Attrax insights

Creating a great recruitment marketing campaign

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Blogs

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9/14/2018

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If you’ve ever worked in recruitment, you’ll know the challenge of engaging with candidates in a market where standing out is becoming ever harder. With over half of the world’s population online, and many of them logging onto social media platforms like Facebook, Twitter and LinkedIn on a regular basis, marketers are faced with a whole host of new channels to reach people over- and with many regular Tweets and posts getting lost in the clamour of billions of people, it’s hard to stand out from the crowd. One way of doing so is via a marketing campaign- and if done correctly, it can have a huge impact, boosting your visibility online and attracting hundreds of new recruits. Indeed, companies with a recruitment marketing platform are three times more likely to have a better quality of hire than their competitors. Here’s how to do it properly. Who are you targeting? First, decide your target audience, as you’ll have to adjust your campaign to suit them. Are you trying to hire new graduates, or established professionals looking for the next stage in your careers? Who are you looking to hire: editorial assistants, receptionists or scientists? Once you’ve established whom to target- the more specific, the better- do your market research. What appeals to your target sector? What issues interest them, and what might incentivise them to click on your ad, such as a good pay rate or a pension scheme? When you know this, you’ll be able to create an effective advertisement. Develop your messages After the research you need to come up with a few key messages for your clientele. It doesn’t have to be a slogan, but it does have to get your point across concisely- and ensure that you don’t stray off-script in your campaign. What makes your company the perfect place to work? What can you offer that other places don’t? Take your company’s strengths and turn them into messages that you can use. You want to concentrate your energy on getting one or two messages across in order to ensure more people remember it, so make sure they’re clear, concise and short statements.  Where are you going to advertise it? Once you’ve come up with your messages, and researched your target market, you need to consider distribution. Will it be on PPC adverts, on social media or even on your own careers site- which is a valuable and free way of building up your employer brand? Your message should be consistent across all of the channels that you use, but it’s also worth tweaking the formula a little to suit each platform. With Facebook, you can afford to go into detail, whilst Twitter favours infographics and pictures, as does Instagram. Videos are also an effective way of getting your point across; after all, job posts get 36% more applications if they’re accompanied by a video. It helps you stand out, and sites like LinkedIn will give preference to videos over text and outbound links.  Getting creative Don’t be afraid to get creative with how your advertise your marketing strategy to your candidates: after all, it’ll help you stand out to them. There are so many great examples throughout history of creative recruitment campaigns, from Kitchener’s World War One poster to Google’s infamous challenges to jobhunters. Why not take a leaf out of their book and do the same? From fun challenges, to photography competitions, or recruitment videos with a twist, you’ll certainly stand out from the crowd- and engage more people because of it. Analysing the results The most important thing to remember, even during the campaign, is to keep a close eye on your results. After all, how will you know how to improve if you don’t have a good idea of how different campaigns are performing? Monitor which times are the most popular, where the most traffic comes from and what your bounce rate is. By doing so- and tweaking the formula to suit it- your campaign will have much more impact that it might otherwise do. Time to start innovating Your recruitment marketing strategy is what you make of it. Explore our blogs for more information on improving yours, or why not take a look at our eBooks?

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Lucy Dawson

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Lucy Dawson

Lucy Dawson

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Lucy Dawson

Taking the stage at In-House Live! London
Taking the stage at In-House Live! London

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Blogs

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Blogs

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9/5/2018

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Yesterday was all hands to the pump for Attrax, as the In-House Recruitment Network’s Live! event came to London for its annual appearance in the recruitment hub of the South. Situated in the Business Design Centre and featuring numerous suppliers as well as keynote speeches by industry leaders, it was the place to be seen for any in-house recruitment professional in London- and beyond.As a Gold Partner, Attrax had their own stand at the London Live! event, but what was infinitely more exciting was the speech that our resident recruitment expert David Johnston gave at 10.45 on our favourite subject: ATS’s and Google for Jobs. In front of a packed room, DJ’s speech on The Future of Careers Sites (see the presentation here) explored the evolution of the careers website, the importance of having a good ATS, and how to spice up your candidate journey.The key takeaways? Though 40% of employers don’t know what their conversion rate is, it’s never been more important when it comes to attracting and engaging candidates. Getting the candidate journey right is important, too, and in-house recruiters need to adapt their careers site accordingly to engage those candidates in a competitive market: 1) Make sure your jobs are Google friendly and not hidden in your ATS2) Create content that people want to read3) Don’t lose applicants because of your ATS login. After the presentation came the chance to swap insights with other members of the in-house recruitment industry, and to give people a look under the hood of Attrax, our careers site system. Thanks to everybody for such an exciting day- see you next year!

