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Think Like a Marketer to Increase Awareness of Your Open Roles

In today’s tight labor market, recruiters need innovative tactics to increase awareness of their open roles and reach the right candidates. So why not take a page from the marketing playbook?

You’ve likely heard about the “talent pipeline.” In marketing, there is something similar: a customer journey “funnel.” But whereas a pipeline has the same width in all its phases (and can get blocked or overwhelmed!), the marketing funnel is split into stages that grow progressively narrower as you move closer to the moment of purchase — or, in the world of hiring, the moment the candidate becomes an employee.

At the top of the funnel comes awareness. In this post, we’re going to look at how applying some marketing techniques to increase job seeker awareness of your jobs can positively impact your inbound recruitment success, reducing resume screening time while increasing the number of quality applicants.  

Know your audience

When you advertise a job, you can wind up with a lot of resumes to look through, but many of those applicants may not have the skills you’re looking for. You can waste a lot of time searching for the right match in the pile.

Targeted advertising can cut down on this frustration, as it shows ads to people who are more likely to be interested in the product — in this case, your jobs — based on criteria such as work experience, online behavior or location.

Knowing your audience is key here. Think about your ideal candidates and the different characteristics that define them. What skills do they have? What interests? Where do they hang out online?

Answering these questions will help you create job ads that target specific audiences based on demographics and behavior.

Two types of targeted advertising

Let’s take a quick look at how this works in a recruiting context.

Demographic targeting serves ads based on the job experience and backgrounds of the people you’re trying to reach. 


  • How it works: Social media channels typically allow users to input their current and past work experience on their profiles. If this data has been filled in, the social channel will be able to serve ads only to people with a job title you’re looking for.
  • Example: If you’re hiring a Registered Nurse (RN) with experience for a new ward, you can increase awareness by serving your ad to all social media users who have “RN” listed in their work history on their profiles. This broadens the scope of your audience beyond the requests you would normally get from people simply landing on your job site after hearing that you are hiring or opening a new ward.

Meanwhile, behavioral targeting serves ads to those who exhibit similar online behaviors as the people you’re trying to reach — say, reading articles about nursing online — but who haven’t included this information on their profiles.

  • How it works: Social media channels keep data in relation to each person’s profile. They then use this stored data to match an audience to your targeting criteria via their custom algorithm.
  • Example: People who work 9-to-5 jobs may be more likely to browse…

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