The document discusses essential recruitment tools that companies must implement to maximize their strategy in 2019 given the changing labor market. It outlines five key tools: 1) mobile marketing to drive targeted traffic to job postings, 2) custom landing pages to improve the applicant experience and track conversions, 3) Facebook pixels to retarget applicants, 4) email marketing to engage applicants over time, and 5) detailed reporting to analyze campaign performance and optimize efforts. The document stresses that companies need new, data-driven recruitment tactics to attract candidates in today's competitive hiring environment.

1. Essential
Tools5You Must Implement to
Maximize Your Recruitment Strategy in 2019

2. 2
The unemployment in the US is the
lowest in 18 years at 3.9%, and the
projected GNP is 4.1%.
Especially if you’re responsible for
hiring nurses and hourly workers,
For years, employers have had the upper hand over job candidates. That has
changed. Now, job seekers are in charge. There has been a shift in recruiting,
and businesses need to get on board to find high-quality workers.
Because of the radical shift in the US labor market over the last ten years, as an
employer, you need to start treating job candidates as consumers.
There are seven million jobs available. That’s one hundred thousand more than
people presently unemployed (US Department of Labor, 10/16/18).
Those stats should send alarm bells for corporations. A two-decades low in
unemployment has led to talent shortages, tightening of the labor market, and
cutthroat competition. Companies without a recruitment marketing model not
geared to reaching out to job candidates will suffer.
For the last decade, companies have had the same recruiting model with no
fear of losing employees. Now it’s time to face the facts. Recruitment has chan-
ged, and companies will either have to adapt or fail.
you may have noticed that it is now verging on the impossible to source top appli-
cants for these jobs. Highly-performing candidates are few and far between.
Optimizing your recruitment process translates directly to substantial savings.

3. 3
Recruitment is marketing
The old days of having a dull, static website with a 20-page application form
are over. At least for the first-rate candidates that you are trying to attract.
Those applicants (minimum wage to Senior VPs) are looking for speed and effi-
ciency. They expect to be contacted or hired within 24 hours.
Using mobile-friendly tools that are part of modern-day marketing is key to po-
sitioning your company as innovative and forward-thinking. Only businesses
with these qualities can appeal to high performers.
If you’re experiencing difficulty finding and hiring top talent for your business,
this may mean you are still relying on old-school, unproductive hiring tactics.
Turn to the following five ready-to-implement recruitment marketing tactics to
gain immediate results.

4. 4
How does it work?
How to do it right?
5 Tools That Will Revolutionize Your Hiring Process
The following program is suitable to fill short-term openings, but it can also be
adapted to create a long-term funnel that will allow a corporate recruiting
agent to reach down into a pool of qualified candidates.
Mobile marketing consists of ads that appear on mobile devices. It is a strategy
designed specifically for mobile device users (95% of US population), to provi-
de them with highly personalized information that appears on their smartpho-
nes, tablets or other mobile devices.
Mobile marketing will tag phones by geography (a set area plus a set radius),
behavior (e.g., Fit Moms, Budget Hotel Visitors, Chiropractors, and many others),
and demographics (gender, a family with three children, HH income of under
$50,000, etc.).
Thanks to mobile marketing, you will be driving *targeted traffic to your lan-
ding page, as opposed to traditional marketing tactics that frequently act on
hopes and predictions. All campaigns are tracked; the campaigns with the
highest *CTR will have the budget increased, and the ones with the lowest CTR
- decreased. If your company is looking for hourly workers, go for targeting
groups like “Fast Food Workers”. Military personnel is an underutilized sector that
has constantly overperformed.
Mobile Marketing1.

5. 5
What are companies doing right now?
67% of all Internet traffic is mobile
90% of all mobile traffic is app-driven
An essential aspect of a mobile campaign is *retargeting. Once a user enga-
ges with your ad, their ID will be captured and placed in a retargeting folder.
Now, you will be able to create a campaign just for the users who have enga-
ged with a given ad. As a result, the click-through rate for a retargeting campa-
ign will be 3x to 6x times greater than the one of an average campaign. No
effort is wasted, and no candidate overlooked.
You can learn more about mobile marketing in recruitment here.
They tend to rely on antiqued job board traffic (the likes of Indeed and Career-
Builder) based on a “CPM” system that is overpriced, impossible to track and
hard to understand. This method might have been OK twenty years ago, but
now it is completely ineffectual.
*targeted traffic = candidates who are likely to apply for your job, based on their previous
behavior
*retargeting = retargeting is a tactic that allows you to target users who previously visited
your website or interacted with your ad, but left with no action
*CTR = Click-through-rate, the number of clicks on a link by the number of impressions

6. 6
How does it work?
How to do it right?
A customized landing page is tailored to each advertised position with perso-
nalized components such as branding elements, company tone of voice, or
custom messaging. But its most important aspect is conversion tracking.
Custom landing pages have the ability to report where your traffic originated,
how the users behaved on the landing page, and if they converted and
reached the application. We can also see where the user went after leaving the
page and use this information to create a mobile marketing campaign.
Your goal as an employer or a recruiter should be to optimize the hiring pro-
cess. Static job posts forced a great deal of work, time, and effort on applicants
(click, reply, fill out, send). Custom landing pages offer a positive user experien-
ce and increase your chances of capturing candidate information and follow
up with the hiring process.
When visitors reach a landing page, they spend maximum 7 seconds on evalu-
ating whether the information is pertinent to their needs. You need a trackable
and optimized page that tracks conversions and presents vital information in
an appealing format. The more engaging the content, the higher the chances
that a candidate will fill out the application form and leave their email. Pictures
and quotes from employees add credibility to your business and provide an
additional incentive to visitors to share their details.
Make sure your landing pages are independent of job boards as you want to
be in full control of your content. You must be able to track conversions and
introduce changes if a page is not performing well. Ensure that your page is
mobile-friendly: your applicants will most likely open it on their mobile devices.
Get rid of drop-down windows and redundant, inquisitive questions that will
annoy your visitors and discourage them from filling out the form. Aim at clarity,
simplicity, and user-friendliness.
Custom Landing Pages2.

