The world of recruitment – and likewise the talent market itself – continues to evolve and pose stiff challenges and even stiffer competition. To stay ahead of the game, employers need to get creative and utilize the latest user-friendly tools to get their job ads in front of desired candidates.
Geotargeting is a digital tactic that leverages location-based data to deliver customized content and reach individuals in specific geographic areas. Using smartphones as the primary method to display geotargeted ads, geotargeting enables you to:
- Localize your advertising: You can utilize listings that speak directly to the unique attributes and demands of your target location. For example, if you’re looking for software developers in Boston, you can craft job ads that will resonate with tech experts in that city.
- Connect with candidates on a personal level: This includes connecting with passive as well as active job seekers. You can accomplish this in numerous ways including referencing industry events, trends, and even cultural nuances.
Tools You Can Use
Various tools and technologies are available to enhance your geotargeting efforts. Consider:
- LinkedIn Recruiter: LinkedIn’s advanced search and targeting features let you filter candidates by location, industry, job title, and other criteria.
- Google Ads: Location-based targeting via Google Ads enables you to display job ads to users in specific geographic areas. This can be particularly helpful in reaching passive candidates through search and display advertising.
- Facebook Ads Manager: Using Facebook’s geotargeting options, you can create highly targeted campaigns based on demographics, interests, and behaviors, all while narrowing your audience down to specific cities or regions.
- X Ads: Along with geotargeting, you can leverage X’s keyword targeting to reach candidates when discussing relevant topics and opportunities.
- Job posting platforms: Indeed, Glassdoor, ZipRecruiter and SimplyHired are among the job boards that provide geotargeting options.
- Geofencing services: Geofencing is the use of virtual geographic boundaries around physical locations. When candidates enter these boundaries, you can send them targeted job ads or notifications. Two such platforms are Geofeedia and Gimbal.
- Event and meetup platforms:
- Email marketing platforms: Use tools like Mailchimp and HubSpot to send geotargeted email campaigns.
- Location analytics tools: Services such as Google Analytics and Hotjar provide location-based insights into website user behavior. This can help you understand where site visitors are coming from and tweak your content accordingly.
- IP geolocation services: These tools provide real-time location data based on users’ IP addresses. Two options are MaxMind and IPinfo.
- Social media management tools: With platforms like Hootsuite and Buffer, you can schedule and manage geotargeted social media posts across multiple platforms.
Effective job advertising is a key pillar supporting your effective recruitment marketing efforts. Along with your career site, social recruiting, and employer branding, it can make or break your success in winning the ongoing talent war.
To learn more about geotargeting – and any or all the pieces that make up your successful marketing strategy in 2024 and beyond, contact Haley Marketing today. Let us schedule a free- 30-minute introductory call so we can tell you more.
