Establishing Recruitment Ads on Facebook like A Pro
Facebook advertising is an essential part of a recruitment marketing technique because it assists get your business in front of a broad swimming pool of candidates. Especially quality candidates who aren’t actively utilizing the standard job boards.
Social marketing is a powerful tool for recruitment. However, since the majority of marketing systems are tailored to eCommerce, creating an excellent recruitment campaign can be difficult. This short article walks through considerations and recommendations when using Facebook ads 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 allows you to add several people to the account to help run projects, however know that individuals will require an individual Facebook account to be able to be included.
To acquire marketing campaign, you’ll also require a Facebook Ad Account, employment which you will be triggered to create when setting up Facebook Business Manager.
You’ll also need to verify your site domain with Facebook, which is needed to determine and track projects.
Choosing a campaign type
To produce a marketing campaign, head to the “Ads Manager” section via the leading left navigation of your Business Manager Dashboard.
When you click the green button to create a project, you’ll be offered a list of 11 types of campaign objectives. We have actually discovered that 3 of these goals are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.
Brand Awareness
Just as people are most likely to buy products from a brand name they know, individuals are most likely to request a task at a company they’ve heard of. Brand Awareness campaigns are optimized to be seen by a large pool of individuals that are most likely to be thinking about your business.
These advertisements will not straight drive traffic to your site, but they get prospects knowledgeable about your company and all set to click when the ideal position comes along.
Awareness projects can be about nearly anything that shines a light on your business. Announcements about development and awards, articles about business initiatives and culture, employment and videos about the company’s accomplishments and mission can all be turned into appealing campaigns.
Traffic
In the Wonderkind platform, this is described as a “Clicks” project. These ads are targeted to reach an audience that is likely to click on the link in your ad.
This audience is narrower than in a Brand name Awareness project, however still includes people interested but not ready to get a task.
These advertisements can concentrate on employment opportunities to get people to explore more about the tasks and the business (fantastic for high-volume recruiting). Or function material that will drive individuals to your website, like market hot subjects or pointers.
Conversion
Conversion projects are what people tend to think about when they think of advertising. These campaigns track and enhance towards someone carrying out an action on your site, such as submitting an application.
For a Conversion campaign to be successful, you initially require to develop a strong audience of prospective prospects that are familiar with your business. Without that, it’s sort of like running through a crowd and asking complete strangers to wed you.
Let your audience get to understand you with Awareness and Clicks campaigns initially, and move more budget plan to Conversion projects gradually.
Great ads and brand name awareness makes people click, however conversion happens on a landing page. So you require to ensure that your job pages load rapidly, are easy to continue reading mobile devices, and clearly mention the information task prospects appreciate the majority of.
Be conscious that Facebook conversion ads are going through some modifications in action 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] Companies will need to prioritize 8 conversion actions per web domain.
If job listings are on the primary business website, you’ll likely require to align with the marketing team on the concern list.
Facebook encourages companies to utilize the Facebook Conversion API to connect your advertisements with conversion data from other sources, such as your server, content management system (CMS), or employment client relationship management (CRM).
Campaign spending plan optimization
There are a number of various choices when it pertains to spending for ads. First, you can pick to pay based on clicks or impressions of your ads. Next, you decide how you want Facebook to place your advertisements:
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 placed so your spending lasts the full campaign. This alternative likewise allows you to set time windows such as running advertisements just at night or on weekends.
For the 3 primary kinds of recruitment projects talked about above, a general recommendation is:
Brand Awareness: Run as ongoing projects, payment on impressions, and either everyday or lifetime budgeting.
Traffic (Clicks): Short run times, payment on clicks, lifetime budget.
Conversion: Short run time, payment on clicks, life time budget. These will likely be your most expensive projects.
Select an audience
Targeting task titles and industry is normally where you begin with recruitment marketing, but you can reach a lot of surprise prospective with unconventional audience qualities. For some inspiration, we recently blogged about 5 creative methods to use targeting in recruitment advertisements.
Facebook likewise offers the to target “lookalike audiences.” This is fantastic once you have actually had excellent project results and excellent hires to validate your existing audience is what a future one must “appear like.”
Ad placement
After testing much of the advertisement positioning options available, 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 have actually discovered that Facebook stories are rarely utilized. Therefore, we would not suggest using them. We have actually discovered that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and discussions.
If you are looking to create more awareness, we would suggest Instagram. Not a great deal of marketers invest time on creating a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stick out.
Create the advertisement
Creating a great ad can be challenging. If you’re unsure where to start, inspect out our guide on how to turn task descriptions into fantastic social ads in 15 minutes.
It can be surprising what combination of copy and images work best for employment your audience. We suggest A/B screening several ad variations in each project.
For example, in a project about an employment opportunity, one ad variation might focus on the income and benefits, another on the business culture, and a third on the task performance.
Put recruitment marketing on auto-pilot with Wonderkind
If you require to increase recruitment quickly, manually creating the possessions, audience, and budget plans for each campaign will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social method across Facebook, Instagram, Google, and LinkedIn.
Our Talent Attraction Technology utilizes information from years of recruitment projects to develop an audience that’s ideal for your industry, employment location, and employment opportunities.
Our user friendly platform makes it basic to spin up imaginative advertisements in minutes with project design templates, a library of stock images, and immediate image cropping. Once ads are running, keep track of performance and spend across all social channels in one overarching control panel.
Ready to turbo-charge your talent sourcing? Take a look at how Wonderkind works or see it in action.
