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Setting up Recruitment Ads on Facebook like A Pro

Facebook marketing is a crucial part of a recruitment marketing strategy due to the fact that it assists get your company in front of a wide swimming pool of candidates. Especially quality prospects who aren’t actively utilizing the boards.

Social marketing is an effective tool for employment recruitment. However, due to the fact that many marketing systems are customized to eCommerce, developing a fantastic recruitment project can be challenging. This article walks through factors to consider and recommendations when utilizing Facebook ads for recruitment marketing.

Set up Facebook Business Manager and ad account

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

Business Manager enables you to add several individuals to the account to help run campaigns, however know that people will need an individual Facebook account to be able to be included.

To buy ad campaign, you’ll likewise require a Facebook Ad Account, which you will be triggered to develop when establishing Facebook Business Manager.

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

Choosing a project type

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

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

Brand Awareness

Just as people are more likely to purchase items from a brand name they understand, individuals are more likely to request a job at a company they have actually become aware of. Brand Awareness campaigns are optimized to be seen by a large pool of people that are most likely to be interested in your company.

These advertisements will not directly drive traffic to your website, however they get candidates familiar with your service and prepared to click when the best position comes along.

Awareness campaigns can be about nearly anything that shines a light on your company. Announcements about growth and awards, posts about company initiatives and culture, and videos about the organization’s achievements and mission can all be become eye-catching campaigns.

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 advertisement.

This audience is narrower than in a Brand name Awareness project, but still consists of people interested but not ready to get a task.

These ads can focus on open positions to get people to explore more about the jobs and the company (fantastic for high-volume recruiting). Or feature content that will drive individuals to your site, like market hot subjects or tips.

Conversion

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

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

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

Great ads and brand awareness makes individuals click, however conversion takes place on a landing page. So you need to make certain that your job pages load rapidly, are simple to check out on mobile phones, and clearly specify the info task candidates appreciate most.

Understand that Facebook conversion ads are going through some changes in reaction to Apple’s iOS 14 personal privacy updates – [update 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 job listings are on the primary business website, you’ll likely need to align with the marketing team on the concern list.

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

Campaign budget optimization

There are a couple of various choices when it comes to spending for advertisements. First, you can pick to pay based upon clicks or impressions of your advertisements. Next, you decide how you want Facebook to put your advertisements:

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

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

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

Brand Awareness: Run as ongoing campaigns, payment on impressions, and either everyday or life time budgeting.

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

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

Select an audience

Targeting job titles and market is usually where you begin with recruitment marketing, however you can reach a lot of concealed potential with non-traditional audience traits. For some motivation, we recently blogged about 5 innovative ways to utilize targeting in recruitment ads.

Facebook also gives the alternative to target “lookalike audiences.” This is great once you’ve had excellent campaign results and great hires to verify your existing audience is what a future one ought to “appear like.”

Ad placement

After evaluating a lot of the advertisement placement options 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 hardly ever used. Therefore, we would not advise using them. We’ve found that the news feed for both Instagram and Facebook have offered our partners with more clicks and discussions.

If you are aiming to create more awareness, we would recommend Instagram. Not a great deal of marketers hang around on creating a great Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand apart.

Create the advertisement

Creating a great advertisement can be challenging. If you’re unsure where to start, inspect out our guide on how to turn job descriptions into terrific social ads in 15 minutes.

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

For example, in a project about an employment opportunity, one ad version might concentrate on the wage and perks, another on the business culture, and a 3rd on the task performance.

Put recruitment marketing on autopilot with Wonderkind

If you require to increase recruitment quickly, manually developing the properties, audience, and spending plans for each project will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social technique throughout Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology utilizes information from years of recruitment campaigns to build an audience that’s perfect for your industry, place, and employment opportunities.

Our easy-to-use platform makes it basic to spin up creative ads in minutes with project templates, a library of stock pictures, and instant image cropping. Once advertisements are running, track performance and spend throughout all social channels in one overarching control panel.

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