Recruiting an employee with their own accommodation is more difficult than recruiting an employee where an agency can offer them accommodation.
In the following video on YouTube, we decided to talk about how to recruit such employees faster and more efficiently.
After watching the video, we recommend reading the following details on the differences in advertising on different platforms and how to use their greatest advantages to recruit temporary workers as quickly as possible.
Lets dive into details now:
Facebook (Meta)
Meta (Facebook & Instagram) is the best advertising method for 99% of industries. Let me just address as follows:
- Cheapest ads
- Geo-Targetting options
- Language / Skills targeting options
- Many options of converting leads into employees
Lets break these points down
1) Cheapest ads
Why is Facebook the cheapest advertising method?
- We can target only people we want
- We can manage budgets as we go, we do not have to decide upfront to spend 200 eur for an ad, we can spend 5-20 eur/day and monitor results
- Once positions are filled in, we can stop paying for ads
- Everyone is one way or another on Meta (Facebook & Instagram)
- You can decide whether you want to get cheaper leads from Romanian people living in Romania or more expensive of Romanian people living in the Netherlands already.
- Leads can be generated for 0.15 eur, but everything depends on how attractive offer is and where we advertise it. Sometimes its better to generate local leads for 2-3 eur, but the % of people accepting jobs and starting to work is much higher. Everything depends on company needs and number of people needed to work at a particular period of time.
2) Geo-Targetting options
Facebook is extremely detailed when it comes to advertising locally. We can advertise to a specific town, region, country and even a zip code! We can also throw a pin on the map to advertise to people living within 3-5-10 (any number) of kilometers within that pin.
It means that you are looking for employees working already in greenhouses, we can drop pins on those regions and advertise to people directly there.
Let’s look at the below example
We can advertise to people living permanently (which means these people most likely already have their own accommodation) and we can show job offers to them.
There is no better / faster solution to hire locally than Facebook
3) Language / Skills targeting options
If for any reason you have to find people speaking a particular language (eg. Polish, Romanian, Hungarian) Facebook will let you do it easily.
When it comes to skills:
Let’s say we want to hire a welder and we do not know how to create a “custom audience”. All you have to type is to do as follows:
You select welder related options and if you do it smartly, your ads will be shown to people that are welders or are interested in becoming one.
Creating a custom audience based on data already avaliable (phone numbers/email addresses) of welders give muuuch better results, but even starting with a basic set up should help you bring in more welders to your agency.
4) Many options of converting leads into employees
We have multiple types of campaigns and all of them suit different purposes;
Our favorite ones are “Leads” and “Engagement” – depends on current needs of our clients. “App promotion”, “Sales” and “Awareness” are never actually used since they turn into a waste of money.
Which option should you choose? That really depends on your your company / website is structured and how busy your recruiters are. You can use cheaper method and get more leads (but some of them might be a bit less qualified) or choose a bit more expensive leads and get them as qualified as possible.
Usually agencies ask people to send messages/call them just to get any leads coming from Facebook, but it is not always the best way. Why? We have to calculate cost of how much each call between a recruiter and potential candidate cost the agency in hourly wages etc.
Facebook is definitely the best tool to gather leads, but it has to be set up properly.
Almost every single person living in EU/UK/US is familiar with the Google search engine. 89% of all internet users use Google Chrome so just imagine how much data Google has on all of us. Google tracks our locations better than any other company in the world.
It does not matter if you have a MacBook laptop or an iPhone, one way or another Google will be 100% sure where you currently are.
We can leverage that information and benefit from geo targeting our candidates. How can we do it?
Assuming Google knows where we live permanently (3 months+ usually), we can show our job offers via Google advertising to people living permanently in a particular location.
How can we do it? A few examples:
Let’s say we try to find a few Polish man working for your glasshouse. Let’s try to set up an extremely simple campaign anyone can do (without choosing campaign goals, pixels etc.).
What does it all above mean? It means that we want to show our ads to people you are into agriculture jobs and look for temporary & seasonal jobs so now we have to set up keywords these people might be looking for in Google:
After that we just have to set up how an ad should look like, how we will track conversion etc. There is not place to describe it here. This will be discussed in a separate blogpost.
If you set up your campaign properly your job offer should be at the very top of search engine for people living int he location where you want to find people.
I am writing this blogpost from the Philippines using MacBook pro and searching in Polish (therefore the below job ads have not been narrowed down enough since its a clear waste of money for the advertisers). Based on our experience advertising physical job offers to people that use MacBooks are waste of money. They might use older iPhones, but usually targeting people using android phones and windows computers gives much better results.
Linkedin is the most expensive advertising method. Linkedin is not good to advertise low level positions like warehouse employee, shop assistant etc. We would not even recommend to pay for a Linkedin job posting to advertise physical jobs. This is not a place to do it. Linkedin has another purpose.
Linkedin can bring you lots of benefits if you want to advertise office jobs like account manager, recruiter or duty manager. Almost all professionals have a LinkedIn profile so its relatively easy to take advantage of that. Every single Linkedin profile has information about residential city (+ IP logs etc.), and people working this jobs, do not live (mostly) in a house provided by the agency. They rent/own property themselves, therefore we can leverage LinkedIn to speed up recruiting and cut cost.
Let’s try to run a campaign for an Account Manager to show very basics of how LinkedIn works.
This simple set up will allow us to reach all people with “Account Manager” title in the whole Netherlands. Will that already bring great candidates? No, you still have to work on narrowing down your audience.
We can also pick “Account Managers” from a particular region/city in the Netherlands (this applies to all countries in EU/US/UK etc.). If you hire professionals like an Account Manager, they always have their own accommodation or are able to relocate to the city you require them to work from.
To summarize, Linkedin might be a great tool to recruit office worker living already in your city or willing to relocate to it.
This type of a worker is much different than hiring someone for 2-3 months to work in a glasshouse. Most of our successful campaigns were hiring recruiters that wanted already in a particular city for many years and just wanted to switch industries or agencies they worked for (multiple reasons behind).
If you want to talk about how to advertise your company/agency job offers, please reach out to mateusz@marydconsulting.eu for a free audit.
