Revamping Your Recruitment Advertising to Maximize ROI
Recruiting advertising is everywhere – from push notifications in email inboxes to passive ads on web browsers.
If you're active on LinkedIn, you've certainly seen: "Roles you may be interested in," "Relevant opportunities," "Join our winning team"… and they go on. Organizations are in desperate search for the right talent, but often struggle to maximize their recruiting efforts and land the right hires at the right time.
Effective recruiting advertising isn't often top of mind for busy leaders. This is made more complex by the multitude of places for talented job seekers to search for new roles and employees moving between roles often. Companies face wasted resources, a lack of transparency concerning which job postings convert to completed applications, and uncertainty around the return on investment (ROI).
Advertising open roles is a critical pillar of any recruitment strategy. But with endless job boards, managing details that result in positive impact can be nearly impossible. Is your company doing enough to advertise and fill roles effectively? Consider these best practices to evolve your recruitment advertising strategy and maximize your recruitment advertising efforts.
Be thoughtful about how to advertise each type of role
Casting a wide net might cost more money than simply posting an ad. Posting on multiple job boards that are not relevant to your industry or paying for an expensive billboard can result in time wasted searching through unqualified resumes and interviewing candidates who are not a good fit.
To minimize wasted resources, it's important to have visibility into the candidates who apply and turn into new hires. Look at the data. Where are you getting positive results – hires – and where are they coming from?
For example, consider a company looking for an experienced professional to join their C-Suite. Referencing their data and best practices, they know most executives are passive job seekers. They likely won't find the right match from a job board posting. Instead, they rely on specialized recruiting services. That same company also learned that posting driver and production floor roles to LinkedIn simply isn't effective due to the audience, and instead use more job boards targeted to the persona they're seeking.
The bottom line? If the way you post is not giving you results, stop using it. If you don't have the data to be sure, limit its use. Reduce any spend, advertising, or reporting that doesn't bring results.
As a best practice, companies must understand what roles perform well on which job boards to optimize their postings. Reporting on job advertising gives you this big picture. Monitor your data to make smarter, informed decisions on which job postings work best for your organization's needs.
Proactively manage your recruiting advertising strategy
It takes time and focus to capture data, analyze results and build an advertising strategy that works for you. But often, companies don't know this reporting or data exists in the first place. Before starting any partnerships with job board vendors, confirm they produce reporting that measures their success. The most important data elements to measure include: How many candidates click-through on each ad, how many candidates then make it to your career page, and most of all, how many of these candidates get hired. Today, the data should be readily available. Without it, you're unable to make informed decisions about where to get the greatest value from your spend.
But with this data confirmed, interpreting the results can lead you to a more refined recruitment strategy. For example, if you find a high volume of clicks and only a few applies, your application process may not be appropriate for the type of role you are trying to fill. This might lead you to adjust your application process.
Or, you might see a greater number of candidates from one site… but a greater number of hires from another. This might encourage you to spend more time on the sites where you see more hires. As data brings the story to life, be agile and prepared to make changes. Even small changes, like adjusting the time roles are posted, can have a big impact.
Gain expertise, transparency, and a partner for your success
Managing advertisement spend can be burdensome on an HR department and partnering with job advertising expertise can help drive the right candidates to your openings. Backed with years of research to understand the market and the ability to proactively manage budget across boards and industries, ADP Candidate Recruitment Advertising Services clients improve exposure of job opportunities to potential candidates using a proprietary blend of expertise, data and programmatic technology.
ADP enables clients to efficiently captures a higher volume of qualified candidates for the same advertising spend per job, with outcomes like:
- Reduced advertising spend while significantly increasing results
- Eliminated recruiting partners in favor of those that produce maximum results
- Decreased unknown sourced candidates to bring better visibility of where candidates come from – one client saw 85% reduction in unknown sourced candidates
- Increased candidate-completed applications in one year - one client saw 20% increase
"The amount of dedicated research that's gone into this service is staggering," shares Tina Tromiczak, Vice President/GM of ADP RPO. "Using our deep partnerships, we are able to scale recruiting advertising operations for clients to get better results – without increasing their advertising spend."
Plus, advanced reporting and measurement capabilities provide clients the analytics to make data-driven decisions regarding job advertisement performance. The visibility and insight gained from this information is invaluable, without requiring additional advertising spend. Data on click throughs, applied, and hired shows companies what job boards are producing new hires, providing the competitive advantage they need to stay ahead in the search for great employees.
Based on ADP's continued leadership in the RPO space, the NelsonHall 2019 RPO NEAT and the Everest Group RPO in North America PEAK Matrix 2019 recently positioned ADP as a Leader in RPO. Learn more about ADP's RPO services.