7. 7
What are companies doing right now?
Many companies still fail to take advantage of landing pages to attract poten-
tial candidates and generate interest in their job offers. The ones that are
aware of this marketing tool, often use job boards to create landing pages that
are tied to the company’s recruitment system.
Recruitment landing pages are mostly tedious and unappealing. They scare
applicants away with lengthy descriptions and drawn-out forms set against a
black and white background. Frequently, they are placed at the bottom or inc-
lude a link to a lengthy application no one ever is going to fill in. If it’s impossible
to track the data, as they offer no insights on the applicants. Moreover, if they
aren’t mobile-friendly, they are useless, as the majority of your candidates are
on their smartphones today.

8. 8
Down the road, if you collect over 1,500 IDs, you can a generate a *look-alike
audience model that will produce 2 million IDs presenting similar behavior to
your original visitors (via Facebook). If you have the budget, this is a compelling
tool to use.
What are companies doing right now?
The vast majority of companies do not use Facebook at all. If they do, very few
know how to leverage Facebook pixels.
Learn more about a better way of recruiting with Facebook here.
How does it work?
A Facebook pixel, i.e., a tracking code in the format of a 1x1 pixel tag, is placed on
your custom landing page. When any traffic reaches the page, the pixel captu-
res the Facebook ID of the visitor. From now on, you can use that ID to target
that person with Facebook ads on their wall. This applies even to traffic that is
not driven by your mobile marketing campaign.
How to do it right?
Facebook can place visitors’ IDs in an audience “folder” at no charge. If you wish
to set up a retargeting campaign using the Facebook captured IDs, it will cost
you $10 a day. A “reach” impression-only program with a fixed cost would be
the most effective and economical.
Facebook3.
*look-alike audience = in Facebook context, the look-alike audience is audience based on
the characteristics of your current, targeted group; look-alikes audience is used to expand
the advertising reach

9. 9
How to do it right?
Email is an excellent example of how recruitment marketing program is geared
to short-term capture while at the same time, it is a simple and effective way
to set up a long-term recruitment strategy. The goal of an email marketing
program is to have the maximum number of candidates sign up for the adver-
tised position. The great thing about it is that it helps you develop a pool of can-
didates for future jobs, too.
Don’t turn your email campaigns into a humdrum job bulletin. Instead, engage
candidates with relevant updates concerning their professional life. Twice a
month, shoot an automated email with the latest industry news. Share inspiring
stories, blog posts, interviews, reports, and insights that will engage your appli-
cants and present you as an authority in the area. Promote open days and
other events at your company that will make candidates attracted to your
open positions. The longer you email a prospect, the stronger the relationship
and your chances of success.
What are companies doing right now?
Email marketing is more popular than the other modern recruitment me-
thods, yet many companies are still struggling with running a consistent,
scheduled email campaign aimed at short-term or long-term recruitment.
Over 90% of Fortune 500 companies send only job-related content to appli-
cants, but no company news and benefits.
How does it work?
Email marketing refers to promoting your company and vacancies via email. It
is one of the most cost-effective, flexible, and efficient ways of reaching out to
candidates. With the currently available email marketing software, email cam-
paigns allow a high level of personalization and detailed analytics.
Email Marketing4.

10. 10
How does it work?
Every week you receive a comprehensive report with the details of your recruit-
ment marketing campaign. The report includes the number of *impressions,
clicks, CTR and other key indicators that gauge your campaign, allowing to
make adjustments.
How to do it right?
You will get granular reports once a week with a review meeting. The goal is to
understand which ad sets work and which don’t. This way you will be able to
adjust geo, demographic, and behavior targets to make sure your recruitment
program is on the right track. The more data you capture in the report, the
easier it will be to optimize the ad sets.
After a few weeks, we see patterns emerge. We will allocate iOS vs Android CTR,
creative CTR, time and day of the week CTR, and many other factors. If we see
an anomaly, we will optimize or clone the campaign and test. Two additional
factors come into play. At that time you will be able to adopt that information
for your offline marketing. Also, if a target area is not working, you can try
another geo area (that you have not explored yet).
What are companies doing right now?
Most companies neglect the role of reporting in their recruitment strategy or
reduce it to a few numbers and columns in a simple spreadsheet. By doing so,
they let all their recruitment marketing efforts (and investment) down the drain
as they cannot validate what works best and what doesn’t.
Reports5.
*impression = an indication that your ad has been displayed, whether anyone clicks it or not

11. The Takeaway
There has been a major change in the hiring market that employers must reco-
gnize. Since the US economy picked up speed, job seekers have taken the driver’s
seat. Strategies that worked in the past have lost relevancy. Time has come for
new, robust recruitment tactics to take over. Those who fail to adapt will find it
increasingly difficult to build their candidate pipeline.
For more insights into modern recruitment strategies, visit
http://copleyadvertising.com/blog/
info@copleyadvertising.com
+1-617-651-2249
Are you looking to hire
new candidates in 2019?
Request consultation to learn how to adapt the above tools
to your recruitment needs.
Copley Advertising
Boston, MA
(617) 651-2249
jflynn@copleyadvertising.com
Intelligent recruitment marketing programs tailored
to the new market reality
Copley Advertising
Thank you for reading!