Beyond the Backlash
INSIGHTS AT THE INTERSECTION OF INCLUSION, ESSENTIAL PERSONNEL RECRUITMENT AND GEN Z
VOLUME 18: Building a Recruitment Campaign For Today’s Digital Workforce
By Tracy Barac, CEO, Fluency Advertising
Most organizations know in their heart of hearts that they need to recruit differently, but too many are still relying on standard playbooks from the past. While job seekers spend their time across dozens of digital platforms, many employers invest heavily in job boards and search while overlooking the broader digital marketing ecosystem. That’s a missed opportunity. As PwC notes, organizations that adapt to changing workforce expectations and technology will be better positioned to compete for talent.
A strong recruitment campaign doesn’t begin with creative, it begins with strategy. Before a single ad runs, employers should define the audience they’re trying to reach, understand where those candidates spend their time, determine the behaviors they want to
influence, and build an integrated channel strategy. The most effective campaigns use multiple digital touchpoints to move candidates from awareness to application.
Think of each channel as having a specific job:
- Channel goals: Define what success looks like, building awareness, driving website traffic, generating applications, or encouraging video engagement.
- Audience targeting: Use demographic, geographic, occupational, behavioral, and interest-based targeting to reach the right people rather than everyone.
- Ad types and placements: Match creative to the platform, whether that’s social media feeds, display ads, video, connected TV, streaming audio, email, transit, or search, so candidates encounter your message where they’re already spending time. These are the same principles used to align media tactics with campaign objectives in integrated outreach strategies.
Today’s candidates expect personalized, relevant communications. Employers should too. A thoughtful digital recruitment strategy isn’t about using every channel, it’s about using the right channels, with the right message, at the right time.
If a recruitment strategy still begins and ends with job postings, it may be time for a different approach. Reach out to Fluency Advertising to build a recruitment campaign designed for today’s digital workforce.
Interested in submitting a guest column for publication? Contact greg@globalviewcomm.com for more information.