Think Like a Marketer II: Use Retargeting and Content to Capture Candidate Attention

In a past post, we compared the marketing funnel to the recruiter’s “talent pipeline”; starting at the “awareness” phase, we examined how to reach the right job seekers at the right time using targeted advertising. In this post, we’ll dive into the second stage of the funnel: consideration. In this phase, potential applicants have found your listing and are deciding whether or not they will apply.

Why do people switch jobs? One reason is because they are feeling disenfranchised or demoralized at work. Another — the one we want to focus on — is because they have been inspired by a new opportunity. So how can you inspire talent? With intriguing job content. In fact, according to Indeed research, one of the top reasons people switch jobs is because they see an intriguing job posting.*

The key word here is “intriguing.” If your job title and description are weak, missing or inaccurate, you could be losing potential candidates. What’s more, job seekers see dozens of listings every day; not only do you need a compelling message, but you also need to reinforce that message by showing it to candidates more than once.

Using retargeted ads — along with a little content marketing for your job titles and descriptions — can help your listings stay top of mind. This will help move job seekers further into the funnel and closer to hired.

Grab candidates’ attention with strong post content

Around the office, we use the mantra “content is king” and that is certainly the case in the consideration stage of the funnel. Your content is key to getting the attention of jobseekers and needs to be as compelling as possible.

People will likely require some extra nudges at this point in the job-seeking process to convince them to actually apply. Once you’ve put your best content forward, you can start using tools such as retargeting to drive the candidate further into your talent pipeline.

When writing your job posting, start by thinking through what message you want to send to potential applicants. Ask yourself questions such as:

  • What do you stand for as a company?
  • What is this role about, and why is that important to the job seeker?
  • What skills, education and experience are requirements for the role, and which are the “nice-to-haves”?
  • What language and keywords will resonate with this audience?

Remember that your job ads and content may be a candidate’s first impression of your company. As with an in-person meeting, potential applicants may make up their mind about your job within seconds, based off such indicators as the words you choose and the energy behind your post.  

Here’s an example of a well-thought-out listing for a public relations manager position:

“Our Sports Press team takes a full-court press approach, putting our brand name in the minds of every professional in our industry. We’re a ragtag squad of former championship weightlifters and English majors assembled from around the globe. We pull no punches to engage our audience and never release anything into the ring that we aren’t proud of.”

This demonstrates…

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