Facebook’s massive talent pool, combined with its super specific targeting capabilities, make it the perfect social network for recruiters to create a sponsored advertisement to find passive and active job applicants.
Read through our step-by-step guide to get your Facebook Sponsored ad started today.
“It’s easy to make fun of Facebook. The depressed stock, the misguided political comments, the unguarded vanity of high school “friends”—all tend to reinforce the inanity of the social network. But a billion people still use it. Even those who complain (like me) still use it. And for large, multinational companies, it’s becoming an increasingly valuable tool for recruiting employees.” – Forbes
1. Open a Facebook Business Page
To start, you need to create a Facebook business page if you’re going to advertise on the site. Once you’ve created the page, you can then create a brand persona on the site. This way you will provide your audience with a resource to learn more about and engage with your business.
The first thing you’ll be prompted to do is choose a category for your business based on these 6 choices:
- Local Businesses or Places
- Companies, Organizations or Institutions
- Brands or Products
- Artists, Bands or Public Figures
- Causes or Communities
Set Up Your Page
2. Choose Objective
There are several different objectives you can choose here. For this article, we decided to choose the “Drive Traffic” Objective because our goal is to have people go to the careers page to apply for the open position.
3. Begin Your Ad
After setting up your page, you can begin your ad. On the left-hand side of the page, click on the “Promote” button, where you will start the ad.
4. Name Your Campaign
Choose something quick that you will remember because it will be saved as a template, so you only need to fill everything out once as long as the audience target is still the same. When it is not, you can still use your template and just edit the parts that are different.
5. Select Your Audience
Throughout the entire ad creation process, keep asking yourself what the ideal candidate would be like. Facebook allows you to really narrow down all sorts of details, so don’t hesitate to get precise. For instance you could specify the city you’re located in to avoid having to offer relocation costs, what level of education they have, and whether they’ve worked as a salesperson previously .
The first thing is to choose which group you want to target. There are tons of groups you can choose from, but you will mostly likely be interested in the following:
For most companies, location is very important, so start there. Then choose which age group you want to target.
6. Create Your Custom Audience
7. Choose Where You Want to Drive Traffic
The fewer amount of clicks, the better for your potential applicants, which in turn is better for you. People tend to lose interest if they have to go to many different external pages. To avoid this, it’s a good idea to link this ad directly to the job application on your site, whether it’s on your own site or on a career job finder site.
8. Detailed Targeting
This feature is super cool. It allows you to create parameters based on what people share on their Timelines, apps they use, ads they click, Pages they Like and other activities.
This feature helps you to filter ads to people who are connected to your Page.
What does it mean to be connected? If they’ve engaged with you before or if they are a friend of someone who has or who likes your page already. If you want to include or exclude some of your connections, you can easily do it depending on your end goal. There are two ways you can do this: The first is to include or exclude one connection type per ad set, and the second is to click “Advanced Combinations” to create a series of parameters the person must possesses to be included in your target audience.
10. Choose The Advert Location
To get the most results for your ads, select Automatic Placements. If one placement performs better, Facebook automatically allocates more budget to that placement to help you reach more people. Learn more about automatic placements.
If you choose not to do Automatic Placement, then choose “Edit Placements.” This allows you to choose where you want your image to appear by For instance, if your careers page on your site is not optimized to accept resumes via mobile, then you can turn off the feature in “Edit Features.”
To select your placements in ad creation:
- Go to ad creation.
- Choose your objective and click Continue.
- Scroll to the Placements section.
- Click Edit Placements to add or remove any placements.
To select your placements in Power Editor:
- Go to Power Editor.
- Click Ad Sets.
- Click Create Ad Set.
- Enter the details for your ad set and then click Create.
- In the editing pane, scroll to the Placements section.
- Click Edit Placements to add or remove any placements.
11. Select Your Budget
Choose your daily budget, and Facebook will automatically advertise the job posting up to the daily limit. You can change the daily limit during the campaign, though, so don’t be alarmed.
Other considerations to include:
12. Pick A Format
Depending on the resources you have available (video, images) you will choose one of these link adverts options. They are a great way to get applicants clicking to your website with your choice of call-to-action buttons: Shop Now, Learn More, Sign Up, Book Now and Download. Link adverts work across Facebook, Instagram and Audience Network.
13. Create Your Design
The recommended image size ensures your image always looks high quality. The recommended text length is how many characters of ad copy could be displayed on smaller screens.
- Recommended image size: 1,200 x 628 pixels
- Image ratio: 1.9:1
- Text: 90 characters
- Headline: 25 characters
- Link description: 30 characters
- Your image should include minimal text.
- Add a call-to-action button such as “Apply Now” to encourage people take that action on your website.
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