Kelly Garrett
Reaching Job Seekers Where They Are: The Digital Recruitment Revolution

Let’s be real—job seekers today aren’t just scrolling through job sites hoping to stumble upon their dream job. Just like passive job seekers, they’re on social media, streaming videos, listening to podcasts, and casually swiping through content on their mobile devices. If businesses aren’t reaching them where they actually are, they’re missing out on top talent.

Key Takeaways from this article:

  • Passive Job Seekers Are a Goldmine – With 73% of job seekers being passive, businesses must proactively target them through digital channels like social media, video, and mobile ads.

  • Application Process Matters – 92% of candidates drop off before completing an application due to long, complicated, or non-mobile-friendly forms. Simplify the process to increase conversions.

  • Ad Type & Placement Are Key – The most effective digital recruitment ads are social media (69%), mobile ads (68%), and OTT/CTV (66%). Choosing the right platform ensures you reach the right candidates where they already are. 🚀

According to LinkedIn’s Global Talent Trends, 73% of job seekers are passive candidates, meaning they aren’t actively job-hunting, but they’re open to new opportunities if the right one comes along. That’s a goldmine for recruiters—if they know how to tap into it.

Why Digital is the Future of Recruitment

The numbers speak for themselves:

  • Over 60% of recruitment budgets are now allocated to digital advertising.
  • 67% of job seekers use mobile devices to search for jobs.
  • 53% of job applications are submitted via mobile.
  • Targeting job-seeking behaviors with digital ads increases job application rates by 50%.

Sources: https://info.recruitics.com/blog/7-recruitment-marketing-trends-we-saw-in-2024; ChatGPT

If your recruitment strategy still revolves around job boards alone, you’re leaving a huge opportunity on the table.

What Digital Ads Do Job Seekers Respond To?

It’s not just about where you advertise, but how you do it. Here’s a breakdown of what job seekers respond to:

  • 69% engage with social media ads (Think: Facebook, Instagram, TikTok)
  • 68% respond to mobile ads (Perfect for on-the-go job seekers)
  • 66% interact with OTT/CTV ads (Job seekers binge-watch too!)
  • 66% click on paid search ads (Intent-driven users actively searching)
  • 62% engage with video ads (Storytelling sells!)
  • 61% respond to display ads (Great for retargeting)
  • 58% engage with native ads (Blending seamlessly into content)
  • 51% interact with online audio ads (Podcasts and streaming are recruitment goldmines!)

Source: 2024 Sales Fuel Audience Scan Survey

What Happens After Job Seekers See Your Ad?

Understanding post-ad behavior helps optimize your funnel:

  • 41% click on the ad (Strong creative and CTAs matter!)
  • 49% research the advertiser (Your company’s online presence is crucial)
  • 37% visit the advertiser’s website on their own (View-through conversions prove ad effectiveness)

Source: 2024 Sales Fuel Audience Scan Survey

The Right Digital Product for the Right Job Seeker

Not all jobs (or job seekers) are created equal, so choosing the right digital strategy is key.

Use Facebook, Instagram, TikTok, YouTube, and Social Mirror for: ✅ Part-time jobs ✅ College students ✅ Entry-level roles ✅ Gen Z & Millennials ✅ Conversion tracking

Use Display, Native, Social Mirror, Video, OTT, Online Audio, and LinkedIn for: ✅ Highly specific skillsets ✅ Job title targeting ✅ Advanced degrees ✅ Executive or professional roles ✅ List-based targeting

Use Mobile Conquesting for: ✅ Blue-collar jobs ✅ Truck drivers & trade workers ✅ Competitor targeting ✅ On-the-job training roles

Use Google PPC & Amazon Targeting for: ✅ Broad audience reach ✅ Website traffic driving

The #1 Mistake: Bad Job Application Experience

A staggering 92% of candidates drop off before completing a job application. Why?

❌ Landing pages that don’t make sense—Job seekers shouldn’t land on your homepage or an intimidating application form right away. Instead, start with a page that showcases your company culture and the job details.

❌ Lack of information—Be upfront about pay, benefits, responsibilities, and growth potential.

❌ Long, tedious applications—If your form feels like a college thesis, you’re losing applicants fast. Keep it short and mobile-friendly.

❌ Not optimized for mobile—If it’s hard to read or fill out on a phone, job seekers will abandon it.

Source: https://www.shrm.org/topics-tools/news/talent-acquisition/people-92-never-finish-online-job-applications

The Key To Recruitment Success: Killer Ad Creative

🔹 Headline that grabs attention—“We’re Hiring” won’t cut it. Make it specific and compelling.

🔹 Job title clarity—Avoid vague titles like “Associate” or “Team Member.” Use keywords that job seekers actually search for.

🔹 Engaging visuals— ✅ Employee testimonials ✅ Office environment ✅ Fun, relatable images or videos

🔹 Call-to-action that converts—“Join Us,” “Talk to Us Today,” “Learn More” drive more engagement than “Apply Now.”

Make Your Recruitment Landing Page Work

Want a page that converts? It should: ✅ Highlight your company’s culture, mission, and values ✅ Show real images and videos of your team ✅ Clearly list job perks & benefits ✅ Feature employee testimonials ✅ Explain the hiring process ✅ Be mobile-optimized and easy to navigate ✅ Have a short, simple application form

The job market is more competitive than ever, but the right digital recruitment strategy ensures you reach the right candidates where they already are—online, on mobile, and across multiple platforms. Get in front of passive job seekers with engaging, targeted digital campaigns, and make the application process as seamless as possible.

Ready to level up your recruitment game? Think digital.

 

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