Recruiting Quality vs Quantity
Digital landscape for recruitment
During the pandemic, social media boomed, and so an equal response from advertisers was initiated. This is evident in the UK’s 2021 programmatic display ad spend of £7.9bn, a 16.4% increase from 2020. As the world moves ever more towards digital communications, a process accelerated by the pandemic, this spending will only increase, with a demand for increasingly quality digital advertising. Those who are bold enough to innovate and prioritise adaptation to this new world, understanding behaviours of now 3 billion internet users worldwide, will reap the rewards, while archaic advertising dissipates.
When it comes to working and finding work, using digital in this field is prominent. 30% of all Google searches are employment-related, with job seekers ranking social networks as the most effective job search resource compared to job boards. Subsequently, 51% of job respondents would be more attracted to a company with job postings with visual elements including video or image, a staple of social media platform content.
Finding that perfect candidate
With recruitment costs rising, the need to drive quality over quantity is more important than ever. No longer can recruiters rely on driving high volume numbers to demonstrate ROI, with quality, skilled candidates that fit your company culture and job profile being a must to ensure effective budget spending. To stand out from competitors, this means engaging with passive online audiences who are not necessarily looking for you as a job seeker, but have come across your advertisements/content, finds themselves interested in applying. This is done through effective use of social media advertising, by targeting those with specific interests, location, experiences etc that match your company or job profile. With so many platforms on the internet today, it would not be cost-effective to adopt a scattergun approach, so understanding your audience and being specific with your targeting is key to running a sustainable and fruitful campaign.
While tapping into the passive audience market is key to larger-scale growth, it is still vital to engage active online job seekers to turn potential warm leads into converted job applications. Although they may already be searching for a job resembling the one you are advertising, the online market is huge, and your post can easily be lost in volume. To ensure job hunters are drawn to you, a platform like Google Analytics and Programmatic allows you to use matching keyword advertising to identify the words most popularly searched by an active audience, and therefore enabling you to create a website that is the hotbed of user engagement.
An example of the work done by the team at Crunch to improve the job outreach of a client is the campaign we ran for Cielo Talent, who sought to reach potential technicians across key locations in the UK, Plymouth, Dublin and Swindon. To do this, we decided on a geofencing technique to specifically target key areas using behavioural and contextual targeting techniques to activate our target audience.
We built an integrated user journey across Programmatic Display and Google. This appeared to create high-level engagements through display banner content, proceeding to integrate keyword targeting. This brought the user through our funnel and onto the website to take that final action.
If you’d like to learn more about adapting to the increasingly digital world, or would like to know what Crunch can do for your business, contact the team today.