Finding the right people for your business can feel like searching for a needle in a haystack, especially when you're looking for someone with niche skills. But here's the thing: it's not just about finding the most qualified applicant. It's also about finding someone who fits your company culture and will help deliver on your vision. This is where recruitment advertising comes in.

What is recruitment advertising?

Recruitment advertising uses marketing strategies to promote job openings and showcase your company culture. Unlike traditional job ads, which only focus on the job, recruitment advertising highlights who your company is, what your team is like, and why a candidate should want to work for you.

In simple terms, recruitment advertising helps potential applicants see your company as a great place to work, not just a job they might want to apply for.

Why does recruitment advertising matter?

1. Job seekers are everywhere online
   Today’s job candidates are scrolling through social media, browsing job boards, and checking out professional networking sites like LinkedIn. If your recruitment strategy doesn’t meet candidates where they are, you're missing out.
2. It’s about more than just salary and benefits
   In today’s competitive job market, applicants want more than just a paycheck. They want to know about your company culture, values, and what it’s like to work with you. Recruitment advertising helps you share that story in a way that attracts the right talent.
3. It builds long-term brand awareness
   Recruitment advertising isn’t just about filling today’s open position; it’s about creating a long-term brand that potential employees will recognize and want to be a part of. This means that even if someone isn’t actively job hunting right now, they’ll remember your company when they are.

How recruitment advertising works

Here’s how it works:

Top of the funnel: brand awareness
The first step in recruitment advertising is to introduce your company to potential candidates, even before they start looking for a job. This is called brand awareness. You want to get your company’s name out there so that when people are ready to look for a job, they think of you.

Fun fact: About 70% of the global workforce are passive job seekers—people who aren’t actively looking but would consider a great opportunity if they saw one. Recruitment advertising targets these people by putting your brand in front of them.

Middle of the funnel: generating interest
Once you’ve built awareness, it’s time to generate interest. This means creating content that shows off what your company is really about. Share details about your company culture, growth opportunities, and the benefits of working with your team. Post this content on your website, social media, and job boards to engage potential candidates.

Fun fact: Embedding relevant video, like employee testimonials, on a landing page has been found to increase conversions by as much as 86%.

Bottom of the funnel: easy application process
The final step is to make it easy for interested candidates to apply. Structure landing pages so that they have easy access to open jobs, while supporting their decision with information on benefits, professional development opportunities, and other perks.

Fun fact: Those who were exposed to ads in our client’s recruitment campaigns were 700x more likely to apply than those who came to the site but were not exposed to our ads.

How to create a recruitment advertising strategy

Ready to launch your own recruitment advertising campaign? Here’s a step-by-step guide:

1. Set clear goals
   Before you start posting ads everywhere, it’s important to set clear goals for your campaign. What are you trying to achieve? Whether it’s attracting a specific type of talent or building long-term brand awareness, make sure your goals are specific, measurable, achievable, relevant, and time-bound (SMART).
2. Define the roles you’re advertising
   You can’t advertise a job without a clear definition of your audience. Make sure you align your ads with open roles.
3. Choose the right platforms
   Streaming video, streaming audio, digital display, social media and search ads can all play a role in your campaign. Make sure you’re targeting the right audience on the right platform. For example, if you’re looking for tech talent, LinkedIn will be a better place to advertise than if you are looking for food service workers.
4. Plan your content
   Content is at the heart of recruitment advertising. Make sure your content is consistent, informative, and engaging. Use a content calendar to plan when and where you’ll post your updates. This helps keep your message on track and ensures you're always sharing relevant information.
5. Measure your success
   Once your campaign is live, it’s time to track your results. Did you meet your goals with an effective cost per application? Use data to refine your strategy and make improvements as needed.

FAQ about recruitment advertising

What’s the difference between recruitment advertising and regular job posting?
A regular job posting simply advertises an open position. Recruitment advertising, on the other hand, markets your company as a whole—showing off your culture, values, and the benefits of working with you. It helps attract the right talent who will fit in with your team.

How do I know which platforms to use for recruitment advertising?
Choosing the right platform depends on the type of job you advertise and your budget. An advertising agency can help you think about where your ideal candidates spend their time and use those platforms to target them.

What types of content should I post in my recruitment ads?
Your content should focus on your company’s culture, benefits, growth opportunities, and what it’s like to work with your team. You can share behind-the-scenes looks, employee testimonials, or spotlight your company’s values to create an authentic connection with potential candidates.

How can GA Creative help with recruitment advertising?
At GA Creative, we specialize in creating recruitment advertising strategies that not only attract top talent but also build your employer brand for long-term success. From content creation to campaign management, we help you and reach the right candidates.

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