It’s no surprise that advertising is a multi-billion-dollar business. Well executed ads work to strengthen brand loyalty, introduce new products or services, and build relationships with consumers. With such a strong impact on the overall success of an organization, we’re proposing that HR executives take a page out of the advertising handbook and start recruiting with enhanced job posts.

Your company job posts are often the first touch a candidate has with your organization. However, the text-based job post poorly showcases your job as an opportunity, not a transaction. In this saturated marketplace, job posts need to be attention grabbing advertisements for open positions and organizations.

Here are 3 essential reasons to treat job posts like advertisements:

Advertisements are Powerful Attraction Tools

Historically, all advertising has been visual except job advertising. Because of this, recruitment marketing has missed a huge opportunity to form instant connections with active and passive candidates. Visuals work to evoke emotion and authentically engage with individuals. And, it’s important to note that visuals are processed by the brain 60,000 times faster than text which makes them vital to recruiting in our fast-paced society.

As a recruiter, your goal is to inspire a candidate to engage with your opportunity. A visual job post that tells a story has the potential to reach both active and passive candidates on an entirely new level. Instead of reading black and white text, enhanced job posts allow potential employees to see firsthand what it’s like to be a part of your company. This transparency creates a valuable interaction that drives an increase in quality applications and reduction in noise for your hiring manager.

Performance Metrics Drive Better Strategies

When job posts are tracked like advertisements it becomes easier to understand important metrics like reach, impressions, click-through rate, and conversions to figure out what is working for your job marketing efforts. If you are not familiar with these digital metrics it’s easy to learn more from our partner, Rally Recruitment Marketing.

Gather data on your job marketing campaigns using an analytics tool to figure out where your ideal candidates are looking for opportunities. These locations may include industry-specific job boards, social media sites, or even an entirely different location that’s not on your radar. Armed with numbers, you’ll be able to come to the table with data to drive a focused, effective strategy for attracting and recruiting the right candidates.

Advertising Keeps Your Brand Top of Mind

Visual job posts have become an essential tool to attract quality talent during one of the most competitive labor markets in history. Capturing the attention of your target audience where they spend time works to “prime the pump”. Online posts that include images produce 650 percent higher engagement than text-only posts. While viewers may not be thinking about a career change when they see your post, if they interact with a visual experience they will be more likely to keep you top of mind when the opportunity does arise.