How to create a multi-channel recruitment advertising strategy

In-house recruiters know that relying on a single marketing channel is not going to be enough to attract the quality applications you’re after. The most effective talent acquisition strategies take a multi-channel approach, creating different touchpoints to make sure candidates are taken through the funnel and hit that all important ‘apply’ button. 

Here’s how to build a strategy that fills your recruitment funnel from top to bottom… 

Top of funnel: Build awareness and reach 

This is where you attract attention, spark interest and get your employer brand on people’s radar, especially passive candidates who aren’t actively job searching. At this stage, your goal is to make people aware you exist and spark curiosity.

Display advertising

Display ads help you cast a wide but relevant net. It’s the perfect way to get your brand seen by lots of prospective candidates quickly. Using display ads to fill your funnel shows your employer brand and opportunities to thousands of people browsing their favourite websites and apps, warming up the audience before they ever consider applying.

Digital out of home (DOOH) advertising

If display gets you into people’s online world, digital out of home puts your brand in their physical world. Screens in shopping centres, train stations, gyms and high-footfall areas boost awareness and trust. DOOH is especially powerful for local hiring, a brilliant option when you’re exploring alternatives to job boards for hiring high-volume or location-specific roles.

Geofencing 

Geofencing technology identifies the right people for you to target using a range of channels. It’s perfect for pulling passive talent into the top of your hiring funnel by targeting them where they already spend their time, like competitor sites, universities, business parks, commuter routes.

Mid Funnel: Nurture interest and drive consideration

Once people recognise your brand, your next job is to help them understand why your organisation and your vacancy is worth their attention and why they should seriously consider your job. Remember, today’s talent is looking for more than a job; culture, fit and values matter to them too. 

Retargeting campaigns

If someone sees your display or DOOH ads, or visits your careers page but doesn’t apply, you can keep your role front of mind by retargeting them. It’s a gentle reminder, giving them a nudge to consider you. 

Bottom funnel: Capture intent and drive applications

This is where the high-intent actions happen and where your strategy needs high-precision channels.

Search Engine Marketing for recruitment (SEM)

When someone Googles “care assistant jobs near me” or “warehouse jobs in Manchester,” they’re ready to apply. Search engine marketing, including paid search,  ensures your vacancies are at the top of the results page and stops you losing out to a competitor. It’s one of the most effective conversion tools in recruitment because it targets people with immediate intent.

Optimised landing pages

And of course, no multi-channel strategy works without a smooth place to land. Clear job descriptions, simple application processes and mobile-friendly layouts are essential for getting that final click and turning interest into applications. 

The power of a multi-channel approach

A strong recruitment advertising strategy isn’t about choosing one “best” channel. It’s about combining the right recruitment marketing tactics at the right stage:

• Awareness: Display, DOOH, geofencing
  
  
• Consideration: Retargeting, localised messaging
  
  
• Conversion: Search marketing, optimised landing pages

The result is better visibility, better candidate quality, and a healthier, more reliable pipeline, especially when you’re looking for alternatives to job boards for hiring in competitive markets.

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