Want to be found when recruiters search Google for candidates? Want to have hiring managers contact you directly?
Why not do what businesses do who want to make themselves findable – Why not just buy some ads?
Sooo … Why would you advertise yourself on Google?
Simple – it can help you be found by people who you want to find you.
Isn’t it expensive? Nope – Google advertising for your job search is incredibly inexpensive if you do it right.
Google advertising can work for job seekers because it puts you at the top of search results for specific search terms. The more specific you make your search terms, the more likely the recruiters and employers you want to find you will see you at the top of their search results. Plus, the more specific your search terms, the lower your ad costs.
Advertising on Google to reach recruiters:
One of the first places employers and recruiters search for candidates today is Google. If you’re not front of mind of an internal/external recruiter, on their top candidate board or already in their database, the next place most recruiters search today is Google.
That’s probably why the most in-demand training classes for recruiters today is how to find candidates on Google.
Why not help them find you?
While you can use SEO techniques to push your links higher up Google’s rankings, this takes time and a lot of effort. Here’s where targeted Google advertising can cost effectively help you reach recruiters.
The first step is to choose what URL you want your ad to send readers to. My suggestion is either an online portfolio site you’ve developed (http://www.recareered.com/blog/2010/05/13/online-portfolios-give-candidates-a-leg-up/), to your resublog (http://www.recareered.com/blog/2008/05/14/you-dont-have-to-be-shakespeare-to-write-a-resublog/), or to your individually customized online resume.
I don’t recommend linking to your Linkedin profile – if you’re writing it correctly, your profile is too broad and you can’t customize it for your reader.
Since Google advertising only charges you when someone clicks your link, choosing carefully targeted key words can help keep your costs low and your response high. Here’s where you need to think focus and close targeting.
Next, you want to choose search terms – so you can tell Google which search terms you want to appear in. If you choose too broadly (such as finance), your ad will show to recruiters who are searching for a different type of finance candidate. You’ll soon find that your costs will be high and your response low with a broad strategy – the opposite of what you want.
Think about the terms you use to search for jobs. Chances are you search for a job title, one or two of your key skills, and location. This is a good place to start when selecting search criteria for Google ads. The more focused your search terms are, the lower your cost per click. If your costs are too high, segment into multiple ads (each focusing on a different job/skills/location combination), or increase the number of search terms. In this way, your cost per click decreases, and your ad is shown only to recruiters who are looking for someone like you – which should improve your response.
Finally, you’ll want to create the ad. You’ve got 70 characters (including spaces) plus a URL and headline broken down as follows: 25 character headline, 2 rows of text (35 characters including spaces per row) and 35 characters for a URL. So you’ve got to think like you’re creating a Tweet here … and then shorten it some more.
Total costs – if you’ve set up your criteria to be very focused, your cost per click should be less than $1.00 and your total costs to reach a few hundred recruiters should be a couple of hundred dollars max. You can control the daily maximum cost of each ad, to make sure you don’t get hit with any surprises.
Advertising on Google to reach hiring managers and executives:
You can also advertise on Google to reach a specific hiring manager or company executive.
We all know it, it’s tough to reach the people we need to reach in job search. The people we need to reach are busy, get hundreds of emails and voicemails daily and it’s difficult to stand out.
Here’s an inexpensive way to reach hiring managers and executives directly, completely bypassing HR.
Typically, hiring managers aren’t directly doing the searches themselves – that job is given to HR or outside recruiters. If a hiring manager does search for candidates themselves, use the tactics in the
So how can you reach a hiring manager who isn’t directly searching for candidates through a Google ad? Place Google ads with the target hiring manager’s/executive’s own name as the search criteria.
Why would you want to do that?
People at their core are narcissistic – just about everyone will search Google for their own name on occasion, just to see what results come up.
The process is described in an 2010 Mashable article – Alec Brownstein, a senior advertising copywriter agencies fully laid out how he used Google ads to get to reach hiring managers and executives inexpensively.
“While Googling his favorite creative directors last summer, Brownstein noticed that there were no sponsored links attached to their names. Since Brownstein Googles himself ’embarrassingly frequently,’ he assumed that the creative directors did so as well, and thus he decided to purchase their names on Google AdWords.
‘Everybody Googles themselves,’ Brownstein explained. ‘Even if they don’t admit it. I wanted to invade that secret, egotistical moment when [the creative directors I admired] were most vulnerable.’
Since Brownstein was the only person bidding on the names of the five creative directors he most admired, he was able to get the top search spots for a mere 15 cents per click. Whenever someone ran a search for one of the creative directors’ names, the following message appeared at the top of the page: ‘Hey, [creative director’s name]: Goooogling [sic] yourself is a lot of fun. Hiring me is fun, too’ with a link to Brownstein’s website, alecbrownstein.com.
Over the next couple of months, Brownstein received calls from all but one of the creative directors whose names he had purchased. And finally, at the end of the year, he received a job offer from two: Scott Virtrone and Ian Reichenthal of Y&R New York.
The whole campaign cost him $6.”
Putting an even more targeted twist on Browstein’s strategy, you can link a specific hiring manager/executive ad to a specific link, with a customized page (or resume) demonstrating that you’ve already solved that hiring manager’s or company’s problems.
This isn’t just for ad copywriters. When done correctly, Google ads can make people from any field or industry more visible to the individuals you want to reach. (Hint – it will also lessen the ageism perception of not being current with new technology).
The same strategy works with advertising on Bing and Yahoo. While fewer people use these search engines and your chances of your ads being seen are lower, the cost is lower per click. It’s not a bad idea to set up secondary ads on Bing and Yahoo, in order to catch target readers who use these search engines.
Reaching recruiters, hiring managers and executives through Google ads isn’t difficult or expensive to do, but it requires some setup on your part.
However, once you’ve gotten through the setup, you’ll find that Google ads are a great way to differentiate yourself, whether you’re a lawyer, a computer security expert or even an administrative assistant.-------------------------------------------------------------------------------------------------------------------------------------
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