By Lizzie Davey
How to Use Remarketing to Target the Right Clients and Candidates
Getting more eyeballs on your website is hard, right?
Put your hand up if you want to get more candidates for your job roles or more clients to come onboard with you.
If your hand is in the air, you’re not alone.
Reaching a wider audience is the biggest struggle for most businesses, particularly in the recruitment sector.
So how can you get past that roadblock?
The quick answer: with remarketing.
In this post, we’re going to dig deep into this marketing method and show you how you can implement it in a way that attracts the right candidates and clients.
Think about this: 96% of visitors leave a website without converting and 49% browse a site between two and four times before they make a purchase.
That means that the vast, vast majority of people who land on your site will simply leave without doing anything.
With remarketing, you can re-attract those people and encourage them to come back, which increases their chances of signing up as a candidate or client with you.
In fact, remarketing is a great way to put yourself in front of relevant people over and over again, increasing your brand awareness and getting them familiar with what you have to offer (and people are more likely to invest in brands they know).
According to CMO.com, retargeting visitors on your site can boost user response by 400%.
But the main reason remarketing is such a successful strategy is because it targets people who are already interested in what you have to offer.
Ok, So What Exactly Is Remarketing?
Before I dig deep into how you can create a remarketing campaign that attracts the right clients and candidates, let’s just quickly cover what remarketing actually is.
Basically, remarketing is connecting with previous website visitors who didn’t make an immediate purchase or enquiry.
It does this by presenting targeted ads to these people who have been tracked through a code on your site.
Where Can You Remarket?
The main options you have are remarketing on Facebook and Google.
Have you ever been scrolling through Facebook and come across an ad for a website you literally just visited?
Well, actually no. That’s the power of remarketing in action.
Facebook Remarketing Ads
You can choose where your remarketing ads show up on Facebook – whether it’s in the main newsfeed to interrupt people as they scroll, or whether it’s a standard ad on the right-hand side of the page.
Google Remarketing Ads
With Google remarketing, you can target previous visitors with an ad on websites around the internet that are part of the Google Display Network.
Alternatively, you can also choose to have your ad pop up when people search for a product or service related to yours on Google.
How to Start Your Campaign
Identify a Goal
The first thing to do, before you even think about what your ad looks like or where you’re going to place your ads is to identify the goal of your remarketing campaign.
This will vary depending on whether you want to target potential candidates or clients.
Let’s take a look at some example goals you might have.
- Brand awareness – do you want to get your company’s name out there? Do you want businesses to know who you are and come to you as their go-to recruitment agency?
- Reaching more clients – do you have a limited roster of clients and want to expand on that, but aren’t sure where or how to reach a wider audience?
- Building a client pipeline – do you want to funnel prospective clients into a sales pipeline to nurture them for future opportunities?
For job candidates:
- Retargeting people who didn’t apply – do you want to attract more relevant candidates who might have passed on the opportunity first time around?
- Sending visitors to a specific page – do you want to highlight a specific job role or a certain industry?
- Creating a candidate pipeline – do you want to attract a list of candidates who might use your services in the future?
Once you’ve figured out what you actually want to achieve with your remarketing campaign, it’s time to move on to the next step…
Define Your Audience
Now it’s time to set up your audiences so your campaign is reaching the right people.
In order to start the retargeting process, you need to add a snippet of code to your website, which can easily be done via a plugin.
That code then picks up the information of people who have visited or taken certain actions on your site.
You can get really specific here to make your campaign laser-focused.
Maybe you want to:
- Target people who have visited your site
- People who have visited a specific page on your site
- Or people who have taken a specific action on your site
- Or even target people who have abandoned a specific page on your site
Any of these can be turned into what’s called a custom audience, which you can then target over and over again with numerous campaigns.
The big question is: do you go broad or narrow with your targeting?
Really, it comes down to the goals of your campaign.
If you’re targeting job candidates, it’s up to you whether you want target people who are interested in one specific job or a specific sector.
If you’re targeting job candidates, it’s up to you whether you want to target people who are interested in one specific job or a specific type of job.
Additional Targeting Options
You can take your campaign even further, too, if you want to – that’s the beauty of retargeting with Google or Facebook: there are so many options.
You can also tack on additional targeting options on top of your custom audience preferences.
- Breaking it down by sector if you’re targeting clients – are there certain kinds of businesses in certain industries that you want more of on your books?
- Breaking it down by interests if you’re targeting candidates – are there common interests that the kinds of clients you want to target have?
Think About the Creative
Once you’ve got your goal in mind, your audience set up, and your targeting options honed in, it’s time to look at the creative of your ad – a.k.a. what it’s going to look like (this is the fun part!).
Again, this will depend on the goal of your campaign and the audience you’re targeting.
For example, are you targeting job candidates?
Perhaps you can create industry-specific graphics that tap into their interests – i.e. less about you and more about the position.
Or are you targeting clients?
Then maybe you can create ads that are more focused on brand awareness, with your colours, logo, and tagline to draw them in.
Remarketing is Ideal for Recruitment
Remarketing is great for attracting relevant job candidates. For starters, it lets you reach back out to people who have shown interest in a job or sector, and the targeted options mean you can really hone in on people who are a good fit for the job.
It’s also ideal for nabbing clients, too.
Remarketing to businesses that have checked you out before increases brand awareness and keeps you at the forefront of their minds.
To put it simply, by not remarketing, you’re potentially losing a whole load of people who want and need what you’re offering.
So, will you be using a remarketing campaign this year?