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Beatrice Caldarella

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Beatrice Caldarella

Beatrice Caldarella

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Beatrice Caldarella

Building your employer brand with your careers site

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Blogs

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8/16/2018

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In an age where the Internet makes it easy to pick and choose from hundreds of different service providers, having a strong employer brand is of the utmost importance. This counts doubly for recruitment, too: with modern job hunting becoming ever more like casual shopping, 86% of HR professionals agree that recruitment is becoming more and more like marketing. If you want to attract the best candidates in the market, you need to keep up- and that involves emphasising and building your employer brand. Fortunately, there’s a very easy way in which you can do this: via your careers site.  Careers sites are rapidly gaining in popularity in the jobseekers’ market. Indeed, when it comes to job hunting, 32% of applicants go straight to careers sites. It’s clear to see that the way that your careers site is formatted- and the information it contains- can actually have a huge impact on the way that people perceive your brand. Given 69% of those job hunters would not accept a job at a company that has a negative reputation, it’s something you need to work on. But how? Foreground your team Let your potential applicants see the people that they’ll be dealing with at all stages of their recruitment journey: devote some time to your team! There’s no better way to make your browsers feel comfortable and engage with your company than showing them some friendly faces, so include a biography, a picture- and, most importantly, a link to contact them by. That way, jobseekers feel more comfortable about asking questions- and will be much more likely overall to apply.  Be informative One of the main reasons people will go to your careers site will be to see what your company culture is like- and perhaps to gain an insight into what you’re looking for from your job applicants. Don’t let them down: it’s vital that you include a blog section, where you can post insights into your company, advice for the interview process, and also industry-specific pieces that will raise your status and are very share-able online.  Alongside this, it’s also a great idea to include a page on your site that shows just what applicants can stand to gain from joining you: pictures of social events, perhaps even taken by employees, and a list of some of the benefits your employees enjoy. After all, you want them to be hooked- and the best way to do that is make sure you drive home what a great place your company is to work at. Get your ATS right Technology has given us instant gratification, and as a result it pays to have a website that delivers an almost-instant service to its browsers. With an average concentration span of only around eight seconds, you need to make sure that your website delivers loading times that are no longer than three seconds to keep people engaged. Likewise, your ATS can also be a minefield when it comes to creating a streamlined recruitment process: if your website isn’t properly integrated with your ATS, then you risk long delays in your application time, or, even worse, an application process that will be far too complicated to fill in, and will massively disengage your candidates. Go for a pared-down approach: integrate your site with your ATS, and create an application process with no more than four or five stages. Ideally, there should only be two: setting up an account, and adding the candidate’s CV and cover letter before it’s submitted. The faster and more intuitive you make this, the better your reputation- and conversion rate- will be. Build a strong brand with Attrax At Attrax, we take pride in creating careers sites that make it easy to develop an unforgettable employer brand. Find out more - browse our clients' careers sites to see how brands such as Harrods and Travis Perkins transformed their approach to sourcing candidates.

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Lucy Dawson

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Lucy Dawson

Lucy Dawson

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Lucy Dawson

PPC vs. Organic: what do you need to know?

