Luckily, Im here to help!
Here are a few things that can make or break your recruitment advertising:
1.
Audience
All recruitment is fundamentally about people.
Thus, people should always be your starting point.
Its important to define your ideal recruitment audience and do your best to get to know them.
What turns them on and off?
Where will they be most likely to see your content?
What elements of your company culture or employer brand might most appeal to them?
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Tailor your copy and visuals to your target audience.
What are these candidates interested in?
What kind of content most appeals to them?
Dont waste your money advertising to people who wont be a good match for your company.
Visuals
Once youve selected your audience, you have to compete for their attention.
Dont rely on stock photography.
Who wouldnt prefer an illustration or an interactive video to another boring stock photo?
Dont use more than 20 percent text in your visuals.
Too much information on your creatives can mislead your audience.
How much effect can the text of your ad have especially if it only takes up 20 percent.
), and it can make your company seem unprofessional.
On the other hand, polished, candidate-focused text can be the icing on the employer branding cake.
Youve already drawn users in with your visuals, and the copy is your chance to hook them.
As such, it can have a big impact on your click-through and conversion rates.
Always use imperatives and action verb, ideally personalized (you, your, my, etc.)
to have the most impact.
Dont make it too long and complicated.
Youre not writing Moby-Dick: keep it short and lead with value.
Dont forget to use a call-to-action.
This should be chosen carefully based on each stage of your recruitment marketing funnel, e.g.
Learn more about our team for the top of the funnel vs.
Apply now to join us for the conversion stage.
Dont promise anything that you cant deliver.
Dont get too wordy.
you’re free to use this tool to verify the strength of your headline.
Dont forget about punctuation.
An improperly placed comma can completely change the meaning of a sentence.
(This is another area where you risk seeming unprofessional if your grammar usage is off.)
Do use the headline to hook candidates by laying out your EVP in an efficient, eye-catching manner.
But not all channels are created equal.
Reach your target candidates where they spend their time online.
Dont promote your junior positions on Linkedin; instead go on Snapchat or Instagram.
Choose niche communities according to your industry, e.g.
Reddit, Github, or StackOverflow for the IT/tech industry.
ensure your channel distribution strategy is aligned with your goals.
Beyond that, theres one last thing that can be just as important as the ads themselves: consistency.
