Setting up Recruitment Ads on Facebook like A Pro
Facebook marketing is a key part of a recruitment marketing method since it helps get your business in front of a wide pool of candidates. Especially quality prospects who aren’t actively utilizing the basic task boards.
Social marketing is an effective tool for recruitment. However, since many advertising systems are customized to eCommerce, designing an excellent recruitment campaign can be difficult. This short article strolls through factors to consider and recommendations when utilizing 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 excellent guide from Hootsuite strolls through how to establish Facebook Business Manager.
Business Manager enables you to include multiple individuals to the account to assist run projects, however understand that individuals will require a personal Facebook account to be able to be added.
To buy ad campaign, you’ll likewise need a Facebook Ad Account, which you will be prompted to develop when setting up Facebook Business Manager.
You’ll also require to confirm your website domain with Facebook, which is required to determine and track projects.
Choosing a campaign type
To produce an ad campaign, head to the “Ads Manager” section through the leading left navigation of your Business Manager Dashboard.
When you click the green button to create a project, you’ll be given a list of 11 kinds of project goals. We’ve 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 items from a brand they know, individuals are most likely to look for a task at a business they’ve become aware of. Brand Awareness projects are optimized to be seen by a broad swimming pool of individuals that are most likely to be thinking about your business.
These ads won’t straight drive traffic to your website, but they get prospects familiar with your business and prepared to click when the ideal position occurs.
Awareness campaigns can be about nearly anything that shines a light on your company. Announcements about growth and awards, posts about company initiatives and culture, and videos about the company’s achievements and mission 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 most likely to click the link in your advertisement.
This audience is narrower than in a Brand name Awareness campaign, but still includes individuals interested however not prepared to request a job.
These advertisements can concentrate on employment opportunities to get people to check out more about the tasks and the company (terrific for high-volume recruiting). Or function material that will drive individuals to your website, like market hot subjects or suggestions.
Conversion
Conversion projects are what individuals tend to think about when they think of marketing. These projects track and optimize towards someone performing an action on your website, such as submitting an application.
For a Conversion project to be effective, you first need to construct up a solid audience of possible prospects that are familiar with your company. Without that, it’s type of like running through a crowd and asking complete strangers to wed you.
Let your audience be familiar with you with Awareness and Clicks projects first, and move more budget to Conversion projects gradually.
Great advertisements and brand name makes people click, but conversion takes place on a landing page. So you need to make certain that your task pages load quickly, are easy to keep reading mobile phones, and clearly state the information task prospects appreciate many.
Understand that Facebook conversion advertisements are going through some changes in action to Apple’s iOS 14 personal privacy updates – [upgrade October 2023: please read the following for more on Apple’s iOS 17 personal privacy updates] Companies will require to prioritize 8 conversion actions per web domain.
If task listings are on the primary business website, you’ll likely require to align with the marketing group on the concern list.
Facebook motivates companies to use the Facebook Conversion API to connect your ads with conversion information from other sources, such as your server, material management system (CMS), or consumer relationship management (CRM).
Campaign budget plan optimization
There are a couple of different options when it pertains to paying for ads. First, you can select to pay based upon clicks or impressions of your advertisements. Next, you choose how you want Facebook to position your advertisements:
Daily Budget: Ads will be paced so, your costs lasts the full day.
Lifetime Budget: You set the length of a project and advertisements will be placed so your costs lasts the complete campaign. This option also permits you to set time windows such as running ads just in the night or on weekends.
For the 3 main kinds of recruitment campaigns discussed above, a general suggestion is:
Brand Awareness: Run as ongoing campaigns, payment on impressions, and either everyday or life time budgeting.
Traffic (Clicks): Short run times, payment on clicks, life time spending plan.
Conversion: Short run time, payment on clicks, lifetime budget plan. These will likely be your most costly projects.
Select an audience
Targeting job titles and market is generally where you start with recruitment marketing, however you can reach a great deal of covert prospective with unconventional audience traits. For employment some inspiration, we recently discussed 5 innovative methods to utilize targeting in recruitment advertisements.
Facebook also offers the option to target “lookalike audiences.” This is great once you’ve had excellent project outcomes and good hires to validate your existing audience is what a future one must “appear like.”
Ad positioning
After evaluating a number of the advertisement positioning choices available, we’ve found the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.
Here at Wonderkind, we’ve found that Facebook stories are hardly ever utilized. Therefore, we wouldn’t suggest using them. We’ve found that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and discussions.
If you are seeking to produce more awareness, we would suggest Instagram. Not a lot of marketers hang out on producing an excellent Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand out.
Create the advertisement
Assembling an excellent ad can be challenging. If you’re not sure where to start, have a look at our guide on how to turn task descriptions into excellent social advertisements in 15 minutes.
It can be unexpected what combination of copy and images work best for your audience. We advise A/B screening numerous advertisement variants in each campaign.
For example, in a project about an employment opportunity, one advertisement version might focus on the income and perks, another on the company culture, and a third on the job functionality.
Put recruitment marketing on auto-pilot with Wonderkind
If you need to increase recruitment quickly, by hand producing the properties, audience, and budgets for employment each project will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social technique throughout Facebook, Instagram, Google, and LinkedIn.
Our Talent Attraction Technology uses information from years of recruitment campaigns to build an audience that’s perfect for your industry, location, 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 photos, and employment immediate image cropping. Once ads are running, monitor efficiency and invest throughout 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.