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Blogs

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Blogs

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8/9/2018

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Bullhorn’s recent report ‘The State of Recruitment Marketing in 2018’ threw up some interesting statistics about the recruitment industry: namely, that the ‘Pay-Per-Click’ method of attracting candidates to peoples’ websites has fallen, with 34% of firms now allocating a lower budget towards it.  While this might sound startling in itself, other areas of recruitment marketing have expanded to compensate: now, the issue on the top of many recruiters’ lists is social media and organic presence, with 60% of agencies deciding to increase their budget on funding traffic through these channels.  There’s a lot behind this dramatic shift in priorities. Though PPC is of course still an important aspect of many recruiters’ marketing strategies, giving you high visibility on Google and sites like Indeed, and thereby encouraging browsers to click on the link to your careeers site, many companies are starting to build their brand in spaces that don’t require the same level of investment to attain the same level in traffic. Top of this list would appear to be social media, and it’s no surprise. With 59% of candidates using social media to research companies that they’re interested in, and 48% of them using social media to search for their most recent job, it’s clear that putting the effort into your social media strategy can really pay off for people who are prepared to invest time and money into getting it right.  More of us than ever are online, and more of us than ever are logging onto social media platforms like Facebook, Twitter and LinkedIn to share everything from our interests to the most recent events in our lives. Is it any wonder, then, that these platforms are a goldmine for recruiters? Done correctly, Facebook’s targeted job ads can get hundreds of clicks, whilst a single post on an account with thousands of followers can get thousands of views- all for free. With hundreds of users wielding massive influence thanks to their huge followings, today’s views are gained through social media views. Indeed, social media is a boon for recruiters- as long as you’re ready for it. Not only can you let candidates find you- and your vacancies- but you can also help to sell candidates on your brand, and on your company culture, before they even set foot in the door. And, if done correctly, it’s completely free. Making the most of social media The key to attracting candidates is creating a space that will engage them. Alongside your job vacancies, take the time to create curated social media posts that inform candidates about life at your company- such as company events or birthdays- as well as sharing articles or blogs from your careers site about industry matters. You could even get creative and stand out with infographics or videos- after all, jobs get 36% more applications if they’re accompanied by a recruiting video. Above all, get savvy about your analytics, and monitor what works- and what doesn’t- so you can improve on it. With the recruitment industry changing, it’s time to start investing in the future- and though PPC is still an important part of any recruitment strategy, recruiters are starting to discover channels that let you do the same, whilst boosting their employer brand at the same time. Don’t miss out! Innovating with Attrax Our industry-leading smart careers site system converts visitors into high-quality job applicants. How? We customise the content that your potential candidates see on your site, creating a personalised exeperience and presenting the most relevant content. Find out more about how our AI-powered system can help you attract top talent - get in touch.

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Lucy Dawson

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Lucy Dawson

Lucy Dawson

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Lucy Dawson

Can AI replace the recruiter?

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Blogs

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Blogs

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8/1/2018

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Technology has been impacting our lives for centuries, but perhaps never quite as much as in the past twenty or thirty years. With the advent of the Internet and smartphones, we’ve become accustomed to accessing everything we want at the touch of a button, whether it’s ordering food, clothes or checking our bank balances. This applies to recruitment, too. For years, the sector hasn’t changed all that much: recruiters still sift through piles of CV and decide which applications to take further, and which not. But the introduction of AI might be due to change that. Along with big data, it’s proven to be quite a disruptor, and has already changed the way in which the sector works.  Alongside introducing chatbots to communicate with clients, and analysing masses of candidate data to develop smarter marketing and recruitment techniques, it is capable of running algorithm-based searches which can find candidates and match them to the best jobs, based on their CV and digital footprint. Given that this is the recruiter’s bread and butter, this could spell quite a worrying trend for the industry.  So, what does this mean for the recruiter?  Automation has the potential to be a huge threat for recruiters: after all, machine learning is capable of matching more clients, more accurately than any human, which is a huge part of any recruiter’s job. For an industry that is also worth billions of pounds worldwide, machine learning also has the potential to automate low-level tasks, streamline the recruitment process and decrease the time to hire.  However, there are some positives too: though AI algorithms can match the key skills and experience on a candidate’s CV to their ideal jobs, they cannot sell a job in the same way that a recruiter can. They don’t know how to present an opportunity- or to negotiate between the client and the candidate in the way that a skilled recruiter can. Similarly, the ‘cold’ feeling of interacting with a machine or chatbot can’t replace the relationship that many recruiters build with their customers.   As machine learning gets smarter, many of these problems may be overcome: by smarter machines, by machines that are already learning how to hold primitive ‘conversations’ with humans- such as Amazon’s Alexa. So, the fact remains: recruitment is a human-based industry, and while AI is an immensely useful tool for streamlining the recruitment process, the decision-making will stay at a human level.  The world of recruitment isn’t finished changing yet and if anything the rise of AI is an opportunity for recruiters. In fact, 69% say that AI attracts higher-quality candidates whilst removing some monotony from their job. Look to the future with Attrax At Attrax, we build careers sites that are designed to last - discover how we can create one for you using our AI-powered careers site system.Or contact us today to hear how you can create a user experience that engages and attracts the top talent ahead of your competitors

