Setting up Recruitment Ads on Facebook like A Pro
Facebook advertising is a crucial part of a recruitment marketing method due to the fact that it assists get your business in front of a large pool of prospects. Especially quality prospects who aren’t actively using the standard task boards.
Social advertising is a powerful tool for recruitment. However, since many marketing systems are customized to eCommerce, creating a terrific recruitment campaign can be difficult. This post walks through factors to consider and suggestions when using Facebook advertisements for recruitment marketing.
Set up Facebook Business Manager and ad account
You’ll require a Facebook Business Page and Manager account to run any ads on Facebook or Instagram. This terrific guide from Hootsuite walks through how to set up Facebook Business Manager.
Business Manager enables you to add multiple people to the account to help run campaigns, however be conscious that people will need an individual Facebook account to be able to be added.
To purchase ad campaign, you’ll also need a Facebook Ad Account, which you will be triggered to develop when setting up Facebook Business Manager.
You’ll likewise need to validate your website domain with Facebook, which is required to determine and track projects.
Choosing a campaign type
To create an advertising campaign, head to the “Ads Manager” section by means of the leading left navigation of your Business Manager Dashboard.
When you click the green button to produce a project, you’ll be given a list of 11 types of project objectives. We have actually found that 3 of these objectives are most beneficial for recruitment marketing: employment Brand Awareness, Traffic, and Conversion.
Brand Awareness
Just as individuals are most likely to purchase products from a brand they understand, individuals are more most likely to make an application for a job at a business they have actually become aware of. Brand Awareness projects are enhanced to be seen by a large pool of people that are likely to be interested in your business.
These ads won’t straight drive traffic to your website, but they get prospects knowledgeable about your service and prepared to click when the ideal position occurs.
Awareness projects can be about almost anything that shines a light on your company. Announcements about growth and awards, posts about business initiatives and employment culture, and videos about the organization’s accomplishments and mission can all be developed into distinctive campaigns.
Traffic
In the Wonderkind platform, this is referred to as a “Clicks” project. These ads 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 campaign, however still consists of people interested however not ready to get a task.
These ads can concentrate on open positions to get people to explore more about the jobs and the business (terrific for high-volume recruiting). Or feature content that will drive individuals to your website, like industry hot subjects or tips.
Conversion
Conversion projects are what individuals tend to think about when they consider advertising. These campaigns track and enhance towards somebody carrying out an action on your website, such as submitting an application.
For a Conversion project to be effective, you first require to develop up a strong audience of prospective prospects that recognize with your business. Without that, it’s type of like running through a crowd and asking complete strangers to wed you.
Let your audience get to know you with Awareness and Clicks projects initially, and move more budget to Conversion campaigns gradually.
Great ads and brand awareness makes individuals click, employment however conversion occurs on a landing page. So you require to make sure that your task pages load rapidly, are easy to continue reading mobile devices, and clearly specify the info job candidates appreciate many.
Understand that Facebook conversion advertisements are going through some changes in reaction to Apple’s iOS 14 privacy updates – [update October 2023: please check out 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 main company website, you’ll likely require to align with the marketing group on the top priority list.
Facebook motivates companies to use the Facebook Conversion API to connect your ads with conversion data from other sources, such as your server, material management system (CMS), or client relationship management (CRM).
Campaign spending plan optimization
There are a number of different choices when it pertains to paying for ads. First, you can choose to pay based on clicks or impressions of your advertisements. Next, you choose how you want Facebook to put your ads:
Daily Budget: Ads will be paced so, your costs lasts the complete day.
Lifetime Budget: You set the length of a project and ads will be positioned so your spending lasts the complete campaign. This choice also enables you to set time windows such as running advertisements only at night or on weekends.
For the 3 primary kinds of recruitment campaigns discussed above, a general suggestion is:
Brand Awareness: Run as ongoing projects, payment on impressions, and either day-to-day or lifetime budgeting.
Traffic (Clicks): Short run times, payment on clicks, life time budget.
Conversion: Short run time, payment on clicks, lifetime spending plan. These will likely be your most expensive projects.
Select an audience
Targeting task titles and market is generally where you begin with recruitment marketing, however you can reach a lot of hidden prospective with unconventional audience traits. For some inspiration, we recently blogged about 5 imaginative methods to use targeting in recruitment advertisements.
Facebook likewise provides the choice to target “lookalike audiences.” This is great once you’ve had good project outcomes and great hires to confirm your existing audience is what a future one should “appear like.”
Ad positioning
After testing many of the advertisement placement choices readily available, we have actually discovered the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.
Here at Wonderkind, we have actually found that Facebook stories are rarely used. Therefore, we wouldn’t advise using them. We’ve discovered that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and conversations.
If you are aiming to create more awareness, we would advise Instagram. Not a lot of marketers invest time on producing a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stick out.
Create the ad
Creating a fantastic ad can be challenging. If you’re unsure where to start, have a look at our guide on how to turn job descriptions into terrific social ads in 15 minutes.
It can be unexpected what mix of copy and images work best for your audience. We suggest A/B screening numerous ad variations in each campaign.
For example, in a project about an employment opportunity, employment one ad version could concentrate on the wage and employment perks, another on the business culture, and a 3rd on the task functionality.
Put recruitment marketing on autopilot with Wonderkind
If you require to ramp up recruitment quickly, manually creating the assets, audience, and spending plans for each campaign will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social technique throughout Facebook, Instagram, Google, and LinkedIn.
Our Talent Attraction Technology utilizes data from years of recruitment projects to develop an audience that’s ideal for your industry, place, and employment opportunities.
Our user friendly platform makes it basic to spin up innovative advertisements in minutes with campaign templates, a library of stock images, and instant image cropping. Once ads are running, keep an eye on efficiency 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.
