4 Ad-Retargeting Tools to Boost Your Careers Site Effectiveness

 In the first part of this article we introduced the topic of ad-retargeting and its potential use in hiring. Ad-retargeting has been around in the general advertising industry for some time now, but we identified that it was beginning to make an impression in the recruiting arena. So, how does it work? If you haven’t managed to read that article, we can give you a brief introduction to ad-retargeting; it’s simple really. As an employer you might have several hundred job seekers visit your site, and yet only a small proportion may actually apply for a job. Many of them will leave without applying with the intention of coming back later, and of those who do come back, a much larger proportion will be ready to apply for that job.

Using retargeting technology you can serve ads to job seekers who have previously visited your site encouraging them to return a second time at which point they will be much more likely to apply. This ad-retargeting can increase your careers site conversions and effectiveness.

Below you can find a short analysis of four of the most prominent ad-retargeting tools on the market.

1. Retargeter.com.This is a leading retargeting tool that allows you to target job seekers who have previously visited your careers site, and you can target those ads based on demographic, geographic income and intent data. What is especially good about retargeter is that they have recently been blogging about ad-retargeting in recruitment so they may be more HR friendly than others—meaning newcomers may get a soft landing into this potentially quite complicated advertising system. With pricing, starting at $1,500 per month, this does not seem to be a small or even medium-sized business solution. It’s aimed at very high-traffic careers sites from large corporates.

2. Adroll. They claim to be the most widely used ad retargeting platform in the world. They offer a pay-per-click pricing model, which means that this has a low point of entry making it suitable for both small and and large employees. They actually state that they have customers  from small ‘mom and pop shops’ to Fortune 100 companies. It has Facebook integration if that’s what floats your boat. They also claim to have an account management team of industry experts so they should be able to mentor employers wanting to use this for hiring. But, they don’t seem to have a specialism in recruiting campaigns like retargeter.com

3. Chango.com. They also offer an ad retargeting solution along with a search retargeting and lookalike retargeting solution. Search retargeting allows you to advertise your jobs to job seekers who may have searched for your brand on online or searched for jobs where you have vacancies. Their lookalike targeting allows you to advertise to jobseekers who look like people who might be interested in vacancies in your business.

So, they have lots of innovative tools that will enable you to retarget ads to jobseekers. Now, the site looks very technical (using terms like programmatic marketing); is aimed more at agencies;and there isn’t much of an emphasis on hiring, so this system might be quite a hard landing for HR teams entering ad-retargeting and Adroll or Retargeter may be better options, depending on your size.

4. Triggit.This is one of many tools that enables you to do ad-retargeting through the Facebook Exchange. If you have a healthy following of Facebook fans to your company careers page, then you might want to engage in a Facebook ad-retargeting campaign for jobseekers who have visited your site. It seems reasonably user friendly and looks like it can be set up by a marketing savvy HR professional, but you might want to partner with the marketing team in the early set up stages. They have three different tools: Standard Retargeting, Dynamic Retargeting and Advanced Retargeting.