HOW TO MAKE SURE YOUR ADVERTS ARE SEEN BY ENOUGH – and the right – CANDIDATES
Maximising attention is the first and most important factor in ensuring good advert response. There is no point creating a wonderful advert if it isn’t seen by enough of the people you want to attract.
In a normal, stable market it is estimated that 20% of candidates are actively looking for a new role. The remaining 80% are passive job seekers. They are not actively looking but should they stumble across an ‘ideal’ opportunity, they could be tempted.
In the current market, far less ‘in-demand’ candidates are actively looking. At least 95% are now in the passive category.
Everyone is competing to capture the attention of less than 5% of the total market. Very few realise the opportunity to attract good candidates from the much larger passive audience.
GENERIC vs SPECIALISED JOB BOARDS
Generic job boards are used by candidates looking for jobs. If there are less active job seekers, these job boards do not attract as much volume. Adverts will get a better response if they are where the passive (as well as any active) audience is going.
A BIM JOB BOARD
With a library of BIM career centric information and regular articles, dbe.careers has become the go-to website for anyone wanting to make the most of their career in digital construction. It attracts a broad and focussed BIM community and is a better way to attract attention and, with the BIM jobs board on the same site, a better way for opportunities to be discovered.
Although placing your adverts in the right place is the most important factor, good timing is highly effective.
It is entirely logical that advertising when more people are visiting a site will attract more attention. When the BIM salary tracker is published on dbe.careers, site traffic increases by over 500%. Look at the ‘number of visitors’ graph below to see how volume increased when the last two updates were published at the beginning of August and November this year…
The next BIM salary guide update will be released on Friday, 29th January. We will be looking for a principle sponsor. If the timing is right it is an ideal opportunity to maximise attention for your jobs for 3 months from January until the next update in April.
If you want to use traffic peaks to maximise attention to your campaign, dbe.careers will be running the following promotions during December and January:
Each will be focussed on providing career centric BIM candidates with ‘must-read’, information.
THE WILLOW CAMPAIGN
Willow were struggling to get good response to their adverts for senior level BIM candidates in Australia and Canada. Together with dbe.careers, Willow created a successful campaign (see referral below) following the AIDCA method:
A: To increase attention, Willow used dbe.careers to reach a more targeted community and the wider BIM audience. They also sponsored the BIM salary guide which had a significant increase in job applications.
More on how the campaign used Interest, Desire, Conviction and Action follows in the next steps.
Step 2 focuses on ‘Interest‘. Once you have found your audience you need to make sure you don’t lose them. ‘Interest’ focusses on how to communicate with your ideal candidate and give them a reason to keep reading.
If you are advertising now and would like steps 3, 4 and 5 in advance, please email firstname.lastname@example.org or call me on 03333 580 442
Click here if you want to read more about the BIM job board and trial it free for 3 months.
“I have to say some of the applications that have come through have been excellent. We have 5 interviews to arrange for next week with some really strong looking CV’s”
“Having utilised the DBE Careers job board recently for job advertising on behalf of Willow, we received an increased level of candidate activity and applications, and feel the site helped to profile our expansion into regions such as Australia and Canada.
The DBE team were very helpful and professional in advising us on our candidate attraction strategy and in suggesting targeted campaigns for specific countries.”
“Mike’s experience and knowledge helped us approach some challenging briefs more confidently by developing a clear strategy to find the best people.
The dbe website was definitely invaluable to our search and gave us the opportunity to meet some very smart professionals.
I would recommend DBE.CAREERS to any employer looking for the best BIM talent looking for their next career challenge.”
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