LinkedIn recruitment ads allow employers to reach qualified candidates who are actively searching for new job opportunities. They are a powerful tool for talent acquisition and have become an essential part of many companies’ recruiting strategies.
How do LinkedIn recruitment ads work?
LinkedIn recruitment ads function similarly to other online advertisements. Advertisers can target their ads based on location, industry, job function, seniority level, company size, and other attributes. When job seekers visit LinkedIn, they may see relevant recruitment ads in their feed or in the jobs section.
Users can click on ads that interest them, which will direct them to the advertiser’s career page or job posting. This allows recruiters and hiring managers to promote open positions and engage passive candidates who aren’t actively job searching but may be open to new opportunities.
Types of LinkedIn Recruitment Ads
There are several formats for LinkedIn recruitment ads:
- Sponsored Jobs – Highly visible ads that appear at the top of LinkedIn’s job search results. They aim to reach active job seekers searching for open positions.
- Sponsored InMail – Direct messages sent to qualified candidates to capture their attention. Senders can include an introductory note, job description, and call-to-action.
- Text Ads – Simple text-based ads that appear on LinkedIn pages. They contain short promotional messages with links.
- Dynamic Ads – Personalized ads that showcase open roles matching the viewer’s profile and interests.
Benefits of LinkedIn Recruitment Ads
There are many advantages to using LinkedIn to post job ads:
Target Specific Candidates
LinkedIn allows advertisers to define their ideal audience based on detailed member data. You can target ads using criteria like location, education, skills, job title, and interests. This level of targeting improves visibility among relevant talent pools.
Reach Passive Candidates
Many LinkedIn members aren’t actively looking for jobs. Recruitment ads allow you to reach this passive talent who may not respond to job boards or postings. Catching their attention could surface qualified candidates open to new opportunities.
Enhance Employer Brand
Well-optimized recruitment ads contribute to a positive employer brand. When done effectively, they increase your visibility and establish your company as an attractive place to work.
Analyze Performance
LinkedIn provides robust analytics on views, clicks, applies, follows and other metrics. Tracking these key performance indicators allows you to optimize your ads and improve results over time.
Best Practices for LinkedIn Recruitment Ads
Follow these tips to create effective LinkedIn recruitment ads:
Craft Compelling Ad Copy
Write clear, concise copy focused on selling the opportunity. Highlight duties, requirements, benefits, company culture, career growth, etc. Use keywords candidates search to increase relevance.
Segment Your Audience
Create specific audiences and ad variations tailored to each one. Test different messages, images and calls-to-action that resonate with each target segment.
Retarget Past Applicants
Create a custom audience of people who’ve previously engaged with your posts or applied to jobs. Retarget them with relevant new opportunities.
Follow Up with InMail
Use Sponsored InMail to connect directly with high-potential candidates. Personalized messages see high response rates.
Track and Optimize
Continuously monitor performance indicators for each ad and audience. Adjust targeting, creative, landing pages and other elements to improve metrics.
Types of LinkedIn Recruitment Ad Campaigns
There are a few common campaign types used to achieve specific recruiting goals:
| Campaign Type | Goal |
|---|---|
| Employer Branding | Promote company culture and values |
| Core Recruiting | Attract candidates for open positions |
| Pipeline Development | Engage passive candidates for future roles |
| Diversity Hiring | Attract underrepresented or minority candidates |
| In-Demand Talent | Recruit for hard-to-fill roles |
| Event Recruiting | Promote open roles at upcoming hiring events |
How Much do LinkedIn Recruitment Ads Cost?
LinkedIn recruitment ads are sold through an auction, so costs vary based on factors like competition, targeting and current demand. Here are some approximate costs for popular ad types:
- Sponsored Jobs: $5 – $15 per click
- Sponsored InMail: $8 – $15 per InMail sent
- Text Ads: $2 – $7 per click
- Dynamic Ads: $3 – $10 per click
Volume discounts may be available. Overall, costs per click average around $8 across all ad formats.
How to Create LinkedIn Recruitment Ads
Follow these steps to set up your first LinkedIn recruitment ads:
- Sign up for a LinkedIn Campaign Manager account
- Choose your objective – Brand Awareness, Video Views, Lead Generation etc.
- Set your daily budget and duration
- Select your target audience and define bid strategy
- Design compelling creative ads with relevant messaging
- Send traffic to relevant landing pages on your career site
- Track performance and optimize based on data and insights
Tips for Designing Ads
- Use attention-grabbing headlines and emotional hooks
- Craft short, scannable copy with relevant keywords
- Incorporate dynamic content to personalize for each viewer
- Add images and video to make content more engaging
- Insert a clear call to action – Apply Now, Learn More, Send InMail etc.
Recruitment Advertising Mistakes to Avoid
When creating LinkedIn recruitment ads, steer clear of these common mistakes:
- Not having a specific audience and strategy in mind
- Using vague, generic messaging instead of targeted copy
- Not A/B testing different creative versions
- Not optimizing landing pages for conversions
- Not actively monitoring and optimizing based on performance
- Not following up with high-quality candidates
- Not coordinating efforts with organic social recruiting
LinkedIn vs Indeed for Recruitment Ads
LinkedIn and Indeed are two top platforms for recruitment advertising. Here’s how they compare:
| Indeed | ||
|---|---|---|
| Audience | 600 million+ professionals | 250 million+ job seekers |
| Targeting | Very robust – title, skills, company, etc. | More basic – keywords, location, etc. |
| Ad Formats | Sponsored Jobs, InMail, Text, Dynamic Ads | Sponsored Jobs, Display Ads |
| Pricing | Higher CPC, up to $15 avg | Lower CPC, $1-$5 avg |
In general, LinkedIn is better for targeting passive candidates while Indeed reaches more active job seekers already searching.
Recruitment Advertising Strategy Tips
Here are some top tips for developing an effective recruitment ad strategy:
- Define your primary audience personas and ideal candidate profiles
- Set specific KPIs to measure – cost per applicant, quality of applicants etc.
- Create tailored messaging and content that resonates with each target group
- Use both LinkedIn and Indeed to balance active and passive recruiting
- Test multiples ad variations to determine what performs best
- Follow up promptly with high potential candidates from ads
- Review analytics regularly and optimize based on insights
- Coordinate with organic social posting and engagement
- Automate screening and nurturing of promising applicants from ads
- Track source of hire to focus budget on best-performing platforms and channels
Conclusion
LinkedIn recruitment ads provide a powerful way to tap into the platform’s extensive database of professionals. Targeting options allow you to hone in on the most relevant audience segments and job seekers for each role. To maximize your investment, continually test and optimize your ads. Measure key performance indicators, and double down on what works. With a strategic approach, LinkedIn ads can become an invaluable talent acquisition channel.