Download as PDF, PPTX
Uploaded byEndouble
Endouble Advertising Workshop
The document focuses on optimizing online advertising strategies for recruitment, emphasizing the distinction between paid, owned, and earned media in attracting and nurturing candidates. It outlines campaign approaches that prioritize quality applications over quantity and recommends a funnel approach to engage potential candidates through multiple interactions based on their interests. Additionally, it suggests integrating branding within the recruitment process and adapting advertising channels effectively to reach the target audience.
More Related Content
![[Whitepaper] Programmatic Recruitment Advertising](https://cdn.slidesharecdn.com/ss_thumbnails/whitepaperprogrammaticrecruitmentadvertising-161013184201-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to Endouble Advertising Workshop
![[Webinar] The Second Wave of Recruitment Marketing](https://cdn.slidesharecdn.com/ss_thumbnails/appcastjobvitewebinar-thesecondwaveofrecruitmentmarketing-170526135024-thumbnail.jpg?width=640&height=640&fit=bounds)
Endouble Advertising Workshop
- 1. Workshop Online Advertising LET'SFIND THE WHY BEHIND THE HIRE Endouble
- 2. 0. Introduction 1. Advertising1.0 ➡ Situation ➡ Briefing ➡ Classic approach & effect 2. (Advertising) 2.0 3. How it works 4. Practical assessment 5. Sneak peak into the future Agenda
- 3.
- 4. ➡ Me ◆ TeamLead Online Specialist team: Richard Jonkhof ◆ 6 years online marketing in recruitment ◆ 3 years @ Endouble ➡ You? Introduction
- 5.
- 6. The situation |Paid, Owned & Earned Paid Media Jobboards, SEA, Social Ads, TV, Radio, Print
- 7. The situation |Paid, Owned & Earned Paid Media Owned MediaEarned Media Jobboards, SEA, Social Ads, TV, Radio, Print Website, e-mail, content, social platforms SEO, social, referrals & RSS
- 8. The situation |Paid, Owned & Earned Average top 4-5 sources: visits (83%) & applications (86%) are owned & earned.
- 9. The situation |Campaigns needed General reasons to start with paid campaigns ➡ We are short on function X and need a campaign to fill the open position(s) ➡ Function Y is a hard audience to reach we need a campaign to get applications ➡ Our target audience doesn’t know who we are and what we do, we need a branding campaign
- 10.
- 11. Function X ..a year The average briefing Function Y .. a year Employer branding ➡ We are short on function X, we need xx applicants a month ➡ We need more people to get to know us and apply to our vacancies ➡ Function Y is a hard to reach audience ➡ Please create a campaign to reach the audience and gain more applications Briefing: 3 separate campaigns
- 12. Attraction Application The request/briefing| The funnel Branding campaign Direct response Interest Desire Hire
- 13.
- 14. Standard approach -direct response ➡ Focus on applications & cost per application ◆ Budget to sources/keywords with low costs & high application rate ◆ Automation based on cost (per applicant/click) ◆ Report on low cost as a result ➡ Results in applications on non problem area = lots of rejections Standard campaign approach | Direct response Problem area Non problem area Application
- 15. Research recruitment analytics TalentManagement or Waste Management?
- 16. Non problem area: Campaign| The non problem area
- 17. Campaign results |Creating a rejection factory Applications mainly in non problem area: Campaign brings about 6% of total applications, mainly on vacancies that already got enough applications
- 18. The problem area: Campaignfocus | fundament of the campaign
- 19. Almost no applicationsin the problem area Campaign results | The problem area
- 20. Selection & vacancyclosing problem ➡ xx vacancies online ➡ Almost xx applications per month ➡ Avg. of 15 applications per vacancy The problem isn’t quantity it’s quality & distribution of applicants, Example: ➡ 13% of the vacancies has over 30 applicants (some more than 200) ➡ 10% of the vacancies has between 20 - 30 applicants ➡ 18% of the vacancies has between 10 - 20 applicants ➡ 59% of the vacancies has less than 10 applicants ◆ of which 12% has 0 applicants! Campaigns need to focus only on the bottom 59% not on the top 23% The top 13% vacancies need to be closed as soon as they reach enough applicants The problem
- 21.
- 22. Standard approach -Branding ➡ Also most of the times focused on applications… instead of attraction/branding ◆ > 85% of budget to branded keywords in AdWords | is that branding?? NO! ◆ < 15% of budget to display & social | because the lack of applicants/direct result ◆ Report on applications as a result ➡ Results in applications of people already willing to work for you Standard campaign approach
- 23. Attraction Application Most brandingcampaigns Desire Not a branding campaign!
- 24.
