Utilizing Recruitment Advertising to Expand your Reach and Get Better Candidates

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Register for more recruitment webinars here: http://www.bright.com/recruiter/webinars

Advertising is nothing new to recruiters - each time you post a job to job board, you're advertising. Many recruiters are also paying per click or impression on job sites, search engines and social media to drive additional traffic and awareness. Whether you're new to recruitment advertising or a seasoned pro, join us for this 30 minute webinar to learn some advertising secrets from a marketing geek.

We'll cover:

-Finding the best channels to promote your job
-Writing a killer job ad
-Getting potential candidates to show interest (convert)

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  • Hi, and thanks for joining us for today’s webinar, where we’ll be discussing how utilize recruitment advertising to expand your reach and get better candidates. As we discussed in last week’s webinar, the hub of any good marketing program is the website, because it’s a place for leads to learn more about your company and products, and convert into clients. Advertising is one of the ways we drive traffic to our site to generate leads, and is also a great way for recruiters to drive traffic to their sites to convert candidates into applicants.
  • I’m Jen Picard and I’m the Marketing Director at Bright. Our mission is to make the hiring process more efficient by showing recruiters, on a scale of 0-100, how qualified a given candidate is for your position. After posting your job description on Bright, we will score your applicants, as well as other active candidates from our database. I’d encourage everyone to see for yourself by signing up for a free trial at Bright.com/recruiter. Now let’s go ahead and jump into the presentation and talk about recruitment advertising.
  • With any advertising program, your end goal will be to get candidates to apply for your jobs. So, before we start talking about your actual ads, let’s talk about your landing page which, in most cases, should be your job description. Every once in a while, I do see ads which lead to a general “about us” page, where candidates can learn a bit about the companies employer brand first – but be warned that this will lead to a decrease in conversions. A general rule in any direct response advertising program is to eliminate as many steps in your process as possible. So your ad should bring the candidate directly to your job description page, where they can apply.Your job description is likely the first thing your candidates will see about your company and your jobs – especially if they come from a job ad – so make sure you sell them! This is how you’re going to get qualified applicants. Top candidates have a choice in where they work, so if you want them to apply to your jobs, you have to tell them why they should choose you over your competitors. If you joined us for last week’s webinar, you should know what to include on your website to stand out, but you need to include much of that on your job description as well.
  • So start by introducing your company and explaining what makes you different. Include some information on your employer brand proposition, your mission and vision. If you have any employer awards, mention them. Also share some information about your team and hiring manager to give the candidate an idea of who they would be working with. I’d also recommend including some contact information, or perhaps a chat functionality, in case your candidates want additional information. This will most certainly help you convert your higher quality candidates into applicants, as they may have questions or concerns they want answered before they spend time to apply.Only once you’ve conveyed what a wonderful company you have should you discuss your job requirements – try to be specific and give the candidate an idea of what their day to day would look like and what they would be responsible for achieving. A sales person that knows they will be responsible for making 200 cold calls per day, closing $2 million in annual sales and maintaining a 50% client retention rate will have a better understanding of whether they’re qualified than if the job description merely said that they must have 3-5 years of sales experience, a background in cold calls, and good customer service skills.If you really want to include a list of qualifications, make a short list of 3-5 skills that would be required to perform the job, and perhaps a short list of desired skills – this will ensure you get high quality candidates. A top candidate won’t waste their time applying to a job where they have only half of the skills – but they may have the half of the skills that you really want. Completely unqualified candidates, however, may still apply. The big thing to take away here, is to really sell the candidate on your company first, and the position second. That way, if the position isn’t the right fit, you can still place a great candidate elsewhere.Remember, your job description is your opportunity to stand out! All the ads in the world can’t help you if you don’t have a killer job description as your foundation.
  • After your crafted your landing page/job description, it’s time to choose your channels – and there’s certainly no lack of places to advertise.
  • You have your job posting sites, like CareerBuilder, Linkedin and Bright – each with a different audience and/or unique value proposition. There are also niche sites like Dice where you can reach a smaller, but more focused group of candidates in a specific industry or job function. Some job boards, as well as search engines and social media platforms, allow you to pay per click, rather than per job posting, as well. Paying per click is a great option for jobs where you get few applicants, or where you want to be able to turn your spending up or down.
