RECRUITMENT: DO YOU KNOW WHAT GEOFENCING IS?
AN EFFECTIVE ALTERNATIVE TO JOB SITES IN TIMES OF LABOR SHORTAGE.
WHAT IS GEOFENCING?
Geofencing allows us to display ads to an audience that is located within, or has visited, a predetermined geographic device. This means that your company can use digital ads to target a competitor’s employees who match the skills you are looking for. This technology builds a virtual geographic “fence” around a business, for example, using a combination of technologies including:
- GPS, or Global Positioning System, a network of satellites orbiting the Earth that allows us to identify a person’s position by triangulation.
- Radio Frequency Identification (RFID), a Bluetooth technology containing electronic chips that use radio waves to communicate information to a receiver.
- Beacons, installed at various locations in a business, which work in conjunction with the location services of smartphones using a Bluetooth signal to let us know when a target is approaching or moving away from the location.
Therefore, when an employee that we would like to target crosses these virtual barriers, an alert is issued.
With the popularity of smartphones today, these strategies are extremely valuable for companies.
It is important to distinguish the different approaches that can often be confused:
- Geotargeting: Delivering different content to users based on their location.
- Geofencing: Identifying a specific perimeter to send targeted messages to a target when it crosses this perimeter.
- Beaconing: Proximity beacons allow a message to be sent to a nearby device.
HOW CAN GEOFENCING HELP YOU?
If, like many companies, you’re struggling to recruit employees, this geofencing strategy is your best chance to fill your teams with qualified workers. By targeting locations similar to yours, you can post jobs directly to potential candidates who are already working in the factory or warehouse next door (and offer them better working conditions, of course). A stroke of genius you might ask? Absolutely!
READY TO RECRUIT DIFFERENTLY?
MULTILINGUAL DYNAMIC ADS
WHAT IS A DYNAMIC AD?
Dynamic ads use machine learning to tailor your ads to the target audience based on their interests and profile. So, rather than manually programming hundreds of ads, artificial intelligence will choose which job ad to put forward for each user based on their preferences and web behavior.
Dynamic ads are particularly useful for manufacturing companies with a wide variety of job ads to display. They also offer two targeting options to reach a target at different stages of their job search:
- Broad audience targeting, aimed at users who have not yet interacted with your company.
- Retargeting, intended for users who have already interacted with your company or shown an interest in your job offers.
Dynamic ads are therefore very relevant to display a highly personalized job offer to our target: your future employee!
WHAT HAPPENS WHEN YOU MIX DYNAMIC ADS WITH GEOFENCING?
Let’s say you work for a product manufacturing company and want to recruit new laborers. You could then create dynamic recruitment ads in multiple languages to catch the eye of newcomers who would like to work for you. You could then combine dynamic multilingual ads with geofencing to target certain neighborhoods, schools, ESL facilities, etc. Isn’t that clever?
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