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Setting up Recruitment Ads on Facebook like A Pro

Facebook advertising is a crucial part of a recruitment marketing method because it helps get your company in front of a wide pool of prospects. Especially quality prospects who aren’t actively utilizing the standard task boards.

Social marketing is an effective tool for recruitment. However, since a lot of marketing systems are tailored to eCommerce, developing a terrific recruitment project can be tough. This article strolls through factors to consider and suggestions when using Facebook advertisements for 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 ads on Facebook or Instagram. This terrific guide from Hootsuite walks through how to set up Facebook Business Manager.

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

To acquire marketing campaigns, you’ll also require a Facebook Ad Account, which you will be prompted to create when setting up Facebook Business Manager.

You’ll also require to verify your site domain with Facebook, which is needed to determine and track campaigns.

Choosing a project type

To develop an ad campaign, employment head to the “Ads Manager” area by means of 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 project goals. We’ve discovered that 3 of these goals are most useful for recruitment marketing: employment Brand Awareness, Traffic, and Conversion.

Brand Awareness

Just as individuals are most likely to buy items from a brand they understand, people are more likely to obtain a task at a company they’ve heard of. Brand Awareness campaigns are optimized to be seen by a wide swimming pool of individuals that are most likely to be interested in your company.

These advertisements won’t straight drive traffic to your site, but they get prospects knowledgeable about your organization and ready to click when the ideal position occurs.

Awareness campaigns can be about almost anything that shines a light on your company. Announcements about development and awards, posts about company efforts and culture, and videos about the company’s achievements and mission can all be developed into captivating 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 on the link in your ad.

This audience is narrower than in a Brand Awareness campaign, however still includes people interested however not ready to request a job.

These ads can concentrate on employment opportunities to get individuals to check out more about the tasks and the business (great for high-volume recruiting). Or function material that will drive people to your website, like industry hot topics or ideas.

Conversion

Conversion campaigns are what individuals tend to consider when they think of marketing. These campaigns track and optimize towards somebody carrying out an action on your website, such as sending an application.

For a Conversion project to be successful, you first need to develop up a solid audience of prospective candidates that are familiar with your company. Without that, it’s kind of like going through a crowd and asking complete strangers to wed you.

Let your audience learn more about you with Awareness and initially, and move more budget plan to Conversion campaigns gradually.

Great advertisements and brand name awareness makes people click, but conversion occurs on a landing page. So you need to ensure that your job pages load rapidly, are simple to keep reading mobile devices, and plainly state the info task candidates care about most.

Understand that Facebook conversion ads are going through some changes in action to Apple’s iOS 14 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 task listings are on the primary business site, you’ll likely require to line up with the marketing team on the top priority list.

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

Campaign budget plan optimization

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

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

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

For the 3 main types of recruitment projects discussed above, a general suggestion is:

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

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

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

Select an audience

Targeting task titles and industry is normally where you begin with recruitment marketing, but you can reach a lot of covert prospective with non-traditional audience characteristics. For some inspiration, employment we just recently discussed 5 creative methods to use targeting in recruitment advertisements.

Facebook also provides the option to target “lookalike audiences.” This is excellent once you have actually had good project outcomes and employment excellent hires to validate your existing audience is what a future one should “appear like.”

Ad placement

After evaluating a lot of the advertisement placement choices readily available, we’ve found the most successful ones for recruitment marketing are: Facebook News Feed, Facebook Stories, Instagram Feed, Instagram Stories.

Here at Wonderkind, we’ve discovered that Facebook stories are hardly ever utilized. Therefore, we would not advise utilizing them. We’ve discovered that the news feed for both Instagram and Facebook have actually supplied our partners with more clicks and discussions.

If you are seeking to develop more awareness, we would recommend Instagram. Not a great deal of advertisers hang out on developing a good Instagram Story. So, if you make a strong recruitment advertisement on Instagram story, you will stand out.

Create the advertisement

Putting together a great advertisement can be challenging. If you’re uncertain where to start, have a look at our guide on how to turn task descriptions into excellent social ads in 15 minutes.

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

For instance, in a campaign about an employment opportunity, one ad variation might focus on the income and benefits, another on the company culture, and a third on the task functionality.

Put recruitment marketing on autopilot with Wonderkind

If you need to increase recruitment quickly, manually developing the properties, audience, and budget plans for each project will slow you down. Wonderkind assists you speed up recruitment marketing by automating your social strategy across Facebook, Instagram, Google, and LinkedIn.

Our Talent Attraction Technology uses information from years of recruitment projects to build an audience that’s perfect for your market, area, and open positions.

Our user friendly platform makes it simple to spin up imaginative ads in minutes with campaign templates, a library of stock photos, employment and immediate image cropping. Once ads are running, keep an eye on efficiency and invest throughout all social channels in one overarching control panel.

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

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