The Recruitment Landscape Has Changed,
Has Your Marketing Strategy?
Today’s best candidates are passive seekers open to considering a job change. They’re already employed, and may even be happy in their current positions. They may not even realize they’re open to considering their next career move – until something catches their eye and sparks their interest.
Advance Media NY Recruitment Marketing utilizes marketing strategies that explore the art and science of reaching ‘passive’ job seekers – combined with traditional job seeker and employer branding tactics – to meet a full-range of recruitment marketing needs.
Who We Are & What We Do
Premium Publisher with a High-Quality Audience
As a premium news publisher, advertising within our trusted news environment produces substantially higher recall and response scores than advertising on nonpremium sites.
Rich Audience Data Resources Lead to Effective Marketing Strategies
We employ unique data profiles, curated from our audiences’ browsing and content consumption habits and third-party data, to help businesses target and reach the active and passive candidates they need.
Compelling Storytelling for your Brand
Compensation and benefits are only part of what attracts a candidate to an employer. In collaboration with our award-winning creative team, showcase what makes you truly different from you competition while attracting like-minded candidates perfect for your culture.
Learn More About How Advance Media NY Recruitment Marketing can Help You Reach Both Active and Passive Job Seekers
Active Job Seekers
- Job Boards
- Job Fairs
Passive Job Seekers
- Photo Gallery
In-Person Job Fair
Job Boards / Postings
Concepting & Scripting
Video & Photoshoots
Digital/Print Ad Creation
Interactive 3D Tours
Collateral & More
Interested in a Complimentary Recruitment Marketing Consultation?
Recruitment Marketing Strategies
Recruitment Marketing Strategies
Manufacturing Recruitment Strategy
Worker shortages in manufacturing industry is real. Highly skilled positions remain open as a significant portion of the manufacturing workforce is nearing retirement age. For manufacturers, building and maintaining a robust and skilled talent pool is key for both short-term and long-term hiring success.
Recruitment Marketing as a Relationship Builder, Not Just Candidate Sourcing
Don’t wait to be present until a position is open – consistently position your brand in front of both passive and active job seekers. Consistent branding creates a talent pool who is familiar with your company, benefits, culture and therefore more likely to consider you when looking to make a career change. Top of the funnel marketing tactics such as video and display make your brand presence known.
Build A Connection By Understanding Your Best Potential Candidates
Develop personas, marketing strategies and campaigns specific to your common open positions. Different positions attract different types of candidates. Understanding the nuances allows you to more directly content with job seekers, to communicate your company story and to welcome them into your culture with a personalized approach. Seek out a recruitment marketing partner with a deep data bench, capable of developing audience segments, media placements and creative to speak directly to specific candidate audiences.
Enhance Your Job Board Presence with Display & Video
Placements on job boards are effective in reaching those actively seeking a position. However, other traditional marketing methods like targeted display and video allow companies to share their full story. More visual formats let prospective candidates see your benefits and experience your culture. Both elements that can cause them to choose you as their next employer – over your competition.
Healthcare Recruitment Strategy
A growing aging population, pandemic burnout and a ramp up of traveling nurse opportunities have put a strain on healthcare recruitment. Nurses are in high demand – with an abundance of employment options to choose from. How does your healthcare facility standout in this mad dash for employment?
Invest in the Community You Serve
Healthcare is essential to the community. Consider supporting the community you serve by sponsoring local events, job fairs and awards to keep your organization top-of-mind. Not only will these positive associations bring your organization front and center, it will also generate positive word of mouth among the community – reaching friends and families connected to potential candidates.
Showcase Company Culture
Give a glimpse of what its like to work at your organization on any given day. Show the people who work there, the halls to be walked and the benefits to be had. Video succinctly communicates positive culture through virtual tours, testimonials and more. Written testimonials and other content featuring current employees lend authenticity to your showcase.
Replenish Talent Pools with New Grads
New graduates are critical in helping to fill staffing gaps and to replenish talent pools. Utilize highly targeted strategies to reach new graduates, while still on campus, where they are spending their time. Hyper local mobile targeting puts your organization front and center among soon-to-be-graduating adding you to their consideration set for post-graduation employment.
Education Recruitment Strategy
Like most categories of business, education providers are facing faculty and staff shortages. Finding experienced and passionate educators and faculty continues to be a challenge. Education institutions should look beyond salary and benefits to larger strategies to drive interest and applications for the upcoming school year ahead.
