Building stronger local talent pipelines
At crooton, we layer different data sets to work out exactly where your ideal audience physically is. This means we can get your vacancies seen by exactly the right people, in the right place at the right time.
This approach targets passive talent (people who aren’t actively job searching) - it gives you more brand awareness and often results in higher quality applications.
How location-based strategy powers the recruitment funnel
At crooton, we have flipped traditional recruitment marketing on its head. Instead of waiting for candidates to search, we actively fill your recruitment funnel from the very top, and move candidates from awareness to action. This is how it works…
Top of funnel... build awareness and expand reach
First thing’s first, we want to introduce your employer brand to specific audiences, particularly passive candidates who might not know that you’re hiring or what you have to offer.
Here, we build recognition, familiarity and interest. We do this using:
- Geofencing - identify and engage audiences within very specific physical locations, like competitor venues, business parks or universities. This helps us focus your campaign budget and maximise every pound.
- Display advertising - reach large but targeted audiences quickly. Display advertising ensures your roles and employer brand appear across trusted websites and apps within defined geographic areas. This can also be used to create future retargeting pools to use further down the funnel.
- Digital out-of-home (DOOH) - by advertising on digital billboards you can bring your employer brand to train stations, shopping centres, gyms and lots of other places where your audience regularly goes.
Mid funnel... Nurture interest, encourage consideration
This is when we move your audience from awareness to serious evaluation - let’s get them thinking about you! Once candidates recognize your brand, they are likely to start evaluating your culture, values, and salary, to decide whether they want to apply. We encourage this intent by using:
- Retargeting campaigns - if someone has engaged with your ads, visited your careers page or interacted with your brand, retargeting keeps your opportunity front of mind while they decide whether or not to apply. Retargeting helps to prevent drop off and improves application conversion rates.
Lower funnel... Capture intent and drive applications
The last piece of the jigsaw - we need to encourage all those people who are thinking about working for you, into applicants. Being ultra-precise with timing and messaging is key at this stage. Paid search is the perfect way to do this - just don’t forget to optimise your landing page too!
- Paid search - it’s highly likely that interested candidates will search for the role they’ve seen advertised elsewhere. We need to make sure that your ad appears on their search engine results page, and that it’s compelling enough for them to click through to your landing page. Paid search captures active demand and increases application volume.
Recruitment marketing strategy
Location-based recruitment marketing works because each element plays a defined role within the funnel:
- Awareness channels create visibility
- Consideration channels build confidence
- Intent channels drive action
Together, they create a consistent talent flow which generates high quality, low cost applicants for your roles!
What is location-based recruitment marketing?
Use the powers of geofencing, digital display advertising, search engine marketing and even digital billboards and bus advertising to pinpoint future talent before and during their job search. This means you get less wastage, higher ROI and faster hires.
