LinkedIn is the world’s largest professional networking platform with over 722 million users worldwide. LinkedIn allows employers to post job openings on their platform which can be seen by job seekers.
A promoted job on LinkedIn refers to a job posting that has been boosted or sponsored by the employer in order to get greater visibility and reach to potential candidates. Employers can pay to promote their job postings and have them show up prominently in the feeds and search results of relevant candidates.
Promoted jobs on LinkedIn provide a number of benefits for employers looking to attract top talent for their job openings. In this article, we will look at what exactly LinkedIn promoted jobs are, the benefits they offer, how they work, tips for creating effective promoted job campaigns and more.
What are LinkedIn Promoted Jobs?
LinkedIn promoted jobs allow employers to sponsor their job postings so that they stand out and get maximum visibility amongst relevant candidates on the platform.
When a job is promoted, it appears more frequently in several places across LinkedIn:
– In the feed of LinkedIn members who match the targeting criteria set by the employer.
– In search results when candidates look for related jobs.
– On the jobs homepage and jobs you may be interested in section.
– In the LinkedIn mobile app under jobs listings.
Basically, promoted jobs get premium placement across LinkedIn surfaces, helping employers reach more suitable and passive candidates.
Unlike regular job postings, promoted job listings include:
– An orange promoted tag to differentiate them from regular listings.
– Appear higher up in search results and feeds compared to organic listings.
– Have broader reach thanks to targeting options.
– Get premium placements in LinkedIn jobs related surfaces.
How Do LinkedIn Promoted Jobs Work?
LinkedIn allows employers to bid for placements and visibility just like advertisements. Here is an overview of how promoted jobs work on the platform:
– First, a employer creates a regular job posting on LinkedIn, fills in all the details like job title, description, responsibilities, qualifications etc.
– Next, in the job posting page, there is an option to promote the job. Clicking on it takes you to the LinkedIn Campaign Manager.
– Here the employer sets a daily budget and targets the promoted job to the relevant audience – location, industry, job function, seniority, skills, age, gender and more.
– LinkedIn then displays the estimated reach and impressions based on the targeting and budget.
– Once the employer submits the campaign, the job gets premium visibility across LinkedIn in front of the targeted members.
– LinkedIn charges the employer based on how many impressions the promoted job receives. Impressions refer to how many times a candidate saw the job.
– The employer can track performance – impressions, clicks, applications and more in real-time and optimize the campaign as needed.
So in summary, employers bid for visibility, target relevant candidates, and pay based on impact and impressions received for their promoted job.
Benefits of Promoted Jobs on LinkedIn
There are several unique advantages and benefits of using LinkedIn promoted jobs for your recruitment needs:
Targeted Reach
With promoted jobs, employers can target the most relevant candidates based on attributes like location, education, skills, job title, company size and more. This targeting helps get your job in front of candidates who are most likely to be interested in and qualified for the role.
Cost-Effective
Sponsored jobs allow you to set a daily budget and only pay for the number of impressions received. This makes it a cost-efficient way to get your job noticed, especially compared to job board listings.
Increased Applications
Research by LinkedIn shows that promoted jobs garner up to 8x more quality applicants compared to organic postings. More visibility leads to higher-quality and higher application volume.
Brand Awareness
Promoted jobs also help showcase your employer brand. Candidates seeing your promoted jobs across LinkedIn get exposure to your company and brand.
Passive Candidate Reach
Around 70% of LinkedIn’s user base is passive candidates open to new roles but not actively job hunting. Promoted jobs allow you to get your job in front of these high-quality passive candidates.
Candidate Insights
With promoted jobs, employers get visibility into candidate demographics like who has viewed and applied to the job. These insights help refine targeting and hiring strategy.
Higher Quality of Hire
Candidates discovered through promoted jobs tend to be higher quality since they match the targeting criteria. This leads to better hiring outcomes.
