Do Facebook Ads work for recruitment agencies? That's a question that I get a lot from people! Hi, my name is Francisco, and I am the owner of Planet Marketing, a digital marketing agency. My company specializes in Google Ads, Facebook Ads and Remarketing. I have been in business for over a decade now. In that time, I have helped quite a number of recruiting agencies find their footing in the world of marketing. Most people want to know whether or not Facebook ads are for recruitment agencies. In this article, I am going to cover the following areas;
Why Facebook Matters for Recruitment Agencies
Facebook can be a real goldmine for recruitment agencies. One of the challenges that you are likely to face in your line of work is finding the right people for your clients. Traditional ways of recruiting entail wadding through hundreds, if not thousands of applications that are sent to you by people who are desperately looking for employment. Needless to say, the majority of these will be a poor fit to what your clients are looking for. This is where Facebook comes into its element.
Facebook is massive
As of the time of writing this article, Facebook had a daily user base of over 1.82 billion. You can see what I am talking about in the graph below from Statistica. That’s a lot of people. But what does it mean for businesses? Well, it simply means there is a wide pool from which you can make your pick. Whatever the business you may be into, you will have no problem finding your target audience on the platform.
Find more statistics at Statista
If you check through this article, you will notice that I have written a wide range of articles on the subject. I have written about doing Facebook Ads for new businesses and Facebook Ads for Kindle books. Simply put, any business can advertise on Facebook and it will have great success. It’s not just about recruitment agencies.
Marketing on Facebook is cheap
For businesses, marketing on Facebook begins with the creation of a Facebook Business Page. That’s what you should do for your recruitment agency. A Facebook Page can be created free of charge, so you don’t need to worry about cost here. Its importance lies in its ability to work as a forum on which to engage current and prospective customers.
Not only that, but Facebook Pages can be of real importance when creating paid Facebook ads. You can target an audience that’s composed of people who have interacted with you on your Page. That way, you know that these people are already interested in your business. So, it’s easy for you to make your pitch to them.
Other than the free opportunities, you also have the option to create Facebook ads. That’s what we are focusing on in this article. Most people worry that advertising on Facebook is going to be expensive. However, that is not the case. Facebook is actually one of the cheapest platforms on which recruitment agencies can advertise. Think I am lying? Well, you can start advertising on Facebook for as little as $1!
You can create your own Facebook Ads
Yes, this is something that you can do on your own. In fact, it’s my aim to show you how to do it in this article. Most people don’t have the time. If that’s the case, you don’t have to worry. Feel free to check out myFacebook Ads Setup Plan. If you sign up, I will do all the initial work for you. That’s the hardest bit.
Once everything has been set up, I will leave you with 2 live ads. Not only that, but you also get a landing page in the bargain. I will show you how to create your own Facebook Ads in the section below. That’s definitely something that you can learn how to do.
Install Pixel on your site
This is something that you should absolutely do. This applies whether one is talking about recruiting agencies or about any other type of business that's out there. If you don’t know how to do it, talk to me. As I noted at the top, I also do remarketing. But what’s remarketing? It’s essentially a way through which targeted ads are shown to people based on their interest on a website. For Facebook, that happens via Pixel.
When someone visits your recruitment website, as an example, they will probably browse through areas of interest. If you have installed pixel, this interest in noted. The next time that the individual visits their Facebook Page; they will be shown ads featuring the areas in which they showed an interest on your site.
So, Pixel is important. It’s a way of getting targeted ads. Remarketing is also called retargeting. It gets you a second bite of the cherry. The result is that you get a better conversion rate. It means you will have a better ROI for your Facebook Ads. In fact, when talking about eCommerce, remarketing can boost conversion rates by as much as 400%.
Facebook knows a lot about it’s users
Clearly, Facebook Ads Marketing works very well for recruitment agencies. If you work for a recruitment agency, it will be your job to have a pulse on what’s happening around the industry. Who are the major players? Who works where? And who has been looking for a new job?
The great thing is that you can get all this information through Facebook. One thing that people take for granted is that Facebook knows a lot about its users. It knows who they are and where they work. It knows when they started working where they work. It even knows what they like and if they are looking for a new job.
As an advertiser, you can take advantage of this information to make an impact in your line of work. With Facebook Ads, you can reach as precise a target audience as is possible. The result is that you will have high performing ads because, you know what, those ads will be directed at just the right kind of people.
Steps to create Facebook Ads for Recruitment Agencies
The first thing that you are going to have to do on the way to creating the first Facebook Ad for your recruitment agency is to create a Facebook Page. That’s something that I have already talked about, so I am not going to repeat myself here. When creating Facebook Ads, you need to have a Page. But where are Facebook Ads created? Well, the magic happens in Ads Manager. Once you have signed in, you will need to hit Create to get started. The process of creating Facebook Ads basically has 3 steps;
- Choosing a Campaign Objective
- Setting up your Target Audience
- Creating your Facebook Ad
Choosing a Campaign Objective
You are probably not going to spend lots of time on this step. In fact, you will be done in a few clicks. Facebook Campaign Objectives define where you wish to go with your Facebook Ads. There are 11 at the moment. However, you can only have 1 for each Campaign. The following are the available Campaign Objectives for Facebook Ads;
- App installs
- Video views
- Lead generation
- Store traffic
- Brand awareness
- Catalog sales
Which Campaign Objective should Recruitment Agencies opt for?
Quite a number of Recruitment Agencies have reached out to me seeking advice on the best Campaign Objective for their businesses when doing Facebook Ads. My answer is; there is no one size fits all. In fact, you can have different Campaign Objectives for different ads. It all depends on what you wish to achieve for that particular Campaign.
