Win the War for Talent with Retargeting: Keep Candidates Engaged
In a previous post, we showed you how to use retargeting to attract the right talent in the first stages of a job
search, orientation and consideration. In a 2013 Candidate Behavior Study, CareerBuilder found that job seekers use all available means, including search, job boards, company career sites and social media to evaluate employers. Knowing where job seekers go, you can increase your online visibility and remind them of your brand.
The next stages of a job search are action and engagement. How can retargeting help your recruiting efforts to encourage the right candidates to take action?
ACTION AND ENGAGEMENT: TELL YOUR BEST STORY WITH REASONS WHY THEY SHOULD WORK FOR YOU.
Your employment brand makes a difference in a candidates decision in working for a company. It’s an important dimension of telling your story to potential employees.
In the action phase, candidates actively seek and apply to jobs. They conduct in-depth research on your organization and form opinions about the application experience, which influences their decision to apply in the future or recommend your company to others.
In the engagement phase, candidates interact with employers, interview and consider job offers. What can you do to keep your brand top of mind?
Site Retargeting. After candidates leave your site, display ads to them as they browse the web. A particularly effective approach is to segment your website visitors — to elicit action from those who have not yet applied and to keep job applicants engaged with your brand. By simply adding a small piece of code to different pages of your site, you can show an ad with a targeted message specific to the job seekers behavior.
FBX Retargeting. FBX stands for Facebook Exchange, the largest social networks real-time bidding advertising platform. Similar to site retargeting, if candidates leave your site without completing an application, you can deliver display ads to them when they visit Facebook.
Use your data to segment your audience. You can serve different ad creative to your candidate audience depending on where they are in the application process. For example, a candidate may have started the application process, but got distracted and did not complete it. You can create an ad that calls out the specific job opening with a call-to-action such as apply now as a gentle reminder to come back to your site to submit their application.
Once candidates apply for a job, you are able to target them with a different and more relevant message about your company. You might showcase the great benefits your company offers. Do you have flexibility in where your employees work? Do your employees get four weeks of vacation right off the bat? Do you have company happy hours every Friday afternoon? Highlight these in a retargeting campaign, especially for existing job applicants who may be considering several companies.
What else should you be thinking about for your retargeting campaign?
CRM Retargeting. Perhaps candidates signed up for job alert emails from your company. If you have their email address, you can show ads to those people while they are browsing the web to create awareness of new job listings specific to their interests.
Video Ads. Did you know a one-minute video is worth 1.8 million words, according to Forrester Research? Video marketing is a compelling way to help tell your company story. How? You can literally show off your brand personality, your awesome workspace or feature talented employees.
No matter what stage job candidates are in — orientation, consideration, action or engagement — you can include retargeting as part of your corporate recruiting strategy. Stay in front of qualified candidates and continue engaging them throughout the job search, so you can influence behavior with the right messages at the right time.
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