How to get Google to send you candidates for hard to fill roles
For this Recruitment Marketing Strategy we are going to focus on getting candidate from Google Search
This method will work when targeting potential clients and can be used with LinkedIn adverts as well as the Google Ads.
Yes, this strategy involves buying website visitors (targeted candidates).
Most recruiters think that running TARGETED adverts to interested candidates is difficult. It’s not, Job Boards are doing it every day.
This blog post was created solely for the purpose to show you that you are capable of running your own targeted adverts to interested candidates.
Don’t worry if you are not technical minded or just don’t have the time to set it all up. We will show you at the end, how to get one of our experts to do it all for you.
Ok, let’s start off with how you get seen every single day (in very competitive niches) by candidates who are interested in the jobs you are currently recruiting.
One word “GOOGLE”!
So many Recruitment Business owners go straight to Social Media and try to drive all the candidates back to their jobs. It’s either Social Media or Job Boards that the majority of candidate applications come from, candidates that come from advertising that is, so please stop shouting ‘what about referrals’?
The problem with social media and job boards, is that the candidate must be on that social media platform or job board to see your job opening, then they must be in the market for a new job.
While this just about works, it means every Recruitment Agency is fishing from the same pool of candidates.
However, on Google, when someone searches for ‘Quantity Surveyor Job in London’ or ‘IT Manager UK’, there’s a pretty good chance that they’re looking for Jobs to apply to. (we will use Quantity Surveyor is the example job opening for the rest of the article)
So, here’s how you use this advertising method (below is a summary before getting into all the details) …
You create an ad on Google, based on what type of job the candidates are looking for and you are Recruiting… Then target people that might search ‘Quantity Surveyor Job in London’ or ‘Quantity Surveyor Job’.
This next part is very important and will set you above all the other Recruitment Agencies.
What people will to do next, will be to send them to a “Quantity Surveyor Job” on their website after they click on the Google Ad – DON’T DO THIS!
Once they click the link on your Google Ad you are going to put an article in front of them instead.
This article can be advertising where to find the best Quantity Surveyor Jobs, a breakdown on pay scales on quantity surveyor roles based on location and experience or maybe a report on what makes your Recruitment Agency the go to people, when looking for a Quantity Surveyor role.
THEN, and after they clicked the article, you start retargeting these people on other platforms like Facebook, Google & LinkedIn showing them all your Quantity Surveyor Jobs.
They’ve shown interest because they did the search. They’re now familiar with your Recruitment Agency because they read the article. And now they’re seeing your jobs everywhere, like you have a monster ad budget because you are retargeting them everywhere. This works brilliantly and will result in a massive increase in the suitable candidates applying to your job.
Setting it all up:
Step 1: Start by trying to think of things that people would search when looking for a job that suits what you are recruiting. Think of long-tail keywords and not broad keywords.
For example, if it’s a Quantity Surveyor you are looking to recruit, think of keywords people would search for looking for that job.
‘Quantity Surveyor Jobs’ is very board and won’t get the best results. The below searches will get you a more targeted result:
- Quantity Surveyor Jobs in London or
- Quantity Surveyor Jobs in London over £80k or
- Companies in London hiring Quantity Surveyors.
The simplest way to do this is to go to Google and start typing in some keywords and seeing what Google autofill’s in:
Enter whatever jobs you recruit to what google suggests. Play around with this so you can get a good list of long tail keywords
Google’s suggestion will be a good start to find some of these keywords. As you dive deeper into the process, there are several other ways to find keywords to target. However, this first step gives you ideas of things that people are searching for, where your solution can shortcut the distance between their problem and their goal.
Once you have 5 or 6 long-tail keywords that you want to start with, create a piece of content for each of them. It can be a podcast episode, a written blog post, a video or some combination.
We would recommend a blog post or informational page for your website if you don’t have a blog. If you are not confident with writing your own content, you can use our content writing service.
All we need is a list if the long tail keywords and an article heading and we will provide you with a keyword rich article that Google will love. If interested, please get in touch with us by setting up a Free Consultation Call
If you don’t have a Google Ad Words account, you will need to set one up. You can do this by visiting: https://ads.google.com
Once set up. In Google AdWords, create a campaign for each article and write ads promoting each blog post. You will need to create one campaign for each Job Title recruiting.
Example for Quantity Surveyor:
- Campaign: ‘Quantity Surveyor London’
- Ad group #1: Keywords: [Top Companies in London hiring Quantity Surveyors] and [Quantity Surveyor Jobs in London] etc.
- Ads: Create at least 2 relevant text ads for the article so that you’re always testing
The campaign is always the main keyword for the article. The ad groups within that campaign are based on the keywords you’re targeting. Put them in brackets “[ ]” because that tells Google that you only want the ad to show up if they search that exact term in that order. For the ads, always have 2 ads running so that you can constantly split test and beat the current control.
Step 4: Retargeting
How Does Retargeting Work?
Here’s how it works: you place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel). The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served only to people who have previously visited your site.
Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest.
Have you ever searched for something on Google, then every time you go online you see an advert showing you the same thing? This is Re-Targeting!
Create retargeting ads on Facebook, LinkedIn and Google Display Network that point the Candidates to the Job you are recruiting. Basically, only use Facebook ads and Google Ads Display Network solely for retargeting.
The reason every Recruitment Agency can’t get quality candidates from Facebook is they are probably interrupting them with an advert that’s not relevant to them. People go on Facebook to be sociable. However, if we retarget people who viewed a piece of content that was related to their original search, we know that this job is relevant to them. We used the initial Google ad and blog post to get people to ‘raise their hands’ and say, ‘I am looking for a Quantity Surveyor Job’, and now with retargeting, we’re putting the solution to their problem right in front of their face.
From a candidate point, it looks something like this:
- I am a Quantity Surveyor and Need a Job – I’m going to Google it and see what my options are.
- See an article – ‘Top Companies in London hiring Quantity Surveyors’.
- Later that day, they’re on Facebook or some random website and they see an ad: ‘Quantity Surveyors Required in London’.
- The Candidates thinks – how did this random ad know I needed a Quantity Surveyor Job?
- Candidates revisits your site – And applies for the Quantity Surveyor job.
- You submit suitable candidate to company and make a placement.
Once set up this whole process will cost less than £1 per suitable application (suitable application being the focus).
Here’s a simplified version of an advertising flow from Matt Wolfe
When done correctly, this honestly gets people thinking that you’re inside their head. Everything looks so well timed and your ads just seem like they’re popping up at the right place, at the right time.
This works for both candidates and getting more clients.
Are you interested in building this system that consistently finds you new, high-quality, candidates & business leads?
If you would like the Recruitment Marketing Expert to set up and run targeted adverts for your Recruitment Agency, please set up a Free Consultation Call at: www.recruitment-marketing.info/freecall