02/06/23 // Uncategorized
How do I recruit for my next role via paid media?
Written by: Simon
You need to fill a job role urgently. But recruitment is tough. A job posting on your website alone just won’t cut it. You need to drive traffic to draw the best possible applicants. But with 1.1m vacancies on the market from December 2022 – February 2023 and 1.1 unemployed people per vacancy, you’ll be competing in a tight labour market. Utilising paid media can help you connect with the best available talent, boost your brand exposure in the long term and fill the role quicker. So, what ways can you do this?
Job Boards
Job Boards are a great way to recruit for your next role. It exposes your job to people who are further in the application process and are actively seeking for their next role. It also in turn exposes your company to people who may not have been familiar with, or considered, you during their job search. Job boards also have a large database of applicants for you to access. For example, CV-Library has 18.6 million CV’s registered and 15,000 are registered or updated daily, meaning new talent is always entering the market. Thanks to this, they get 3 million job applications a month on the site.
Job Boards are cost effective as it doesn’t cost a large amount to get your roles featured in prominent positions on the site. These premium postings often come with additional benefits such as more creative options and top of page positioning, meaning they are the first to catch the applicants’ eyes when they search, leading up to a 95% increase in clicks over a standard branded listing. These improved methods of posting make job boards great for your next role. Our own testing has shown that, on average, for every 50 views we achieve on a job board posting, 11.2 of these click through to explore the position further.
Social Media
Out of the 67.3 million people living in the UK, 44.8 million of these are users of the platform with 44% of the UK population using the platform daily. With 42.6% of these under the age of 34, this gives you a large population of passive job seekers to expose your brand to.
So, running a campaign on social media allows friends and family to tag people in posts, generating interest outside of target audience. Implementing this media allows you to hit people who are both active and passive when it comes to their job searches and has the benefit of boosting your brand image and visibility as well. You can utilise platforms such as LinkedIn and Facebook to drive different types of job ads. However, it is important to note that recent policies implemented by Facebook mean you can no longer target by age on their platform to avoid discrimination. By targeting specific interests however, this can be circumnavigated.
Display
Display is an important part of any recruitment campaign. It allows you to generate awareness for a role, working in tandem with other formats to generate frequency and long-term memory of both your role and of your brand. People who are hit with display ads are often passive job seekers lower in the earlier stages of job-seeking or not actively looking for a role. As an estimated 80% of today’s workforce are made up of passive workers, hitting this audience is a key part of any recruitment campaign.
A well-designed recruitment campaign will cover multiple areas, in order to ensure that maximum frequency is achieved, and intent is thus higher when the final action is taken. For example, someone who sees your display ad could then go and search for the role directly and find themselves either on your website via PPC or applying via a job board.
Paid search; Google, Bing
Pay-Per-Click (PPC) has become a key instrument in the hiring process, as many individuals will spend time researching companies and roles before sending off their applications. However, with job boards and recruiters often covering a lot of job-based search results, utilising PPC allows you to pay for only what you receive in terms of traffic onto site. Meaning you can drive cost effective results while competing against the large job-focused recruitment companies.
However, running a PPC campaign that isn’t well planned can affect your brand image and drive people away from applying for your roles. Making sure your copy is designed to entice people in via the headlines and with key job & company information in the descriptions will help ensure that the people who click through are going to be invested in looking at the job role on your page.
However, recruiting for a role across several media platforms can be time consuming and when recruiting for a role, time is key in filling the vacancy and ensuring you are not left struggling without staff for an extended period. Here at Media Performance, we have significant experience in running successful recruitment campaigns. We give you back that valuable currency of time which you can focus elsewhere while we help you fill the role. If you have a role that you need to hire for, get in touch today.
Sources:
https://www.cv-library.co.uk/demographics
https://theundercoverrecruiter.com/focus-passive-job-seekers/
https://www.socialfilms.co.uk/blog/facebook-uk-statistics
https://www.statista.com/statistics/1030055/facebook-users-united-kingdom/
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