Stop leaving people behind. Tripple your reach with potential employees with digital advertising.
Businesses across Europe and IT businesses everywhere are experiencing a common problem – a lack of skilled individuals to fill their open positions. Posting open positions on job sites is a solid tactic for attracting job seekers. However, posting solely on these websites guarantees you are exclusively communicating with a population of people who are actively looking for work. According to LinkedIn statistics, 87 percent of the working population is open to new job opportunities, while only 30 percent of people in the world are actively looking for work or a change in their careers. Doing some simple math will tell you that however many people you can attract on the job sites, there are almost double the amount of people open to hearing about your opportunity who remain out of reach of your message.
Google Display Network (GDN) covers approximately 98 % of the internet, offering an unparalleled reach. Whether someone is watching YouTube, checking their Gmail, or browsing a favorite blog, your job ad can appear, ensuring high visibility among a diverse audience.
Meta Platforms, incorporating Facebook, Instagram, and Messenger, boast over 1.55 billion monthly active users. This ecosystem allows for massive reach, placing your job openings directly in front of individuals who might not even be actively looking for a job but are perfect for the role.
Geotargeting. Digital advertising platforms offer hyper-local targeting. Unless it is a remote position, in most cases, you want to hire a qualified personnel who live close to their place of work. Longer commutes disrupt work-life balance and will decrease employee motivation. This could be a strong reason for switching positions. Meta Ads allow you to target persons within a 9-mile radius of the exact location where the work itself is performed.
Google Ads excels with intent-based marketing. People often use Google to search for job opportunities explicitly. By targeting keywords related to job searches, your ads meet potential candidates at the moment of interest. Also, context matters, leveraging the world's largest advertising platform ensures that Big Data and AI work for you - offering your ads to the best potential candidates who are willing to apply. You can tailor your ads to appear to users based on their job titles, education, industry, or even their recent activity indicating career dissatisfaction or interest in job-related content.
Both platforms operate on a pay-per-click model, which means you only pay when someone interacts with your ad. Here's how they help in optimizing costs:
Budget Control: You can set daily or lifetime budgets, ensuring you never overspend. Plus, Meta might spend up to 25 % more than your daily budget on highly performing days but balances it over the week.
Return on Ad Spend (ROAS): By leveraging Google's and Meta's advanced algorithms for conversion tracking, you can optimize campaigns for maximum efficiency, focusing your budget on ads that lead to actual applications.
Realtime results and analytics: Unlike other advertising methods feedback from digital advertising is immediate. You can see people clicking and applying for the job in real time. Advanced analytics tools will help you have a more robust idea of the demographics of your audience, how your targets are responding to you advertising and make real time changes to ads to make them even more appealing.
Continuity: The low cost of advertising campaigns can allow for continuous advertising, reaffirming your brand position in the labor market, through employee proposition messaging, as a fair and reliable employer. Make sure you are top of mind for employees when they eventually consider looking for work.
Google Ads offers various formats like responsive ads, which automatically adjust size and format to fit available ad spaces, providing up to 15 headlines and 4 descriptions for customization.
Meta Ads provides visually engaging formats like carousel ads, video ads, and stories, which can showcase company culture, testimonials, or a day-in-the-life of an employee, making the job opening more appealing.
Playing with AB testing can guarantee that only the best-performing ad will run.
Both platforms allow for remarketing, which means you can re-engage individuals who have previously interacted with your website or ads. This is crucial for keeping your job openings top-of-mind for potential candidates who showed initial interest.
Using both Google and Meta ads in tandem can create a synergistic effect. A candidate might first see a job ad on Instagram (Meta) and later perform a Google search for more information, where your Google ad reinforces the opportunity. This multi-touch approach increases the likelihood of application.
Working with ASURA Group in Macedonia, we helped hire and retain over 120 low-skilled workers in less than two months at 20 % of the advertising cost (compared to traditional methods). Using Meta platforms, we created ads that reached older workers on Facebook and younger workers on Instagram. This led to an explosion in hiring and allowed ASURA Group to scale the new business very quickly.
High end professionals are notoriously hard to reach. Even LinkedIn, as “the professional network” has only 16.2 percent daily users. Mangers, because of their busy schedules, limit their access to media and must be targeted during off peek hours when they are winding down from their day, usually 9 to 10 PM when they are catching up on messages, reviewing social media or shopping online. IT job advertising is a class unto itself and IT professionals are even harder to access because they carefully guard their privacy. A vast majority of IT professionals (especially those in high demand) avoid regularly checking LinkedIn because of constant outreach from recruiting companies. Google however is hard do evade and using advanced targeting through audience selection, enriched by LinkedIn data, can best reach your potential employees even if they are not actively looking for opportunities.
While traditional recruitment tactics may still yield some results, it's only a matter of time before competitors surpass you if they have access to a much larger talent pool. With advanced targeting analytics, lower costs, and more engaging ad formats, businesses that embrace digital advertising will inevitably gain a competitive edge. The question is: how long can you afford to wait before they leave you behind?
Are you ready to start with your new digital recruiting tactic that works and need a reliable partner who will help you implement it in your company? Contact us today to set up a free, one-hour strategy session and gain exclusive insights on how to optimize your job ads for immediate results.
