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Establishing Recruitment Ads on Facebook like A Pro

Facebook marketing is a key part of a recruitment marketing strategy because it assists get your business in front of a broad pool of candidates. Especially quality prospects who aren’t actively utilizing the standard task boards.

Social marketing is an effective tool for recruitment. However, because the majority of marketing systems are tailored to eCommerce, creating an excellent recruitment project can be tough. This post strolls through considerations and recommendations when utilizing Facebook advertisements for employment recruitment marketing.

Set up 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 terrific guide from Hootsuite walks through how to set up Facebook Business Manager.

Business Manager enables you to include several people to the account to assist run campaigns, however understand that people will require a personal Facebook account to be able to be included.

To acquire marketing campaigns, you’ll likewise require a Facebook Ad Account, which you will be triggered to produce when setting up Facebook Business Manager.

You’ll likewise need to verify your site domain with Facebook, which is required to determine and track projects.

Choosing a project type

To produce a marketing campaign, head to the “Ads Manager” area by means of the top left navigation of your Business Manager Dashboard.

When you click the green button to produce a project, you’ll be offered a list of 11 types of campaign goals. We’ve found that 3 of these objectives are most useful for recruitment marketing: Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as are more likely to buy products from a brand name they know, people are most likely to obtain a job at a company they have actually become aware of. Brand Awareness projects are optimized to be seen by a broad swimming pool of people that are most likely to be interested in your company.

These ads won’t straight drive traffic to your site, but they get candidates acquainted with your business and ready to click when the ideal position comes along.

Awareness campaigns can be about nearly anything that shines a light on your company. Announcements about development and awards, articles about company initiatives and culture, and videos about the company’s accomplishments and mission can all be become appealing projects.

Traffic

In the Wonderkind platform, this is described as a “Clicks” project. These ads 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 concentrate on employment opportunities to get individuals to explore more about the tasks and the business (excellent for high-volume recruiting). Or feature content that will drive people to your site, employment like market hot subjects or pointers.

Conversion

Conversion campaigns are what individuals tend to believe of when they consider 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 strong audience of prospective candidates that recognize with your business. Without that, it’s kind of like going through a crowd and asking strangers to wed you.

Let your audience get to know you with Awareness and Clicks projects initially, and move more budget plan to Conversion projects in time.

Great ads and brand name awareness makes individuals click, however conversion takes place on a landing page. So you need to make sure that your job pages load quickly, are easy to check out on mobile phones, and plainly state the details task candidates care about many.

Know that Facebook conversion advertisements are going through some modifications in response 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 focus on 8 conversion actions per web domain.

If task listings are on the primary company site, you’ll likely require to line up with the marketing group on the priority list.

Facebook encourages businesses to use the Facebook Conversion API to connect your ads with conversion information from other sources, such as your server, employment material management system (CMS), or employment client relationship management (CRM).

Campaign budget optimization

There are a number of different choices when it pertains to spending for ads. First, you can pick to pay based on clicks or impressions of your advertisements. Next, you choose how you want Facebook to place your ads:

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 positioned so your costs lasts the full project. This alternative likewise enables you to set time windows such as running ads only in the night or on weekends.

For the 3 main types of recruitment projects gone over above, a basic suggestion is:

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

Traffic (Clicks): Short run times, payment on clicks, life time spending plan.

Conversion: Short run time, payment on clicks, life time spending plan. These will likely be your most pricey campaigns.

Select an audience

Targeting task titles and industry is normally where you begin with recruitment marketing, but you can reach a lot of concealed prospective with non-traditional audience qualities. For some motivation, we recently discussed 5 innovative methods to utilize targeting in recruitment ads.

Facebook likewise provides the choice to target “lookalike audiences.” This is great once you have actually had great campaign outcomes and great hires to confirm your existing audience is what a future one should “look like.”

Ad positioning

After testing a lot of the advertisement positioning alternatives available, we have actually found 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 utilized. Therefore, we wouldn’t recommend utilizing them. We have actually discovered that the news feed for both Instagram and Facebook have provided our partners with more clicks and discussions.

If you are wanting to create more awareness, we would suggest Instagram. Not a lot of advertisers hang out on producing a great Instagram Story. So, employment if you make a strong recruitment ad on Instagram story, you will stand out.

Create the advertisement

Assembling a fantastic ad can be difficult. If you’re uncertain where to begin, have a look at our guide on how to turn task descriptions into terrific social advertisements in 15 minutes.

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

For example, in a project about an employment opportunity, one ad version could focus on the income and perks, another on the business culture, employment and a third on the task functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to ramp up recruitment quickly, by hand creating the properties, 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 data from years of recruitment campaigns to develop an audience that’s perfect for your industry, area, and open positions.

Our easy-to-use platform makes it easy to spin up imaginative ads in minutes with project templates, a library of stock images, and employment instant image cropping. Once ads are running, track efficiency and spend 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.