As we watch the stock market reach unheard-of highs and hear the drums of job-growth beating, it’s easy to forget that filling open positions isn’t that easy. It can be difficult to reach the right people who are willing to switch jobs, take on more work, or have the skills you’re looking for. It’s a big ocean – how do you find the perfect fish? For starters, by using recruitment advertising effectively.
You can save a lot of time and effort in your search by structuring the process. We asked conducted a nationwide survey on job searches and received some valuable data. This post will cover the basics of effectively using recruitment advertising.
Identify Your Target Recruitment Advertising Audience
First, you need to find your audience. Your return on investment will be much higher if you are looking for people who are also looking for you. How can this perfect match-made-in-heaven happen?
24% of American adults are actively or passively looking for work. Over half of those looking for work are actively looking for full-time work, while 47% are looking for a part time gig to earn some extra money. They are already trying to find you! You simply need to position yourself correctly.
With over 2.4 billion internet users, online recruitment advertising can yield amazing results. But knowing where to start is imperative.
Specify the Role
But the question now is: who are you really trying to recruit? Is this a seasonal job, something that could be filled by someone who is looking for temporary work? Does it require a certification, a certain level of education, flexible hours?
Identify three essential traits that any candidate absolutely needs to have to perform this job. Then, think about three more important “A+” traits, that would give a candidate a step up on the competition.
For example, is prior experience necessary? A glowing recommendation? An ability to work remotely?
When formulating the job description and requirements, keep a specific search query in mind. This is the query that you’re hoping a perfect candidate will type into the search engine to find your job description. Use that as your keyword throughout the post.
Other key job traits to include in your recruitment ad:
- Location – city, country, remote?
- Compensation – is it hourly or salary? Is there overtime?
- Any technology needs – will they need to be able to work from home, and need access to the internet? Will they need to have a smart phone or their own laptop? Do they need to bring their own tools?
Reach Your Audience through Recruitment Advertising
Now that you’ve identified your target audience, you need to address how you’re going to reach them and convince them to work for your company. First, we’ll address your pitch, the draw, how you’ll hook your prospects.
Specify the Benefits
This is the section within each job description that should outline what benefits will be provided, both tangible and intangible. Tangible benefits could include:
- insurance coverage
- tuition reimbursement
- loan forgiveness
- free lunches
- subsidized transportation
- child care or parental leave
- paid time off
Intangible benefits are often implied – such as added experience, networking, etc. However, don’t be shy about listing out more explicit benefits of working for your company; skills learned, desirable culture, great co-workers, a brand name with weight in the industry.
Use the Right Recruitment Advertising Channels
The way that candidates find jobs has dramatically changed from 10 years ago. The most popular resource for job seekers today is online job boards – however, they are also actively searching social media, listening to television or radio ads, and keeping an eye out for “Help Wanted” signs.
This presents an opportunity to diversify your postings. Try to tailor each post specifically per the job board location. A post on social could be more informal and eye-catching than a traditional post on a website—just as an ad on TV or on the radio should be different than simply reading the job description.
By posting to a variety of venues, you can also test out your recruitment ads! Track each ad separately to determine ROI, optimize on that success, and watch your workforce grow.