Targeting Passive and Active Candidates with Video Advertising
Job sites are becoming less relevant in today’s slow market, as candidates will typically scroll to a specific sector then apply for every job available, giving employers poor quality leads and low application to placement ratios. Recruiters need to start advertising in places where passive but high quality talent is spending time online:
- Video advertising can deliver maximum candidate engagement, commanding a 650% uplift compared to traditional forms of advertising.
- Unlike job boards, social media has a far wider talent reach and can be the key channel used for targeted video advertising.
- These ads can engage and deliver the key information of a role to candidates in seconds, allowing them to apply without having to leave their favourite social platforms.
- By advertising on LinkedIn, recruiters can reach their 2nd and 3rd degree connections, as people interacting with the ad can tag and share it with their own networks.
- Facebook also treats video posts preferentially over other content, as users respond better to moving image because they get more information out of it quicker
- Data analytics tools like Facebook Pixel measure audience interactions with a post and allow recruiters to use that data to segment their users into targeted talent pools, which they can nurture and grow overtime with the help of video.
- A case study from Manpower has shown video recruitment ads to generate 4,103 applications across 3 weeks at £1.18 cost per application, with 1 in 9 applicants placed.
Content creation can be a challenge for recruiters who may not have the time or marketing knowhow. Solutions like Sixty Seconds are making it easy and affordable for everyone to create branded videos from templates, then deploy them at scale to get ROI.
View Andrew Bryce & Dave Rotheroe's presentation
Andrew Bryce, Founder & Dave Rotheroe, Marketing Adviser, Sixty Seconds
"How Recruiters are Targeting Passive and Active Candidates with Video Advertising"