5 Creative Ways to Target Recruitment Ads For Quality Candidates

Social marketing is a crucial part of a recruitment marketing strategy as it enables you to reach a far larger audience than just individuals actively searching for jobs (who make up only a quarter of job hunters).

Once you've got the hang of turning your task descriptions into terrific social advertisements, the next action is determining how to get those ads in front of the ideal individuals - or targeting.

Targeting on task titles and industry is, obviously, a very powerful way to set up your advertising projects, but some fantastic prospects are still to be discovered outside those boundaries. Targeting is a crucial component of Talent Attraction. Here are 5 methods to utilize targeting to expand your pool of quality candidates.

1. Use geofencing to reach more regional talent

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

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

Facebook even provides the alternative for "individuals taking a trip in this area", useful for these kinds of events that anticipate 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 prospects you're searching for influence any acquiring decisions in a business, the heavy lifting about how to reach them has already been done by the vendors and providers selling to them.

Ask the hiring manager what technology or equipment this role would be handling weekly, or head over to Capterra or G2 to find which software application business are advertising to the very same group of people you're trying to reach.

For circumstances, industry specific tools for banking or performance evaluation software for manager level positions.

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

Also inspect what the "referring websites" can tell you about where your prospects are hanging out online.

Google Adwords/ Search: Add related URLs, keywords to create Custom Segments.
Facebook/ Instagram: Search companies and keywords in "detailed targeting" section for suggestions to develop Interest-based Targeting.
LinkedIn: Target to first degree connections of the vendors and providers with Company Connections.
Highlight the best benefits

Use interest-based targeting to speak to what matters most to each prospect. Include your generous vacation policy to people interested in travel and outside leisure.

Add a line about the business health program for those interested in mediation and physical fitness. Include a photo of the last company volunteer day for those thinking about community concerns and charity causes, or a photo of the office pet dog for pet enthusiasts.

Interest-based targeting enables you to reveal off some of the more unique perks of your business that may not be a video game changer for everyone, but for a choose group can make all the distinction.

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

The pandemic has caused a great deal of individuals to evaluate their career paths and, as some of them change fields totally, there are likely extremely certified candidates that merely don't have the common title and market background.

One way to expand your candidate swimming pools beyond the common criteria is to take a look at what individuals like to do outside of work.

Look on LinkedIn to find 10-20 people who hold a comparable position to the one you're aiming to fill and head to the bottom of their profile to find their "Interests".

List out the influencers, business, and groups these prospects are interested in and see if there are some commonalities beyond industry-specific categories. Maybe they tend to be news addicts, support similar nonprofits, or follow the very same authors.

From these shared traits you can begin exploring interests and keywords that you can utilize to expand your reach to people that may not have the common profession path however might 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 useful guide on categories readily available).
LinkedIn: Advertise straight to those who belong of the very same LinkedIn Interests Groups.
Retargeting

Retargeting lets you show advertisements to people who have actually previously interacted with your advertisements, such as preference, swiping an image carousel, or a link, and it's frequently included as an audience classification to campaigns.

Often retargeting just shows the exact same advertisement to individuals whenever (think about that one advertisement that appears to follow you around the internet), however retargeting uses an excellent chance to offer more comprehensive job information to people who are already interested.

For example, retargeting advertisements could consist of more details on role obligations, unique benefits, or a link to a "day in the life" article - assisting to pull people even more along your recruitment pipeline.

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

Wonderkind gives you the tools and templates to produce recruitment advertisement projects across several social platforms with just a couple of clicks. With the main control panel, you can see which campaigns are performing well to assist you explore and modify your targeting efforts.

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