When you work in recruitment marketing, you’re probably aware of how hard it is to persuade passive job seekers to apply. Even with rock-solid strategies containing job boards, search, social and display advertising, it’s hard to make them click the ‘apply now’ button.
Across industries, the average landing page conversion rate is 2,35%. While the numbers for recruitment are largely unknown, they’ll probably don’t deviate much. Basically, this means that over 97% of your website visitors don’t convert during their first visit. The good news here is that it doesn’t mean that they never will: they might just need some persuasion.
To bring back potential applicants and convince them to apply, you want to retarget them with relevant content. When you have one website with one offer, that’s easy. But when you offer multiple jobs and your inventory often changes, you need a more flexible and scalable approach.
This is where dynamic remarketing comes in.
Convince your potential applicants to apply by targeting them with dynamic ads.
Dynamic remarketing allows you to (re)target your audience with ads containing products and services that they’ve previously viewed on your website, or by showing related products that they could also be interested in. With dynamic ads, you can tailor the message to a specific type of audience. This helps to bring back visitors to complete what they started.
What makes dynamic ads even more valuable, is the fact that they are based on a job feed. This is basically a list with all your current job openings, including a description and and a job title. Using a feed saves you a lot of time and money, because you no longer have to design each individual ad, and manually starting or pausing fulfilled job ads becomes redundant.
One of the main benefits of working with such a feed, is that you don’t have to create individual ads for each job opening. Imagine you’re working in a large company, one that is looking to hire dozens of candidates at the same time. When you manually create ads for job openings, you have to create dozens of ads. One for each job opening. But with a data feed, you only have to create a single ad with a few dynamic elements, such as the job title, the office location, and an enhancing image. The dynamic elements in the ads change, depending on the viewer, thus making the ad more relevant and a lot more persuasive.
Since the job industry is a fast-paced market, most recruiters also know what that positions open and close almost daily. With a job-feed, you no longer have to go through all ads to stop advertising the jobs that are fulfilled. You simply add a job to the feed to start advertising, and you stop advertising by removing a job from the feed. That’s all. This feature saves you a lot of time and also prevents you from spending money on job ads that are already fulfilled.
According to Brunel, 56% of candidates feel a company’s image is the most important factor when looking for a job. To create a steady image, you want to deliver relevant content, but you also want your employer brand to be consistent across all channels and devices, and simultaneously stand out.
Dynamic ads aren’t known for their creativity. Usually they contain a title or a product image, and that’s all. No branding, no oomph. As a result, most dynamic ads look alike, and your job opening that’s now appearing could be anyone’s.
To distinguish your ads from those of your competitors (since you’re all hunting down the same passive candidates), you can turn to custom dynamic ads. With this, you can incorporate your employer brand by adding logos, a dashing background, and a splash of color. When your ideal candidates come across your job advert on social media, or when visiting their favorite website, they’ll recognize your ad immediately as one of yours. And when you have an employer brand they’re eager to work for, this will definitely do the trick.
So, how can you create those custom dynamic ads? For this, you need a solution that can help you create (custom) dynamic ads, and also supports several ad networks and social platforms. Bannerwise is such a solution.
With our creative management platform, you can build custom dynamic ads that are compatible with all major ad networks and Demand-Side-Platforms (DSPs). This allows you to create ads drenched in employer branding and lets you publish them anywhere you want. The ability to upload your job feed makes all manual handlings redundant, and you don’t have to worry about having technical skills.
By adding (custom) dynamic ads to your candidate journey, we can help you target the high-quality candidates you’re looking for. And your ads look good while doing so.