Establishing Recruitment Ads on Facebook like A Pro
Facebook marketing is a key part of a recruitment marketing technique since it assists get your business in front of a broad swimming pool of prospects. Especially quality candidates who aren’t actively utilizing the basic task boards.
Social advertising is an effective tool for recruitment. However, due to the fact that many advertising systems are customized to eCommerce, designing a fantastic recruitment campaign can be challenging. This post strolls through considerations and suggestions when using Facebook ads for recruitment marketing.
Set up Facebook Business Manager and referall.us advertisement account
You’ll require 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 include several individuals to the account to help run projects, however know that individuals will need an individual Facebook account to be able to be included.
To buy marketing projects, you’ll likewise need a Facebook Ad Account, which you will be prompted to produce when establishing Facebook Business Manager.
You’ll also need to confirm your website domain with Facebook, which is required to measure and track projects.
Choosing a campaign type
To create an advertising project, 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 create a campaign, you’ll be provided a list of 11 kinds of campaign goals. We’ve discovered 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 purchase products from a brand they understand, people are more likely to look for a job at a company they have actually heard of. Brand Awareness campaigns are enhanced to be seen by a broad pool of people that are likely to be thinking about your business.
These ads will not directly drive traffic to your website, however they get prospects knowledgeable about your organization and ready to click when the perfect position occurs.
Awareness projects can be about nearly anything that shines a light on your company. Announcements about development and awards, short articles about company initiatives and culture, and videos about the organization’s accomplishments and objective can all be become appealing campaigns.
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 the link in your advertisement.
This audience is narrower than in a Brand Awareness campaign, however still includes individuals interested however not all set to apply for a job.
These ads can concentrate on open positions to get individuals to explore more about the jobs and the company (excellent for high-volume recruiting). Or feature content that will drive people to your site, like industry hot topics or tips.
Conversion
Conversion projects are what individuals tend to think about when they believe about advertising. These projects track and enhance towards someone carrying out an action on your website, such as submitting an application.
For a Conversion project to be effective, you first require to develop a strong audience of prospective candidates that recognize with your business. Without that, it’s sort of like running through a crowd and asking complete strangers to wed you.
Let your audience learn more about you with Awareness and Clicks projects initially, and move more budget to Conversion campaigns with time.
Great advertisements and brand name awareness makes people click, however conversion occurs on a landing page. So you require to ensure that your task pages load rapidly, are easy to keep reading mobile gadgets, and clearly mention the info task candidates appreciate many.
Be mindful that Facebook conversion ads are going through some modifications in reaction to Apple’s iOS 14 personal privacy updates – [update October 2023: please check out the following for more on Apple’s iOS 17 personal privacy updates] will require to focus on 8 conversion actions per web domain.
If job listings are on the main company site, you’ll likely require to line up with the marketing group on the concern list.
Facebook motivates services to use the Facebook Conversion API to connect your advertisements with conversion data 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 choices when it concerns spending for advertisements. First, you can choose to pay based on clicks or impressions of your advertisements. Next, you decide how you desire Facebook to place your advertisements:
Daily Budget: Ads will be paced so, your spending lasts the full day.
Lifetime Budget: You set the length of a project and advertisements will be placed so your spending lasts the full project. This alternative likewise allows you to set time windows such as running ads only in the night or on weekends.
For the 3 main types of recruitment campaigns gone over above, a general suggestion is:
Brand Awareness: Run as continuous projects, payment on impressions, and either everyday or lifetime budgeting.
Traffic (Clicks): Short run times, payment on clicks, life time budget plan.
Conversion: Short run time, payment on clicks, lifetime budget plan. These will likely be your most pricey campaigns.
Select an audience
Targeting job titles and market is generally where you begin with recruitment marketing, but you can reach a great deal of surprise possible with unconventional audience characteristics. For some inspiration, we recently blogged about 5 creative methods to use targeting in recruitment ads.
Facebook likewise offers the choice to target “lookalike audiences.” This is excellent once you have actually had good campaign results and great hires to confirm your existing audience is what a future one need to “look like.”
Ad placement
After evaluating a number of the ad placement choices offered, we have actually discovered the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.
Here at Wonderkind, we’ve found that Facebook stories are rarely used. Therefore, we wouldn’t advise utilizing them. We have actually found that the news feed for both Instagram and Facebook have actually offered our partners with more clicks and discussions.
If you are aiming to develop more awareness, we would advise Instagram. Not a lot of marketers hang around on creating a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand apart.
Create the advertisement
Creating a fantastic advertisement can be tricky. If you’re not exactly sure where to start, inspect out our guide on how to turn task descriptions into great 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 several ad versions in each campaign.
For example, in a campaign about an employment opportunity, one advertisement variation could focus on the wage and perks, another on the company culture, and a 3rd on the job performance.
Put recruitment marketing on auto-pilot with Wonderkind
If you need to increase recruitment rapidly, by hand producing the possessions, audience, and spending plans for each project will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social method across Facebook, Instagram, Google, and LinkedIn.
Our Talent Attraction Technology utilizes data from years of recruitment projects to build an audience that’s best for your industry, location, and employment opportunities.
Our user friendly platform makes it basic to spin up creative advertisements in minutes with project templates, a library of stock images, and immediate image cropping. Once advertisements are running, track performance and spend across all social channels in one overarching control panel.
Ready to turbo-charge your skill sourcing? Take a look at how Wonderkind works or see it in action.
