The constant evolution of social media always keeps us on our toes. It seems as though the minute we get comfortable with our favorite social apps, we’re thrown a curveball and sent back to square one. Fortunately, we’ve become accustomed to the ever-changing media industry, which has taught us to learn and adapt quickly to the newest trends. After all, social media is one of the most popular ways to recruit in this overwhelmingly digital age.
There’s been no shortage of updates so far in 2018. We’re beginning to see major changes in our “go-to” hiring platforms, that change the way we advertise to our target audiences. With nearly 89% of companies relying heavily on social recruitment strategies, we have to keep up with the trends and get ahead of our competitors! Read on to learn about three major changes in the social sector.
Google Adwords
Out with the old, in with the new! Google is saying farewell to ‘Adwords’ as we know it, and welcoming three new brand umbrellas: Google Ads, Google Marketing Platform, and Google Ads Manager.
Recruiters, stay calm. You’re probably asking yourselves WHY Google is removing such a longtime favorite digital tool. No need to worry, Google is merely sunsetting Adwords in name alone. You’ll still be able to utilize unique keyword search marketing…but with plenty more valuable capabilities!
Google launched Adwords nearly 18 years ago, and it’s safe to say a lot has changed since then! Sridhar Ramaswamy, Senior Vice President of Ads and Commerce for Google explained in his rebranded reveal that, “A lot has changed since then. Mobile is now a huge part of our everyday lives. People quickly switch from searching for products, to watching videos, browsing content, playing games and more. As a result, marketers have more opportunities to reach consumers across channels, screens and formats.”
Google Ads will debut as the upgraded version of our beloved Adwords. The brand will be outwardly comprised of all of the advertising functionalities offered by Google. Adwords’ tendency to be synonymous with search has been misleading to marketers for years now, blinding them from other capabilities interfaced in the Adwords program like video, brand, and search creative. No more missed opportunities!
Google Marketing Platform will provide stronger collaboration for enterprise marketing teams. By consolidating DoubleClick advertiser products and Google Analytics 360 Suite, the platform will help marketers plan, buy, measure and optimize digital media and customer experiences in one place.
Google Ad Manager is the unified platform publishers have been waiting for! Google Ad Manager merges DoubleClick for Publishers and DoubleClick Ad Exchange in a fully programmatic (i.e. software-based) platform, helping businesses manage their ads more efficiently.
The three new and improved platforms will simplify the way you connect with potential hires through Google search. The upgrade will make the delivery of appreciable, and more importantly trustworthy ads that much easier. With new solutions to aid in collaboration, organization, and creativity, you’ll be sure to distribute the right experiences to draw in your desired candidates.
Interested in Google recruitment ads? Email us!
Facebook's Ad Transparency
In April, Facebook promised its users Ad and Page transparency. Three months later they have officially delivered! In late June, the network announced the addition of a new ‘Info and Ads’ section on Pages. The section provides information for users to learn more about the specific page or company, and allows anyone on the network to view active ads that are running even if they are not in the assigned target audience.
So recruiters…what does this mean for you? It’s time to get personal! Ad transparency will give your prospective candidates a wholesome view of your company. They’ll get to know your company, core values, and culture before applying to the job, which will help confirm or deny their thoughts on whether or not they’d be a good fit. This will decrease turnover rates and direct the right candidates in your direction!
Questions on the ‘Info and Ads’ tab? Click here!
Instagram TV
The future of Instagram is here! Available in a standalone app and and embedded in the traditional network, Instagram has officially unleashed its first take at a long-form video format. Similar to that of YouTube, IGTV gives access to users to view channels that stream videos ranging from 15 seconds to 60 minutes. Like the original app, you can still like, comment on, and share these videos with your followers. Though there aren’t ad spots in place yet, we can expect this sometime in the near future because let’s face it - all things social lead to advertising!
Recruiters, this DOESN’T mean you should wait to get out there. Take advantage of the format now, familiarize yourself, and start to enhance your brand by showing your future hires what your company is all about! It’s a great spot to repurpose historic content and drive traffic to your website. The videos can also include the “swipe-up” Call-To-Action (CTA) - the perfect opportunity to send your followers straight to the careers page!
Getting ahead of the game will be crucial to your success with IGTV. Since it’s a new platform, we can assume that it will evolve once it spikes in popularity and you will want to stay on top of this trend.
Struggling with recruitment ads on Instagram? Reach out!
There you have it - three tips to advance your social recruitment strategy. The progression of social media certainly won’t end here, and it’s hard to tell where it’s heading next. What do you think of these social media developments? Please comment below! For more information of social media, marketing, and all things recruitment, subscribe to our blog!