  • If you’re new to advertising, start playing around with where you post jobs and advertise, and make sure you’re tracking important metrics. I use Google Analytics to track which sources bring me the most traffic, which bring me the most conversions, which convert at the highest rate, and what my cost per conversion is per source.Traffic is great for general awareness – even though the website visitor didn’t convert while they were on our site, they are more likely to remember us the next time they see an ad, or they may seek us out at a later point. Every time I start advertising, I see more branded keywords bringing us traffic – which means that people are searching for Bright.com, Bright Recruiter, Bright hiring tool, etc – things with our name in them. If you wrote a compelling enough job description, I’d bet you’ll see more branded keywords related to jobs or careers at your company, too.Conversions are obviously my end goal – getting people to convert into clients – so that’s one of my more important metrics and it’s imperative to see where these conversions are coming from. If I find that a certain medium isn’t bringing me any conversions, I’ll want to see if there’s anything I can do to improve it, or just kill it altogether. Most importantly, though, is conversion rate and cost per conversion.For example, if you know that Linkedin has a better conversion rate than Monster, you probably want to re-evaluate your hiring tactics to include more spend on Monster. If you see that Craigslist has a lower cost per conversion than Linkedin, you might want to use that a little more frequently.Another big tip on measuring your success: Take a look at how each source performs for different types of positions. Your cost per source metric may show that Craigslist costs more than Linkedin, but maybe Linkedin costs less for C-level positions, while Craigslist is really better for entry-level. Don’t make any assumptions – use cold, hard data to determine your best sources of hire.Long strory short: Play around with where you post your jobs, and see which sites bring you the most qualified candidates for each type of position, and keep an eye on the overall conversions and costs per source. Then, you can use this information to optimize your advertising strategy.
  • Once you have your landing pages (or your job descriptions) set up and some initial data on your most successful channels, you should optimize. Test everything! Keep playing around with different channels to find better sources for each type of position. If you know certain channels work best for certain positions, keep those positions on those channels and take a look at what step in the process you can still improve upon.Take a look at your candidate drop off points: how many people view your ad, but don’t click? How many people view your job, but don’t click on your call to action to apply? How many click to apply, but don’t finish your application process?If your ad has a low click through rate, you need to optimize your ad first and I’d recommend starting with your job title.
  • Your job titles are what you would call keywords. Your job title is usually what will show up on the top line of your job ad – and it can make a huge difference in ad click through rates, as well as candidate quality. But keep in mind that your job title affects more than your ad click through rate, it also affects your application rate. Let’s take a look at this scenario - someone is on Google and sees an ad for a marker. They want a marker, so they click on the ad. Turns out, this person wants a marker for their 3 year old, and a permanent marker just won’t cut it. Instead, the advertiser could put an ad up for a purple sharpie – which is much more specific. Since this is more specific, it’s likely to get less click throughs, but those that click through are much more likely to buy because they know exactly what they’re going to see once they click the ad. Your job ads are no different – if you’re vague and you say Marketing Director, you will get more clicks – but the person clicking on it really doesn’t know what they will find on the next page: it could be for B2B or e-commerce, it could be in their preferred industry or not, and it could be in any city. An ad for a B2B Marketing Director in San Francisco, however, gives the person a much better idea of what they will see. So, when optimizing for ad click throughs, make sure you’re also tracking how the rest of your conversion process is affected. We discussed this in last week’s webinar when we talked about SEO, but always try to think like a job seeker – and use keywords that they would use to find your position.You should test other parts of your process, too.
  • If you see that people are clicking on your ad, but not clicking to apply, another trick is to tweak your landing page copy. Try adding in, or changing up, some visuals. Add in bullet points, italics and bolding to draw attention to the benefits of working at your company. Play around with the length of your job ad – go shorter and see if it increases your CTA click rate. Apply what you learn to other job postings to see if it makes a difference there, too.Also take a look at the conversation rate of CTA clicks to completed applications. If you’re seeing a steep drop off, take a look at your application process to understand why. A very common issue is either a non-mobile friendly site or a tedious application process. If someone clicks your job ad, views your job and clicks to apply, but is then taken to a lengthy or hard to read application, they will likely drop off. Take a look at your applilcaiton process from your mobile phone to see what this would be like, and optimize accordingly. You don’t want to waste all that money, and time, spent to get applicants this far – only to lose them now.That’s it for today’s presentation!
  • thanks so much for joining us today! Next Tuesday, we’ll be discussing how to get traffic to your site through advertising, and the following week will cover social media. I hope you’ll register to join us for those. You can find the registration at bright.com/recruiter/webinars. If you have any questions, please feel free to email me at jen@bright.com.End recording. Questions?
  • Utilizing Recruitment Advertising to Expand your Reach and Get Better Candidates

    1. 1. Secrets from a Marketing Geek:Utilizing Recruitment Advertising toExpand your Reach and Get BetterCandidates
    2. 2. PresenterJen Picard, Marketing Directorjen@bright.com@JenAtBrighthttp://www.linkedin.com/in/jenpicard
    3. 3. Write your Job Description
    4. 4. Stand out from the crowd.
    5. 5. Choose your Channels
    6. 6. Choices, choices• Job Boards – pay to post and pay per click• Search Engines – pay per click and pay perimpression• Social Media – pay per click
    7. 7. Optimize
    8. 8. Choose Keywords Wisely
    9. 9. Test everything
    10. 10. Thank You!• Questions? jen@bright.com• Register for more webinars atbright.com/recruiter/webinars• Find us online:– LinkedIn– Twitter– Google Plus• Start your free trial of Bright Recruiter:bright.com/register/employer

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