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Why Online Recruitment Advertising Is Different

Published: April 09, 2019

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Online Recruitment Advertising is a little different…  When you think about putting together an online advertising campaign, what comes to mind? If you’re like most of the clients we work with, you probably envision a set of text or image ads that help you attract customers to your company. However, there are other kinds of ads you can run, too. In fact, one in particular can be just as important as the marketing you do to identify buyers.

We are referring, of course, to recruiting ads.

The people you hire can make or break your business. They can execute your vision, growth, passion and determination. Or, they can be a drag on your bottom line by costing too much in salary, training, and benefits while offering you little in the way of productivity in return.

The first step toward hiring the right employees is finding them. And in our digital age, that often means recruitment advertising. With that in mind, let’s look at a handful of ways that running ads to find employees is different than attracting customers…

You’re Typically Targeting Different Platforms

Your potential employees might spend time online in different places than your customers would. For example, you might need to run ads on not only websites like Monster.com, but also forums focused on specific careers or industries. That way you can attract someone with the right mix of interests and qualifications.

It Isn’t Just About the Offer

Usually buyers look for a product or service because they have a specific need to fill. When they consider a career change, though, they are essentially shopping for an entire lifestyle change. So, your recruiting ads shouldn’t focus on any one aspect of the job. Instead, you should let viewers know you can help them reach many of their personal and professional goals.

You Need to Balance Time vs. Your Budget

With traditional online advertising it’s often a good strategy to spend less and get more exposure over time, particularly if you’re working with a limited budget. When running recruiting ads, though, it can be smart to target a greater number of qualified applicants in a shorter amount of time so you can interview them within a few weeks or months and get the position filled quickly. This is especially important if having a key position unfilled is holding your business back.

You Have Different Competitors When Recruiting

The companies you compete with for customers might also be in the same recruiting pool. Then again, you might also be up against bigger businesses, organizations outside your geographical area, and even governmental agencies. You need to take this in mind when devising a recruiting ad strategy and put together a campaign that focuses on the candidates who are most likely to want to work for you.

You Only Need One Good “Sale”

The biggest difference in running ads for recruitment, of course, is that you usually only need one good “sale” to make the campaign a success. Or even if you have multiple or ongoing positions to fill, you’ll need fewer employees than you do customers. That means you can be a little more narrow in the way you target your ads, and can probably afford to spend a bit more on generating successful conversions. After all, having better employees always pays off over time.

Does Your Online Advertising Strategy Make Sense?

Far too often we meet with business owners and executives who have added strategies that are running without any real purpose or design. We help them to do better, and we can do the same for you. Contact Biondo Creative today to see why we should be your first choice for web design and online marketing in Yardley.