Fighting the war for talent can feel overwhelming, especially in today’s competitive labor market. While some organizations have been laying off employees and slowing their hiring processes in fear of a potential recession, recent research by Jeffries suggests strategic companies should expect the labor market to remain tight through 2023 and beyond.
How can you hire qualified caregivers when they’re so hard to find? You need an innovative marketing strategy to differentiate your organization—and that starts with programmatic media. In a nutshell, programmatic advertising is a recruitment strategy that leverages automatic ad buying. It might sound complicated, but it’s a powerful tool to automate and optimize every aspect of the recruitment process.
Programmatic ads put your job postings in front of relevant candidates—all while saving you time, money, and resources on unnecessary advertising. So, what are you waiting for? Here’s how to find top-tier caregivers with the power of programmatic recruitment marketing.
How Does Programmatic Advertising Work?
Instead of waiting for qualified candidates to find your job listings, programmatic ads can help you take a more proactive approach to hiring. How? Programmatic recruitment marketing involves an automated process of promoting job ads across a massive network of websites.
In other words, programmatic technology gets your jobs in front of relevant candidates so you can wave goodbye to dead-end campaigns and money-sucking ads. It’s the tool you need to take the guesswork of hiring, allowing you to target the right candidates, with the right message, at the right time with a data-driven strategy.
By serving ads to the candidates most likely to convert, you can drive results without flushing your ad budget down the drain. You can push harder in certain areas, pull back on jobs with sufficient application volume, and tweak the visibility of different job ads based on your current hiring needs.
One of the biggest benefits of programmatic advertising? It automates the buying process. This eliminates time-consuming human negotiations, ad orders, and third-party vendors by using artificial intelligence to buy, sell, and serve ads. Whether you’re working with a recruitment agency or an in-house marketing team, programmatic maximizes your ROI so your team can focus on higher-level tasks.
How to Get Started With Programmatic Media
Programmatic marketing creates countless opportunities for hiring managers to connect with skilled caregivers, but most companies aren’t using it to its full potential. According to the Society for Human Resource Management (SHRM), programmatic recruitment is used by less than 10 percent of recruitment teams. However, 60 percent of companies that use programmatic see improvements compared to only 18 percent of companies using traditional advertising.
The benefits of programmatic advertising are clear. Instead of relying on your gut feelings, programmatic media gives you full control over your advertising strategy so you can craft a targeted recruitment approach. Here’s how to attract, hire, and retain quality caregivers with the power of programmatic.
1. Know Your Target Audience
It might go without saying, but you need to know exactly who you’re targeting before you launch your programmatic ad campaign. If you look at your existing employees, you probably have a fairly diverse group of people in terms of demographics, lifestyle, and behaviors—so how can you pinpoint your target audience?
Start by building audience segments. Audience segmentation is all about attracting your ideal job candidates and choosing the right messaging strategy to pique their interest. At its core, it’s about breaking down your potential target audience by what candidate persona they come from and where they are in the candidate journey.
Once you’ve segmented your audience into different groups, you can instantly see which segments are receiving appropriate messaging and which aren’t being served efficiently. From there, you’ll be able to create personalized messaging strategies that fill your content gaps and speak directly to different segments of your target audience.
At the end of the day, personalized messaging is your key to driving qualified caregivers. When skilled job seekers see a version of your employer value proposition (EVP) that speaks directly to their professional goals, interests, or lifestyle, they’re more likely to research your brand and send in an application during their next job search.
2. Deliver Laser-Targeted Messages
Now that you’ve segmented your audiences, it’s time to refine your messaging strategy. In today’s fierce hiring climate, your brand reputation is more important than ever. That means you need to leverage programmatic recruitment ads to strengthen your brand by creating ads for different segments.
Why? It’s simple: There’s an undeniable connection between your brand and hiring success, and the numbers back this up. According to Glassdoor, 75 percent of job seekers are likely to apply for a job if the employer actively manages its employer brand. At the same time, the majority of job seekers wouldn’t join a company with a negative reputation.
What’s the best way to build your employer brand with programmatic media? Create a targeted messaging strategy that highlights various aspects of your employer brand. For instance, if you’re targeting parents of younger children, you might highlight your flexible scheduling options and child care benefits. On the other hand, if you’re targeting candidates in an adjacent town, use your ads as an opportunity to shed light on your company’s transportation subsidies.
When you deliver personalized messages to your ideal job candidates, you’ll optimize the candidate experience by showing each type of candidate exactly what they’re looking for. In turn, this can help you cultivate stronger relationships and build trust with prospective caregivers before they even hit the Apply button.
3. Leverage Real-Time ROI Tracking
After you’ve launched your programmatic strategy, you need to consistently optimize your ad targeting options and track your progress to drive the best results. Just like any other marketing strategy, you need to rely on data to meet your KPIs. The good news? With programmatic, it’s possible to reduce wasted ad spend with real-time performance monitoring.
Simply put, real-time data helps maximize your return on investment by focusing your campaign spending on high-performing ads. Once you’ve figured out where your candidates are spending time online and what messaging resonates with them, you can finetune your spending to make the most out of every advertising dollar.
Of course, optimizing your recruitment strategy shouldn’t end with real-time tracking. Once you’ve collected candidate data through your programmatic platform, you can take a deep dive into your new insights to further upgrade your ad strategy. Remember: The quality of the job candidate is more important than the quantity. Instead of working hard to attract 100 average candidates, you’re trying to attract top-tier candidates that match up with your company culture.
When you tap into your candidate data, you’ll be able to refine your targeting strategy over time. Ultimately, a refined targeting strategy means you’ll slash your ad costs even more since you’re only serving ads to the people you’re most likely to hire.
Attract More Candidates With Efficient Recruitment Ads
Your dream job candidates are scrolling through their favorite websites and social media channels, just waiting to find a job offer they can’t refuse. Now, it’s your turn to take action with an efficient recruitment strategy to transform your team with talented caregivers.
Have any questions about programmatic ads? Ready to start brainstorming your strategy? At Main Street Recruitment, our recruitment professionals are here to help you streamline your hiring processes with a smart omnichannel approach. Schedule a discovery call to fuel your team with programmatic today.
