There was a time when prestige alone could draw candidates to a company, but as the decades have rolled on and technology has improved, it has become necessary for businesses to spend more time and effort on recruitment advertising.
Fortunately, that same technology has also made it much easier to target and attract talent pools that were previously untouchable by the common recruiter. In fact, new tools are coming out all the time that help talent acquisition professionals to find the right people to fill open positions. This requires that many learn new skills, however, and realign their approach with trends in how people access the Internet and search, both for jobs and in general.
Developing a robust talent pipeline is necessary for any growing company, so it is vital that talent acquisition professionals become comfortable with new approaches to recruitment and ensure that their advertising is connecting with the candidates that they want.
Modern Recruitment Advertising
Before getting into the weeds on what you ought to be doing, it’s important to understand what the landscape actually looks like, especially when compared to traditional recruitment.
First of all, while a certain amount of active searching is done by any recruiter, it’s far more effective these days to focus on making your company and job postings more easily found. This means understanding where people are looking for positions like the ones you have open and how to communicate with them as well as screen for the people who actually fit your needs
Another thing to keep in mind is that mobile searching has become de rigueur, with 96% of Americans owning a smartphone and 1 in 5 of them accessing the Internet exclusively through said phone according to one Pew study. In fact, a number of positions, including maintenance and custodial jobs, overwhelmingly are done on mobile phones. Over 80% of job searches in these fields are done exclusively through mobile.
It’s also important to understand that 79% of job searches involve social media. Top companies have tapped into this and added a well-designed and tested social strategy to their recruiting efforts.
Talentify uses a mobile-first strategy to help you capture people searching for jobs on their mobile devices. Let us show you how your company can benefit from this technology by reserving your free demo here.
Recruitment Advertising Channels
There are a number of different advertising channels that you can use for candidate sourcing. Some are better than others, and that can change from industry to industry and region to region. For the most part, the best thing you can do is test a number of different approaches and find the one that works best for you. These are just some of the more common ones.
Several traditional recruitment advertising methods are still being used today to great effect. Radio and television have shown results for some companies, though print media and outdoor advertising tend to be where traditional job advertisement sees the greatest success. Billboards, bus ads, bench ads, and the like can draw candidates to your company, especially when you’re focused in an area near where the job actually is.
However, if you’re reading this article, you are probably more interested in digital advertising. This can be broken down into two major categories, organic and sponsored, that we’ve covered more extensively elsewhere but I’ll cover briefly here.
Organic sources are ones that are free or very cheap to post jobs, but the positions are shown to candidates based on relevance. This means that you need to make sure that your job ad is written in such a way that it targets the kind of people that you’re looking to hire so that it pops up during their searches.
Sponsored sources, on the other hand, charge companies a certain amount of money to post on their platform. The advantage of this is that you can usually bid in an auction to determine your place in the rankings when somebody searches for the job you’re advertising, allowing you greater control over who sees your ad.
There are also several different types of platform that jobs can be posted. Most common are online job boards like Indeed or ZipRecruiter. These websites host sponsored ads with a variety of pay schemes and are often the first results when searching for jobs through Google (where 70% of job searches start).
Speaking of job searches on Google, the tech giant has its own recruitment advertising platform, Google for Jobs, that uses its algorithms to provide companies with high quality organic results. This, combined with social media titan Facebook’s platform, Jobs on Facebook, comprise some of the largest channels for organic recruitment advertising.
For many industries, there are niche job sites and social media groups that will focus on a particular type of job, area where a job may be found, or industry that a job is in. One of the most popular examples is job boards for long haul truckers, an innovation that has helped transportation companies move cargo more efficiently and ensured that owner-operators can usually find consistent work.
Online classifieds are also still an option in modern recruiting. While they are less popular than they were, many businesses are finding that the simplicity of these platforms makes posting for many different jobs a lot easier, and the quick loading means that applicants aren’t losing interest while the page comes up.
Ways You Might Be Charged For Sponsored Recruitment Marketing
There are countless pay schemes for digital recruitment marketing platforms, and if you’re going to accurately budget your recruitment costs and evaluate effectiveness, you have to know how you’re paying. Here are a few more popular examples:
- Cost-per-click: One of the most used models, this charges you every time somebody clicks through to your ad. This system charges you whether they end up applying or not.
- Cost-per-Apply-Click: This is more expensive, but also more accurate. This way only charges you when the candidate clicks the button to apply for the job. A related system is Cost-per-Application, which charges companies for every completed application.
- Job Slots: A simpler method for budgeting, this pay scheme charges a fixed amount for a certain number of job slots during a particular period. It’s similar to duration-based posting, but while that leaves the ad up for a set amount of time, this is focused on the volume of jobs.
Available Recruitment Marketing Tools
There are so many tools out there now that have been incredibly helpful in streamlining and enhancing the candidate and talent acquisition experience from application to hire. Here are just a few of the types of solution you might consider.
- Job Description Writing Tools - The first and most important consideration you should have is writing an effective job description. Not only will this help you better with organic sources, but also will help to attract top talent to your jobs. A good writing tool simplifies recruitment advertising drastically.
- Job Distribution Tools - It can be difficult to not only find the most effective job boards, but keep track of where you’ve posted which ads. A job distribution tool can post your job description to multiple sources all at once, saving you time, and then allow you to track the results. Programmatic solutions can even make adjustments to optimize your candidate search.
- Pre-screening Tools - The more people you have apply, the more people you have to look at as potential employees. While this is normally a good problem to have, it can be frustrating if a number of candidates don’t meet certain necessary job requirements. A good pre-screening tool can help make sure that people who get to the application stage will live up to your standards.
How to Start Recruitment Advertising
Beginning is frequently the hardest part of any task, but fortunately there are ways to break it down into manageable pieces.
Start by looking at your needs and building a recruitment marketing strategy that takes those into account. Remember that while you can get ideas from other people, no approach is universal and you’re going to spend some time figuring out what works for you.
Don’t be afraid to test things early in the process. The investment of sweat and treasure will hurt in the short term, but the data you get (even from your failures) is invaluable and should be appreciated as such.
Things have changed drastically in the talent acquisition game. However, if you take the time to learn how those changes can be used to help your company, you’ll stay ahead of the curve in recruitment advertising.