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How digital advertising helps recruiters convert more candidates

There’s no doubt about it, 2020 was an uncertain year for the labour market. The UK saw the implementation of the furlough scheme with redundancies hitting a record high 370,000 in the three months to October 2020. So, what does this mean for 2021?

In January 2021, staff availability rose for the ninth month running, while permanent staff appointments began to rise in December, alongside the increasing demand for temporary placements. With the ongoing implications around Brexit and a reduced number of EU workers entering the country, this is set to have a potentially detrimental impact on the UK labour market.What this means for recruiters is that the uncertainty in the market looks set to continue.With more and more people looking for work, as recruiters it’s key to engage with the right candidates and target them precisely without wasting your ad spend.

Advertising your roles

Once your job vacancies have been briefed to you by your clients, what approach do you take to market the role? Often you’ve identified the ideal type of candidate in line with the client’s key criteria and desirables, so how do you target and engage with them?

Let’s start with the difference between active and passive candidates.

Defining your active candidates

Active candidates are those that are actively looking for a job. They are searching on Google, checking out blogs, trawling through social media feeds and reading helpful content online.

Defining your passive candidates

This is where you can really attract the best possible talent for your clients. Often, when the right opportunity arises – in terms of role, location and salary – anyone will consider switching, even if they are not actively looking for a job. These are your passive candidates – converting them to active is where the real value lies.

Driving performance through digital advertising

So, how do you engage with the right active candidates and convert passive to active through digital advertising? In our essential digital advertising guide for recruiters we detail how to tailor your approach to active candidates through keyword search ads and engage with passive candidates through geofencing.

We’ll also provide a little detail on what this could mean for your CTR.

Download now to see how you can boost performance for your clients in 2021.

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