5 Creative Ways to Target Recruitment Ads For Quality Candidates

Social marketing is an essential part of a recruitment marketing method as it allows you to reach a far broader audience than just people actively hunting for jobs (who comprise only a quarter of job applicants).

Once you’ve mastered turning your task descriptions into excellent social ads, the next step is figuring out how to get those advertisements in front of the ideal people – or targeting.

Targeting on task titles and industry is, obviously, a really powerful way to set up your marketing campaigns, however some incredible prospects are still to be found outside those borders. Targeting is a key part of Talent Attraction. Here are 5 ways to utilize targeting to expand your pool of quality applicants.

1. Use geofencing to reach more local talent

When Kentucky Fried Chicken needed to quickly staff up a recently opened restaurant in the Netherlands, they set up a campaign that marketed within 5 kilometers of the new dining establishment and worked with 75 people and a General Restaurant Manager in simply 4 weeks.

Geofencing, or setting a radius around a place where your advertisements will run, can also be used for employment market occasions that are packed with specialized prospects.

Facebook even offers the choice for “individuals traveling in this area”, helpful for these kinds of occasions that anticipate a great deal of out-of-towners.

Google Adwords/ Search: Radius around a pin, 0.6 to 60 km

Facebook/ Instagram: Radius around a pin, ~ 1.6 – 80 km (In the US, radius minimum for employment advertisements is 15 miles).

LinkedIn: Radius around a pin, 200 – 1000 m.

2. Borrow an audience

If the prospects you’re looking for influence any acquiring decisions in a company, the heavy lifting about how to reach them has actually already been done by the suppliers and suppliers offering to them.

Ask the hiring manager what technology or equipment this function would be handling weekly, or head over to Capterra or G2 to find which software application companies are marketing to the same group of individuals you’re trying to reach.

For circumstances, market particular tools for banking or performance review software application for supervisor level positions.

Make a list of the companies most likely to be selling to your perfect prospect and run their site URLs through Similarweb and SpyFu (both have freemium options) to see what keywords they are using to reach their audience.

Also inspect what the “referring sites” can inform you about where your prospects are hanging out online.

Google Adwords/ Search: Add related URLs, keywords to develop Custom Segments.

Facebook/ Instagram: Search companies and keywords in “in-depth targeting” section for ideas to create Interest-based Targeting.

LinkedIn: Target to 1st degree connections of the suppliers and suppliers with Company Connections.

3. Highlight the right advantages

Use interest-based targeting to talk to what matters most to each candidate. Include your generous vacation policy to people thinking about travel and outdoor leisure.

Add a line about the business health care for employment those interested in mediation and fitness. Include a photo of the last company volunteer day for those thinking about neighborhood problems and charity causes, employment or an image of the office pet dog for family pet lovers.

Interest-based targeting enables you to show off a few of the more distinct benefits of your company that may not be a video game changer for everybody, but for a choose group can make all the difference.

Google Adwords/ Search: Affinity Segments.

Facebook/ Instagram: Interest-based Targeting.

LinkedIn: Member Interests.

4. Capture the career-changers

The pandemic has actually caused a great deal of people to evaluate their profession paths and, as a few of them change fields totally, there are likely extremely qualified prospects that just do not have the typical title and market background.

One way to widen your prospect swimming pools beyond the normal requirements is to look at what people like to do beyond work.

Search LinkedIn to find 10-20 people who hold a comparable position to the one you’re looking to fill and head to the bottom of their profile to find their “Interests”.

List out the influencers, companies, and groups these prospects have an interest in and see if there are some commonness beyond industry-specific classifications. Maybe they tend to be news junkies, support similar nonprofits, or follow the same authors.

From these shared traits you can start checking out interests and keywords that you can use to broaden your reach to people that might not have the common career path however could be a fantastic fit.

Google Adwords/ Search: Add keywords and URLs for Custom Segments, and interests for Affinity Segments.

Facebook/ Instagram: Interest-based Targeting (here’s a valuable guide on categories offered).

LinkedIn: Advertise directly to those who belong of the exact same LinkedIn Interests Groups.

5. Retargeting

Retargeting lets you reveal advertisements to people who have actually formerly communicated with your advertisements, such as preference, swiping an image carousel, or clicking a link, and it’s typically added as an audience category to campaigns.

Often retargeting just shows the same advertisement to people every time (think of that one advertisement that seems to follow you around the internet), however retargeting offers a terrific opportunity to offer more extensive job information to people who are currently interested.

For example, retargeting advertisements might include more information on function duties, special advantages, or a link to a “day in the life” post – to pull individuals further along your recruitment pipeline.

Google Adwords/ Search: yes.

Facebook/ Instagram: yes.

LinkedIn: yes.

Unlock effective targeting with wonderkind

Wonderkind gives you the tools and design templates to create recruitment advertising campaign throughout numerous social platforms with simply a couple of clicks. With the main dashboard, you can see which campaigns are performing well to assist you try out and tweak your targeting efforts.

With Wonderkind you also have access to a deep database of job title synonyms. When you include a target title into a campaign, Wonderkind can automatically complete a variety of related job titles (including in other languages) that can broaden the reach of your advertisement to quality prospects.