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Setting up Recruitment Ads on Facebook like A Pro

Facebook advertising is a crucial part of a recruitment marketing method since it assists get your company in front of a large pool of prospects. Especially quality candidates who aren’t actively utilizing the standard job boards.

Social advertising is a powerful tool for recruitment. However, because most marketing systems are customized to eCommerce, creating a fantastic recruitment campaign can be tough. This post walks through factors to consider and recommendations when utilizing Facebook advertisements for recruitment marketing.

Set up Facebook Business Manager and advertisement account

You’ll need 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 set up Facebook Business Manager.

Business Manager enables you to add several individuals to the account to assist run projects, but know that individuals will require a personal Facebook account to be able to be included.

To acquire marketing campaign, you’ll also need a Facebook Ad Account, which you will be prompted to develop when establishing Facebook Business Manager.

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

Choosing a project type

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

When you click the green button to develop a campaign, you’ll be given a list of 11 kinds of project objectives. We’ve found that 3 of these objectives 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 name they understand, people are most likely to look for a task at a company they’ve become aware of. Brand Awareness projects are optimized to be seen by a broad swimming pool of people that are most likely to be thinking about your company.

These advertisements won’t straight drive traffic to your site, but they get candidates familiar with your service and prepared to click when the ideal position occurs.

Awareness projects can be about almost anything that shines a light on your business. Announcements about development and awards, posts about company efforts and culture, and videos about the organization’s achievements and objective can all be developed into captivating projects.

Traffic

In the Wonderkind platform, this is described 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 name Awareness project, but still includes people interested however not all set to get a job.

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

Conversion

Conversion campaigns are what individuals tend to think about when they think of advertising. These campaigns track and enhance towards someone carrying out an action on your website, such as sending an application.

For a Conversion project to be successful, you initially require to develop a solid audience of potential prospects that recognize with your business. 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 projects first, and move more spending plan to Conversion campaigns over time.

Great ads and brand name awareness makes people click, however conversion takes place on a landing page. So you need to ensure that your job pages load rapidly, are simple to keep reading mobile phones, and clearly mention the info job prospects appreciate the majority of.

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

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

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

Campaign budget plan optimization

There are a number of various choices when it pertains to spending for ads. First, you can choose to pay based on clicks or impressions of your ads. Next, you decide how you desire Facebook to put your ads:

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

Lifetime Budget: You set the length of a campaign and ads will be positioned so your spending lasts the complete campaign. This alternative likewise permits you to set time windows such as running advertisements only in the evening or on weekends.

For employment the 3 main types of recruitment campaigns gone over above, a basic suggestion 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, life time spending plan. These will likely be your most expensive campaigns.

Select an audience

Targeting job titles and industry is generally where you begin with recruitment marketing, however you can reach a lot of surprise possible with unconventional audience traits. For some motivation, we recently discussed 5 innovative methods to utilize targeting in recruitment ads.

Facebook likewise provides the alternative to target “lookalike audiences.” This is fantastic once you’ve had good campaign outcomes and excellent hires to verify your existing audience is what a future one ought to “appear like.”

Ad placement

After evaluating numerous of the advertisement placement alternatives offered, we have actually found the most successful ones for recruitment marketing are: Facebook News Feed, employment Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve discovered that Facebook stories are seldom utilized. Therefore, we would not suggest utilizing them. We have actually discovered that the news feed for both Instagram and Facebook have actually supplied our partners with more clicks and discussions.

If you are wanting to produce 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 out.

Create the advertisement

Assembling a terrific advertisement can be difficult. If you’re uncertain where to begin, inspect out our guide on how to turn job descriptions into fantastic social advertisements in 15 minutes.

It can be unexpected what mix of copy and images work best for your audience. We suggest A/B testing numerous advertisement variations in each project.

For example, in a project about an open position, one ad version might focus on the income and advantages, another on the company culture, and a 3rd on the job functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you require to increase recruitment rapidly, by hand employment developing the assets, audience, and budget plans for each campaign will slow you down. Wonderkind helps you accelerate recruitment marketing by automating your social strategy across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses data from years of recruitment campaigns to develop an audience that’s ideal for your market, place, employment and employment opportunities.

Our easy-to-use platform makes it basic to spin up creative ads in minutes with campaign templates, a library of stock images, and instant image cropping. Once ads are running, track performance and spend throughout all social channels in one overarching dashboard.

Ready to turbo-charge your skill sourcing? Take a look at how Wonderkind works or see it in action.