Help wanted ads are a hot out-of-home category as the economy recovers from COVID-19. Today and tomorrow AdQuick cofounder Connor Burden tells Billboard Insider how to help clients get the most out of recruiting ads.
Help Wanted Ads: why’s this a hot category?
We’ve seen an increase in demand from manufacturing to transportation to hospitality, as well as many other sectors in between looking to add to their workforce. Employers have had to get a bit more creative to not only find job seekers to fill open roles but also be able to entice them with compelling offers in today’s job market. Traditional recruitment platforms are still being used, but some companies have opted to take a less traditional approach by implementing out-of-home in their recruitment efforts to find employees.
Is there an ideal campaign length?
With digital out-of-home advertising many people book job postings for eight weeks. If they fill one job they can rotate an ad for another easily. The sweet spot for static ads has been four weeks.
How does geographic targeting come into play?
Let’s say there’s a certain manufacturing plant that’s looking to attract future employees. At AdQuick, we can take that address, find the routes that folks go by within a certain radius of that address and pepper that area with specific out-of-home ads. Then we typically layer digital ads, banner ads, and social ads on top. We’ve found that once someone has been exposed to out-of-home there’s a halo effect on click through rates.
What about time of day targeting?
Sure thing. You can target your digital OOH ad by the time of day job seekers commute so that you’re not running the ad at a time when they’re at work. This gives your marketing budget more room for other efforts.
And then there’s targeting based on employment status…
Exactly. Using our advanced audience targeting capabilities, we can create an audience layer that shows areas with a high percentage of folks that are currently unemployed. Then we can layer a heat map within our map-based UI to visualize the data, and use it to easily identify the best ad units to target that specific segment.
What about targeting based on competitors?
Right – that’s another common use case. For example, let’s say Amazon is looking to recruit new employees with related experience. They might utilize competitive targeting and place out-of-home ads near Walmart warehouse locations, since they’ll be likely to reach a large audience of experienced warehouse workers nearby. It might seem a bit aggressive, but sometimes you need to think creatively to strategically reach a niche target audience.
What are three tips for designing an effective ‘Help Wanted’ ad?
- Be short and sweet. You don’t want to be overly wordy.
- Use creative to capture someone’s interest, but leave them wanting a little bit more.
- For ads near competitors, highlight things that you offer that the competition is not offering. Think: a shorter commute, better benefits, hybrid work options, etc.
Tomorrow Connor will talk about attribution and QR codes. To learn more about AdQuick, please visit www.adquick.com.
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