Setting up Recruitment Ads on Facebook like A Pro
Facebook advertising is a key part of a recruitment marketing technique because it assists get your company in front of a wide swimming pool of prospects. Especially quality candidates who aren’t actively using the standard task boards.
Social marketing is a powerful tool for recruitment. However, since many marketing systems are tailored to eCommerce, developing a fantastic recruitment project can be challenging. This post walks through factors to consider and suggestions when utilizing Facebook ads for recruitment marketing.
Establish Facebook Business Manager and advertisement account
You’ll require a Facebook Business Page and Facebook Business Manager account to run any ads on Facebook or Instagram. This great guide from Hootsuite walks through how to establish Facebook Business Manager.
Business Manager enables you to add several people to the account to assist run campaigns, but understand that people will need an individual Facebook account to be able to be included.
To acquire marketing campaign, you’ll also need a Facebook Ad Account, which you will be triggered 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“ area 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 campaign goals. We’ve discovered that 3 of these objectives 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 understand, individuals are more likely to obtain a job at a business they have actually become aware of. Brand Awareness campaigns are enhanced to be seen by a broad pool of individuals that are most likely to be interested in your company.
These advertisements won’t directly drive traffic to your site, but they get candidates acquainted with your business and ready to click when the ideal position occurs.
Awareness campaigns can be about nearly anything that shines a light on your company. Announcements about development and awards, articles about business efforts and culture, and videos about the company’s achievements and mission can all be become eye-catching campaigns.
Traffic
In the Wonderkind platform, this is referred to as a „Clicks“ campaign. These ads are targeted to reach an audience that is most likely to click on the link in your advertisement.
This audience is narrower than in a Brand Awareness project, but still consists of individuals interested however not ready to make an application for a job.
These ads can focus on employment opportunities to get people to explore more about the jobs and the business (excellent for high-volume recruiting). Or function material that will drive people to your site, like market hot subjects or pointers.
Conversion
Conversion campaigns are what individuals tend to think of when they think of advertising. These projects track and enhance towards someone performing an action on your site, such as sending an application.
For a Conversion project to be effective, you initially need to develop a strong audience of potential prospects that are familiar with your company. Without that, it’s kind of like running through a crowd and asking complete strangers to marry you.
Let your audience be familiar with you with Awareness and Clicks projects initially, and move more spending plan to Conversion campaigns gradually.
Great advertisements and brand name awareness makes people click, but conversion takes place on a landing page. So you need to make sure that your job pages load rapidly, employment are simple to read on mobile devices, and plainly mention the details job candidates appreciate many.
Know that Facebook conversion advertisements are going through some modifications in response to Apple’s iOS 14 personal – [update 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 task listings are on the main business site, you’ll likely need to align with the marketing group on the priority list.
Facebook motivates businesses to utilize the Facebook Conversion API to connect your ads with conversion data from other sources, such as your server, content management system (CMS), or consumer relationship management (CRM).
Campaign spending plan optimization
There are a number of different options when it comes to paying for ads. First, you can pick to pay based on clicks or impressions of your advertisements. Next, you choose how you want Facebook to put your advertisements:
Daily Budget: Ads will be paced so, your spending lasts the complete day.
Lifetime Budget: You set the length of a project and ads will be placed so your spending lasts the complete campaign. This option also permits you to set time windows such as running ads just at night or on weekends.
For the 3 primary types of recruitment campaigns discussed above, a basic recommendation is:
Brand Awareness: employment Run as continuous projects, payment on impressions, and either day-to-day or lifetime budgeting.
Traffic (Clicks): Short run times, payment on clicks, life time spending plan.
Conversion: Short run time, employment payment on clicks, lifetime spending plan. These will likely be your most costly campaigns.
Select an audience
Targeting task titles and industry is typically where you start with recruitment marketing, but you can reach a lot of covert potential with unconventional audience qualities. For some motivation, we just recently blogged about 5 innovative ways to use targeting in recruitment ads.
Facebook likewise provides the choice to target „lookalike audiences.“ This is great once you have actually had great campaign results and good hires to validate your existing audience is what a future one need to „appear like.“
Ad positioning
After checking a lot of the advertisement positioning alternatives 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 have actually discovered that Facebook stories are rarely utilized. Therefore, we would not advise using them. We’ve discovered that the news feed for both Instagram and Facebook have provided our partners with more clicks and discussions.
If you are seeking to develop more awareness, we would advise Instagram. Not a great deal of marketers invest time on developing a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.
Create the advertisement
Creating a great ad can be challenging. If you’re not exactly sure where to start, take a look at our guide on how to turn task descriptions into fantastic social advertisements in 15 minutes.
It can be unexpected what combination of copy and images work best for your audience. We suggest A/B testing several ad versions in each campaign.
For instance, in a project about an employment opportunity, one advertisement version could focus 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 ramp up recruitment quickly, manually creating the properties, employment audience, and budget plans for each campaign will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social strategy across Facebook, Instagram, Google, and LinkedIn.
Our Talent Attraction Technology uses data from years of recruitment projects to develop an audience that’s perfect for your industry, location, and open positions.
Our user friendly platform makes it basic to spin up creative advertisements in minutes with project templates, a library of stock pictures, and instant image cropping. Once advertisements are running, track efficiency and invest throughout all social channels in one overarching dashboard.
Ready to turbo-charge your talent sourcing? Check out how Wonderkind works or see it in action.
