Creating Effective Recruiting Ads for Pay-Per-Applicant Campaigns
While it’s true that in a pay-per-applicant (PPA) job advertising model, you only pay for qualified applicants, creating high-quality job ads is still a critical consideration for many reasons.
Job ads play a pivotal role in not only attracting but also persuading top-tier candidates to apply. They also serve as the first point of contact between a potential candidate and the employer, serving as a vital tool in building a compelling employer brand.
In this blog post, we list some tips to help you create killer ads that result in top-class candidate applications and detail why job ad quality should not be ignored in PPA recruitment campaigns.
5 Tips on How to Write Recruiting Ads for Your PPA Campaigns
Crafting effective job ads is both an art and a science that requires strategic planning, creativity, and a keen understanding of your target audience. In this section, we will delve into five essential tips to help you create stellar job ads for your PPA campaigns:
1. Clearly Define the Target Audience
Clearly identify the characteristics, qualifications, and skills of your ideal candidates. This will help you tailor your ad messaging and ensure it resonates with the right audience. It will also help you attract applicants who are a good fit and minimise unqualified applications.
2. Write Compelling Ad Copy and Visuals
Write your recruiting ad copy using persuasive language and eye-catching headlines that create a sense of urgency or excitement. Highlight what makes your job opportunity or company unique and appealing to job seekers. Emphasise benefits, growth opportunities, company culture, or any other compelling aspects that set you apart from competitors and include a clear call to action like “Apply Now,” “Learn More,” or “Start Your Journey.”
Use visually appealing elements such as relevant images, logos, or graphics to enhance the ad’s visual appeal. However, ensure the visuals are relevant and don’t overpower the message.
Top Tip: Keep ads concise and scannable since job seekers often skim through ads. Use bullet points, short paragraphs, and clear formatting to convey information efficiently.
3. Maintain a Clear and Easy Application Process
Once job seekers click on your ad, ensure the application process is user-friendly, streamlined, and doesn’t involve unnecessary barriers. A seamless application process will encourage more applicants to complete the process.
Make sure your job ad platform integrates easily with your existing applicant tracking system (ATS). Seamless integration can simplify data transfer, ensure a smooth workflow and streamline your hiring process.
4. Use a Pay-Per-Applicant Ad Platform
PPA job ad platforms — sometimes called recruitment marketing or programmatic job ad platforms — use a blend of automation, AI, and human expertise to help organisations achieve better results with less effort.
Choosing the right pay-per-applicant recruitment platform for your business is a big decision, so it’s important to weigh up all the details including pricing, features, and customer support.
Learn how to make an informed decision about your PPA job ad platform.
5. Ensure Ad Optimisation
Experiment with different ad variations to see what resonates best with your target audience. Monitor performance metrics, such as click-through rates and application conversions, and adjust based on the data to optimise your ad spend and increase return on investment.
Also, be sure to optimise your ads for mobile devices since many job seekers use mobile platforms. Making a job application mobile-friendly can increase applicants by more than 11%.
Why Job Ad Quality is Key to the Success of PPA Recruitment Campaigns
High-quality ads are not just window-dressing, they are the key to the success of PPA recruitment campaigns for several reasons:
1. Quality and Fit of Applicants
BambooHR estimates that the hard costs associated with sourcing and onboarding a new employee range from $7,500 to $28,000. These expenses can result in a complete waste of resources if you end up hiring unsuitable individuals since 30% of new hires leave within their first 90 days, with 43% leaving because the role didn’t align with their expectations. This is where effective job advertisements come into play. Well-constructed ads have the power to target and captivate the right talent, thereby boosting the probability of receiving applications from qualified candidates. This not only saves money but also saves you valuable time that you would otherwise spend filtering out bad-fit applications. The quality of your job ads directly contributes to the quality of your applicants and ultimately to the efficiency and success of your recruitment process.
2. Competition for Talent
Despite an uncertain economic outlook, 50% of organisations think the competition for talent is likely to increase in 2023. Engaging and persuasive ads can help you stand out from competitors and attract candidates who might otherwise be drawn to other opportunities.
3. Scalability and Volume
Depending on your hiring needs, you may require a higher volume of qualified applicants. For example, if you hire a lot of seasonal or contingent workers, it is worth investing in good ads to scale your applicant pool while maintaining quality standards. This is particularly important if you’re looking to fill multiple positions or expand your workforce since the demand for contingent workers is expected to increase in 2023.
4. Employer Brand Perception
Your ads contribute to your employer brand, and the perception candidates have of your company. Well-designed and compelling ads can enhance your brand image, making your organisation more appealing to potential applicants. A LinkedIn study found that a strong employer brand can lead to 50% more qualified applicants and a much faster time-to-hire rate.
5. Employee Experience
Almost half of HR leaders report employee experience as a priority for 2023. Since your job ad is the first touchpoint for a potential employee, a good ad will set the right expectations and provide clear information about the job opportunity, company culture, and benefits. This helps candidates make informed decisions and ensures they have a positive applicant experience. A positive experience can lead to higher conversion rates and an increased likelihood of qualified candidates completing the application process.
In conclusion, the effectiveness of your PPA recruitment campaign largely hinges on the quality of your job ads.
Each ad serves as a significant touchpoint that could either entice or deter potential candidates. Regardless of your organisation’s size or hiring needs, remember that every ad is an investment in building a proficient workforce and a reputable employer brand. So, don’t overlook the impact of well-crafted job ads. Adopt the strategies outlined in this blog, and you will be well on your way to attracting top-tier candidates, reducing hiring costs, and accelerating your time-to-hire.
To learn more about Hirematic or how to succeed in recruitment marketing, download our guide: Metrics for Success in Recruitment Marketing.
