Power Marketing

To effectively grow and scale your organization, you need to sell high-quality products and services, cultivate trust with your consumers, adapt to an ever-evolving market, and prioritize the customer experience. You can’t do any of this without hiring the right people — not just those who match the job description but those who align with your company’s mission and values.

One of the best ways to find the most qualified candidates and stand out from competitors who are hiring is building a strong recruitment campaign.

Here are four tips to help you attract the best-fit applicants.

1.   Develop an action plan

Before creating, let alone launching, your recruitment campaign, you need to develop an action plan with specific, well-defined goals. To establish these goals and help cultivate inspiration for ad messaging, sit down with your marketing and/or HR teams and pose questions like these:

By building an action plan that is specific, measurable, achievable, reasonable, and timely (SMART), you’re more likely to stay motivated and find success. Setting goals for your recruitment helps you stay on track, keep everyone on the same page, and minimize miscommunication.

2.   Define your ideal employee

When you’re selling a product or service, you typically build the ad campaign to resonate with your target audience. You want the design and messaging to speak to your primary consumers’ age range, gender, location, and hobbies or interests to boost conversion rates.

Why not treat your recruitment campaign the same way? Understanding your ideal candidate — from location and education requirements to years of experience and specific skill sets — can help you create better job descriptions and ads as well as reduce the costs and time spent chasing the wrong applicants. Instead, the best ones will come to you.

To define your optimal candidate, look at your current employees. Make a list of their qualities and skills you most admire — especially from those within the department you’re hiring for — and talk to managers and supervisors about what they’d like to see in a new hire.

3.   Craft a powerful message

For the most part, a recruitment campaign is just like any other of your marketing campaigns because you’re selling the same thing: yourself. However, this time you’re marketing your brand by conveying your employee value proposition instead of selling a product or service.

 By turning what applicants want to hear and what you have to offer (innovative tech, excellent benefits, etc.) into powerful messaging, you can demonstrate you know the market, encourage candidate engagement, and find ideal options.

4.   Choose the right platforms

Since over 4.26 billion people worldwide use social media, it’s critical you place your recruitment campaign on platforms like Twitter, LinkedIn, and Facebook. This allows a large pool of prospective candidates to find, read, and apply to your job ad.

To determine the best social channels for your campaign, reference your ideal candidate profile. Defining your target candidate first will help you establish which social media platforms they use the most for optimal ad views and engagement. 

All in all, building an effective recruitment campaign involves doing the proper planning and research. The more you know about your ideal candidate, the better you can design and publish ads that will target and speak to them.

If you need help creating a truly dynamic recruitment campaign, reach out to Power Marketing. We’ve been major players in the ad industry for over 20 years and know exactly how to build campaigns that will find you stellar candidates and employees.

No matter your industry, size, budget, or audience, your brand needs to be advertising on the social media platform TikTok. Not only has it been downloaded more than two billion times globally — making it one of the world’s most popular apps today — but it’s also where social media users spend most of their time. Compared to Snapchat, Twitter, Facebook, and Instagram, TikTok is where millennials and Gen Z scroll for the longest.

But how do you get your brand in front of these audiences? When you create content on the app that speaks to these demographics, you’ll engage with existing consumers and connect with new ones — resulting in growth and scalability over time. To help you effectively advertise on TikTok, here are the answers to three common questions.

1.   What are some of the biggest 2023 TikTok advertising trends?

According to TikTok’s What’s Next report, what will shape content in 2023 is “actionable entertainment, making space for joy, and community-built ideals.”

So, your ads should prioritize:

• Attention-grabbing videos that are original, funny, relatable, and uplifting. Consumers support brands they trust and that demonstrate strong storytelling chops.
• Humor and levity. Amidst all of the global issues we’re all bombarded by online, consumers are burnt out. Consider churning out some funny videos and jumping on TikTok’s audio trends to help users make time for joy.
• Human connection. To really tap into honest, open engagement with your audience, try targeting niche identities — like #bakingmoms or #workingmoms, instead of all moms.

2.   What demographics will I reach on TikTok?

TikTok is used by people from a wide variety of cultures and lifestyles, who share different identities, feelings, beliefs, and interests. The algorithm is designed to put your content in front of the most aligned audience, but remember, 73% of TikTok users are between the ages of 18 and 34 years old. So if your target demographic skews older, TikTok might not be the best platform to use. 

Understanding these key TikTok user demographics can help you create fresh, relevant, and engaging content that speaks to users’ likes and interests.

3.   What are my TikTok ad targeting options?

One of the easiest, most effective ways to find and engage with your ideal audience is through TikTok ad targeting. This marketing method helps ensure your ads are being consistently placed in front of the people best suited to buy your products or services.

TikTok can help you target consumers by:

• Audience, whether that’s helping you focus on users who are already familiar with your brand or have engaged with it in the past (custom audiences) or finding completely new groups of people who share similar interests with your existing customers (lookalike audiences).
• Demographics, including directing ads to specific users based on their gender, age, geographic location, and app language.
• Interests and behaviors, like honing in on people with specific interests (cooking, dancing, traveling, etc.), purchase intent, in-app behaviors (e.g., liking or commenting on videos in a particular category), and recent engagement with hashtags.
• Device, for example connection type, operating system, device model, etc.
• Smart targeting, which helps you use TikTok ad targeting options like targeting expansion, automatic targeting, and targeting recommendations to extend your ad delivery cycle and boost conversions.

As you can see, the answer to the question “should I be advertising on TikTok?” is a bit of a no-brainer. TikTok is one of the most popular social media platforms on the planet, helps you segment exactly who sees your ads, and, best of all, allows you to expand your reach in a creative way, without breaking the bank.

Plus, you don’t have to do it alone. Power Marketing has all the tips and tricks you need to build a compelling TikTok advertising plan that will find and engage with your best-fit audience. Connect with us to get started on TikTok.