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Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is an essential part of a recruitment marketing method because it assists get your company in front of a broad swimming pool of prospects. Especially quality candidates who aren’t actively using the standard job boards.

Social advertising is a powerful tool for recruitment. However, since the majority of advertising systems are tailored to eCommerce, designing a fantastic recruitment project can be tough. This short article walks through considerations 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 great guide from Hootsuite strolls through how to set up Facebook Business Manager.

Business Manager allows you to include multiple people to the account to help run projects, but know that individuals will need a personal Facebook account to be able to be added.

To buy advertising projects, 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 validate your site domain with Facebook, which is needed to determine and track projects.

Choosing a project type

To create 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 develop a project, you’ll be given a list of 11 types of campaign goals. We’ve found that 3 of these objectives are most beneficial for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as people are most likely to purchase products from a brand name they know, people are most likely to use for a task at a company they’ve become aware of. Brand Awareness projects are enhanced to be seen by a wide pool of people that are likely to be thinking about your business.

These ads will not directly drive traffic to your site, however they get prospects familiar with your service and ready to click when the ideal position occurs.

Awareness projects can be about almost anything that shines a light on your company. Announcements about development and awards, short articles about company efforts and culture, and videos about the company’s achievements and mission can all be turned into distinctive projects.

Traffic

In the Wonderkind platform, this is described as a „Clicks“ campaign. These advertisements 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 Awareness campaign, however still includes individuals interested however not all set to look for a job.

These advertisements can focus on employment opportunities to get individuals to explore more about the jobs and the company (excellent for high-volume recruiting). Or function content that will drive people to your website, like industry hot subjects or ideas.

Conversion

are what people tend to believe of when they think of advertising. These projects track and enhance towards somebody carrying out an action on your website, such as sending an application.

For a Conversion campaign to be effective, you first need to develop a solid audience of prospective candidates that recognize with your company. Without that, it’s sort of like running through a crowd and asking complete strangers to marry you.

Let your audience learn more about you with Awareness and Clicks campaigns initially, and move more spending plan to Conversion projects with time.

Great ads and referall.us brand awareness makes individuals click, however conversion takes place on a landing page. So you require to make certain that your task pages load rapidly, are easy to read on mobile phones, and plainly specify the info task candidates care about most.

Understand that Facebook conversion advertisements are going through some modifications in reaction to Apple’s iOS 14 personal privacy updates – [upgrade October 2023: please read the following for more on Apple’s iOS 17 privacy updates] Companies will require to prioritize 8 conversion actions per web domain.

If job listings are on the main company website, you’ll likely need to align with the marketing team on the top priority list.

Facebook motivates companies to utilize the Facebook Conversion API to link your advertisements with conversion data from other sources, such as your server, material management system (CMS), or customer relationship management (CRM).

Campaign budget plan optimization

There are a couple of various options when it concerns paying for ads. First, you can pick to pay based on clicks or impressions of your ads. Next, you decide how you desire Facebook to put your advertisements:

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

Lifetime Budget: You set the length of a campaign and advertisements will be placed so your costs lasts the full campaign. This choice likewise enables you to set time windows such as running ads just in the evening or on weekends.

For the 3 main kinds of recruitment projects gone over above, a general recommendation is:

Brand Awareness: Run as continuous projects, payment on impressions, and either day-to-day or lifetime budgeting.

Traffic (Clicks): Short run times, payment on clicks, lifetime budget plan.

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

Select an audience

Targeting job titles and market is normally where you begin with recruitment marketing, however you can reach a great deal of surprise potential with unconventional audience characteristics. For some motivation, we recently blogged about 5 creative ways to use targeting in recruitment ads.

Facebook also offers the alternative to target „lookalike audiences.“ This is fantastic once you have actually had excellent project outcomes and great hires to confirm your existing audience is what a future one must „look like.“

Ad placement

After evaluating a number of the ad placement alternatives 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 have actually discovered that Facebook stories are hardly ever utilized. Therefore, we wouldn’t suggest using them. We have actually found that the news feed for both Instagram and Facebook have provided our partners with more clicks and discussions.

If you are wanting to produce more awareness, we would recommend Instagram. Not a lot of marketers hang around on creating a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stick out.

Create the advertisement

Creating an excellent advertisement can be tricky. If you’re unsure where to begin, inspect out our guide on how to turn task descriptions into fantastic social ads in 15 minutes.

It can be unexpected what mix of copy and images work best for your audience. We advise A/B testing several advertisement variants in each project.

For instance, in a campaign about an employment opportunity, one advertisement variation might focus on the salary and perks, 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 rapidly, by hand developing the assets, audience, and spending plans for each project will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social technique across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes information from years of recruitment campaigns to develop an audience that’s best for your industry, place, and open positions.

Our easy-to-use platform makes it basic to spin up innovative ads in minutes with campaign templates, a library of stock pictures, and immediate image cropping. Once ads are running, monitor performance and invest across all social channels in one overarching control panel.

Ready to turbo-charge your talent sourcing? Have a look at how Wonderkind works or see it in action.