Section 2: Social media and paid advertising
With your on-page content and job board listing now optimised for user experience and search engines, it’s time to look at how to increase the number of potential applicants to your job adverts from other sources.
Social media in recruitment marketing
As with many industries, social media is fast becoming a frontrunner for research within the recruitment market, especially since the largest companies in social media have joined forces with Google for Jobs.
Consider the following:
of millennials found their last position through social media
of candidates use social media to research companies they are interested in
potential hires aren’t actively looking for job roles
Finding jobs on social media
Social media marketing for recruitment is no longer limited to LinkedIn. With the launch of Facebook Jobs to more than 40 countries worldwide in 20183 and the increased use of social media in job searches for most applicants, these channels are no longer something you can afford to ignore in your recruitment marketing efforts.
Facebook, Twitter, and LinkedIn in partnership with Google for Jobs
Late last year it was announced that social media giants Facebook and B2B social platforms LinkedIn and Twitter were joining forces with Google for Jobs. In a bid to compete with Indeed, one of the largest global recruitment aggregators, other job boards and aggregators have joined Facebook, Twitter, and LinkedIn in partnership with GfJ.
Therefore, social media also ties into your rankings. Indeed is the only large aggregator not invited to Google’s job search party and has since introduced a paid advertising model to its system (more on that later).
Since this integration, Facebook Jobs has introduced mobile applications in the UK. LinkedIn Jobs has been acting as a job board in its own right for a number of years now, and with Easy Apply available across devices, these social media networks are not to be ignored when it comes to getting the word out about your brand and your vacancies.
of applicants will check Glassdoor before applying for a job
Social media for company research
We’ve also seen a large increase in the use of social media channels as a way to investigate the companies that applicants are interested in. This means that keeping your social media channels up to date, professional, and reflective of both your brand and work culture no longer just affects your sales.
Passive job searching
With social media so highly integrated in the lives of so many workers, these channels are a great way to get the word out there for candidates who are not actively searching for a new role. In a candidate-led market, it pays to get the word out through channels that many workers of all ages are actively using.
Glassdoor and the importance of reviews in active job searching
Think about the last time you purchased something online – did you check the reviews before you purchased? This is an increasing trend among buyers and the same goes for job searches. In the same way TripAdvisor may inform your travel choices, websites like Glassdoor are highly likely to impact the success of your candidate searches.
Glassdoor has been credited with “upending workplace culture one review at a time”4. Organisations of all sizes are being held to account for the way they pay and treat their employees. We’ll cover workplace culture another time, but for now consider the following:
Paid SEO and PPC in recruitment marketing
Earlier on we mentioned Paid SEM and now we’re here to explain what we mean. This is an umbrella term for wide-ranging strategies including paid advertising through Google, Facebook, and other services. Need a little clarification? We’ve put some definitions together for you.
|Paid SEM||PPC||Remarketing adverts|
|Search Engine Marketing |
This is the umbrella term used to cover a wide range of SEO tactics with money put behind them, including the advertising tools to the right
|Pay Per Click |
Advertising (typically run through Google, but also available in other platforms) that displays as the adverts you see at the top of your search results. These are targeted to specific keywords
|These are small banners targeted to users based on previous activity on your website, job board, job description etc. These terms are set by you. This is one example of how Cookies are used to tailor advertising|
Listed above are the primary components of paid advertising. Although mainly delivered through Google, social media and aggregators like Indeed are also a worthwhile investment for quick-turnaround hires.
Paid social media advertising
Facebook, for example, offers extensive advertising functionality with the possibility to tailor your ads’ viewership based upon all sorts of demographics and behaviours, including current sector of employment, location, and interests.
With the added feature of Facebook Jobs in 2018, this is becoming a more and more popular platform for companies and candidates alike. Facebook’s partnership with Google for Jobs can also enhance your SEO, making it an even more appealing platform to advertise both your brand and your vacancies.
While Facebook owns Instagram, it is not generally recommended to use this for recruitment marketing as the ads are typically more expensive to run and tend to generate a lower return.
LinkedIn is another option for paid social advertising for your recruitment. We’ll go through the logistics of managing this alongside your ATS a little further down.
Paid advertising within Indeed
We mentioned earlier that in light of Google for Jobs, Indeed have become commercially savvy and introduced a payment-led model to their business. This means that if you wish to rank well in Indeed’s listings, paid ads for ‘Sponsored’ jobs are the way forward.
Without the right payment option, there is a possibility your job ads won’t display organically at all in their platform.
“In a bid to compete with Indeed, one of the largest global recruitment aggregators, other job boards and aggregators have joined Facebook, Twitter, and LinkedIn in partnership with Google for Jobs”
They work on a PPC (pay per click) basis, similarly to Google Ads. However, with the introduction of Google for Jobs, our recruitment specialists are seeing less and less need for this involvement. Indeed may be the biggest recruitment aggregator in the world, but Glassdoor is second.
Indeed have also recently introduced CV search subscription packages allowing access to differing amounts of ‘contacts’ per recruiter.
Paid advertising within job boards and LinkedIn
Paid advertising within job boards works slightly differently than within aggregators such as Indeed.
Typically, these work on a pay per advert (per month) basis, however, each system functions in a different way.
LinkedIn, for example, uses rotating packages – essentially a one in, one out system. You pay for a set number of slots and they use their algorithms for target your ads at passive candidates. LinkedIn is known for attracting typically higher level white-collar candidates than other job boards, so depending on your industry this could be a very effective tool to use.
Kallidus Recruit also makes use of job wrapping, which allows your job ads to be posted directly into one of your LinkedIn job slots. Please note: in order for this to work you need to have an active and connected LinkedIn Recruiter account.
Using your ATS to track results from paid advertising
If you’re aiming to optimise your paid job marketing efforts you should be keeping an eye on the results your candidates have. Your ATS, or ATS provider, should be able to provide this information in the form of reporting, based on applicant drop-off rates, click through rates, and where the traffic has come from. Typically this is followed in the same way as Google Analytics, through specialised tracking codes.
Already working with Kallidus Recruit? Your stats are found in the Campaign Manager section. Get in touch with our team and they’ll help to a report for you to enable you to streamline your paid strategy.
Once you have a firm grasp of which channels are working for you, it’s time to work on your conversion rates and applicant experience from the moment they land on your job posting.