Recruitment advertising has come a long way, and there are more tools than ever to deliver your message to the right potential candidates, at the right time. In this article we will highlight new types of ad spots that have improved engagement, and can be targeted via behaviors, locations, keywords, AI targeting, and retargeting.
Social Mirror Ads
Social mirror ads resemble your social media posts but are displayed on various websites and apps. Social mirror ads have an impressive 7x higher click-through rate than the standard banner display ad formats. Since they resemble the content from social media sites, they look familiar to the audience, and result in better recognition and performance.
These ads can take on various forms and can link back to your social media account, as well as a call-to-action button that leads to your ATS. They can be created from your Facebook, Instagram, X (Twitter), LinkedIn, Pinterest, Snapchat, YouTube, or TikTok accounts.
Native ads seamlessly blend with the content of the website or app they are hosted on. Their fonts, color schemes, and formats are adjusted to match the surrounding content, making them less visually intrusive compared to banner ads. Consequently, native ads are more likely to be read than banner ads. In fact, native ads have been proven to have an 18% higher lift in purchase intent compared to regular display ads.
A study on eye tracking revealed that 75% of users view native ads, further highlighting their effectiveness. Native ads can include images or video, and are shown across many websites and apps, depending on your targeting needs.
For targeting candidates on their mobile devices, mobile conquesting is an excellent strategy. It utilizes location, demographic, and behavioral targeting to reach the desired audience on their mobile devices at highly specific instances. In a mobile-first world, where Americans check their phones an average of 58 times per day, mobile conquesting ads are displayed on the apps and mobile websites your target audience frequently uses. Consider serving ads to employees at competitors’ locations.
Video Pre-Roll Ads
Video pre-roll ads, which play before the start of a video, are a powerful tool for advertising. These ads can be found across thousands of websites, apps, and YouTube, and are shown to increase ad recall, brand awareness, and purchase consideration. They can be targeted to reach your key candidate pool via behaviors, keywords, AI targeting, retargeting, and custom and lookalike audience matching.
Over-the-Top Video Ads
Similar to video pre-roll ads, Over-the-Top (OTT) video ads are embedded into the programming content that people stream on their internet-connected TVs, such as Roku, Apple TV, and Chromecast. OTT, or streaming TV. There are many targeting methods for OTT ads, such as behavior, keyword, and audience matching.
With 87% of US TV households having at least one connected TV device, OTT video ads provide a great opportunity to reach a wide audience. Additionally, 57% of connected TV viewers have reported seeing ads for products they are interested in. Consider utilizing this method as a means to reach candidates where they least expect it.
Online Audio Ads
Lastly, online audio ads are designed to target individuals who consume audio content online, regardless of the device they use, including smart speakers. These audio ads are played alongside music, podcasts, and sporting events. Platforms such as Spotify, SoundCloud, Triton, and TuneIn offer excellent opportunities for online audio advertising. With 73% of the US population having listened to online audio in the last month, this form of advertising is highly effective in reaching a broad audience. At the same time, there are many targeting options so you can reach the right candidates at the right time.
In today's ever-evolving landscape of recruitment advertising, it is important to select the ad formats that align with your target candidate audience. By leveraging cutting-edge ad formats that can be tailored based on user behaviors, geographical locations, relevant keywords, AI targeting, and retargeting techniques, recruiters can significantly enhance the effectiveness of their recruitment campaigns. These advancements not only improve the overall user experience but also increase the chances of attracting top talent and finding the perfect fit for any job position.