Pay per click, those ads at the top and sides of almost every website you visit today, is picking up steam in the recruitment marketing arena. Some of the benefits are;
- total control of your budget by the day,
- instant on/off capability,
- laser beam targeting of ad to interested prospects, and in some cases,
- a fairly low cost compared with other recruitment marketing options.
That said, most recruiting and human resource professionals are not experienced Internet marketers and soon come to find out that pay-per-click marketing is not a “slam dunk”. Some of the things that make it more complicated are;
- Knowing which keywords to pick, keyword research
- Writing your ad well
- Having a landing page that converts clicks to candidates
- Tracking your clicks and conversions
Another important thing to consider when using pay per click is that your job ads are generally surrounded by your competition. Let’s face it, if you were smart enough to identify keywords for a job your trying to fill, odds are other companies who are trying to fill the same or similar positions have bought the same words. In the event that there are multiple job ads for the candidate, some of the things that will determine who gets the click are;
- How recognized is your brand.
- How well did your ad sell your job and company, and
- Where your ad ranked on the page.
Remember, most pay-per click opportunities tend to offer the highest bidder the highest rank. Being the top bidder for the wrong keyword can lead to disaster. Also being top ranked and having a landing page that doesn’t convert visitors to resumes and candidates can also be a huge waste of time and money.
The bottom line is this, while pay-per-click marketing is no silver bullet, it can be very helpful when you are short on time, your budget is small or you have some very difficult positions to fill as a result of their uniqueness. If your not experienced in this type of marketing it would make sense to hire someone who is and someone who can manage your campaign across multiple websites and pay per click options versus buying pay per click from just one vendor.