Advertisement of Job – An Overview
Job Marketing is an extremely “loaded” term that recruiters have to tackle as part of their work process on a daily basis. In a bygone era, job marketing simply involved posting ‘job ads’ in the local newspapers under the ‘classifieds’ section. In 2022, however, the picture is slightly different (to say the least!).
Today’s job seekers are not looking at traditional paper-based mediums for job ads. They have moved into the digital realm. Job search happens online so obviously advertising job vacancies also should happen online.
Talent acquisition consultants, staffing firms, and everyone who works in recruiting uses paid marketing tools to reach out to a wider candidate pool in search of the right candidate for the job.
Although let’s talk about the need for paid marketing before we get into the tools.
Why Do Recruiters Need Paid Marketing?
Recruiters can reach out to candidates by two simple methods –
- Search Engine Optimisation (SEO)
- Search Engine Marketing (SEM)
SEO increases the reach and conversion organically and plays an important role in building brand credibility and authority. Whereas SEM is valuable from a faster conversion and targeted reach perspective. SEM lets recruiters achieve faster results for a small monetary cost.
In this blog, Tobu is going to share information regarding the top paid marketing tools used by recruiters for job advertisements.
- Google Ads
- Job Search Site Ads
- Social Media Ads
#1 Google Ads
Google is the biggest search engine in the world. 91.9% of internet users prefer searching on Google, this is the highest market share for any search engine in the market. According to recently released data, there are 99,000 searches per second on Google. Basically Google “OWNS” the Search Engine biz!
This is exactly why as a recruiter you should be posing job advertisements on Google. Google Ads is a product from Google that allows advertisers to post text ads about literally anything. Recruiters should use Google Ads to power their marketing funnel.
This paid marketing tool can help you find the perfect candidate using advanced analytics like targeted demographics, geolocation, and even A/B testing to maximize output.
#2 Job Search Sites Advertising
Most job search sites including ZipRecruiter and LinkedIn let companies and recruiters post job vacancies for free. You can fill in everything about the vacancy through system-generated templates and forms to reach out to job seekers.
But job search sites haven’t stopped at only free and organic job postings. Additionally, they have built-in the “Ad” or “Paid Promotion” feature where in you can widely publicize and advertise your job vacancy to candidates.
Advertising on job search portals like Monster, Glassdoor, and Indeed has several advantages –
- You automatically filter out “casual searches” since people on these sites are actual job seekers.
- You can be more specific in targetting your ads at the right set of candidates.
- The ad can be designed in such a way that when interested candidates respond positively to the ad, then they can be directed to share their CV instantly with the advertiser. This helps in building a candidate database.
#3 Social Media Advertising
Glassdoor has revealed that 79% of candidates are using social media for their job searches and 84% of companies are actively searching for candidates using different social media platforms.
All leading social media platforms like Facebook, Twitter, and Instagram have super Ad plug-ins for businesses. Recruiters can use these features to launch campaigns for job postings.
The advantage of paid marketing on social media is that the informal nature of the platform gives leeway to the company or staffing agency to take a quirky or untried approach to job advertisements. Candidates on social media are more open to experimental ads and also do preliminary brand research on the platform. This gives more traction to the brand’s social media pages too.
Final Thoughts
Paid marketing is a fabulous tool that helps recruiters in widening their candidate funnel with the correct set of candidates. In traditional paid marketing, you don’t get the option of targeted posting or demographic research-based pay per impression options. It is limited to circulation numbers and overall geographic locations.
At Tobu we work with recruitment agencies and staffing firms from everywhere on the globe. It is our desire to share knowledge and insights that would be helpful to the community of recruiters as a whole. Our efforts to simplify the professional lives of recruiters are not just limited to content creation but go way beyond.
We have built the world’s first AI-driven email resume extraction tool. Tobu’s software once integrated with your email can retrieve candidate resumes, classify them and present analytics on Tobu dashboard for you to take action on! Check out our video demo and see how Tobu works.