Establishing Recruitment Ads on Facebook like A Pro
Facebook advertising is a key part of a recruitment marketing method due to the fact that it assists get your business in front of a broad pool of prospects. Especially quality prospects who aren’t actively using the standard task boards.
Social advertising is an effective tool for recruitment. However, due to the fact that most marketing systems are tailored to eCommerce, developing an excellent recruitment campaign can be difficult. This article walks through factors to consider and suggestions when using Facebook ads for recruitment marketing.
Set up Facebook Business Manager and ad account
You’ll require a Facebook Business Page and job 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 include several individuals to the account to assist run campaigns, but understand that people will require an individual Facebook account to be able to be added.
To acquire ad campaign, you’ll also require a Facebook Ad Account, which you will be triggered to create when establishing Facebook Business Manager.
You’ll also need to verify your website domain with Facebook, which is required to determine and track projects.
Choosing a project type
To produce a marketing campaign, head to the „Ads Manager“ section by means of the top left navigation of your Dashboard.
When you click the green button to produce a project, you’ll be offered a list of 11 types of project goals. We have actually found that 3 of these goals are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.
Brand Awareness
Just as people are most likely to buy products from a brand they know, individuals are most likely to get a job 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 will not directly drive traffic to your website, but they get candidates acquainted with your organization and all set to click when the best position comes along.
Awareness campaigns can be about nearly anything that shines a light on your business. Announcements about development and awards, job short articles about business initiatives and culture, job and videos about the organization’s accomplishments and objective can all be developed into attractive projects.
Traffic
In the Wonderkind platform, this is referred to as a „Clicks“ campaign. These ads are targeted to reach an audience that is likely to click on the link in your advertisement.
This audience is narrower than in a Brand name Awareness campaign, but still consists of people interested but not ready to obtain a job.
These advertisements can concentrate on employment opportunities to get individuals to check out more about the tasks and the company (excellent for high-volume recruiting). Or function material that will drive people to your website, like market hot topics or pointers.
Conversion
Conversion projects are what individuals tend to believe of when they consider marketing. These campaigns track and optimize towards someone performing an action on your website, such as sending an application.
For a Conversion campaign to be effective, you first need to develop up a solid audience of possible prospects that are familiar with your business. Without that, it’s kind of like running through a crowd and asking strangers to wed you.
Let your audience get to know you with Awareness and Clicks projects initially, and move more budget to Conversion campaigns with time.
Great advertisements and brand name awareness makes people click, however conversion happens on a landing page. So you require to make sure that your job pages load quickly, are easy to keep reading mobile phones, and plainly mention the details task prospects care about the majority of.
Understand that Facebook conversion ads are going through some changes in response to Apple’s iOS 14 personal privacy updates – [update October 2023: please read the following for more on Apple’s iOS 17 privacy updates] Companies will need to prioritize 8 conversion actions per web domain.
If task listings are on the primary business website, you’ll likely need to line up with the marketing team on the concern list.
Facebook motivates organizations to utilize the Facebook Conversion API to link your ads with conversion information from other sources, such as your server, content management system (CMS), or client relationship management (CRM).
Campaign spending plan optimization
There are a couple of different options when it concerns spending for advertisements. First, you can choose to pay based on clicks or impressions of your ads. Next, you decide how you desire Facebook to place your ads:
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 put so your spending lasts the full campaign. This alternative also allows you to set time windows such as running ads only at night or on weekends.
For the 3 primary kinds of recruitment projects talked about above, a basic recommendation is:
Brand Awareness: Run as ongoing campaigns, 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, lifetime spending plan. These will likely be your most pricey campaigns.
Select an audience
Targeting task titles and market is usually where you start with recruitment marketing, but you can reach a lot of covert potential with non-traditional audience traits. For some inspiration, we recently discussed 5 imaginative methods to use targeting in recruitment advertisements.
Facebook also gives the choice to target „lookalike audiences.“ This is fantastic once you’ve had good campaign outcomes and great hires to validate your existing audience is what a future one must „look like.“
Ad placement
After checking a lot of the advertisement placement alternatives offered, we have actually discovered the most successful 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 used. Therefore, we would not recommend using them. We’ve discovered that the news feed for both Instagram and job Facebook have supplied our partners with more clicks and discussions.
If you are wanting to create more awareness, we would recommend Instagram. Not a great deal of marketers hang out 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 fantastic advertisement can be difficult. If you’re unsure where to start, inspect out our guide on how to turn job descriptions into fantastic social ads in 15 minutes.
It can be unexpected what mix of copy and images work best for your audience. We advise A/B screening multiple advertisement variations in each project.
For example, in a campaign about an employment opportunity, one ad version could concentrate on the wage and perks, another on the business culture, and a third on the task functionality.
Put recruitment marketing on autopilot with Wonderkind
If you require to increase recruitment quickly, manually producing the properties, audience, and spending plans for each campaign will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social method across Facebook, Instagram, Google, and LinkedIn.
Our Talent Attraction Technology utilizes information from years of recruitment projects to build an audience that’s best for your industry, area, 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 photos, and instantaneous image cropping. Once advertisements are running, track performance and spend across all social channels in one overarching dashboard.
Ready to turbo-charge your talent sourcing? Take a look at how Wonderkind works or see it in action.