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Establishing Recruitment Ads on Facebook like A Pro

Facebook marketing is an essential part of a recruitment marketing method since it helps get your business in front of a wide swimming pool of candidates. Especially quality prospects who aren’t actively utilizing the basic task boards.

Social marketing is a powerful tool for recruitment. However, because most advertising systems are customized to eCommerce, employment designing a great recruitment project can be tough. This short article walks through factors to consider and suggestions when utilizing Facebook ads for recruitment marketing.

Establish 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 walks through how to establish Facebook Business Manager.

Business Manager enables you to add multiple individuals to the account to help run projects, however understand that people will need a personal Facebook account to be able to be included.

To acquire marketing campaigns, you’ll also need a Facebook Ad Account, which you will be triggered to develop when establishing Facebook Business Manager.

You’ll likewise need to validate your site domain with Facebook, which is needed to measure and track projects.

Choosing a campaign type

To develop a marketing 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 produce a campaign, you’ll be offered 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 employment Conversion.

Brand Awareness

Just as individuals are most likely to buy products from a brand name they know, individuals are most likely to make an application for a job at a company they’ve become aware of. Brand Awareness projects are optimized to be seen by a large swimming pool of people that are likely to be interested in your company.

These ads won’t straight drive traffic to your website, but they get prospects acquainted with your company and all set to click when the best position comes along.

Awareness projects can be about nearly anything that shines a light on your business. Announcements about growth and awards, short articles about business efforts and culture, and videos about the organization’s accomplishments and objective can all be become attractive campaigns.

Traffic

In the Wonderkind platform, this is referred to as a “Clicks” campaign. These advertisements are targeted to reach an audience that is likely to click the link in your advertisement.

This audience is narrower than in a Brand Awareness campaign, but still includes individuals interested however not prepared to obtain a task.

These ads can concentrate on employment opportunities to get individuals to explore more about the jobs and the company (great for high-volume recruiting). Or feature material that will drive people to your site, like industry hot topics or suggestions.

Conversion

Conversion campaigns are what people tend to think of when they think of advertising. These projects track and optimize towards someone performing an action on your website, such as sending an application.

For a Conversion campaign to be effective, you initially require to build up a strong audience of possible candidates that are familiar with your company. Without that, it’s type of like running through a crowd and asking strangers to wed you.

Let your audience get to know you with Awareness and Clicks campaigns initially, and move more budget plan to Conversion campaigns gradually.

Great advertisements and brand name awareness makes people click, but conversion happens on a landing page. So you need to make certain that your job pages load rapidly, are simple to continue reading mobile phones, and clearly specify the details task candidates appreciate most.

Understand that Facebook conversion ads are going through some modifications in response to Apple’s iOS 14 personal privacy updates – [upgrade October 2023: please check out the following for more on Apple’s iOS 17 privacy updates] Companies will need to focus on 8 conversion actions per web domain.

If task listings are on the main business site, you’ll likely require to line up with the marketing team on the top priority list.

Facebook encourages organizations to use the Facebook Conversion API to connect your ads 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 different options when it pertains to spending for advertisements. First, you can pick to pay based upon clicks or employment impressions of your ads. Next, you choose how you want 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 project and ads will be put so your spending lasts the full campaign. This alternative likewise enables you to set time windows such as running advertisements just at night or on weekends.

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

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

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

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

Select an audience

Targeting task titles and industry is normally where you start with recruitment marketing, however you can reach a lot of hidden prospective with unconventional audience qualities. For some motivation, we recently blogged about 5 imaginative methods to utilize targeting in recruitment ads.

Facebook likewise offers the option to target “lookalike audiences.” This is fantastic once you’ve had good campaign outcomes and good hires to validate your existing audience is what a future one need to “appear like.”

Ad placement

After testing much of the ad positioning 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’ve found that Facebook stories are seldom used. Therefore, we would not advise using them. We’ve discovered that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and discussions.

If you are aiming to produce more awareness, we would recommend Instagram. Not a lot of advertisers hang around on producing an excellent Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the ad

Putting together an excellent ad can be tricky. If you’re not exactly sure where to start, inspect out our guide on how to turn task descriptions into terrific social advertisements in 15 minutes.

It can be unexpected what combination of copy and images work best for your audience. We recommend A/B screening numerous ad versions in each campaign.

For example, in a campaign about an open position, one ad version might concentrate on the salary and advantages, another on the business culture, and a third on the task performance.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to ramp up recruitment quickly, by hand creating the properties, audience, and budgets for employment each project will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social technique throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes information from years of recruitment projects to construct an audience that’s ideal for your market, location, and open positions.

Our easy-to-use platform makes it easy to spin up imaginative advertisements in minutes with campaign design templates, a library of stock photos, and instantaneous image cropping. Once ads are running, monitor performance and invest across all social channels in one overarching dashboard.

Ready to turbo-charge your talent sourcing? Check out how Wonderkind works or see it in action.