Traditionally, the search for candidates for any position starts with the publication of an open vacancy on popular sites for finding work. Often such a search lasts for several months or ends with very dubious results. Is it possible to find an employee in a couple of weeks and spend no more than 2-5 thousand rubles? Why does an HR manager need to understand targeting, landing pages, and advertising campaigns? We describe how to use proven marketing tools in HR using examples from project manager Max Kolpakov.
We show an advertisement for a narrow target audience, which we determine ourselves according to features that are important to us - geography, age, education, interests, etc. If for marketers it is a familiar tool that brings a bunch of benefits, then in HR the use of targeted advertising in social networks is a new direction.
Targeted advertising is an advertising tool that allows you to select the target audience to display specific thematic advertising.
Max Kolpakov is a project manager, marketer, targeting specialist and for some time a bit of HR. He plunged into recruiting after closing several vacancies using targeting techniques. To search for candidates for the position of targeting manager, Maxim created a landing page for a vacancy and launched targeted advertising on social networks as an experiment. After three days from the date of publication of the advertisement, 10 quality relevant resumes arrived. The cost of an advertising campaign amounted to 25 dollars.
Let us see why it is worth trying a marketing approach to find candidates for work:
Three groups to whom this technology can help in the work:
We share step-by-step instructions on how to start creating and launching an advertisement about finding candidates.
An important principle when creating a landing for a job is to think like a marketer. Selling a job is like selling any other product or service to your company. It is important to show the benefits and bonuses of working with you.
Important note: the more valuable the specialist, the less time he wants to spend on filling out forms. After numerous case studies for the selection of candidates, Max and his team settled on a form that consists of the following fields:
The social media advertising targeting tool allows you to focus your search on the narrowest and most suitable audience. One of the most effective ways is to search for closed thematic communities.
Example 1. To close a vacancy of IT director, groups of IT directors by region were selected.
Example 2. In the case of searching for candidates for a position of a targeting specialist, a post with a vacancy is aimed at a closed group of graduates of the targeting course.
Which communities to look for potential candidates:
To do this, just read the instructions for running advertising in social networks: LinkedIn and Facebook.
After the launch of the advertising company remains to monitor the results. In addition to the number of received responses to the vacancy, we estimate the following parameters:
The method of targeted advertising to search for candidates for an open position is not universal. Below are situations in which the method does not bring the desired results.
In this case, we shared one of the many marketing tools that may be useful to recruiters. The use of targeted advertising will help the HR department specialist or hiring manager to increase the level of selection of candidates, reduce the financial and time costs of finding suitable employees.