5 Creative Ways to Target Recruitment Ads For Quality Candidates

Social marketing is a key part of a recruitment marketing technique as it enables you to reach a far wider audience than just individuals actively searching for tasks (who make up only a quarter of task applicants).

Once you have actually mastered turning your task descriptions into excellent social advertisements, the next step is determining how to get those ads in front of the ideal individuals - or targeting.

Targeting on job titles and industry is, naturally, a very powerful way to establish your marketing campaign, but some incredible candidates are still to be discovered outside those boundaries. Targeting is a crucial component of Talent Attraction. Here are 5 methods to use targeting to expand your swimming pool of quality candidates.

1. Use geofencing to reach more local talent

When Kentucky Fried Chicken required to quickly staff up a newly opened dining establishment in the Netherlands, they set up a project that marketed within 5 kilometers of the new dining establishment and employed 75 people and a General Restaurant Manager in just 4 weeks.

Geofencing, or setting a radius around a location where your advertisements will run, can also be used for market events that are packed with specialized candidates.

Facebook even offers the option for "people traveling in this place", helpful for these kinds of events that expect a lot 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 ads is 15 miles).
LinkedIn: Radius around a pin, 200 - 1000 m.

Borrow an audience

If the candidates you're trying to find influence any acquiring decisions in a business, the heavy lifting about how to reach them has already been done by the suppliers and suppliers offering to them.

Ask the hiring supervisor what technology or equipment this function would be handling weekly, or head over to Capterra or G2 to discover which software application companies are advertising to the same group of people you're attempting to reach.

For instance, industry particular tools for banking or performance review software application for supervisor level positions.

Make a list of the companies probably to be offering 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 check what the "referring sites" can tell you about where your candidates are hanging out online.

Google Adwords/ Search: Add related URLs, keywords to develop Custom Segments.
Facebook/ Instagram: Search business and keywords in "comprehensive targeting" section for ideas to develop Interest-based Targeting.
LinkedIn: Target to first degree connections of the suppliers and providers with Company Connections.
Highlight the right benefits

Use interest-based targeting to speak to what matters most to each prospect. Include your generous holiday policy to people interested in travel and outdoor recreation.

Add a line about the business health program for those thinking about mediation and employment fitness. Include a picture of the last business volunteer day for those thinking about neighborhood concerns and charity causes, or an image of the workplace canine for animal lovers.

Interest-based targeting enables you to display some of the more unique advantages of your company that may not be a video game changer for everyone, however for a select group can make all the distinction.

Google Adwords/ Search: Affinity Segments.
Facebook/ Instagram: Interest-based Targeting.
LinkedIn: Member Interests.
Capture the career-changers

The pandemic has actually caused a lot of individuals to evaluate their career paths and, as some of them change fields totally, there are likely highly qualified prospects that merely do not have the normal title and industry background.

One way to expand your prospect pools beyond the normal requirements is to look at what individuals like to do beyond work.

Search LinkedIn to discover 10-20 people who hold a similar 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, business, and groups these prospects have an interest in and see if there are some commonalities beyond industry-specific categories. Maybe they tend to be news addicts, support comparable nonprofits, or follow the same authors.

From these shared characteristics you can begin checking out interests and keywords that you can use to broaden your reach to people that might not have the typical profession path however could be a great fit.

Google Adwords/ Search: Add keywords and URLs for Custom Segments, and interests for Affinity Segments.
Facebook/ Instagram: Interest-based Targeting (here's a handy guide on classifications readily available).
LinkedIn: Advertise directly to those who belong of the very same LinkedIn Interests Groups.
Retargeting

Retargeting lets you show ads to individuals who have previously engaged with your advertisements, such as taste, swiping an image carousel, or clicking a link, and it's typically included as an audience classification to campaigns.

Often retargeting simply shows the exact same ad to people every time (think about that one advertisement that seems to follow you around the internet), but retargeting provides a terrific opportunity to offer more substantial job details to individuals who are already interested.

For instance, retargeting advertisements might include more information on role obligations, special advantages, or a link to a "day in the life" article - assisting to pull individuals further along your recruitment pipeline.

Google Adwords/ Search: yes.
Facebook/ Instagram: yes.
LinkedIn: yes.
Unlock efficient targeting with wonderkind

Wonderkind provides you the tools and templates to develop recruitment advertising campaign across numerous social platforms with just a few clicks. With the main dashboard, you can see which projects are performing well to assist you experiment with and fine-tune your targeting efforts.

With Wonderkind you likewise have access to a deep database of job title synonyms. When you add a target title into a project, Wonderkind can a range of associated task titles (including in other languages) that can broaden the reach of your advertisement to quality candidates.