Today no matter how focused, dedicated and creative you are at trying to reach and entice qualified candidates, it can certainly seem like an uphill battle. Let’s face it, the best talent have so many options and choices and they know it. Plus, are they really looking? The likely answer is no.
However there is a strategic route you can take which is subtle not aggressive, can do wonders for your employer branding and can even make the most passive of candidates respond, as they feel it’s bespoke to them. Plus, because it’s focused on small but highly targeted numbers, it’s super cost effective as well.
Welcome to the latest hot topic in recruitment – ‘geos’ – and it’s having some impressive results so far – put simply it’s location based advertising for recruiting.
So what are Geotargeting and Geofencing?
The first thing to know is that they are often lumped together and used interchangeably.
However, whilst there are similarities, they are different targeting strategies and should be used for specific campaign objectives.
Geofencing delivers ads to everyone entering a specific area. Geotargeting delivers ads only to certain individuals who meet specific criteria when they enter a fenced area.
Geofencing draws a virtual, wireless fence around a location and delivers ads to their devices, whilst they are in the area and after they’ve left.
Targeting business areas, universities, geographical events, or entire neighbourhoods on platforms such as Facebook, Instagram, and Google Search Network are good examples of geofencing.
The important thing to remember with geofencing is that the minimum radius on all platforms is one mile. That means you can’t target a single local business without getting all users within one mile. This is where Geotargeting comes in, as it allows you to limit users by targeting a specific demographic.
Geotargeting allows you to deliver ads to people who meet specific targeting criteria, which can be as broad or specific as you want, and are inside a defined radius. You can target based on demographics, behaviours, interests and a person’s location. Geotargeting can also exclude specific locations.
Geo-targeting can be used a number of different ways. For example, maybe a conference is happening where a group of targeted candidates will be arriving in a location.
Johns Hopkins All Children’s Hospital in the US has recently been successful in recruiting neo-natal nurses using geofencing and geotargeting. After sourcing a list of suitable candidates and identifying the locations of where they lived and worked, they targeted candidates entering a specific location, including other hospitals in the area and those who were likely to be neo-natal nurses. The end result was that the hospital heard from 3 to 4 candidates a week when before they rarely received an application from a single candidate.
Using geos allowed them to be more effective and cost efficient and as the system automatically collects data from the user’s mobile device the hospital can continue to advertise to them, even when the leave the geofenced area.
Trucking companies are also utilising geofencing to target areas around truck stops to send recruiting messages to truck drivers who are always in short supply.
Whilst using geos for recruitment may be in its early stages, it is becoming clearer that by entering the space where candidates live and work can be a better use of recruiting resources and recruiters’ time.