Using Paid Advertising to Deliver More Candidates

There’s a serious battle to acquire top talent going on out there, and it’s not going to end anytime soon. Even the best recruiters in the business need to utilize new techniques in order to bring in the right people, and there’s no better way to start than with a digital marketing approach that targets the good people who’ve already shown some interest in your jobs, your brand, or your services / products.

Remarketing, also known as retargeting, is a term most ad-centric marketers will be familiar with, but to recruiters and those simply looking to make their next hire, it may sound as foreign as a bad accent.

It’s really quite a simple concept though. Through paid advertising platforms and implementing a simple line of code on your web pages, remarketing allows you to present targeted ads to people who’ve already visited your website – but left without taking the action you wanted them to take. This tactic is very popular among e-commerce platforms. For example, you may have seen ads for an Amazon item you placed in a cart or looked at but never purchased.

You may be thinking, how do we know it works? Well, according to a recent study by Wish Pond, display ads get a click-through rate of 0.07%, while retargeted ads get a click-through of 0.7%. Also, users are 70% more likely to convert with a remarketing ad than a standard display ad. Most companies today have some sort of dedicated budget for retargeting ads of any kind, so adding in a little more for some recruitment campaigns wouldn’t hurt.

The same concept can be applied to people who may have checked out your careers page or even just any page of your website as a customer or curious visitor.

How Recruiters Can Use Remarketing

First, and likely to be the most effective, recruiters can use remarketing to advertise job postings to people who have directly visited a careers page. These potential candidates may have gotten sidetracked before applying, or maybe it was going to be their 10th application of the day. Regardless of the reasons they left your page without formally applying, the fact of the matter is that they were on that page and it shows their interest in working for you. Creating a remarketing campaign targeted at this specific audience is likely to bring some of these visitors back to finish up what they started, potentially bringing in the ideal candidate.

Next, and a little more of a broad reach, recruiters can use remarketing to create campaigns that advertise a careers page as a whole to anyone who’s visited any part of a website. Everyone knows the saying “love your work,” so why not target the people who love your company already. This simply means transforming your customers or visitors to potential employees who will be happy to help you grow.

If you wanted to even take it a step further, you could advertise a sign-up or subscribe option that encourages former visitors or customers to receive alerts about future job opportunities. Now we are building talent pipelines with remarketing, this is getting good.

While remarketing isn’t a very complicated effort technically, it probably would be best to work with an agency or your in-house marketing team to get things up and running. Then from there, you could create your own ads and copy that will most likely convert. It’s time to step up your recruitment marketing game, and this can be your first big step in doing that.

MightyRecruiter Can Help

No careers page, busy marketing team, or budget to hire an agency? Let MightyRecruiter help do it for you. One of MightyRecruiter’s many outstanding features is a hosted careers site that already has the line of code written into it that enables retargeting. Learn more today by signing up for your free 7-day trial.