- 25. Right message Right person Righttime Advertising I The moment matters
- 26. Attraction Interest DesireApplication Hire First interaction with potential candidate: Attract to site with profile matching projects, blogs etc. Candidate match on interest & profile Second interaction: Create interest with testimonials & video’s related to content visited (remarketing) Third interaction: Create desire with extra information on content visited and how the candidates profile can impact this project (personal remarketing) Fourth interaction: Generate action by showing related vacancies to content visited & candidate profile (personal remarketing) Advertising I AIDA to hire Influence candidate behavior & opinion throughout the funnel
- 27. Funnel approach ➡ Focuson complete funnel until the hire ◆ Focus on every step in the funnel not only desire & direct response ◆ Persuade candidates by storytelling & personal remarketing ◆ Different approach per role ◆ Focus on both macro & micro conversions ◆ Long term effect & quality ◆ Budget to sources that lead to hires also looking at initial visits AIDA campaign approach
- 28. CHAPTER 3 How itworks
- 29. Advertising I AIDA Whatare you going to do: ★ Storytelling ★ Multiple interaction phases to introduce, inform & persuade the candidate ★ Make use of personal remarketing based on content visited ★ Focus on latent job seeker ★ Measure micro conversions (job alert, content pages) ★ Via social media, display & related sites ✓ Resulting in better matching candidates Attraction Interest Desire Application Hire
- 30. Filiaalmanagers I AIDAto hire First interaction: Introduce Jumbo as a company Attraction Jumbo's 7 Zekerheden Filiaalmanagers bij Jumbo zorgen ervoor dat alles wat je nodig hebt, tegen de laagste prijs en met de beste service beschikbaar is Filiaalmanagers bij Jumbo doen er alles aan om klanten meer dan 100% tevreden te stellen. Bij Jumbo kun je elke dag rekenen op de unieke 7 zekerheden Jumbo Supermarkten
- 31. Filiaalmanagers I AIDAto hire Second interaction: Create extra interest in the role via testimonials and/or video’s about the role Interest Haal als Filiaalmanager de ‘Gouden J’ “Natuurlijk ben ik verantwoordelijk voor de cijfers van Jumbo Goes maar passie, winkelbeeld én beleving, dat maakt het een Gouden Jumbo.” Desire Third interaction: Create desire, show extra facts about the location and role that matches the candidate Dit zijn nog eens verantwoordelijkheden Het verschil tussen een filiaalmanager bij Jumbo of een andere supermarkt? Meer vrijheid, meer verantwoordelijkheden, meer uitdaging! Jumbo Supermarkten Jumbo Supermarkten
- 32. Filiaalmanagers I AIDAto hire Fourth interaction: Show related vacancies to the profile and projects viewed in previous visits Application Filiaalmanager Jumbo Amsterdam Samen. Ondernemen. Winnen. Dat zijn de kenmerken van het Jumbo DNA. Voel jij je aangesproken? Jouw eigen Jumbo-filiaal runnen en volgend jaar op één staan? Solliciteer als Filiaalmanager en maak je eigen Jumbo tot een succes! Jumbo Supermarkten
- 33. Filiaalmanagers I AIDAto hire Better matching candidates, before applying the candidate: ✓ Is familiar with the company’s and its locations ✓ Is familiar with the team (structure) & his (potential) role ✓ Is familiar with the required skills ✓ Is familiar with the company’s expectations ✓ Is familiar with the showstoppers ✓ Sees a vacancy that suits his interest, profile & location Hire
- 34. Branding I AIDAto hire A good branding campaign starts at the first step in the funnel but the effect is visible in the phases following. ➡ Branding shouldn’t be a separate campaign but integrated in the funnel ➡ AIDA approach ◆ Focus on employer values, projects & stores ◆ Personal remarketing based on pages visited ◆ Guide candidates through the funnel ➡ Measure all the steps & micro conversions in the funnel Attraction Interest Desire Application Hire
- 35.
- 36. Advertising channels IHow to use in funnel Channels first steps: ➡ Gmail (keyword based) ➡ Social (Facebook, Instagram, LinkedIn etc.) ➡ Display (Banners) ➡ Related sites (blog posts, advertising) Channels final steps: ➡ Google AdWords ➡ Social (Facebook, LinkedIn) ➡ Indeed ads ➡ Jobboards ➡ Own channels
- 37. Social ads &Display ads Social targeting: ➡ Interests ➡ Demographics ➡ Look-a-like audience (based on known profiles) ➡ Remarketing Display ads: ➡ Interests ➡ Subject ➡ Keywords ➡ Site placement ➡ Remarketing
- 38. Google Adwords Google AdWords: ➡Keywords ◆ Device ◆ Demographics ◆ Location ➡ Remarketing for search ◆ Different message for returning visitor
- 39. Own channels Channels: ➡ Website(blogs/projects etc.) ➡ Social channels/pages ➡ Job/content alert ➡ E-newsletter
- 40. CHAPTER 3 Let’s getpractical
- 41. Do it yourself 1.Define the target audience: ➡ ... 2. Define their profile & interest: ➡ … 3. Define their need to knows: ➡ … 4. Define a storyline: ➡ ... 5. Select your channels: ➡ ... 6. Set up the campaign: ➡ … 7. Measure, measure, measure: ➡ … 8. Optimise storyline, content & channels ➡ ...
- 42. CHAPTER 4 Sneak peak Futureof direct response campaigns
- 43. Automation of directresponse campaigns
- 44. Mass recruitment IAutomated direct response ➡ Promote the vacancies that need it most ➡ Stop promoting when on target ➡ Close vacancy when enough applicants
- 45. ATS Career websiteAlgoritme Analytics Campaigns Talent acquisition I Based upon algorithm Recruitment website ATS
- 46. Average 3days / 10applicants ATS Career website Algoritme Analytics Campaigns Talent acquisition I Based upon algorithm Recruitment website ATS
- 47. Average 3days / 10applicants ATS Career website Algoritme Analytics Campaigns Average 2 days / 10 applicants Advise Close vacancy Talent acquisition I Surplus applicants Recruitment website ATS
- 48. Average 3days / 10applicants ATS Career website Algoritme Analytics Campaigns Average 2 days / 4 applicants Talent acquisition I Shortage applicants Recruitment website ATS
- 49. Average 3days / 10applicants ATS Career website Algoritme Analytics Campaigns Average 3 days / 10 applicants Advise Close vacancy Talent acquisition I On target Recruitment website ATS
- 50.