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Establishing Recruitment Ads on Facebook like A Pro

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

Social marketing is a powerful tool for recruitment. However, due to the fact that a lot of marketing systems are tailored to eCommerce, developing a terrific recruitment project can be challenging. This post strolls through factors to consider and recommendations when using Facebook advertisements for recruitment marketing.

Set up Facebook Business Manager and advertisement account

You’ll require a Facebook Business Page and Facebook Business Manager account to run any ads on Facebook or Instagram. This fantastic guide from Hootsuite walks through how to set up Facebook Business Manager.

Business Manager allows you to add multiple individuals to the account to assist run campaigns, however understand that people will need an individual Facebook account to be able to be included.

To acquire marketing campaign, you’ll likewise need a Facebook Ad Account, which you will be prompted to develop when setting up Facebook Business Manager.

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

Choosing a project type

To create an advertising campaign, head to the “Ads Manager” area via the leading left navigation of your Business Manager Dashboard.

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

Brand Awareness

Just as people are more likely to buy items from a brand name they understand, people are more most likely to obtain a job at a business they have actually heard of. Brand Awareness projects are optimized to be seen by a wide pool of individuals that are most likely to be thinking about your company.

These ads will not straight drive traffic to your site, however they get candidates familiar with your business and all set to click when the ideal position comes along.

Awareness campaigns can be about nearly anything that shines a light on your business. Announcements about growth and awards, posts about business initiatives and culture, and videos about the organization’s accomplishments and mission can all be become distinctive campaigns.

Traffic

In the Wonderkind platform, this is described as a “Clicks” project. These advertisements 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 name Awareness campaign, however still consists of individuals interested however not all set to get a job.

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

Conversion

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

For a Conversion campaign to be effective, you initially require to develop up a solid audience of potential prospects that recognize with your company. Without that, it’s type of like running through a crowd and asking complete strangers to wed you.

Let your audience be familiar with you with Awareness and Clicks campaigns first, and move more spending plan to Conversion projects gradually.

Great advertisements and brand awareness makes people click, however conversion occurs on a landing page. So you require to ensure that your job pages load quickly, are easy to continue reading mobile gadgets, and plainly mention the info job prospects appreciate many.

Know that Facebook conversion ads are going through some modifications in response to Apple’s iOS 14 privacy updates – [upgrade October 2023: please read 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 main business site, you’ll likely need to align with the marketing team on the concern list.

Facebook motivates services to utilize the Facebook Conversion API to connect your advertisements with conversion information from other sources, such as your server, material management system (CMS), or client relationship management (CRM).

Campaign budget optimization

There are a couple of different choices when it comes to spending for ads. First, you can choose to pay based upon clicks or impressions of your advertisements. Next, you choose how you desire Facebook to put your ads:

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

Lifetime Budget: You set the length of a project and advertisements will be placed so your costs lasts the full campaign. This option also permits you to set time windows such as running ads only at night or on weekends.

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

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

Traffic (Clicks): referall.us Short run times, payment on clicks, .

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

Select an audience

Targeting job titles and market is usually where you start with recruitment marketing, but you can reach a great deal of surprise potential with unconventional audience characteristics. For some inspiration, we just recently discussed 5 creative ways to utilize targeting in recruitment ads.

Facebook likewise offers the choice to target “lookalike audiences.” This is terrific once you’ve had good campaign results and excellent hires to verify your existing audience is what a future one ought to “look like.”

Ad positioning

After testing much of the advertisement placement choices available, we’ve found the most effective ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve discovered that Facebook stories are seldom utilized. Therefore, we wouldn’t recommend using them. We’ve found that the news feed for both Instagram and Facebook have actually provided our partners with more clicks and conversations.

If you are seeking to produce more awareness, we would advise Instagram. Not a lot of marketers hang around on producing a great Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.

Create the ad

Assembling a terrific advertisement can be challenging. If you’re uncertain where to start, inspect out our guide on how to turn task descriptions into excellent social advertisements in 15 minutes.

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

For example, in a campaign about an employment opportunity, one advertisement variation might concentrate on the salary and benefits, another on the business culture, and a 3rd on the job performance.

Put recruitment marketing on autopilot with Wonderkind

If you need to ramp up recruitment rapidly, manually developing the possessions, audience, and budget plans for each campaign will slow you down. Wonderkind helps you speed up recruitment marketing by automating your social strategy across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes data from years of recruitment campaigns to construct an audience that’s best for your industry, location, and employment opportunities.

Our user friendly platform makes it easy to spin up innovative ads in minutes with project design templates, a library of stock images, and immediate image cropping. Once ads are running, track performance and invest throughout all social channels in one overarching dashboard.

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