Why Content (Contextual Advertising) Is So Important To Reach Passive Candidates
For the past couple of years I have been saying the same old thing, people don’t spend time on job boards but they do spend time reading about their industry, job and job related information. My claim was then backed up by our reporting and our clients that were using our methods to capture passive candidates as the search engines gives us this reporting. It’s not as refined as it could be and there is some disconnect from which sites people came from and how they found us. However at this stage it is much more effective and highly targeted enough to serve advertising on a one to one relationship. What this means is we are serving our job opportunities to the right people as they are reading about their job.
It was until recently that I found and downloaded a presentation that solidified our passive recruiting and or message and the following are the results to this effect.
94 million US people use the internet per day. Of these people this is a breakdown of where they spend time online:
• 77% use email
• 63% use search engines
• 46% get news
• 29% do job related research (27million people)
If you notice on this grid you won’t see a percentage of people that spend time on job boards as it doesn’t even hit the radar. So if your looking for passive candidates then you need to be where they are.