Build Your Talent Pool with Year-Round Strategy
Primary education recruitment season begins at the end of the previous school year, with many schools starting from scratch every year. Establishing a year-round recruitment marketing strategy, allows you
to reach faculty and staff considering a change throughout the school year, adding them to your talent pool as the year progresses. Having a year-round plan also puts your institution front and center, outside of the more cluttered traditional recruitment period.
Utilize Your Community As A Recruitment Tool
Your community has the potential to be a unique selling point for your institution. Consider highlighting the quality of life – showing prospective employees the community you serve. Community events, local activities, cost of living and more can have pull over prospective employees looking to make a move or to enjoy a way of life your community offers. Partner with local events, local organizations and even your convention and visitors bureau to generate content about your community.
Job Fairs Help Build Awareness of Your Institution
Passive and Active job seekers join job fairs to learn more about prospective districts and institutions. By merely being present, among your competition, you can ensure that your district or institution is in the consideration set for educators looking to make a career move. Both in-person and virtual career fairs provide additional visibility and awareness for your institution.
Warehouse Recruitment Strategy
Warehouses are experiencing unprecedented growth thanks to a shift towards online shopping. As growth continues and timely shipping remains critical, warehouses face a continual shortage of workers.
Tout the Benefits That Make You Stand Out
Warehousing jobs are not historically known for good benefits and upward mobility. With changing demand and increased competition, more warehouse companies are adding long-term benefits and job training to their offerings. As an employer, tout benefits like 401Ks, employer matching and paid training as part of new hire packages. Talk about your openings more as long-term careers vs. short- term or holiday employment for additional appeal.
Get Connected In the Community
Grassroots community efforts and word of mouth tactics still hold strong in warehousing recruitment. Sponsoring local community events and job fairs raises brand awareness in the community, spreads positive sentiment about your organization and jump starts word of mouth. This simple activation makes your organization more likely to be noticed by potential job seekers and considered as a stable, future local employer in a future job search.
Local Jobs, Local Placements
Warehousing recruitment pulls most applicants and new hires locally. Very rarely to companies hire outside of their immediate market. Tap into the local job seeker scene through local job boards, job fairs and other local job posting opportunities. Local job seekers continually use these outlets to find new employment opportunities.
Trucking Recruitment Strategy
Facing an aging workforce and increased competition for new talent, the trucking industry struggles to keep recruitment pipelines full and trucking routes staffed. Trucking industries should look to implement full-funnel marketing strategies to not only attract active job seekers but it keep talent pools fresh with new prospects.
Address Trucking Industry Myths
Increase top-of-the-funnel prospects by introducing the benefits of a trucking industry careers to passive job seekers. Address potential concerns head-on, including hours, mileage goals and living conditions while highlighting employment benefits such as 401K matching, healthcare and time off. Video and written content are both great vehicles to communicate this information.
Stay in Touch with Prospects
Deciding to change careers can be a lengthy process for passive job seekers. Keep your talent pool active with periodic communication about your business, job openings and career benefits. Set up an email calendar, reaching out to a list of emails from those who you met at job fairs, submitted an inquiry or sent a full resume. Frequently post about your culture, the trucking industry and openings to keep your followers engaged.
Job Boards Are Important
Trucking applicants remain tapped in to local and regional job boards. A presence on local job boards and job aggregator sites provide you business with bottom of the funnel presence – reaching those interested in the truck industry and actively applying now.
Professional Recruitment Strategy
Finding outstanding talent that fits your culture is a concern for any business. Make the most of your time and resources by attracting qualified candidates that can hit the ground running and succeed within your organization. Identify quality talent and cultivate your talent pool with leading recruitment marketing strategies perfect for professional businesses.
Showcase Your Company Culture
Tell the story of your business, your history, your employees and more. The more a prospective employee knows about your operations and culture the more they are able to determine whether they are a match for your organization. Office tour videos, employee testimonials and other visuals can help to show daily life within your company.
Tailor Communications to Open Positions
Instead of deploying blanket recruitment ads for all positions in your company, consider developing custom creative and campaigns for each position. Messaging should focus on key benefits and operations of that role, showcase photos and videos of that segment of your business and speak directly to those candidates. Specific communication, drives more qualified applications – increasing your odds of finding a match while building up your talent pool – than general recruitment ads.
