One of the main complaints I hear about job ads is that they attract “too many irrelevant candidates.” Often, the perceived value of a job ad is quite negative.
I’m here to set the record straight.
The value you extract from job ads is not just about the number of applications you receive; it’s much more. Here are three different value drivers of posting your jobs on LinkedIn.
1) Spread Awareness
The most obvious value driver of your job ads is their reach. Job ads are, by design, targeted ads. This means that, without much effort, your ad will reach a specific group.
- Efficiency: Job ads often account for 50% of total impressions for companies but at a fraction of the time and cost involved in a full-blown marketing/content strategy.
- Reach: Paid job ads get about 3X higher reach. Ever wondered how LinkedIn picks the jobs in your weekly “recommended jobs” email? They’re all paid job ads.
Why This Matters
The more people are aware of your brand, the more you can influence them to engage with your content or job postings. This leads directly to the next point.
2) Increase Your Employer Brand
All jobs on LinkedIn bring in company information and provide a gateway to your company profile. This is crucial because job ads are often the main traffic drivers to your company profile.
Key Benefits:
- Traffic: Drive candidates to your company profile where they can learn about your products and employer brand.
- Engagement: Candidates can start engaging with your posts, increasing the reach of your messages.
- Foundation: Job ads create a solid foundation for sharing your employer brand with prospective candidates.
How to Leverage This:
- Include a clear “call-to-action” in each job ad to apply and follow your company.
- Ensure your job ads highlight your unique culture and values to attract the right talent.
3) Increase the Efficiency of Your Recruiter License
Enhancing your employer brand also makes your recruiters more efficient. LinkedIn research found that candidates previously exposed to your brand are 81% more likely to engage with your InMail through Recruiter.
Steps to Achieve This:
- Awareness: Use job ads to increase brand exposure among your target talent pool.
- Efficiency: Expose hard-to-reach candidates, like those in IT, to your brand via job ads.
- Retention: Keep these candidates interested through a consistent content strategy.
The Outcome:
- Candidates who are already familiar with your brand are more likely to respond positively to your recruiters.
- Your recruiters become more efficient, ultimately leading to better hiring outcomes.
Conclusion: Reimagining Job Ad Value
Job ads provide immense value to you as an employer. They generate interest in working for your company, enhance your employer brand, and make your recruiters more efficient. Here are the key takeaways:
- Spread Awareness: Job ads have a broad reach, often accounting for 50% of total impressions for companies at a fraction of the time and cost. Paid job ads can significantly extend this reach.
- Increase Your Employer Brand: Job ads drive traffic to your company profile, allowing candidates to learn about your products and employer brand, and engage with your posts.
- Boost Recruiter Efficiency: Candidates exposed to your brand through job ads are much more likely to engage with your recruiters, making your hiring process more efficient.
It’s time to change the perception of job ads’ value because they are the foundation of your future success in recruiting top talent. Start leveraging job ads to build awareness, strengthen your employer brand, and boost recruiter efficiency today.
Stay Tuned for More Tips!
With a clear and concise strategic goal in mind, it’s time to put your employer brand into practice. Make sure to follow Techruit on LinkedIn for more insights and updates. Also, subscribe to our blog on techruit.se to get the latest tips and best practices for employer branding on LinkedIn straight to your inbox.
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