Micro-targeting for the perfect high-tech recruiting campaign
By Dennis O’Reilly
Most of us are online most of the time, which means we’re creating reams of data — data that can be used by advertisers to serve up stuff they hope we want, including new jobs.
In recent years, recruiting has undergone a paradigm shift. Where candidates were once at the mercy of large companies, job-seekers now have the upper hand. Today, employers recruit the best and brightest right out of college, wooing them with perks like catered meals, unlimited vacation and cryogenic egg freezing. Competition is fierce and the major players know they’re targeting a tiny pool of super-talented, highly-specialized recruits. But most employers are learning that over-the-top isn’t want candidates want.
This trend is most evident in the tech sector, where the quest to land engineers, coders and developers who are brilliant and experienced is all-consuming. The appeal of a snazzier title or an insane salary increase isn’t enough to lure them away. These candidates have strong emotional attachments to their work; asking them to make major life changes, even when you’re dangling a bushel of the industry’s best carrots, is a tall order. Assuming you can get their attention in the first place.
That’s where many recruiters turn to what we like to think of as the recruiting trifecta. As a communications marketer, your job to convince candidates that your company is the place to pursue — and realize — their dreams. To break through, consider these three steps:
Build an audience-first messaging platform
Using tools like comScore (media planning and website audience analysis) and Sysomos (online conversation analysis across social media and blogs), create a profile of your ideal candidate, their demo- and psychographics, and an analysis of their behavior, both on- and offline. Pore over their social posts, see where they get their news and how they talk about work online. Then, develop a messaging platform that appeals to people with the same skills, experience and passion you seek.
Once you have the right messaging, reach this audience where and when they’re most likely to be amenable to your pitch. Use data to determine the perfect candidates, and then concentrate your paid promotions on them. Behavioral data, keyword searches and job searches can help you target people most likely to change jobs. Digital and mobile display ads, paid search and promoted social content can help you articulate your vision, while driving qualified candidates to a campaign-specific landing page. Once you get them there, don’t waste those valuable impressions. Use the data collected to re-target interested candidates down the road.
Don’t stop at contact
Many partners leave support to internal PR teams. Don’t. Partner with your public relations, employee engagement and internal communications teams to ensure a consistent experience — especially when your search spans multiple teams, regions and countries. Optimize talking points and campaign messaging for each audience segment. In many cases, local teams provide will prove invaluable — folks in Munich (or Bangalore or Buenos Aires) know their home turf better than your team in Seattle ever will.
Spend a lot of time crafting your messaging. If you don’t know what to say to get these people to consider your company, your other efforts will be wasted.
Once you’ve finalized your messaging, micro-target the right candidates with the right message at the right time. Then, when they consider your offer, give them the support to seal the deal. Fail to deliver at any point and you’ll lose your dream candidate to one of your competitors, who are likely doing something similar. Nail these three elements, and when these candidates decide to take their talents elsewhere, you’ll have the upper hand.
Dennis O’Reilly is a Creative Director at Edelman, a leading global communications marketing firm in Seattle.
Target your customers digitally
See how targeted digital advertising can boost your bottom line — and learn how it’s already helped other Seattle-area businesses. The Seattle Times Digital Plus offers advanced solutions such as retargeting, geo-targeting, behavioral and demographic targeting, as well as search engine marketing (SEM), search engine optimization (SEO), social media marketing, mobile marketing and chat lead generation services. We can expand your reach by placing your ad in a vetted network of thousands of high-quality websites beyond The Seattle Times network. Contact your account executive for details.
Marketing Events Calendar
Don’t miss these upcoming Seattle area marketing-focused events.
Downtown Seattle Association Idea Exchange: What the Demographics of Downtown Seattle Means for the Future of the City Center
March 29, 4:45–6:30 p.m.
DSA Office, 1809 7th Ave, Suite 900, Seattle, WA 98101
Bellevue Chamber of Commerce 2016 Eastside Business Awards Ceremony & Reception
March 31, 5:30–7:30 p.m.
The Golf Club at Newcastle, 15500 Six Penny Lane, Newcastle, Washington 98059
American Advertising Federation — From Apple to Fashion: Shared Insights for Successful Multicultural Marketing
April 21, 6–8 p.m.
Pike Place Market Atrium Loft, 85 Pike St, Seattle, WA 98101
PSAMA MarketMix2016 Conference — Are you ready for the digital revolution?
April 27, 2016 7:30 a.m. – 6:30 p.m.
Meydenbauer Center, 11100 NE 6th Street, Bellevue, WA 98004
Win tickets to Seattle Men’s Chorus’ “Everything Broadway”
Enter to win Enter to win two tickets to the show-stopping Seattle Men’s Chorus’ tribute to Broadway showtunes, “Everything Broadway,” April 2-3, 2016, at McCaw Hall. The 250-member chorus dazzles, performing Broadway classics and today’s Tony Award-winning hits with their inimitable style and flair.
Contact your account executive today
206.464.2400 • seattletimes.com/mediakit
© 2016 The Seattle Times • 1000 Denny Way Seattle, WA 98109