Use Job Boards to Reach Active Job Seekers
Job Fairs, local job boards and job board aggregators remain critical bottom-of-the-funnel tactics in securing applications for open positions. While other flashier tactics will fill the top of your funnel, these more nitty-gritty media elements provide a place for active job seekers to seamlessly apply for the positions they want – now.
See how these strategies can work for you
With an award-winning creative team, anything is possible.
Compelling creative is essential to any recruitment-specific marketing plan. Our creative team crafts compelling videos, photos, display/print ads, content pieces and more to tell your story. Our creative team has won 7 International Video Awards and 20 New York State Advertising and Marketing Creative Excellence Awards (most by any media company in the state) since 2020.
A few video examples:
Photography work for providers:
Recruitment Marketing Success Stories
A local manufacturer was struggling to fill several open positions. In addition to not finding qualified candidates, the company was seeing applicants filling out the form but then failing to show up for their interview. This was putting further strain on the employer, wasting valuable employee time while also leaving key positions unfilled.
AMNY looked to extend the potential applicant pool for this employer – using a variety of targeted digital tactics – to reach not only more higher quality candidates.
Develop a layered approach which put the company and its recruitment opportunities front and center among both active and passive job seekers.
- High Impact Adhesion Units – introduced the manufacturer to a broader passive audience utilizing prominent home page placements on the #1 news and information website in the community.
- Targeted Display Ads – communicated openings and benefits to passive job seekers in the manufacturing space
- MaxRecruit – Continue to reach the active job seeker but with more specific job board outreach including the syracuse.com job board and partner aggregator sites driving applies to employer’s ATS system.
The campaign drew a more qualified audience to the manufacturers job postings. Interested applicants increased the amount of time spent on site. Nearly 600 views of the job postings resulted and over 150 applied.
In addition to nursing positions, a healthcare client was struggling to hire and retain healthcare workers across departments.
Showcase the multitude of healthcare options available to the community at large, utilizing candidates, and healthcare professional family and friends as word-of-mouth ambassadors for the open healthcare positions.
Target passive healthcare job seekers and their families with creative messaging that speaks to the varied job opportunities available. Campaign was targeted to facilities home county, along with tw bordering counties to slightly expand target market. Tactics included:
- Targeted Display feature call to action to apply to multiple positions
- In-Story Video utilize video’s sight, sound and motion to communicate true strengths of facility as an employer while showcasing multitude of healthcare career options
- OTT Video broadens standard online video reach to capture full opportunity of active and passive job seekers in market.
Campaign reached over 150,000 active and passive healthcare workers in the three-county area. The creative resonated with the audience driving high time spent with ads and exceptional click thru rates (0.28%!)
Like most healthcare facilities, a local hospital was facing staffing challenges – especially attracting younger, entry level nurses to their facility.
This hospital wanted new graduates to consider their facility for employment post-graduation.
The team set out to understand the recruitment media behaviors of new graduates. These individuals highly depend on their mobile devices and spend much of their time on social media. Understanding these media behaviors a plan was developed to reach them when they were most engaged.
- Hyper local mobile trageting of nursing program campuses. Mobile IDs are collected, creating a custom audience of nursing students at select schools. Messaging can then be delivered to these devices whether they are on campus or back at home studying.
- Active Paid Social Media reached those actively searching for nursing jobs across prominent social media channels. Messaging showcased positive hospital culture and good benefits to woo prospective employees.
- Passive Social Media reached a broader audience of those in the nursing field who may not be active job seekers and their families / friends. Including this audience allows messaging to be seen by those higher up in the funnel (likely to become active job seekers soon) and their families/friends who are likely to share postings via word of mouth.
Over 180,000 ads were served over the course of the campaign driving over 1,500 visits to the hospital’s careers page with interest stemming from new graduate audience.
A local engineering company was having trouble filling Level l and Level ll technicians and engineers.
Attract both passive and active candidates equipped with the skills needed for these positions.
AMNY developed a layered strategy approach, speaking to each type of job seeker and their motivations. This customized communication made targeted placements more noticeable and applicable to potential candidates, driving ad engagements and application submissions.
- Targeted Display designed with the passive job seeker in mind focuses on skills needed for a technician or engineering role. Delivered to those within the engineering field who may want to try something new, that fits within their existing skill set
- Targeted Display designed with the active job seeker in mind, communicates work / life balance and benefits, setting this employer apart from the pack.
