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Google AdWords for Recruiters

Google AdWords, Bing Ads, Account Optimization

Adwords for Recruiting Graphic
  • BoxCrush hosted half-day AdWords training session
AdWords Features Utilized 
  • Search Network
  • Display Network
  • Affinity Audiences
  • Gmail Ads
  • Ad Targeting
  • Demographic targeting
  • Conversion Tracking 

With the economy recovering and unemployment dropping, a local employer had a problem: it needed more workers than it could find via traditional job postings. After consulting with our AdWords Certified Specialist, this employer became a client, and utilized the Google Display  Network in unique ways.

Challenge

The HR department was continually receiving vacancies to fill. It needed to fill more positions than ever before, and unemployment in the area was at an all-time low. Competing companies were recruiting a similar demographic, and our client needed to reach the most qualified candidates first .


Solution

To better understand the scope of AdWord’s capabilities, the client enrolled 6 key people in a training course hosted by BoxCrush. In this half-day session, our specialist gave an overview of how AdWords works, as well as ways to leverage its power. The client, in turn, spent time educating our specialist in their unique challenges, as well as what sets them apart from other employers in their industry.

From there, our specialist built AdWords campaign that were multi-faceted- the Search network, the Display Network and Gmail ads were all utilized in this recruiting campaign. Display ads were particularly effective on job listing boards. Gmail ads targeted to job seekers were not only opened, but also forwarded to others. Targeting was set based on what the HR department knew about where its current employees lived.

With data from the AdWords campaigns, BoxCrush built similar campaigns on the Bing platform. Job searchers often do job searching at career centers and public libraries, so we made sure to target those areas on the Bing network as well as AdWords.

Often the best potential employees are already employed, and may not even be actively searching for a new job. Targeting on the Display network proved to be an effective way of appealing to non-job searchers while they browsed the web in the hours they weren’t at work.  

If your business is looking at a major hiring initiative, paid acquisition platforms such as Google AdWords and Bing can compliment traditional job listing sites, and assist in attracting the best candidates