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Google for Jobs- the latest results
Google for Jobs- the latest results

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Blogs

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Blogs

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7/25/2018

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Google for Jobs- following a year-long incubation period since its rollout in the USA last June- has finally launched in the UK.With 30% of all of Google’s search entries related to jobhunting, it’s clear that the appetite for a new widget that will help jobhunters to connect with new vacancies faster than ever is at an all-time high in the UK. And the launch of Google for Jobs is set to transform the recruitment landscape, giving visibility to careers websites over job boards- that is, if your careers website is correctly optimised.Indeed, this is a huge opportunity for in-house recruiters to source their best candidates themselves, with a fully optimised-careers website. But how should you go about it, and what do you need to know when it comes to appearing in Google for Jobs?Wonder no more with our latest webinar. Aimed at addressing any issues surrounding the launch of Google for Jobs, the webinar will help you understand what challenges you need to overcome to make the most of Google’s latest venture- and the opportunities you have as a result. We’ll even share some of the early results we’ve been receiving on candidate traffic and completed applications. Watch it here!

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How to increase your conversion rate: streamline your application process
How to increase your conversion rate: streamline your application process

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Blogs

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Blogs

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7/24/2018

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A recent article by ERE Media discussed the things that infuriate online applicants the most when going through the job application process. Top of the list? Not knowing the length of an application, an overlong application process, and being asked unnecessary questions during a job application. Sadly, this is all too common in the hyper-competitive world of recruitment. Despite the fact that the unemployment rate in the UK is at its lowest rate in decades- creating a market that is poor in candidates but with a voracious demand for talent- many employers and large corporations don’t see the benefit of updating their careers sites for a more internet-savvy market.However, this urgently needs to be addressed. More than 70% of job searches start on Google, and today’s jobseekers can just as easily turn to another company site as yours if they feel that your recruitment process doesn’t meet their needs or engage them enough to keep them interested. Jobseekers have grown up with the instant gratification of the Internet: a slow, clunky application process will not get you the best results.How can you fix this?Firstly, by shortening your application process. Vodafone’s old careers site had an eight-minute application process before it was redesigned: today, it takes less than a minute for a candidate to apply for jobs and the conversion- and completion- rates have skyrocketed as a result, with 24% of visitors to the Vodafone site ending up applying for a job.Take out all unnecessary steps, such as questions that a candidate’s CV or cover letter would address anyway, as they invariably take a long time to fill, and require a candidate to put in even more effort to the job search. You should also take pains to lay out exactly what’s expected from your candidate at the start of the application: nobody likes to be waylaid by a surprise request for a scanned certificate, which could interrupt the process, so it’s better to offer up all the information they need at the start.The speed of the application process also counts when it comes to ensuring a quick turnaround, and a large part of that is due to the speed of the website. Who’s going to stay on your website if it takes more then three seconds for each page to load? Investing time into speeding your loading time is essential if you want it to work properly- and one of the main ways you can ensure this is by checking that your ATS is integrated properly with your careers site: not only does this ensure faster loading times, but it also means that your jobs are hosted on the same platform as the rest of the careers site, thereby increasing your SEO into the bargain.With so many candidates in the market- and competition for the best jobs so stiff- what are you waiting for? Streamline your conversion rates with Attrax Want to find out more about our ground-breaking work with clients like SNC-Lavalin, Harrods and Travis Perkins? Click here. 

