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Recruitment advertising and why does it matter

Blog
Tristan Moakes
27 Apr 2023

However, there are many challenges faced by employers in certain sectors that require varied and innovative approaches to advertise jobs. Chronic skills shortages in digital and technology roles, and even in longstanding jobs such as HGV drivers are just two examples of these. Perhaps even it’s a lack of diversity amongst candidates who typically work in some professions and industries, or misconceptions about some employers - “You need to be a genius to work there!”.

There are now many techniques and tactics in recruitment advertising designed to make sure that employers find the talent they need, and for workers to find a place where they can flourish. And as with so many other industries, technology has changed recruitment advertising drastically over the past two decades. For a long time, advertising was effectively either press, job boards, TV, radio, or billboards. Now there are dozens or perhaps hundreds of different ways to advertise. From TikTok to digital bus shelters, employers can benefit from campaigns that reach the right audiences in multiple formats.

Using technology to advertise more efficiently

An important shift that has been happening over the past few years is the arrival of ‘programmatic job distribution’ platforms. Job boards have mostly operated on a model whereby a vacancy would be placed for a fixed fee on their platform for a certain number of days. Now, many leading platforms offer to advertise vacancies on a cost-per-click (and sometimes even cost-per-application) model. This is similar to the model pioneered by Google in its search advertising. A key benefit is that it means the advertising spend is linked directly to the results i.e. you may only pay each time someone clicks on ‘Apply’.

Programmatic job platforms allow vacancies to be published simultaneously across multiple job boards that operate in this way. Then the number of clicks, total spend and applications can be monitored, so that spending stops when there are enough candidates. And by monitoring how each job board performs, the spend can be redirected toward those that are delivering the best results.

Attracting a more diverse workforce

Employers are increasingly focused on recruiting candidates who are from more diverse backgrounds. This is driven by an increased focus on more equitable practices, the proven benefits in creativity and productivity that arise from diversity in teams, the drive towards more inclusive organisational values and the need to encourage a sense of belonging for employees. With so many factors that cause some roles to continuously attract the same type of people, and deter others, there is no single thing that employers can do that will solve the problem of low diversity. Instead, doing lots of small things in recruitment advertising, can create a shift. Using a mix of media channels that can reach different audiences is one way.

Running advertising on Spotify, Instagram and YouTube for example, allows employers to promote their opportunities to people who aren’t ordinarily looking for that type of role. Creative ads will capture attention, and start to change perceptions that may have been a barrier to people applying to said employer or industry. The way job adverts are written also influences the type of people who might apply for a role. Language used can build and forge relationships and can indicate to talent, in particular those who may be historically or culturally marginalised, whether or not they will feel seen and be valued at an organisation. Adding too many skills, or ambiguous requirements, will deter individuals who have the potential, but may lack the sector experience, self-belief or confidence.

Similarly, overly complex sentences, an excessive use of corporate jargon, or non-inclusive language and terminology can unconsciously discourage talent. Transparency around the support and benefits available, such as flexible working arrangements, can positively counteract imbalances that arise when those with caring responsibilities (which disproportionately affects women) take career breaks to raise children.

Growing an employer brand

When an organisation needs to continuously recruit the best talent, it helps to be widely known and it helps to be admired. If that’s the case, people will actively seek out opportunities with minimal effort on the part of the employer. Or at least when approached, talented workers will be more open to accepting an offer. Advertising can play a part in cultivating that sort of employer brand.

By actively promoting your organisation to specific audiences, you can become well-known amongst the type of people you intend to hire. Also, by promoting the benefits of working at your organisation - your employer value proposition (EVP) - you can also make sure they understand you better. This is often a long-term strategy - employer brand marketing - that ensures a steady and varied amount of information is available. So that when a vacancy does arise, your audience is going to be more receptive.

If you have any questions or would like to know more about our Local Government Resourcing Partnership (LGRP) framework and how YPO can help, please get in touch with the team!

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Author

Tristan Moakes

Strategy Director, Attraction & Communications

Penna