About Us

Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a crucial part of a recruitment marketing method due to the fact that it helps get your business in front of a large swimming pool of candidates. Especially quality candidates who aren’t actively utilizing the standard task boards.

Social marketing is a powerful tool for employment recruitment. However, employment because a lot of advertising systems are customized to eCommerce, creating a terrific recruitment project can be challenging. This short article strolls through factors to consider and suggestions when using Facebook advertisements for recruitment marketing.

Establish Facebook Business Manager and ad account

You’ll require a Facebook Business Page and Facebook Business Manager account to run any advertisements on Facebook or Instagram. This terrific guide from Hootsuite strolls through how to set up Facebook Business Manager.

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

To buy marketing campaign, you’ll also require a Facebook Ad Account, which you will be triggered to create when establishing Facebook Business Manager.

You’ll also require to validate your website domain with Facebook, which is required to determine and track projects.

Choosing a project type

To develop a marketing campaign, head to the “Ads Manager” area via the top left navigation of your Business Manager Dashboard.

When you click the green button to create a campaign, you’ll be given a list of 11 kinds of project objectives. We have actually discovered that 3 of these goals are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are most likely to purchase items from a brand they know, individuals are most likely to look for a job at a company they’ve become aware of. Brand Awareness campaigns are optimized to be seen by a large swimming pool of people that are most likely to be interested in your business.

These ads won’t straight drive traffic to your website, but they get prospects knowledgeable about your business and ready to click when the perfect position comes along.

Awareness campaigns can be about almost anything that shines a light on your business. Announcements about development and awards, articles about business initiatives and culture, and videos about the organization’s accomplishments and objective can all be developed into eye-catching projects.

Traffic

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

This audience is narrower than in a Brand name Awareness campaign, but still consists of individuals interested but not all set to obtain a task.

These ads can concentrate on employment opportunities to get people to check out more about the jobs and the company (fantastic for high-volume recruiting). Or function content that will drive people to your site, like industry hot topics or suggestions.

Conversion

Conversion campaigns are what people tend to think about when they consider marketing. These campaigns track and optimize towards someone carrying out an action on your website, such as sending an application.

For a Conversion campaign to be effective, you initially need to develop a strong audience of possible prospects that are familiar with your business. Without that, it’s type of like going through a crowd and asking strangers to wed you.

Let your audience learn more about you with Awareness and Clicks projects first, and move more spending plan to Conversion projects gradually.

Great advertisements and brand awareness makes individuals click, but conversion takes place on a landing page. So you require to make certain that your job pages load quickly, are easy to continue reading mobile phones, and clearly state the info job prospects appreciate most.

Be conscious that Facebook conversion advertisements are going through some modifications in reaction to Apple’s iOS 14 privacy updates – [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 job listings are on the primary business website, you’ll likely need to line up with the marketing group on the concern list.

Facebook encourages companies to use the Facebook Conversion API to connect 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 various options when it concerns spending for ads. First, you can select to pay based on clicks or impressions of your ads. Next, you decide how you want Facebook to put your ads:

Daily Budget: Ads will be paced so, your costs lasts the full day.

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

For the 3 main kinds of recruitment projects gone over above, a basic 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, life time budget plan.

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

Select an audience

Targeting job titles and industry is usually where you begin with recruitment marketing, however you can reach a great deal of possible with non-traditional audience qualities. For some inspiration, we just recently blogged about 5 innovative ways to utilize targeting in recruitment advertisements.

Facebook likewise offers the option to target “lookalike audiences.” This is excellent once you have actually had great campaign outcomes and good hires to verify your existing audience is what a future one must “appear like.”

Ad positioning

After testing a number of the ad positioning alternatives readily available, employment we have actually found the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve discovered that Facebook stories are rarely utilized. Therefore, we would not recommend utilizing them. We have actually found that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and conversations.

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

Create the ad

Assembling a terrific advertisement can be difficult. If you’re unsure where to begin, have a look at our guide on how to turn task descriptions into terrific social advertisements in 15 minutes.

It can be unexpected what combination of copy and images work best for your audience. We suggest A/B screening numerous ad versions in each project.

For example, in a project about an open position, one ad version might concentrate on the salary and perks, another on the company culture, and a third on the job performance.

Put recruitment marketing on autopilot with Wonderkind

If you need to increase recruitment quickly, by hand producing the properties, audience, and budget plans for each campaign will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social method across Facebook, employment Instagram, Google, and LinkedIn.

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

Our easy-to-use platform makes it basic to spin up innovative advertisements in minutes with project templates, a library of stock pictures, and immediate image cropping. Once ads are running, track performance and invest across 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.