Ok, you’ve done a lot of work by this stage coming up with the most attractive proposition and job ad you can provide. It would be a shame if you didn’t maximise the promotional opportunities.
Times have moved on from when you simply placed an ad in the newspaper. There are a lot of ways you can now promote your job opportunity, paid and for free. We will detail them below with some pros and cons, but we would recommend setting a budget, if any, for your campaign. You need to weigh up how important (and urgent) that particular hire is to the running of your business and choose a figure on that basis.
The key thing about advertising is targeting. Getting your job to the right candidates is dependent on the industry or the profession, meaning some of the following channels may be fruitless. However, the beauty of job advertising is that you can track the success of each and every channel.
Never underestimate the value of your own network. Imagine if you could find the perfect candidate without spending a penny? You could ask your staff if they know someone. A lot of large companies give monetary rewards to staff that refer a successful hire. Other networks are your friends and family and business colleagues. If you’re attending an event and the opportunity presents itself, bring the subject up. It’s a positive reflection on your company.
Use the technology at your disposal – email, social media, especially LinkedIn. It should go without saying you should have your job specification and your job ad completed before you start promoting it in your network.
Job boards are arguably the strongest method of advertising your job.
The success on job boards can very much depend on the industry you looking to hire from. There is a wide variance in cost, brand awareness and technological development between the boards. However, there is a relatively small pool to choose from in comparison to countries like the UK where boutique, industry focused boards are more popular.
There are established brands such as Irishjobs, Monster, Jobs.ie and Recruitireland and then new up-and-coming brands like Jobbio.
The best advice is to search “jobs Ireland”, then click on each job board and check does it have a healthy amount of jobs in the industry or profession you are looking to hire from. Also check for the calibre of other companies advertising on that board. Equally, check how many reputable recruiters are on there, as you can be sure they do their homework on how effective a job board is for their business.
There are set prices, but they should all be negotiable to some extent and the bigger job boards will have client advisors specifically for SMEs. Check if you can get your branding included for free and if you can include a link to your website.
Aside from being an advertising platform, LinkedIn is also a very effective way of sourcing good candidates, including those elusive passive candidates.
There are a lot of services on offer from LinkedIn that range from posting a job ad, up to software platforms. It could be worthwhile investing in one targeted job ad to see the response level. According to LinkedIn there were 1,200,000 registered users in Ireland in Q2 of 2015. However, they also have a useful tool that can help you target exactly the sort of candidates you are looking for.
There are free ways to take advantage of LinkedIn. You can set up a company profile page and you can also post links to your jobs from your website.
If you have a very particular job on offer, or candidates are hard to find, you can use LinkedIn’s search technology to find people that match your job specification. There are lots of values you can input like industry, job title and keywords. Once you have found someone suitable, you can ask them to link in with you and promote your job opportunity.
Indeed are a job board aggregator. In theory they are meant to be the search engine for job boards, but some of the large job boards have removed themselves from their listings. However, they do list jobs from recruitment agency websites as well as a lot of job boards and they have a strong presence on Google’s search listings. Best of all, you can post your job here for free!
Twitter has been a popular location for jobs for the past five years. It is suggested that developers and more technical IT people prefer to search Twitter for jobs than to use job boards. However, there are a wide range of jobs posted, usually using the hashtag #jobfairy. To highlight a job on Twitter, you’d need a Twitter account and a page on your website that you could link to. If you don’t have a careers section you could post your job in the news section of your website and link to there. Again, this is free.
A few years ago, industry experts advised against posting jobs on Facebook. However, since Facebook has become more commercial, it is now more commonplace. If you have a company page, you can post a job on your wall, but it will only be seen by people who have liked your page. The alternative is to pay for a Facebook ad, where you can target against a large selection of demographics. Whilst recruitment advertising on Facebook is increasing, it’s probably more at the junior end of the scale at this stage.
There are other sites that are used to promote recruitment ads. Google+, a less successful popular version of Facebook, is known to be popular for targeting IT people. Whereas Instagram, with its more visual platform, works well for the creative industries such as marketing and architecture. It could also work for engineering. There are also niche online forums that can be used for targeting IT developers, however, you would need to be comfortable communicating in this environment or you will get caught out.
National newspapers are still used by the public sector, semi sector and some large corporates, but it’s now seen as more of a branding channel than effective in attracting candidates. Local newspapers could work for more menial jobs, dependent on their reach and reputation for recruitment ads. Nearly every newspaper is currently available online and a number of them promote their job ads online as well.
One of the reasons advertising in trade magazines was popular in the past was because it granted you that all important targeting of the right sector, profession or industry. Nowadays the online channels can be more targeted and provide crucial data on who actually viewed your ad. Nonetheless, there is still some recruitment advertising in trade publications. Similar to the newspapers, some magazines offer online advertising on their website as part of the deal which could be useful.
Find your job ad
If you advertise on job boards, LinkedIn or Facebook, see if you can find your ad by searching like a candidate. How does it look? Does it grab your attention?
If you are looking for recent graduates, an effective and free channel is the colleges and universities. Research the third level establishments that offer qualifications in the profession you are targeting and contact their careers department. They are usually more than happy to promote your ad, some have their own online platform for promoting jobs.
Another option is GradIreland which is basically the job board for graduates. However they do charge a fee for hosting your job ad.
There are other ways to promote that you are hiring. You could write a blog related to the subject of the person you are trying to hire and share this on social media, including LinkedIn. Or if you had some budget you could consider a professional photograph related to the job and an accompanying press release which you could send to the local newspapers.