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Beatrice Caldarella

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Beatrice Caldarella

Beatrice Caldarella

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Beatrice Caldarella

Candidate retention and company culture: how to format your careers site the right way

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Blogs

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Blogs

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7/10/2018

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How do you attract candidates to apply for your vacancies? By ensuring that your company is the one that looks the most attractive, the one that they’ll have more fun working for, and one that gives them the benefits, career progression and skills that they need to advance in their respective industries. With 82% of employers of the opinion that a good company culture is a competitive advantage over their counterparts- and that it contributes to increased productivity, and a decrease employee turnover into the bargain- it’s clear that taking the time to show and develop your company culture can be a major point in your favour when it comes to convincing them to apply for your vacancies.  But how to do it effectively? Here are some points for getting started. Smarter staff profiles Your employees are your most valuable resource. Make the most of them! The ‘About Us’ page is where candidates come to learn about who you are and what you stand for, but why not use it to promote your vacancies and content as well? Take the time to create staff profiles for your resourcing team that will help them really stand out: put people in charge of roles, so that potential applicants browsing for jobs will be able to get in touch with a friendly face, should they have any questions. Do the same for blog posts, so when somebody lands on a resourcer’s profile page they can then look at other vacancies they manage, and articles that they’ve written.  Not only will this give your team more of a voice, but it will a present a friendly face to any prospective applicants- as well as let them express what they love about working for the company. A company blog There’s no better way to share insights about your company than through a dedicated blog. It’s versatile- you can use it to show browsers about team-building company events, away days and employee achievements, but it’s also an extremely versatile way to give your staff a voice that they might not otherwise have. Encourage them to write posts about industry topics, or advice for jobseekers: not only will you be demonstrating what a collaborative company you work for, but letting your team share their expertise will boost your reputation within your sector as a result!  A better careers page You don’t have to use your employees to demonstrate what kind of employer you are, though: you can do the same through the way that you display your jobs. For instance, you can include banners with testimonials from employees, discussing what they enjoy about working for the company on jobs pages and vacancies. Given that 54% of jobhunters read employee reviews before applying for a job, it’s a savvy move to make if you want to engage them. It also helps if you keep the page branded- something that’s a lot easier to do with an ATS that’s integrated with your site- and easy to navigate and search. After all, the more time you put into designing your website, the more likely it is that candidates will be engaged- and eventually apply for a vacancy.  Get visual They say that a picture is worth a thousand words- and when it comes to company culture, that’s absolutely true. The best way to show off your culture, especially on your careers website, is by posting photos that show what it’s truly like to work at your company, from photos submitted by your staff to ones of networking events and company parties.  If you’re really looking to make your mark on prospective browsers, then turning to video is also an excellent way to showcase what makes your company so special- especially as job posts get 36% more applications if accompanied by a recruiting video. Ask your employees what they enjoy about their job and why they think people should apply for the current vacancy. It gives them a voice, and you more credibility. It’s time to update your careers site Knowing how to show off your company culture is key to cultivating a strong employer brand. For that, you need a great careers site.  Get informed: chat to one of our Sales Team today, or why not check out thought leader Matt Alder’s whitepaper on The Future of Careers Sites, which covers everything you need to know about the changing market?

