Recruitment advertising through LinkedIn
Successful campaigns
09.09.2022
Time for action
With 55 job applications per second, over 34 million active job seekers, and 2x higher conversions than other career platforms, LinkedIn is the go-to platform for recruiting. Unfortunately, research by UWV shows that 40% of job vacancies are difficult to fill nowadays. How do you set up a super effective LinkedIn advertising campaign and fill your job vacancies as quickly as possible?
Recruitment journey
Let's get straight to the point, a good strategy requires some patience. Research (LinkedIn data, 2019) shows that job seekers typically have their first contact with your employer brand about 6.2 months before they actually click the apply button. During this period, an average of 34 interactions takes place. And, these interactions are crucial! The same research revealed that 95% of candidates are more likely to apply for a job at a company they are familiar with.
In other words, what should you consider in the recruitment journey? The people you want to attract probably have a job at the moment and may not be actively considering exploring other employers. However, with your employer brand, you can convince them otherwise. Therefore, it is extremely important to first become the Employer Brand of Choice by creating appealing content to make the decision to apply easier.
The various advertising formats
Of course, it's important to start at the beginning. Below are the different content formats listed..
- Sponsored Content:
Sponsored content, also known as native ads, appears in the LinkedIn feed of your target audience. LinkedIn labels these ads as "promoted" to distinguish them from regular content. Forms of sponsored content include video, single image, carousel, and single job ads. - Sponsored Messaging:
With Sponsored Messaging (formerly Sponsored InMail), you can advertise directly in someone's inbox. This can be very interesting. Research shows that 89% of consumers prefer companies to stay in touch through messaging. Sponsored Messaging includes both message ads and conversation ads. - Dynamic Ad Format:
Dynamic ads are displayed in the right sidebar of the LinkedIn desktop feed and directly target the audience through personalization. This ad format is highly action-oriented and effective for lead generation. Different versions include job ads, follower ads, text ads, and spotlight ads. - Talent Tools (landing pages):
LinkedIn landing pages (also known as Pipeline Builder) is a tool that works with the campaign manager and recruiter to reach, engage, and convert talent leads at scale. Read below to learn more about the benefits..
Why are LinkedIn Landing pages attractive?
- You can fully personalize the landing pages. It's not just a regular job page on your own website.
- LinkedIn users stay within the same platform and don't have to go through additional steps to view your available job openings.
- With just one click, a potential candidate can apply. The information they share can be set by your company. A recruiter receives all the provided data and can easily make contact.
- You can list multiple job openings. This is useful if someone is interested in your company but hasn't come across the right job yet.
- You can highlight the benefits of working at your company and strengthen your employer brand by featuring employees.
In summary, LinkedIn Landing pages are very useful when dealing with a large volume of candidates and wanting to establish contact with multiple candidates.
The perfect advertising funnel (always-on)
Future employees come into contact with a mix of content during their journey through the buying and hiring funnel. Companies that employ an always-on content strategy for recruitment, using both organic and paid media, benefit from increased brand awareness, consideration, and conversion. But what does that perfect funnel look like?
The funnel follows the usual structure: awareness - consideration - conversion.
- Awareness: Bring your employer brand to life in the feed through single image and video ads. This allows both your mobile and desktop users to have multiple entry points to your story;
- Consideration: Drive engagement from the top-middle parts of the funnel with a feed and inbox approach. Use Carousel and Conversation Ads to achieve this;
- Conversion: Use Retargeting and Matched Audiences to entice your most engaged audiences at the bottom of the funnel to convert on a Lead Gen Form in messaging or feed ad.
The value of an always-on strategy
Always-on is often perceived nowadays as a content planning filled with excessive messages (read: spamming). What it truly means is timing. Telling the right people a relevant story at the right moment. You consider the transformation of cold candidates into warm candidates. The 6.2 months before someone actually clicks the apply button fly by. By the time you post a new job vacancy, a potential candidate should already be warm and familiar with your employer brand. We visualize a perfect execution for your brand next to this.
Get more conversions out of your advertising budget with our advertising check
Do you often wonder if you are maximizing the potential of your LinkedIn campaigns? Are the results falling short, but you can't figure out why? We'll help you get to the bottom of it! In our advertising check, we analyze the data within your current advertising account setup (both Google and LinkedIn Ads) and provide recommendations to optimize your performance.
- A summary to get more out of audience targeting;
- Tips to maximize the various advertising opportunities on LinkedIn (including ad formats and content tips);
- A score overview of your campaigns compared to benchmarks;
- An introduction to the Redkiwi always-on advertising strategy and its benefits for your organization;
- An overview of the latest developments from our LinkedIn account managers.
