Jennifer VaughanWritten by

Traffic Driving Strategies – Goals, Channels and Optimizations

*Also written by Sylvia Kuck

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Employers often ask how well a traffic driving strategy is working. Seems like a simple topic, right? “Am I getting more people on my site?” If so, traffic driving is working. But we find that the bigger topic here is not just about a traffic strategy, but about your business goals. It’s about building out your plan to encompass those goals and understanding the KPIs along the way to make sure the plan is working.

So, we start with the business challenge – maybe it’s about finding people to work for your company in technology. Your company is known for other things and you find that job seekers don’t know about how the development team contributes to the work that happens every day. Ultimately, we know our goal: get X number of hires for tech roles. But how will we get there and how will we measure our success along the way?

  • Attract the right audience: We need to get in front of people that might not have your company in their consideration set.
  • Inform: Once you’ve gotten their attention, help them learn about what they could be doing with your company.
  • Convert: You’ve become part of the consideration set, now you need to get them to complete the application.

We know the stages of attracting a job seeker, but what kind of tactics would we use at each stage and how would we measure their success?

Attract

  • Tactic:
    • Paid Social
    • Display
  • KPI:
    • Ad Engagement
    • Time on Site
    • Traffic to site

Inform

  • Tactic:
    • Social content strategy
    • Dedicated page(s) on the career site
  • KPI:
    • Traffic to the pages
    • Time spent on page
    • Engagement with content

Convert

  • Tactic:
    • Programmatic Job advertising
    • Paid search
    • Display retargeting
  • KPI:
    • Applications & Hires
    • Cost per Application (CPA)
    • Cost per Hire (CPH)

The great thing about breaking your strategy out this way is that you have lead or early measures to see if you’re generating activity and you don’t have to wait until you’ve received hires to measure efficacy.

Let’s not forget about the destination. Where are we driving that traffic? You cannot successfully initiate a traffic driving strategy without considering the destination. Are we driving candidates to a landing page that addresses the needs of the campaign? For example, if we’re trying to drive conversions, is the content on the page compelling enough to make someone take the next step? Is it easy and apparent that the candidate should take that action? If we’re trying to increase brand awareness, are we connected to a larger brand experience? Are we reinforcing the brand voice? But remember, we want that destination to reach maximum visibility. Is it mobile friendly and SEO optimized? Is it tagged appropriately so we can measure the interactions on the page? Getting clicks on your ads is not going to be helpful if you haven’t fully planned for what happens after that click.

Optimization is the key to all of this. At TMP, our unified platform allows us leverage programmatic adtech and many other types of media to drive traffic for our clients. And that traffic is driven to destinations that are dynamically personalized to the target audience. CRM tracks user behavior and allows automated outreach and continues the personalized messaging. The data for this entire journey is captured and measured and ultimately informs our optimization recommendations. The power of our network also allows us to see trends across a number of companies and provide perspective into the performance through data-driven, integrated artificial intelligence that utilizes benchmarking by location, profession and industry.

In one recent example, we had some massive hiring goals for our client and we were tackling them in ways that we knew to be effective. But we allowed ourselves some room to test and learn with different ways of buying and targeting the media. The outcome was that we found a different tactic that drove an application to hire ratio that was half of what we saw in our other high-volume media. We’ll be utilizing it more in the future to reach the max scalability.

In another example, one of our global retail clients asked us to create a foundational strategy with escalation points built in to ramp up activity in situations like new store openings or if turnover became an issue in a particular market. Programmatic Jobs was a foundation of the strategy and also built into the escalation steps because of the ability to scale as needed. As we entered into the spring of 2020, that escalation plan was put into practice at a scale that no one could have predicted when the original plan was made. The TMP team made adjustments and increased Programmatic Jobs in particular due to the rapid increase in hiring goals brought about by COVID-19. As a result of this solid strategy and the ability to escalate quickly, this client was able to hire over 20,000 employees in two months. Programmatic Jobs was the top source of media applications and hires.

So how do you know if your strategy is working? If you set it up with the end results in mind and have goals that match each tactic you’re using, you’ll be able to tell. Once you get it in market, then you get to ask our favorite question: how can we make it work even better?

At TMP, we’re committed to delivering the talent acquisition results you deserve. Our unified platform intelligently connects you with the right talent across their entire journey.

Want to see what we can achieve together? Connect with us today.

Jennifer Vaughan

About Jennifer Vaughan

Jen has over 20 years in the recruitment marketing industry and has spent the last 19 with TMP. She currently leads the North American DS team, ensuring our clients meet their hiring goals through TMP’s digital software and strategies.

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