GREAT RECRUITMENT ADVERTISING EXAMPLES: WHAT YODEL ARE DOING RIGHT
At Crunch we love a well-thought-out and executed recruitment campaign (even if we didn’t do it). One of the best recruitment advertising examples right now is Yodel. They have literally paved the way how all companies should think about their recruitment process.
WHAT IS YODEL DOING WELL?
Yodel have carefully thought out the whole process of this campaign, from the initial touch point all the way through to a successful application. This makes it a brilliant recruitment advertising example. It looks like they are striving for a long-term candidate attraction strategy not just a short term “we need to fill roles now” approach.
The first thing that we noticed was their new career site. The site has been created with the candidate in mind. It’s easy to navigate, gives the correct information and has a really nice design. Looking at it from a candidate point of view, there is little on the site that will stop relevant candidates from applying for a role. We talk about Candidate User Experience a lot and this is a great example of it working well.
THE CANDIDATE USER EXPERIENCE
There are so many things that can stop a candidate from applying for a role. Removing simple issues like a bad landing page or career site should be the first port of call. After all, we can run the best advertising strategy in the world, but if the page we are sending people to has a bad user experience, they are less likely to convert. We are currently in a candidate led market, so we as recruiters need to put the needs of the candidates right at the front our recruitment strategies. It is something that we make sure all our campaigns are built around. Have a listen to Jessie’s webinar on why Candidate UX is so important.
HOW ARE THEY GETTING PEOPLE TO THE CAREER SITE?
So, Yodel have a nice career site, so what. How will they start getting people to look at their roles and apply? They will be using a variety of online advertising methods that will involve promoting videos and images. These showcase the company and their vacancies to potential candidates online. Video is becoming a strong asset for recruitment advertising. It allows us to tell complex stories in a few seconds. It engages people and makes them want to know more about the company or the vacancy. The most successful campaigns that we see have a series of short videos linking to a longer hero film. We can use these short videos to re-target users and keep them interested in the process. We can then serve them the hero film when they are classed as a warm lead. People have a short attention span flutter across the internet, so the content needs to be short, to the point and eye catching.
WHAT DO WELL-ROUNDED RECRUITMENT ADVERTISING EXAMPLES LOOK LIKE?
The best recruitment campaigns have a well thought out process. At Crunch we use a connect, consider, convert phase.
- Connect – initial contact point with the candidate
- Consider – serve the candidate re-enforcing content that will make them think harder about your offering
- Convert – the final stage where the candidate pushes that all important apply button
For this, we need to think about:
- The content the candidate is being served
- How the landing page will look
- What platforms we will serve the ads on
- What we will re-target the candidates with
- What will happen once they have converted.
This is the backbone of all successful recruitment advertising examples and it works like a constant cycle. If done correctly it will strengthen your employer brand proposition (EVP). EVP is very important now more than ever as the best candidates will be looking for the best companies to work for. Candidates tend to put more research into the companies they are applying for. Being a forward thinking and engaging company will allow you to attract and retain better candidates.
If you would like some free advice on running a successful recruitment advertising campaign, or how to develop your EVP, drop us a message here.
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