Week 6 of Indeed Alternatives: Remarketing

Welcome to Week 6 of Indeed Alternatives. If you missed last week's newsletter on Google for Job, I recommend you go back and read it.

Today we'll discuss remarketing, what it is, why it matters, and how to leverage it to drive more applications.

If you're like most job boards, ATS, or career sites, you'd be excited to convert 20% of your visitors into applicants. That means 80% of the traffic you've worked so hard to acquire doesn't convert. But what if there was a way to turn all that waste into something useful? That's where Remarketing comes in.

Remarketing: What is it?

At its core, remarketing allows you to target individuals who have previously interacted with your recruitment content. These could be website visitors, content viewers, or job application abandoners. By strategically reaching out to them again, you can re-engage their interest and bring them back into the applicant pool.

By reaching out to individuals interested in your content, you're targeting a warm audience familiar with your organization, increasing their chances of engaging with your recruitment campaigns.

But the true power of remarketing lies in its ability to improve conversion rates. You can address their interests, concerns, or pain points by delivering personalized messaging to your remarketing audience. This tailored approach resonates with potential applicants and increases the likelihood of them taking the desired action, such as applying.

Most remarketing strategies use Ad Networks (e.g., GDN), SMS, or Email to reach their audiences.

How to tailor remarketing for recruitment marketing

The first step is to segment your audience based on their previous interactions. By categorizing individuals into distinct groups, you can deliver targeted messaging aligning with their interests and needs. For example, you can create segments for website visitors who explored specific job categories or content viewers who engaged with an employer's brand materials.

Once you've identified your audience segments, it's time to craft personalized messaging that resonates with each group. Tailor your ads, emails, or other remarketing content to highlight your organization's unique value propositions and opportunities in their desired field.?

Remember, you want to show potential applicants that you understand their aspirations and how the roles you share can help them reach their personal goals.?

The most straightforward strategy is an "abandon cart" sequence. The approach here shows the user jobs they previously viewed but didn't apply.

The Pros and Cons of Remarketing

Pros:

1. High conversion rates?- Because your audience is engaged, you'll see better conversion rates than any other channel
2. Low cost?- Whether using SMS, Email, or even an ad network, your cost per application should be the lowest of any channel except SEO.?
3. Highly Automated?- Once you build the program, it can run independently.

Cons:

1. Requires other traffic?- Since you're remarketing to past users, you need different channels to deliver that first visit.
2. Smaller scale?- Since you're only targeting users who have shown interest in the past, this channel will always be your smallest channel. It's challenging to push remarketing past 20% of your overall applications.?
3. Technical complications?- While you can automate most of a remarketing program, setting up a remarketing program is complicated. Additionally, with more privacy laws coming into play, handling data is more challenging than ever.

By delivering personalized messaging, showcasing unique value propositions, and leveraging social proof, you create a compelling case for why top talent should apply to your jobs.

That's all for this week's newsletter. Next week, we'll be tackling Employee Advocates in week 7 of our 8-part series.

Have a great weekend, everyone!