Establishing Recruitment Ads on Facebook like A Pro
Facebook marketing is a crucial part of a recruitment marketing technique since it helps get your company in front of a large pool of candidates. Especially quality candidates who aren’t actively utilizing the standard task boards.
Social advertising is a powerful tool for recruitment. However, because many marketing systems are tailored to eCommerce, creating a fantastic recruitment campaign can be difficult. This article strolls through factors to consider and employment recommendations when using 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 excellent guide from Hootsuite strolls through how to establish Facebook Business Manager.
Business Manager enables you to add several individuals to the account to assist run projects, however understand that people will need an account to be able to be added.
To acquire marketing projects, you’ll also need a Facebook Ad Account, which you will be prompted to develop when establishing Facebook Business Manager.
You’ll also require to confirm your site domain with Facebook, which is needed to measure and track projects.
Choosing a project type
To produce a marketing campaign, head to the “Ads Manager” section 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 types of campaign objectives. We have actually found that 3 of these objectives are most helpful for recruitment marketing: Brand Awareness, Traffic, and Conversion.
Brand Awareness
Just as individuals are most likely to buy products from a brand they know, people are more most likely to request a task at a business they have actually become aware of. Brand employment Awareness projects are optimized to be seen by a broad pool of people that are likely to be thinking about your business.
These ads won’t directly drive traffic to your site, however they get prospects acquainted with your service and ready to click when the ideal position comes along.
Awareness projects can be about almost anything that shines a light on your company. Announcements about development and awards, articles about company initiatives and culture, and videos about the organization’s achievements and objective can all be become captivating projects.
Traffic
In the Wonderkind platform, this is referred to as a “Clicks” campaign. These advertisements are targeted to reach an audience that is most likely to click on the link in your ad.
This audience is narrower than in a Brand Awareness campaign, however still consists of individuals interested but not prepared to make an application for a job.
These advertisements can focus on open positions to get individuals to check out more about the jobs and the company (terrific 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 people tend to think of when they consider marketing. These campaigns track and enhance towards somebody performing an action on your website, such as sending an application.
For a Conversion campaign to be effective, you first require to develop a strong audience of prospective candidates that recognize with your company. Without that, it’s type of like running through a crowd and asking strangers to wed you.
Let your audience be familiar with you with Awareness and Clicks campaigns first, and move more budget to Conversion campaigns over time.
Great advertisements and brand awareness makes individuals click, however conversion takes place on a landing page. So you need to make sure that your task pages load rapidly, are simple to read on mobile gadgets, and plainly specify the info job candidates care about a lot of.
Know that Facebook conversion advertisements 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 personal privacy updates] Companies will require 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 top priority list.
Facebook encourages companies to use the Facebook Conversion API to link your ads with conversion data from other sources, such as your server, content management system (CMS), or customer relationship management (CRM).
Campaign budget optimization
There are a number of different options when it comes to spending for employment ads. 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 full day.
Lifetime Budget: You set the length of a campaign and ads will be placed so your spending lasts the full campaign. This choice also allows you to set time windows such as running advertisements just at night or employment 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 everyday or lifetime budgeting.
Traffic (Clicks): Short run times, payment on clicks, life time budget.
Conversion: Short run time, payment on clicks, lifetime budget. These will likely be your most pricey campaigns.
Select an audience
Targeting job titles and industry is usually where you begin with recruitment marketing, but you can reach a great deal of concealed possible with unconventional audience characteristics. For some inspiration, we just recently blogged about 5 innovative ways to utilize targeting in recruitment advertisements.
Facebook also gives the choice to target “lookalike audiences.” This is excellent once you’ve had excellent campaign outcomes and great hires to verify your existing audience is what a future one need to “look like.”
Ad positioning
After checking a number of the advertisement placement choices available, we’ve 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 rarely used. Therefore, we wouldn’t suggest using them. We’ve found that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and discussions.
If you are looking to develop more awareness, employment we would advise Instagram. Not a lot of advertisers invest time on developing an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.
Create the advertisement
Creating a terrific advertisement can be difficult. If you’re unsure where to begin, have a look at our guide on how to turn job descriptions into fantastic social ads in 15 minutes.
It can be surprising what combination of copy and images work best for your audience. We recommend A/B screening multiple ad variations in each campaign.
For example, in a campaign about an employment opportunity, one ad version could focus on the salary and perks, another on the business culture, and a third on the job performance.
Put recruitment marketing on autopilot with Wonderkind
If you require to ramp up recruitment rapidly, manually creating the possessions, audience, and budgets for each project will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social method throughout Facebook, Instagram, Google, and LinkedIn.
Our Talent Attraction Technology uses data from years of recruitment projects to build an audience that’s best for your industry, place, and employment opportunities.
Our easy-to-use platform makes it basic to spin up creative advertisements in minutes with project templates, a library of stock images, and immediate image cropping. Once ads are running, keep an eye on efficiency 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.