Facebook advertising is a crucial part of a recruitment marketing strategy since it assists get your company in front of a large swimming pool of prospects. Especially quality prospects who aren’t actively utilizing the basic job boards.

Social marketing is an effective tool for recruitment. However, because most advertising systems are tailored to eCommerce, creating an excellent recruitment campaign can be challenging. This post walks through considerations and suggestions 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 advertisements on Facebook or Instagram. This terrific guide from Hootsuite walks through how to establish Facebook Business Manager.

Business Manager permits you to add several people to the account to help run projects, but be aware that people will require an individual Facebook account to be able to be included.

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

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

Choosing a project type

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

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

Brand Awareness

Just as people are more likely to buy items from a brand name they know, people are most likely to look 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 most likely to be thinking about your business.

These ads won’t straight drive traffic to your site, however they get candidates knowledgeable about your service and ready to click when the ideal position occurs.

Awareness projects can be about nearly anything that shines a light on your company. Announcements about development and awards, short articles about business initiatives and culture, and videos about the company’s accomplishments and objective can all be developed into distinctive projects.

Traffic

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

This audience is narrower than in a Brand Awareness campaign, however still consists of individuals interested however not prepared to obtain a job.

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

Conversion

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

For a Conversion campaign to be successful, you first need to construct up a solid audience of potential prospects that recognize with your company. Without that, it’s kind of like running through a crowd and asking complete strangers to marry you.

Let your audience get to understand you with Awareness and Clicks projects first, and move more spending plan to Conversion campaigns over time.

Great advertisements and brand name awareness makes people click, however conversion takes place on a landing page. So you need to make sure that your task pages load rapidly, are easy to continue reading mobile phones, and plainly state the info job prospects care about the majority of.

Know that Facebook conversion ads are going through some modifications in reaction to Apple’s iOS 14 personal privacy updates - [update October 2023: please read the following for more on Apple’s iOS 17 personal privacy updates] Companies will need to focus on 8 conversion actions per web domain.

If task listings are on the primary business website, you’ll likely need to align with the marketing team on the top priority list.

Facebook motivates services 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 customer relationship management (CRM).

Campaign budget optimization

There are a couple of various choices when it pertains to spending for ads. First, you can choose 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 campaign and advertisements will be positioned so your costs lasts the full campaign. This choice also enables you to set time windows such as running ads just at night or on weekends.
For the 3 main types of recruitment campaigns discussed above, a general recommendation is:

Brand Awareness: Run as continuous projects, payment on impressions, and either everyday or lifetime budgeting.
Traffic (Clicks): Short run times, payment on clicks, life time spending plan.
Conversion: Short run time, payment on clicks, lifetime budget. These will likely be your most expensive projects.
Select an audience

Targeting job titles and market is generally where you begin with recruitment marketing, but you can reach a lot of covert prospective with non-traditional audience traits. For some motivation, we recently composed about 5 imaginative ways to use targeting in recruitment ads.

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

Ad placement

After testing much of the advertisement placement alternatives 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 seldom utilized. Therefore, we wouldn’t recommend using them. We have actually found that the news feed for both Instagram and Facebook have supplied our partners with more clicks and discussions.

If you are wanting to produce more awareness, we would suggest Instagram. Not a great deal of advertisers hang out on developing a good Instagram Story. So, if you make a strong recruitment ad on Instagram story, you will stand apart.

Create the advertisement

Creating a great ad can be tricky. If you’re unsure where to begin, take a look at our guide on how to turn task descriptions into terrific social ads 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 variations in each project.

For example, in a campaign about an open position, one ad variation could focus on the income and perks, another on the company culture, and a 3rd on the task functionality.

Put recruitment marketing on auto-pilot with Wonderkind

If you need to ramp up recruitment rapidly, manually producing the properties, audience, and spending plans for each campaign will slow you down. Wonderkind assists you accelerate recruitment marketing by automating your social technique throughout Facebook, Instagram, Google, and employment LinkedIn.

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

Our easy-to-use platform makes it simple to spin up innovative ads in minutes with project templates, a library of stock pictures, and instantaneous image cropping. Once ads are running, monitor efficiency and spend throughout all social channels in one overarching control panel.

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