As Springfield continues to reopen from the pandemic, we’re still feeling its effects as many business owners in the area are finding themselves without enough employees.
Unfortunately, this is becoming a nationwide problem. CNN released a report recently saying the manufacturing industry has been especially hit hard. Over 75% of executives surveyed said they expect to have trouble attracting and retaining workers.
Yet, too many business owners still put a sign in their window and post the job on their social media and hope for the best.
While you should do these things, in this competitive market, it’s not enough. Just as you would with your products or services, you need to get your job opening in front of job seekers.
Recruitment ads are one strategy we’ve seen have success.
What are recruitment ads?
At 2oddballs, we have several ways we can put a recruitment campaign together.
They can be social media advertisements, YouTube video ads, and we’re one of a few Springfield digital marketers with access to the Spotify ad network.
We’re able to do traditional advertising methods as well, but the former suggestions tend to be cheaper and we can target them better to your ideal candidates.
How does a recruitment campaign work?
If you run recruitment ads on social media, your post or video will show up as they scroll through social media. If it’s on YouTube, your video will show up either at the beginning or in the middle of the video they watch.
On Spotify, your audio will play in-between songs and they’ll still be able to click on the ad to go to your posting.
In any case, you’re able to set it to show to people matching specific demographics (like location) and psychographics (hobbies and other interests).
On Spotify, you can even choose the genre of music and podcasts your ad can play on.
How to determine who to target with your recruitment ads
If you already have several employees, think about (or better yet, ask) who they really are. Are there some commonalities among your current workforce?
Then, or if you don’t have any employees at the moment, start creating a persona of your ideal candidates.
Once you’ve dreamed one up, think about what that type of person would be into and be sharing on social media, watching on YouTube, or listening to on Spotify.
Just remember, the more restrictive you are the less applications you’ll receive and your ads will have a lower return on investment.
What else can I do to make the campaign successful?
While not absolutely necessary, the best thing you can do is have a dedicated page on your website to send the traffic from your recruitment ads.
This does a few things for you:
- It can continue to collect applications even when your ads aren’t running at no additional cost
- Unlike job posting sites, it won’t contain other business’ open positions
- Potential applicants who don’t apply right away can surf your website to find out more information about your business
One page of web development isn’t too expensive and could end up saving you money on job postings.
If you don’t have a website you can just point traffic from ads wherever you’ve placed your job posting.
