Let our online advertising specialist take you on a journey through the latest possibilities in the field of online recruitment marketing. What is good to know, what is very usable, and what is simply burning your hard-earned advertising budget?

1. Workshop Online Advertising
LET'S FIND THE
WHY BEHIND THE HIRE
Endouble

2. 0. Introduction
1. Advertising 1.0
➡ Situation
➡ Briefing
➡ Classic approach & effect
2. (Advertising) 2.0
3. How it works
4. Practical assessment
5. Sneak peak into the future
Agenda

3. CHAPTER
0 Introduction

4. ➡ Me
◆ Team Lead Online Specialist team: Richard Jonkhof
◆ 6 years online marketing in recruitment
◆ 3 years @ Endouble
➡ You?
Introduction

5. CHAPTER
1 Advertising 1.0

6. The situation | Paid, Owned & Earned
Paid
Media
Jobboards, SEA, Social
Ads, TV, Radio, Print

7. The situation | Paid, Owned & Earned
Paid
Media
Owned
MediaEarned
Media
Jobboards, SEA, Social
Ads, TV, Radio, Print
Website, e-mail, content,
social platforms
SEO, social, referrals
& RSS

8. The situation | Paid, Owned & Earned
Average top 4-5 sources: visits (83%) & applications (86%) are owned & earned.

9. The situation | Campaigns needed
General reasons to start with paid campaigns
➡ We are short on function X and need a campaign to fill the open position(s)
➡ Function Y is a hard audience to reach we need a campaign to get applications
➡ Our target audience doesn’t know who we are and what we do, we need a branding
campaign

10. Briefing

11. Function X .. a year
The average briefing
Function Y .. a year
Employer branding
➡ We are short on function X, we need xx applicants a month
➡ We need more people to get to know us and apply to our vacancies
➡ Function Y is a hard to reach audience
➡ Please create a campaign to reach the audience and gain more applications
Briefing:
3 separate campaigns

12. Attraction Application
The request/briefing | The funnel
Branding campaign Direct response
Interest Desire Hire

13. Standard campaign approach

14. Standard approach - direct response
➡ Focus on applications & cost per application
◆ Budget to sources/keywords with low costs & high application rate
◆ Automation based on cost (per applicant/click)
◆ Report on low cost as a result
➡ Results in applications on non problem area = lots of rejections
Standard campaign approach | Direct response
Problem area
Non problem area
Application

15. Research recruitment analytics
Talent Management or Waste Management?

16. Non problem area:
Campaign | The non problem area

17. Campaign results | Creating a rejection factory
Applications mainly in non problem area:
Campaign brings about 6% of total applications, mainly on vacancies
that already got enough applications

18. The problem area:
Campaign focus | fundament of the campaign

19. Almost no applications in the problem area
Campaign results | The problem area

20. Selection & vacancy closing problem
➡ xx vacancies online
➡ Almost xx applications per month
➡ Avg. of 15 applications per vacancy
The problem isn’t quantity it’s quality & distribution of applicants, Example:
➡ 13% of the vacancies has over 30 applicants (some more than 200)
➡ 10% of the vacancies has between 20 - 30 applicants
➡ 18% of the vacancies has between 10 - 20 applicants
➡ 59% of the vacancies has less than 10 applicants
◆ of which 12% has 0 applicants!
Campaigns need to focus only on the bottom 59% not on the top 23%
The top 13% vacancies need to be closed as soon as they reach enough applicants
The problem

21. Branding campaigns

22. Standard approach - Branding
➡ Also most of the times focused on applications… instead of attraction/branding
◆ > 85% of budget to branded keywords in AdWords | is that branding?? NO!
◆ < 15% of budget to display & social | because the lack of applicants/direct result
◆ Report on applications as a result
➡ Results in applications of people already willing to work for you
Standard campaign approach

23. Attraction Application
Most branding campaigns
Desire
Not a branding campaign!

24. HOOFDSTUK
2 (Advertising) 2.0

25. Right message
Right person
Right time
Advertising I The moment matters

26. Attraction Interest Desire Application Hire
First interaction with
potential candidate:
Attract to site with profile
matching projects, blogs etc.
Candidate match
on interest &
profile
Second interaction:
Create interest with
testimonials & video’s related
to content visited
(remarketing)
Third interaction:
Create desire with extra
information on content visited and
how the candidates profile can
impact this project
(personal remarketing)
Fourth interaction:
Generate action by showing
related vacancies to content
visited & candidate profile
(personal remarketing)
Advertising I AIDA to hire
Influence candidate behavior & opinion
throughout the funnel

27. Funnel approach
➡ Focus on complete funnel until the hire
◆ Focus on every step in the funnel not only desire & direct response
◆ Persuade candidates by storytelling & personal remarketing
◆ Different approach per role
◆ Focus on both macro & micro conversions
◆ Long term effect & quality
◆ Budget to sources that lead to hires also looking at initial visits
AIDA campaign approach

28. CHAPTER
3 How it works

29. Advertising I AIDA
What are you going to do:
★ Storytelling
★ Multiple interaction phases to introduce, inform & persuade the candidate
★ Make use of personal remarketing based on content visited
★ Focus on latent job seeker
★ Measure micro conversions (job alert, content pages)
★ Via social media, display & related sites
✓ Resulting in better matching candidates
Attraction Interest Desire Application Hire

