Welcome back to the world of recruitment remarketing, a unique way to advertise your jobs online and a could-be differentiator in your strategy to acquire top talent. In case you missed our first article on the subject, check it out now and learn the basics about remarketing.
This time around, we are going to go step by step through the process of creating a remarketing campaign that will help drive candidates to your open jobs. Let’s get started!
- 1) Find help with the technical pieces
Most recruiters won’t have the marketing technology expertise to choose a remarketing advertising platform and set up the technical pieces of the campaign. So the first step to getting a campaign up and running is to figure out who will help you with these key pieces. The optimal route would be to have your in-house marketing team help you out. They likely already have campaigns on platforms that offer remarketing and can get your campaign running simultaneously. No marketing team? Go for an agency; they will let you choose all of the details you want regarding creative content and then take care of the rest and monitor the progress for you.
- 2) Identify a goal
As mentioned in the previous recruitment remarketing article, there are a few potential goals (actions you want people to take) attached to these kinds of campaigns. One goal could be to send people back to a job they had viewed previously and never applied to, while another could be to send visitors that visited your website as a customer to your careers page to see if they may want to apply for a job. You can also have a goal of building a pipeline, in which you would encourage visitors to opt-in to a newsletter, job alert, or some other communication that would allow them to hear about job opportunities in the future. Whatever your goal is, identify it in the beginning to make sure the rest of the campaign is set up properly.
- 3) Define your audience
Once you have a goal in mind, you can get your targeting going by creating an audience. This will involve putting a snippet of code on select pages, which is one thing your technical experts will have to do. What YOU can do is select the pages on which the code will go. Keep in mind that the people who visit your selected pages are the people who will make up your audience. For instance, you may decide that you want to start by targeting people very interested in your positions, in which case you may choose to only remarket to people who abandoned your job apply pages. Alternatively, you may want to broaden the campaign to anyone who visited your careers page or even any other page on your site that would be an indicator of a potential candidate. Once you decide, provide the URLs to your experts.
- 4) Set the creative expectations
Whether you want to provide guidelines to the marketing people or an agency, or even just write the copy yourself for the ads, you need to figure out how you want to position the ads. This all depends on both the goal and the audience. Let’s just say you want to target people who have been on your job apply pages and abandoned before submitting an application. You might want the ads to have copy that reminds them of the fact that they never applied, saying something like “Finish Applying for the Product Marketing Manager role at MyCompany” with a CTA (call to action) button that reads “Apply Now!” Small things, like the language used in an ad and the way it looks, can change conversion rate, so play around with the copy and test over time to find messaging that converts well. Also, make sure you are providing URLs to the pages you want the ads to go after being clicked.
- 5) Set a budget and bid – then launch
The last step in the campaign creation process is setting a budget and a bid (amount you want to pay per click). The budget can be a monthly budget or even a daily budget in most cases, so you can really control how much investment you want to make in this. The bid is the maximum you’d like to pay for a click on your ad, often times costing less than you’re willing to pay but never more. Once these things are set, the creative is done, and the audience and goals are selected, you are ready to have your marketing team or ad agency launch the campaign!
Let the campaign run its course and then check back to see if the applications are rolling in. Sometimes you won’t see the amount of applies you’d like versus the number of clicks the ads are getting, but that’s to be expected. You will have to tinker around to find the best converting ads, and even if the applies aren’t there, you are getting some traffic to your website, which could lead to candidates down the line when someone is thinking of where to get a new job. Just keep at it – the more you practice, the more successful you’ll become.
MightyRecruiter Can Help
And if this all seems too complicated, let MightyRecruiter do it all for you. We have the code snippets on all of our apply pages, and can run remarketing campaigns easily through partnerships we have formed with ad platforms. Heck, we even provide nifty careers pages that we host on your behalf with the snippet on it as well. Try it today by starting a free 7-day trial!