Social marketing is a key part of a recruitment marketing technique as it enables you to reach a far larger audience than simply individuals actively searching for jobs (who make up just a quarter of task applicants).

Once you've got the hang of turning your job descriptions into great social ads, the next action is determining how to get those advertisements in front of the right people - or targeting.

Targeting on job titles and industry is, obviously, an extremely powerful method to set up your marketing campaign, but some incredible prospects are still to be found outside those borders. Targeting is a key part of Talent Attraction. Here are 5 ways to use targeting to expand your pool of quality candidates.

1. Use geofencing to reach more regional talent

When Kentucky Fried Chicken needed to rapidly staff up a freshly opened restaurant in the Netherlands, they set up a project that promoted within 5 kilometers of the brand-new restaurant and hired 75 people and a General Restaurant Manager in just 4 weeks.

Geofencing, or setting a radius around a place where your ads will run, can also be utilized for market occasions that are packed with specialized candidates.

Facebook even offers the choice for "people taking a trip in this location", useful for these kinds of events that anticipate a great deal of out-of-towners.

Google Adwords/ Search: Radius around a pin, 0.6 to 60 km

Facebook/ Instagram: Radius around a pin, ~ 1.6 - 80 km (In the US, radius minimum for employment advertisements is 15 miles).

LinkedIn: Radius around a pin, 200 - 1000 m.


2. Borrow an audience

If the prospects you're looking for influence any purchasing decisions in a company, the heavy lifting about how to reach them has currently been done by the suppliers and suppliers selling to them.

Ask the hiring manager what innovation or devices this role would be dealing with weekly, or head over to Capterra or G2 to discover which software business are promoting to the exact same group of individuals you're attempting to reach.

For instance, industry specific tools for banking or efficiency review software application for manager level positions.

Make a list of the companies probably to be offering to your perfect prospect and run their website URLs through Similarweb and SpyFu (both have freemium options) to see what keywords they are using to reach their audience.

Also inspect what the "referring sites" can inform you about where your candidates are hanging out online.

Google Adwords/ Search: Add related URLs, keywords to produce Custom Segments.

Facebook/ Instagram: Search companies and keywords in "detailed targeting" section for tips to create Interest-based Targeting.

LinkedIn: Target to 1st degree connections of the suppliers and suppliers with Company Connections.


3. Highlight the ideal benefits

Use interest-based targeting to speak with what matters most to each prospect. Include your generous vacation policy to individuals interested in travel and outdoor entertainment.

Add a line about the business health care for those thinking about mediation and physical fitness. Include a picture of the last company volunteer day for those interested in neighborhood issues and charity causes, or an image of the workplace pet for family pet enthusiasts.

Interest-based targeting allows you to flaunt some of the more special advantages of your business that might not be a game changer for everyone, but for a select group can make all the distinction.

Google Adwords/ Search: Affinity Segments.

Facebook/ Instagram: Interest-based Targeting.

LinkedIn: Member Interests.


4. Capture the career-changers

The pandemic has caused a great deal of individuals to assess their career courses and, employment as a few of them change fields completely, there are most likely highly certified prospects that just do not have the typical title and industry background.

One method to expand your prospect swimming pools beyond the normal criteria is to take a look at what people like to do outside of work.

Search LinkedIn to find 10-20 individuals who hold a comparable position to the one you're looking to fill and head to the bottom of their profile to discover their "Interests".

List out the influencers, employment business, and groups these prospects have an interest in and see if there are some commonalities beyond industry-specific classifications. Maybe they tend to be news addicts, support comparable nonprofits, or follow the very same authors.

From these shared qualities you can start exploring interests and keywords that you can use to broaden your reach to people that may not have the typical profession course however might be a great fit.

Google Adwords/ Search: Add keywords and URLs for Custom Segments, and interests for Affinity Segments.

Facebook/ Instagram: Interest-based Targeting (here's a helpful guide on categories available).

LinkedIn: Advertise directly to those who are a part of the exact same LinkedIn Interests Groups.


5. Retargeting

Retargeting lets you reveal ads to individuals who have previously interacted with your ads, such as taste, swiping an image carousel, or clicking a link, and it's frequently included as an audience classification to projects.

Often retargeting just shows the same advertisement to people whenever (think about that one advertisement that seems to follow you around the internet), however retargeting uses a great chance to give more substantial task information to individuals who are already interested.

For example, retargeting ads could include more info on role responsibilities, special benefits, or a link to a "day in the life" article - assisting to pull people even more along your recruitment pipeline.

Google Adwords/ Search: yes.

Facebook/ Instagram: yes.

LinkedIn: yes.


Unlock efficient targeting with wonderkind

Wonderkind provides you the tools and templates to produce recruitment advertising campaign across numerous social platforms with just a few clicks. With the main control panel, you can see which projects are performing well to help you experiment with and tweak your targeting efforts.

With Wonderkind you also have access to a deep database of job title synonyms. When you add a target title into a campaign, Wonderkind can immediately fill out a variety of related job titles (including in other languages) that can expand the reach of your ad to quality candidates.