Globalising your online recruitment branding and advertising campaigns
Petroplan prides itself in being one of the best oil, gas and energy recruitment companies. As a result we run great recruitment marketing campaigns to ensure we keep in touch with candidates around the world.
We’d like to share some of our findings from these campaigns in order to help employers get better results from their candidate attraction investment.
We have tested our results below by running ads targeted to approximately 1 million people using the key advertising networks including but not limited to Social Media (Facebook, Twitter, LinkedIn) Google Ads, website placements (per impression), e-mails and more.
Top tips to remember for running effective candidate-focused marketing campaigns:
- People tend to have an 8 second attention span (link) – when browsing the internet, your content needs to stand out and be easily understood by your readers almost instantly.
- Text on social and other online ads for that matter needs to be under 80 characters to ensure the best performance. When running ads, making social media posts or sending out e-mails you need to make sure that your copy text is short and to the point using language that is easily understood by your audience, especially people where English is not their first language.
- Text and images need to be very simple and obvious not in any way abstract. This allows you to break through language and cultural barriers – when looking at promoting your company worldwide, you need to consider that not everyone has the cultural understanding and language skills needed to appreciate idiomatic messages. For example, if you are looking to communicate a role for pipefitters with a company that has a competitive reputation, posting an image of the universally understood image of a pipe is likely to attract more engagement than using a picture of a known athlete in the UK which from a marketer’s perspective is loaded with metaphorical meaning to link with the concept of competition. The objective of the ad to inspire international candidates to apply will be lost for people from countries that are not familiar with this particular person.
- Buttons tend to work better if they are bright in colour such as orange – when placing a “call to action” button, we have found that the colour orange seemed to attract the most clicks in all campaigns we have previously run.
- When optimising your campaign consider where you are placing your ads. Adverts need to fit with the context of the online situation in which you are placing them relating to colours and contrast.. In some cases adhering to branding guidelines might prevent this, however placing a white and blue ad on Facebook when the colours used by Facebook are the same, will not make your ad stand out. They will actually make your ad blend in and not be noticed, costing you money when you pay-by-impression.
It’s simple but remember the people you want to reach with your marketing campaign:
Listen to your audience!
The most important part of advertising is the actual content of the advert itself. The best way to grow your engagement with your ad is, simply, to give the people what they are looking for. Take notice of the types of information, images and messages your audience shares and use this as your starting point to catch their attention.
We ran an online advertising test and analysed a number of Facebook profiles (about 2000) by looking at what people post and developed an ad based on what they were sharing and engaging with the most.
Result: This ad had a viral effect – reaching over 600.000 people organically, as almost every person interacted with it. This caused a lot more reach of the ad as all the people that interacted with the ad had friends who saw their interactions and engaged with the ad as well.
Finding out what people want, especially all over the world, gives you a better chance of successfully running your advertising campaigns. There is still room to be creative when attracting applications from candidates across the world but with the backdrop of a short attention opportunity, different levels of language fluency and the cultural implications of images, less is more!
Finally, be clear of the key characteristics of your audience to avoid wastage. If you really only want to attract people from a certain part of the world, with particular experience beware of the temptation to reach a broader target audience even though more eyes may see your brand’s advert. Serving irrelevant ads will likely damage your brand appeal and cost you unnecessary budget.