Let’s assume that you are targeting professionals who you wish to sign up with your Agency. So, you wish to get them from Facebook to a landing page where they can complete the signing up process. In that case, you would go with Traffic as your Campaign Objective.
If, on the other hand, you wish to get better awareness for your brand on the marketplace, then Brand awareness would be the best Campaign Objective when doing Facebook Ads Marketing for Recruitment Agencies. You can also opt for Messages if you wish to have people get in touch with your directly, either through Messenger or through WhatsApp. For this example, we will go with Traffic as our Campaign Objective.
Setting up your Target Audience
This is probably the most crucial step when doing Facebook Ads Marketing for Recruitment Agencies. You can come up with a kick-ass Facebook Ad, but it’s not going to perform great if it gets delivered to the wrong audience.
For this example, we noted that we are looking to have professionals sign up with our Agency. So, we wish to have our ad delivered to these people. This will enable us to build a database that we will use in the future. Facebook has a number of settings that can be used to define and zoom in on your target audience;
Location is important when creating Facebook Ads for Recruitment Agencies. You would be surprised at the number of people who create Facebook Ads that are targeted seemingly at the entire world! That’s a waste of time and money! Okay, so it works if your business is global in nature.
But the majority of businesses are still rather localized. Think restaurants, cafes and bars. Recruitment Agencies have a reach that’s a bit broader. However, it’s still not global. Most such agencies operate within a city or, if they are large, with a State. For our example, we are going to assume that our recruitment agency operates from Atlanta, Georgia. So, we will be targeting people living 25 miles around that location.
Just to illustrate the point, Google showed me an ad from the Philippines the other day while I was going about my business online. That’s clearly a failing as far as audience targeting is concerned. It means that there is something wrong somewhere! Either the person had misdirected their ad or Google’s algorithms were not working properly. So, you need to take the location setting seriously.
Age is another important setting when creating Facebook Ads for Recruitment Agencies. The question to ask yourself is; what are the expected age ranges for people who are expected to fill out a particular position. Say, it’s a senior managerial position. Clearly, 18 year olds would not be a fit here. It would probably be better to target people beginning from about 45.
Gender can also be a targeting parameter when doing Facebook Ads Marketing. However, you need to be careful in this particular instance. Discriminating people based on their gender is a good way of getting yourself in trouble with the law in almost every country that’s out there.
Does the audience that we have defined so far work? Well, it works to a very low degree. Our audience is still too generalized. We need to further narrow it out to make sure that our ads are delivered to the right people. And we can do that through the Detailed Targeting section. This is where you really zoom in on your audience when creating Facebook Ads for your recruitment agency. The detailed agency uses Demographics, Interest and Behavior to zoom in on your target audience. For this example, we have chosen to target the following people;
- Those who have shown an interest in pages to do with recruitment agencies
- For senior positions you can target based on current salary, position, job title
The connections setting is another tool that you can use to further refine your target audience. We have already mentioned this at the top. Let’s say you wish to target people who have liked your Facebook Page, or those that have taken part in your event. You can do that through this section. The important thing is that you will be reaching out to people who are not complete strangers to your business. That, in turn, gives you a higher CTR.
Budget and Schedule
You will find the budget and schedule section in Ad Set. Another thing that we have previously stated is that Facebook Ads are very affordable. You can get started from as little as $1. However, you are going to need to spend a bit more to get meaningful results. Start with something like $10 per day or so. It all depends on how big your business is.
The important thing is to make sure that you retain control of your spending. When you start advertising on the platform, Facebook retains your credit card details on file. If you are not careful, they will keep running your Campaigns and deducting money from your card even when you wish to have everything stop.
There are 2 ways through which you can control spending. You can put in a Campaign Budget. That’s the amount that you will spend throughout the entire Campaign. Or you can have a Daily Budget and a start and end date for your campaigns. That way, you will also know how much you are going to spend throughout the Campaign.
Creating the Ad
Now we come to the last part on the way to creating Facebook Ads for Recruitment Agencies. The ad is what the people who you are targeting will see. So, it needs to be good, to some degree. I placed some qualification there because Facebook is Facebook, after all.
It’s where people go for fake news (maybe not) and for poodles performing pranks. So, a little bit of informality will be acceptable when it comes to creating Facebook Ads. So, which areas should you focus on when creating your Ad?
Facebook ads can be in the form of a video, an image or a carousel. You can see a preview of our ad above. The Primary Text appears at the top of the ad. It’s what people read first. The aim should be to convince people to behave in a certain way. Unfortunately, you only have a few seconds in which to make your case. In fact, that’s one of the major challenges when doing Facebook Ads.
Whether it’s a video or an image, people are not going to stay around for long to find out what it is. So, you need to capture their attention as quickly as is possible. If you are doing videos, you are advised that your ad should be no more than 15 seconds. So, that’s not a very long time.
The headline is another important section when creating your ad. It’s a little bit of extra real estate, so you should not waste it. Use it to convince people that you are the real deal. You can definitely do that in a few words!
You are going to need to insert a URL leading back to your landing page. Speaking about the landing page, it should be well set up to turn your leads into conversions. Where possible, make a landing page for each Campaign. That way, there will be a lot of relevancy.
Hope I have shown you how to properly do Facebook Ads Marketing for recruitment agencies. In this article, I gave the example of an agency that’s looking to get more professionals on its books. How does it do this? Facebook Ads are a great tool in this regard. If you need help getting set up, feel free to get in touch with me today. It’s what I do, after all.