There are several types of Facebook ads that talent acquisition professionals can use to entice their targeted audience to click and (hopefully) fill out an application. These ads show up on your desktop news feed, the right hand column of your desktop news feed, the news feed on your mobile devices, third party sites as banner and interstitials and now on Instagram. There are also different types of objectives available to you: page likes, website clicks, local awareness, and lead generation, just to name a few. Staying on top of the constant changes that are available to you within the Facebook platform can get a little daunting, so here is a breakdown of my favorite Facebook ads.

The Right Hand Column Ad

These ads are easily set up within the Business Manager or Power Editor platforms. Once you have created a campaign, select “Desktop Right Column” under the placement option in the ad set itself.

facebook ads

This ad lives on the right hand column of the Facebook newsfeed and is available on desktop devices only. As you scroll through your news feed, you will come across organic posts as well as sponsored posts that are constantly changing within the feed itself. However, the right hand column ads remain stationary, which allows the audience to see the ads longer. As a result, these ads tend to have a higher average click through rate (CTR) and lower average cost per click (CPC).

facebook ads

These ads consist of:

  • Image size may vary depending on objective. For a complete list and to find out more click here.
  • Text: 90 characters
  • Headline: 35 characters
  • Link description/Display URL: 30 characters
  • Website URL: A link to your landing page

Why I love these

The right hand column ad is stationary and a prime location for people who you know are on desktop computers. Candidates tend to fill out applications in their entirety on desktop computers, solely because they need bigger screens or to upload attachments. By targeting people on desktops, you will reach people at a time when they are more likely to apply because they are using a desktop rather than a mobile device.

The Single Ad

No this ad does not need a date. (Ha!) This form of ad appears in your newsfeed and mobile devices and uses just one image. This graphic highlights the important characteristics of these ads and required specifications.

facebook ads

Why I love these

The single ad format works for both desktop and mobile devices. There is plenty of space above and below the ad to tell your targeting audience about your career opportunities. The large single image should be visually appealing with no more than 20% text on the image (although this concept is being wildly debated online) and the entire look works seamlessly with the organic posts that your audience is already seeing in their news feed.

The Carousel Ad

Very similar to the single ad version except the targeted audience can “swipe right” using their mobile device or click on a desktop to see more images and options. This is a great visual ad that tells a story and engages your audience. The recommended text length below is how many characters of ad copy could be displayed on smaller screens.

facebook ads

These ads consist of:

  • Recommended image size: 600 x 600 pixels
  • Text: 90 characters
  • Headline: 40 characters
  • Link description/Display URL: 20 characters
  • Website URL: You can add up to 5 different website links that correspond to each panel of your ad

Why I love these

This is a great idea if you want to take your targeted audience to different pages within your website. For instance, the first panel could be a “Learn More” about your company taking them to a relevant web page. The second panel could be some sort of info session or job search to entice the audience to do a little more research. The third panel (or fourth or fifth) could read “Apply Now” and take your candidate directly to the application page. Note: the call-to-action button is constant for each panel, so whatever you choose for the first panel will be the same for all subsequent panels.

Lead Generation Ads

The lead gen ads were introduced on Facebook in 2015, and they are making a killing in the recruitment industry.

You will need:

  1. Lead form information: what you will capture from the candidate. Here are a few options:
  • Name (Auto populates using Facebook Profile)
  • Phone Number (Auto populates using Facebook Profile)
  • Email address (Auto populates using Facebook Profile)
  • Add a custom question with a drop down menu to filter qualified candidates
  1. Privacy policy link to your website: if you already capture candidate information, you will already have this in place. Facebook just needs a link to the web page.
  2. Website link: After the candidate has filled out the form, give them the option of exploring your company further by taking them to a relevant page for more information.
  3. Read and sign the Lead Ads Terms of use document which can be found here.

facebook ads

Why I love these

They are mobile-only ads and a recent study showed that 54% of Facebook users ONLY log in using a mobile device and spend about 14 hours per month on the Facebook apps. The second reason these work for recruitment is your audience never has to leave Facebook to fill out a form. So when they see your ad and click on it, they are routed to a form. Also, the form automatically fills in their information, such as name, phone number and email address that is found in using the users’ Facebook profiles. It’s already there – no typing no tapping. They just hit submit. You are able to create custom questions that include a drop down menu which can filter out qualified candidates. The list of names, numbers and other info can be accessed by the admin of the Facebook page. Following the lead gen term guidelines, you can then reach out to the interested party to begin the application or interview process.

These were just a few Facebook ads that are great ways for employers to connect with their targeted audience. Keep in mind a good message and image are key in attracting people to click, swipe or leave their information. Keep it short, simple, and professional! For a complete list of ads and objective, refer to the Facebook Ads Guide.

Have you tried some of these ads and found great results? Or not sure how to get started with your social media recruitment strategies? We’d love to hear from you. Contact us for more information. We’re here to help.