New Candidate Acquisition via Digital Advertising
In this article we welcome Jack Farrer from Farrer Digital who has supplied us with a guest blog to look at how recruiters can make the most of digital opportunities to attract new pools of candidates.
Jack aims to answer a number of questions around how to compete for exposure and attract new candidates.
How do candidates search for jobs today?
On average, people now have 3.64 connected digital devices allowing candidates to search for jobs anywhere and with ease.
- 47% search whilst in bed
- 38% search whilst on their commute
- 30% search whilst at work
- 18% search whilst in the lavatory
In the hunt for a permanent role, the days of calling up your trusty recruitment consultant to see what they have available for you is becoming a thing of the past. Candidates now search extensively for what they are looking for, and do so around every 18 months pushing brand loyalty out the window and forcing recruiters to compete by being in the right places at the right time.
Contractors and freelance staff are beginning to bypass recruiters altogether by accessing disruptive technologies such as Yuno Juno and Talentio further complicating candidate acquisition strategies.
Where can recruiters go wrong when it comes to attracting new candidates?
Putting all eggs in just a few baskets. Data will quickly tell a recruiter which acquisition channels provide the best quality candidates and where the highest volume of new faces come from. This insight empowers recruiters to spread themselves wide across multiple sourcing channels with confidence (Social, Pay Per Click, Display and more), using the insight to promote roles at only the most valuable times, to the right demographic and for the right price. This minimises wasted spend and maximises your job visibility to the best audience.
Correct analysis of data will provide you with a better return from your spend and for recruiters with less competitive budgets it is crucial to have this insight.
If I use job boards surely I don’t need to advertise elsewhere?
Job boards are effective. They aggregate so many jobs that Google rates them very highly and they therefore dominate search results when candidates make a job search. This is how they get their traffic and refer good numbers of candidates and why your brand will struggle to compete on the first pages of Search Engines.
Job boards don’t however cover all bases catering only for those actively seeking. With 60% of the workforce not looking for a new job, but willing to discuss a new opportunity, recruiters must connect with this audience in alternative environments.
How do you reach the 60% of passive candidates?
79% of job seekers are likely to use social media in their job search and platforms such as LinkedIn, Facebook, Twitter, Instagram, blogs and others, all offer advertisers a good opportunity to acquire new candidates. These platforms are designed for targeted and cost effective marketing. Recruiters can choose who to go after in great detail via demographics, interests, job titles as well as controlling what times of day to strike, how frequently and most importantly how much to pay. Think sniper fire, not machine guns.
Social media users who browse are in a time-rich environment and will therefore be receptive to hearing you out, but only under the conditions that what you are trying to say is both relevant and attractive to what they want to hear. This makes a great environment for targeting passive candidates when done carefully.
What else can be done to attract new, active candidates?
An instantly effective way to attract new candidates is to compete head-on with job boards via Pay Per Click (PPC) adverts in Google and Bing search results. One of our clients has seen 65% of applications via Google PPC campaigns come from candidates who have never visited the site before. Therefore 35% were attracted back to their site via PPC whilst not searching for their agency directly and 65% were new candidates.
As with social media marketing, PPC allows advertisers to be very particular with how to spend the budget. What searches, how much to pay per click, times of day to appear, where to send people once they click and more. This control allows for precise placement of adverts reducing wasted spend but also low quality candidate waste, i.e. juniors applying for senior roles or undesired applications from abroad.
How can I generate a greater return from the candidates I am already getting?
Tightening up the ship is arguably always the first thing to do as it will ensure a better return from current and future spend. There are a few key areas to develop:
- Website Conversion Rate: it is key to make it as simple as possible for candidates to sign up or apply whilst getting the information you need. For example if 5,000 people visit the site and 5% apply for jobs, by taking a step to increase this application rate by just 0.5% you will generate 25 extra applications. There are multiple ways of analysing what changes should be made.
- Mobile Friendly Site – 62% of people are using their mobile devices to search for jobs, don’t make it hard for candidates to apply and upload documents on these devices.
- Retargeting – Some candidates may visit, take some time to view a few jobs and then leave. These could be good candidates but may have not found what they are looking for. Using website cookies these candidates can be targeted with adverts as they browse the web to lure them back, and you only pay when they do.
Why to use a specialist agency vs. doing this in house.
A specialist agency will know what platforms work best for different budgets and will also possess knowledge on platforms that suit different industries better. This will therefore allow recruiters to test budget with confidence and reduce wasted test spending. Specialist agencies should also have access to agency support teams at Google, Facebook, Bing and others.
The role should require a full time employee so an agency solution should be more cost effective. Just as recruiters are for your clients.