderkind platform, this is referred to as a “Clicks” campaign. These advertisements are targeted to reach an audience that is most likely to click on the link in your ad.

This audience is narrower than in a Brand Awareness project, but still includes individuals interested however not ready to get a job.

These advertisements can focus on open positions to get people to check out more about the jobs and the business (excellent for high-volume recruiting). Or function material that will drive people to your website, like industry hot subjects or pointers.

Conversion

Conversion campaigns are what individuals tend to think about when they consider marketing. These campaigns track and enhance towards somebody performing an action on your site, such as sending an application.

For a Conversion project to be successful, you initially require to develop up a solid audience of potential prospects that are familiar with your company. Without that, it’s type of like running through a crowd and asking complete strangers to marry you.

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

Great advertisements and brand awareness makes people click, but conversion happens on a landing page. So you require to make sure that your job pages load rapidly, are easy to keep reading mobile gadgets, and clearly mention the information job candidates appreciate a lot of.

Be aware that Facebook conversion advertisements are going through some modifications in action to Apple’s iOS 14 personal privacy updates – [upgrade October 2023: please read the following for more on Apple’s iOS 17 personal privacy updates] Companies will require to prioritize 8 conversion actions per web domain.

If job listings are on the primary company site, you’ll likely require to line up with the marketing team on the concern list.

Facebook motivates businesses to utilize the Facebook Conversion API to your ads with conversion data from other sources, such as your server, content management system (CMS), or consumer relationship management (CRM).

Campaign budget optimization

There are a couple of different options when it pertains to spending for advertisements. First, you can select to pay based on clicks or impressions of your advertisements. Next, you choose how you want Facebook to position 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 put so your spending lasts the complete campaign. This option also enables you to set time windows such as running ads just in the night or on weekends.

For job the 3 primary types of recruitment campaigns gone over above, a general recommendation is:

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

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

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

Select an audience

Targeting task titles and market is generally where you start with recruitment marketing, but you can reach a great deal of covert possible with non-traditional audience characteristics. For some inspiration, we just recently blogged about 5 innovative ways to use targeting in recruitment ads.

Facebook likewise provides the alternative to target “lookalike audiences.” This is fantastic once you have actually had great project results and excellent hires to confirm your existing audience is what a future one ought to “look like.”

Ad placement

After evaluating many of the advertisement placement options offered, we’ve discovered the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve discovered that Facebook stories are hardly ever used. Therefore, we would not advise utilizing them. We’ve discovered that the news feed for both Instagram and Facebook have supplied our partners with more clicks and conversations.

If you are aiming to create more awareness, we would recommend Instagram. Not a great deal of marketers hang out on developing a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.

Create the ad

Putting together a terrific ad can be tricky. If you’re uncertain where to start, take a look at our guide on how to turn task 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 testing several advertisement variants in each project.

For example, in a campaign about an employment opportunity, one advertisement variation could concentrate on the wage and advantages, another on the company culture, and a third on the job performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to increase recruitment quickly, manually developing the possessions, audience, and budgets for each project will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social method throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes information from years of recruitment campaigns to construct an audience that’s best for your market, area, job and employment opportunities.

Our user friendly platform makes it basic to spin up creative advertisements in minutes with project design templates, a library of stock pictures, and instantaneous image cropping. Once advertisements are running, monitor efficiency and spend throughout 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.