to use PPC to attract top talent to any industry

The hiring dynamics have changed due to economic uncertainty and changing employee preferences. It is difficult for companies to recruit top talent, and this includes agency partners.

Digital marketers are able to contribute in ensuring that the recruitment process is efficient and effective.

PPC can have a huge impact on attracting and recruiting talents in any industry. We’ll cover PPC tactics and strategies in this article to help you support your talent acquisition efforts.

Be sure to arrive in the timeframe required.

Candidates often browse job listings rather than actively searching for new jobs.

Job postings in traditional formats are an effective way to attract those who are actively looking for opportunities. They don’t always communicate the reasons why joining your company would be an excellent career move.

By focusing your coverage on your brand as an employer, you can attract this passive audience with paid ads.

This strategy can include a wide range of ads that are targeted at your desired geography, audiences (industries and interests), and keywords. It should include information about the company, including what it is like to work there.

When developing paid advertising coverage, consider what matters to you as an employee. Are the benefits important? What about the growth opportunity? Work arrangement?

Ensure that you put it at the forefront of your targeting, copy and graphics.

Keep your front and center

It is important to raise awareness, but if you don’t get remembered when it matters, it won’t matter.

After you have expanded your coverage to include the passive market you want to be top of mind for potential candidates who are “actively searching”. Retargeting can help you achieve this.

You can capture users who are first becoming aware of your brand by visiting the website or engaging in your ads. Then, you can create audiences based upon these actions.

You can use different ad formats and platforms to target your audience when the list of people is large enough. You should include more details about open positions, company values/culture and why someone might want to join your team.

As potential candidates transition from passive browsing into active job searching, you need to maintain a consistent and tailored retargeting campaign that highlights your desired qualities.

Work smarter not harder

PPC advertising allows us to “work more intelligently” when it comes to recruitment.

You can use the options that you are familiar with to target candidates.

You can use keywords, demographics of career, and geographic targeting to make sure that the message “We are Hiring” is shown to a group of prequalified candidates.

The recruiting team will be able to reduce the number of applications and increase the quality.

Consider, for example:

• LinkedIn allows you to search by job title, company, industry, company size, and seniority.
• Facebook and Instagram allow you to post your job title, employer or interests.
• Google Ads Keywords and In-Market Audiences

Adapt your strategy as necessary

Use robust analytics to adjust your strategy and learn what works and doesn’t work.

You can get a pretty good idea of the journey of your applicant by combining platform data and analytics tools.

This information will help the recruitment teams improve the hiring process, by eliminating friction points and giving the candidates what they want quickly.

This will not only improve the experience of your potential employees, but also increase the efficiency and effectiveness of the entire recruiting process.

Test different platforms and tactics to find out what works best for you

PPC advertising is so effective because it allows you to test and implement different strategies in a flexible way.

It’s important to test different ad platforms in order to determine which one works best for your business.

Consider the following platforms and their advantages and disadvantages. Remember to do your own research in order to determine the best place to start.

Search engine paid

Google Ads

• 
  Pros
  
  • Keyword targeting and audience-targeting, especially in-market audiences can be great ways to target active job seekers.
• 
  You can also find out more about Cons
  
  :
  • You may not get the best results if you target too broadly.

Microsoft Ads

• 
  Pros
  
  • It has all the benefits of Google Ads plus the option to be even more specific by using LinkedIn’s targeting options, such as company, industry and job function.
  • You can allocate your recruiting resources more efficiently with these additional layers.
• 
  You can also find out more about Cons
  
  • Microsoft Ads has a smaller audience than other channels. This may make it less appealing than other channels.

Social security benefits

Advertisements on LinkedIn

• 
  Pros
  
  • It has the most comprehensive career-related targeting of any ad platform, including job titles, job functions, companies, industries, company sizes, seniority and past employers.
  • LinkedIn Jobs has a variety of ad formats that are specifically designed to promote job postings.
• 
  You can also find out more about Cons
  
  • Due to its high degree of targeting specificity, this platform can have a lower volume and higher costs than other platforms.

Facebook Ads

• 
  Pros
  
  • The potential audience is huge because this is where most people spend their time on the internet.
  • The targeting options include categories that are highly relevant, such as job title and employer, which are based in part on the self-reported information.
• 
  You can also find out more about Cons
  
  • Due to the way the audience works, it can be hard to get very specific.
  • You might capture users that are less desirable on this platform.

Display

Programmatic Advertising

• 
  Pros
  
  • Programmatic platforms such as The Trade Desk, StackAdapt and others offer robust targeting options across keyword, first-party and third-party audiences, contextual themes, keywords, and more.
  • Selecting specific websites for your ads can be done via private marketplaces or domain placements.
  • If you are trying to recruit staff for a healthcare company, you could target only job boards that cater to the industry, giving you a highly targeted audience.
  • This method of targeting is more cost-effective and can increase the quality and number of applicants.
• 
  You can also find out more about Cons
  
  :
  • You must have the resources necessary to create graphics that are high quality and impactful.

PPC can be used to recruit and attract top talent

It can be difficult to attract and recruit highly qualified talent.

You can increase the effectiveness and efficiency of your PPC campaign by diversifying the efforts you make for your business.

The post How PPC advertising can be used to attract top talent to any industry first appeared on Search Engine Land.