- MaxRecruit Job Postings offer high profile, bottom of the funnel activations that put these job postings front and center among qualified and interested tactics. Works in concert to provide an activation point, once candidates are primed with previous skill or benefits communication
- 60% increase in new visitors to website
- GA top 5 search results were inquiries at target locations
- Client cited a notable increase in calls and appointment setting at the three target locations
Education (Auto-School Enrollment)
The College of Automotive and Diesel Technology (NYADI) sought to drive greater engagement and enrollments among their target prospects. Their digital marketing efforts had been unfocused and marginally effective because previous marketing vendors lacked the data points, targeting expertise and optimization power they needed to consistently drive the campaign and effectively deliver conversions and enrollments. Our digital experts took the helm with a data-focused strategy that would set the campaign on the right course and improve performance.
- Improve overall brand awareness and awareness of new degree program
- Target new audiences
- Increase enrollment
The digital team consulted with NYADI to get a deep understanding of their business, competitive landscape and marketing goals. After conducting a website and digital campaign audit, we identified areas that needed improvement and developed a comprehensive plan that included top-notch creative and our wealth of data to engage the client’s key target audience of young men, low to moderate household income, interests in cars and do-it-yourself auto repair. A full suite of marketing tactics was deployed to reach and convert prospects including display, search, social, remessaging, video and location-based targeting.
Search tactics included both SEM (paid) and SEO (organic) to help bolster search visibility and website credibility. The SEM campaign focused on identifying the right keywords and implementing a keyword bidding structure to get the most efficiency from the search budget. The SEO team created topically focused backlinks and ensured that external listings such as Google My Business were reviewed, updated and optimized to maintain quality citation profiles.
Social impressions and Social Lead Generation ads delivered messaging and content that helped engage the right audience and drive immediate action. The social environment was an optimal place to target the key prospects and their influencers, such as parents. Lead generation ads delivered prospect information immediately to the client’s email and CRM.
Location-Based targeting (geo-fencing) allowed us to connect with current and prospective students in and around competitor locations. Location targeting was timed around school open house events to catch attention during peak interest in attending a technical school. Geo-Retargeting was also employed to reinforce messaging and stay top-of-mind.
TrueView Video provided an optimal platform to incorporate visuals and message to capture audience attention. A short video can speak volumes. The client was able to promote multiple student benefits, showcase their facilities and include student testimonials that get to the heart of what they can offer.
Enrollment starts increased by 65% in a 12-month year over year comparison.
SEM paid search campaign delivered 11,991 clicks.
TrueView Video campaign garnered a 51% view rate which is over 2X
the industry standard.
A trucking staffing agency focused on placing jobs for owner operators, lease purchase and small fleet trucks saw the need to increase the number of driver hires per month across the eastern half of the U.S., with focus on Midwest and Southeast. The company had historically relied on websites to produce indirect leads, which lead to quantity over quality hires.
The recruitment team presented a strategy that showed the client that generating direct leads would be more effective while still satisfying the need for quantity of leads.
- Decrease Cost per Hire
- Increase hire numbers per month
- Increase call volume for potential applicants
- Expand brand awareness to key stakeholders
The recruitment team deployed a variety of tactics including Digital Display, Social Media, SEM (Search Engine Marketing) and Print.
The digital awareness campaign started by sharing the company’s messages with a specialized trucking audience, which includes CDL truck drivers located in Southeast, Midwest and East Coast regions.
In addition to general display ads, geotargeted ads were also implemented at common truck stops throughout the campaign. Geotargeting these locations increased the likelihood that interested candidates would see the ad and then take an action.
The digital team launched a search engine marketing campaign across the top search engines: Google, Bing, and Yahoo! to increase Malone’s visibility in search results as drivers look for trucking companies.
Key performance indicators were closely tracked and the campaign optimized accordingly through ad copy and bidding adjustments.
This ongoing optimization process resulted in major increases in inbound web traffic through paid search.
The social experts managed client’s Facebook page to educate potential applicants on the benefits of driving for them and help ease the application and conversion process in addition to creating brand awareness and increasing engagement on the page.
In addition to organic social media posts, paid social was also implemented on Facebook to expand audience reach to truck drivers and those who show interest in and/or like driver-related pages.
Through constant monitoring, ongoing campaign optimization, and regular face-to-face meetings to discuss campaign performance and evolving short-term and long-term goals, the recruitment team effectively increased the client’s conversion rate of applicants to hires.
- 5X more hires than other vendors used
- 57% increase in calls
- 30% decrease in cost per acquisition
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