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Exact Steps to Using Twitter Ads for Recruiting

When it comes to using social media for locating potential hires, recruiters often rely on the top three: Facebook, LinkedIn and Twitter. However, if used effectively, Twitter can help you to dramatically increase the opportunity of reaching potential hires.

That’s why many successful companies, such as Disney and Walmart, have created separate, recruiting-specific Twitter handles. Recruiters using these handles are able to engage with only job seekers instead of customers. This specific recruiting channel makes posting job listings and career events really easy while, at the same time, marketing the company via employer branding to those looking for an awesome place to work.

You can’t afford to ignore Twitter for advertising when planning your marketing budget. It is very useful because it is quick, and the news of job openings can spread quickly, especially if you can get other employees at the company to also be involved on it and to share the job openings with their followers.

Step 1: Create a Twitter Business Account

Register for an account using your business name. Then, go ahead and fill out your bio, add a profile image and add a header image for your business (include your logo). Now, people who click on your business name from your ads will be sent to your profile. With that in mind, it’s imperative you add a description of your business and your site’s URL. That way they can easily check out the landing page you want them to.

Now that you’ve created your Twitter account, it’s time to register for Twitter Ads. To do this, you need to enter your location and time zone in the account creation process.

You’re almost ready! The last step before you begin creating your ad is to add a credit card to your account. Working in the same fashion as Google AdWords and Facebook Ads, Twitter will bill you for traffic after it’s delivered.

Step 2: Begin Your Ad

Log into your brand-new Twitter account, then click on your profile image at the top right of the page, and scroll down till you see “Twitter Ads.”

Or you may log into your Twitter Ads Manager account, and click “Create Campaign” at the top right of the page.

Step 3: Research Your Objectives

a. Increase site visits, conversions, and sales

People use Twitter to connect with their interests and discover new products. Effectively showcase your business and bring interested audiences to your site.

b. Build an Audience

When people follow you on Twitter, they want to hear more from you and are likely to become loyal customers. In fact, 94 percent of survey respondents plan to purchase something from an SMB they follow.

c. Engagements

Twitter is a place for people to discover interesting content and to take part in conversation. To get their attention, put your most interesting stuff in front of them.

Step 4: Choose Your Objective

We will be choosing the first objective--increase site visits, conversions, and sales--for this article. The first is the most likely one you will use.

For both clicks and conversions campaigns, you promote Tweets to people who you want to visit and take action on your website. You’re charged per click in both types of campaign, but a conversions campaign has additional functionality to track conversions. Both of these types of campaign allow you to include a Website Card, which includes a preview of your website right in your Tweet.

Step 5: Set Up Your Campaign

Step 6: Select your Audience

The Twitter Advanced Targeting options include:


You will target specific searches or users who use with certain keywords in tweets.



You will target accounts of people with interests similar to followers of those accounts. Once you enter their twitter handle, you will then target people who are likely to be interested in their subject matter.



This option allows you to target users interested in one or more of the categories you enter.


Tailored audiences

Remarketing and custom lists are so important. When you tailor to certain audience, you receive the best ROI because you have power over who you’re targeting.


TV targeting

This option allows you to target people who are interested in a specific program, TV network, or TV genre. The importance of this option depends on the type of candidate you are targeting.



Every company has a personality, and it’s important that new hires will thrive in the existing environment. So, this option is awesome because it provides you the opportunity to target users who posses the behavior qualities, online and offline, that you are looking for.


Event targeting

You will target people who are interested in global or regional events. It’s a great way to target candidates for a recruiting event you might be hosting.

Step 7: Select Your Budget

You can set the daily maximum and total campaign budgets for your ad campaign at the beginning in order to control how much your Twitter ads cost. As you’re creating the ad, the interface will show you whether you’ll pay by impression or engagement, so you can get a good sense of how much it’s worth to you to pay for what’s on offer. It will also show you suggested bids based on what others are paying, or you can check out Twitter’s recommended bids for each type of campaign.

Step 8: Choose Your Pricing Method

There are three different choices you can choose when deciding on the pricing method of your choice. Check out the differences below.

Automatic Bid

Your bid will be optimized to get the best results at the lowest price (within your budget.) You will pay the optimized price for each engagement delivered.

If you set the bids too low, you’ll get no impressions. Remember, It’s an auction. The odds are high that there are other Twitter advertisers willing to pay more than a penny.

The more you’re willing to shell out, the more likely your ads will be shown. So you have to figure out what it's worth to you, then Twitter figures out how much quantity you'll get for that price.

Target Cost

When you add a target cost-per-link-click, your bids will be optimized to achieve a daily average cost that meets or beats this target. You will pay the actual average cost for all link clicks in a day.

Maximum Bid

You set the maximum you are willing to pay for each engagement. You won’t pay more than your maximum bid for each engagement, and you might even end up paying less. You should put in the highest number you’re willing to pay for each engagement. If you’re still unsure on what to bid, check out the suggested bid tool. 

Step 9: Choose Your Campaign Dates

Step 10: Choose Your Creatives

Choose what you want to promote: existing tweets or a completely new tweet.

Existing Tweets

You can promote existing Tweets or create new ones. All Tweets eligible for this campaign type appear below. Choose or write Tweets that give people a reason to take action. All Tweets must include a URL or Website Card.


New Ad

If you prefer, you can choose to compose a brand-new Tweet made specifically for the ad. As you are creating, you’ll see a preview of your ad on the right side of the page.

Step 11: Track the Performance


This is number of times times your ad has been viewed by Twitter users.



These are the actions that are tied to your objectives. For example, if your goal is website visits, the results tracked will be link clicks.


Your engagement rate

This is the amount of impressions for your ads divided by the number of results.


Your cost per result

This is how much you’re paying, on average, for each relevant action people are taking from your ads.

Recruiting on Twitter Examples


Six Flags


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Exact Steps to Using Twitter Ads for Recruiting


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