Tips for Creating Effective Promoted Job Campaigns
Here are some tips to create high-performing promoted job campaigns on LinkedIn:
Catchy Job Title
Use a job title that grabs attention and clearly conveys the essence of the role. Avoid generic titles.
Strong Job Description
The job description must be well-written and highlight the most attractive aspects of the role – impact, challenges, skills needed.
Defined Targeting
Use the advanced targeting options to zero-in on the candidates who are the right fit based on seniority, function, skills, locale etc.
Competitive Bidding
Research typical cost per click bids for your industry and set competitive bids to ensure optimal visibility.
Mobile Optimization
Ensure the applied job page is mobile-friendly. Over 67% of LinkedIn members use mobile.
Tracking & Optimization
Actively monitor campaign analytics and optimize targeting, creatives and bids to improve results.
Company Page Followers
Target your Company Page followers. They know your employer brand and are more likely to apply.
Past Applicants
Retarget people who have applied to your jobs in the past and showcase new openings.
Case Study and Examples of Effective Promoted Jobs
Let’s look at a few real-world examples and case studies of brands running successful promoted job campaigns on LinkedIn:
Oracle
Global technology giant Oracle wanted to hire 1000 cloud consultants in a short 4 month period. They created a targeted sponsored jobs campaign focused on quality cloud talent. Within 2 months they exceeded their hiring goal and successfully hired 1300 cloud professionals. Some results from their campaign:
– 8x more applications vs. their organic jobs
– 49% of applicants were passive candidates
– Cost per hire decreased by 24%
PwC
Leading accounting and consulting firm PwC promoted their technology focused roles on LinkedIn. This resulted in:
– 2x more applications per hired candidate
– 15% increase in application volume
– High quality hires from competitors
VMware
Software company VMware used LinkedIn sponsored jobs to hire niche technical talent globally. Within 3 months, they generated:
– 5000+ qualified applicants
– Reduced cost per hire by 50%
– Decreased time to hire from 60 days to just 30 days
Cigna
Global health services company Cigna achieved a 500% increase in quality applicants through promoted jobs compared to their organic postings.
These examples highlight the tangible results and ROI of using LinkedIn promoted job postings.
Frequently Asked Questions
Here are some common FAQs about LinkedIn’s promoted jobs feature:
How much do promoted jobs cost on LinkedIn?
LinkedIn promoted jobs work on an auction-based model. Employers set a daily budget and bid for visibility. The minimum daily budget is $10 per day. Average cost per click ranges from $8-$15 depending on industry and competition.
What are the payment options for promoted jobs?
LinkedIn provides multiple payment options – credit card, PayPal, wire transfer etc. There is also a $100 free credit for first time advertisers on LinkedIn.
What are the targeting options for promoted jobs?
You can target by location, company size, industry, job function, seniority, age, gender, skills, LinkedIn Groups, Company Page followers and more.
How long does it take for a promoted job to get approved?
Most promoted jobs get approved within 1 business day on LinkedIn. Some may take longer depending on complexity.
Can I promote an expired job?
Yes, you can promote an expired job if the posting is less than 90 days old. Simply renew the listing and enable promoted jobs on it.
Do promoted jobs appear on Google search?
LinkedIn promoted jobs may appear in Google for Jobs section if they meet eligibility. However, Google rankings are determined by their own algorithm.
What’s the difference between sponsored content and promoted jobs?
Sponsored content allows showcasing career pages, articles and posts. Promoted jobs give visibility specifically to job postings.
Conclusion
In summary, LinkedIn promoted jobs are sponsored job postings that get enhanced visibility and exposure to relevant candidates across LinkedIn. They help attract quality applicants at a lower cost than traditional job boards.
With precision targeting options, performance tracking and competitive bidding, promoted jobs are a must-have recruitment channel for attracting top talent in today’s market. Following best practices for compelling job posts and strategic targeting can help make your investment in promoted jobs deliver a significant ROI.