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Lucy Dawson

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Lucy Dawson

Lucy Dawson

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Lucy Dawson

How to create a clickable job title

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7/4/2018

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In a job market where millions of vacancies are posted across multiple social media platforms every day, the importance of getting your job title and description right cannot be overstated. With today’s Internet browsers possessing an attention span that’s eight seconds long- shorter than that of a goldfish, if rumours are to be believed- you need to be able to write a catchy title that snags a user’s attention and incites them to click on your vacancy, whether it’s being posted on social media, Indeed or on your own careers site. A good headline makes candidates want to read more; it should function as a ‘hook’ to draw them in. So what should it look like- and what should you include? Your ideal candidate Before starting, it’s a good idea to sit down and do some homework on what will attract the type of candidates that you’re searching for. Create a client persona: who is your ideal candidate? What do they want from their job? What are you offering that could appeal to them?  Once you’ve done this, then take a look at what the competition are doing. How are people advertising jobs that are similar to yours? What keywords and hooks are they using to draw in browsers? Are they being effective? The more you know, the more you’ll be able to create a truly memorable headline.  Be searchable Your ideal job title should cover the type of role that you’re advertising for, and the seniority of the role, whilst to complement it the description should ideally draw the reader in with something unique that a potential applicant can expect to experience in the role. If you can get both elements in your title, then so much the better- but bear in mind that your title should also be easily found by search engines, so don't make the job title too complicated and overlong. Be accurate One key mistake you should avoid making is misleading your job seeker about the type of role that you’re advertising to fill. Don't write something that’s inaccurate, or make the role sound better than it might be: this will only backfire, and you’ll likely get fewer applicants as a result. Instead, opt for a description that essentially ‘does what it says on the tin’. This way, you’ll get applicants who are ideally suited for the actual role, and not an idealised version of it that they’ll only be disappointed by later.  Don’t use jargon Maybe you use a specific descriptive, 'slang' word within your office for a certain job role or task- or maybe you use abbreviations to get your point across with your colleagues. When it comes to writing job titles, though, you can’t afford to do this: with hundreds of companies vying to recruit people for the job role, you need to make sure that your job is crystal clear, and catches the attention of your reader. After all, if the candidate doesn’t understand what the job is, then why should they click on it- especially when they have hundreds of similar titles to choose from instead? Talk to the experts. At Attrax, we take pride in doing things right- whether it's creating the perfect careers site on our awar-winning platform, or advising our clients on how to write great job templates. Contact us today to see how we can help you. Take advantage of our insights: why not check out our range of eBooks. 

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Beatrice Caldarella

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Beatrice Caldarella

Beatrice Caldarella

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Beatrice Caldarella

The art of geotargeting: how to target candidates the right way

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Blogs

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Blogs

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6/26/2018

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How can you be sure that your marketing is targeting the right people? Not only is this a huge question for marketers, but for recruiters, too. In an industry where finding the right job can depend massively on location- and making the dream hire can depend on how widely you advertise it- it can sometimes be a struggle to know whether the jobs you’re putting live, the posts that you’re scheduling on social media- and increasingly, the banners that you’re creating for your careers site- are appearing to and engaging the right audience. With Internet marketing budgets growing at their lowest rate since 2015, companies need to be smart about how they advertise their vacancies if they want their work to have the same impact as previously. Enter geotargeting. Location-based technology is opening up whole new avenues for marketers, allowing people to control what information is shown to which candidates or viewers depending on their location- whether that’s defined by country, county or post code. If you really want to, it can even be done by ‘geo-fencing’, which uses a phone’s GPS signal to target their location. Though geo-targeting has long been a feature for certain social media platforms- such as Facebook, which allows you to tailor who sees certain advertisements or promotions according to a vast range of filters based on the data that Facebook holds on its users- it’s also starting to make the leap to careers sites, allowing in-house resourcers to set up campaigns which are much more likely to appeal to a certain audience- or target people near to the location of a new vacancy. By doing so, you’ll likely get a much higher level of relevant, useful applications. Though it’s a relatively new piece of functionality, it’s an invaluable extra to have on your website if you’re hoping to attract a high quality of applicant- or one that's highly specific to an area. These days, it's not just about hiring space on peoples' websites or targeting them on social media: it can be done from the comfort of your own careers or recruitment website. How can you make the most out of geotargeting? A good place to start would be to experiment with different languages. Match the page- or banner- language to that of the country that you’ll be targeting, as well as converting the salary to the right currency, if you have it. The great thing about geo-targeting is that you’re essentially running several different campaigns in several different countries, so you have room to experiment with images, and text, which you can change or tailor to see what works. It also helps if the wording and imagery that you use on your banners are the same as the ones you use on social media.  What are we doing about it? We’re always up for any new features that will enable our clients to better attract and engage candidates, and this is no different. Our award-winning careers site system allowes you to target the right candidates as an integral part of your marketing strategy. It’s time to get experimenting.  Take the next step with Attrax Find out how to attract candidates with a careers site as well as a great marketing strategy - view our client's careers sites here. Or request a demo to see it in action.

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