30. Filiaalmanagers I AIDA to hire
First interaction:
Introduce Jumbo as a company
Attraction
Jumbo's 7 Zekerheden
Filiaalmanagers bij Jumbo zorgen ervoor dat alles wat je
nodig hebt, tegen de laagste prijs en met de beste service
beschikbaar is
Filiaalmanagers bij Jumbo doen er alles aan om klanten meer
dan 100% tevreden te stellen. Bij Jumbo kun je elke dag
rekenen op de unieke 7 zekerheden
Jumbo Supermarkten

31. Filiaalmanagers I AIDA to hire
Second interaction:
Create extra interest in the role via testimonials
and/or video’s about the role
Interest
Haal als Filiaalmanager de ‘Gouden J’
“Natuurlijk ben ik verantwoordelijk voor de cijfers van
Jumbo Goes maar passie, winkelbeeld én beleving, dat maakt
het een Gouden Jumbo.”
Desire
Third interaction:
Create desire, show extra facts about the
location and role that matches the candidate
Dit zijn nog eens verantwoordelijkheden
Het verschil tussen een filiaalmanager bij Jumbo of een andere
supermarkt? Meer vrijheid, meer verantwoordelijkheden, meer
uitdaging!
Jumbo Supermarkten Jumbo Supermarkten

32. Filiaalmanagers I AIDA to hire
Fourth interaction:
Show related vacancies to the profile and
projects viewed in previous visits
Application
Filiaalmanager Jumbo Amsterdam
Samen. Ondernemen. Winnen. Dat zijn de kenmerken van
het Jumbo DNA. Voel jij je aangesproken?
Jouw eigen Jumbo-filiaal runnen en volgend jaar op één
staan? Solliciteer als Filiaalmanager en maak je eigen Jumbo
tot een succes!
Jumbo Supermarkten

33. Filiaalmanagers I AIDA to hire
Better matching candidates, before applying the candidate:
✓ Is familiar with the company’s and its locations
✓ Is familiar with the team (structure) & his (potential) role
✓ Is familiar with the required skills
✓ Is familiar with the company’s expectations
✓ Is familiar with the showstoppers
✓ Sees a vacancy that suits his interest, profile & location
Hire

34. Branding I AIDA to hire
A good branding campaign starts at the first step in the funnel but the effect is visible in
the phases following.
➡ Branding shouldn’t be a separate campaign but integrated in the funnel
➡ AIDA approach
◆ Focus on employer values, projects & stores
◆ Personal remarketing based on pages visited
◆ Guide candidates through the funnel
➡ Measure all the steps & micro conversions in the funnel
Attraction Interest Desire Application Hire

35. Channels to use

36. Advertising channels I How to use in funnel
Channels first steps:
➡ Gmail (keyword based)
➡ Social (Facebook, Instagram, LinkedIn etc.)
➡ Display (Banners)
➡ Related sites (blog posts, advertising)
Channels final steps:
➡ Google AdWords
➡ Social (Facebook, LinkedIn)
➡ Indeed ads
➡ Jobboards
➡ Own channels

37. Social ads & Display ads
Social targeting:
➡ Interests
➡ Demographics
➡ Look-a-like audience (based on known profiles)
➡ Remarketing
Display ads:
➡ Interests
➡ Subject
➡ Keywords
➡ Site placement
➡ Remarketing

38. Google Adwords
Google AdWords:
➡ Keywords
◆ Device
◆ Demographics
◆ Location
➡ Remarketing for search
◆ Different message for returning visitor

39. Own channels
Channels:
➡ Website (blogs/projects etc.)
➡ Social channels/pages
➡ Job/content alert
➡ E-newsletter

40. CHAPTER
3 Let’s get practical

41. Do it yourself
1. Define the target audience:
➡ ...
2. Define their profile & interest:
➡ …
3. Define their need to knows:
➡ …
4. Define a storyline:
➡ ...
5. Select your channels:
➡ ...
6. Set up the campaign:
➡ …
7. Measure, measure, measure:
➡ …
8. Optimise storyline, content & channels
➡ ...

42. CHAPTER
4 Sneak peak
Future of direct response campaigns

43. Automation of direct response campaigns

44. Mass recruitment I Automated direct response
➡ Promote the vacancies that need it most
➡ Stop promoting when on target
➡ Close vacancy when enough applicants

45. ATS Career website Algoritme
Analytics
Campaigns
Talent acquisition I Based upon algorithm
Recruitment website
ATS

46. Average
3days / 10 applicants
ATS Career website Algoritme
Analytics
Campaigns
Talent acquisition I Based upon algorithm
Recruitment website
ATS

47. Average
3days / 10 applicants
ATS Career website Algoritme
Analytics
Campaigns
Average
2 days / 10 applicants
Advise
Close vacancy
Talent acquisition I Surplus applicants
Recruitment website
ATS

48. Average
3days / 10 applicants
ATS Career website Algoritme
Analytics
Campaigns
Average
2 days / 4 applicants
Talent acquisition I Shortage applicants
Recruitment website
ATS

49. Average
3days / 10 applicants
ATS Career website Algoritme
Analytics
Campaigns
Average
3 days / 10 applicants
Advise
Close vacancy
Talent acquisition I On target
Recruitment website
ATS

50. Questions?
Richard Jonkhof
richard@endouble.com
+31 (0)20-240 0 248