Career Center Targeted Marketing and Advertising
Targeted marketing and advertising is a dynamic way to not only capture job seekers but also allows you to re-capture — or retarget — people who visit your career center after they leave your site and are surfing the web. Through targeted job enhancements, you can entice these job seekers back to your employer’s listings by showing them display ads that remind them about the exciting opportunities they saw on your career portal.
Career Center Targeted Marketing and Advertising
Targeted marketing and advertising is a dynamic way to not only capture job seekers but also allows you to re-capture — or retarget— people who visit your career center after they leave your site and are surfing the web. Through targeted job enhancements, you can entice these job seekers back to your employer’s listings by showing them display ads that remind them about the exciting opportunities they saw on your career portal.
Targeted marketing and advertising allows your association to:
- Attract more job seekers to your career center
- Earn more non-dues revenue from your career center
- Showcase the value of posting jobs on your career center to employers
- Stay competitive as a job board vs. an aggregator
- Expand your digital audience for your association as a whole
- Deliver highly relevant ads about open opportunities
This is how our targeted advertising collects more visits, increases your job listings’ value, and earns your association more revenue:
Places a cookie on the user’s browser, which allows you to follow their activity when they leave your website. Display ads on other sites of interest to your target audiences about job postings they viewed to encourage them to return to your career portal.
Use job applicants’ search queries to advertise open positions on your career center once they’ve left your website. Recruit job seekers of similar characteristics as your site visitors using retargeting.
Category Contextual Targeting
Advertise to members and job seekers based on sites where the content is categorically relevant to your association’s industry.
Run geo-fencing campaigns at your next association’s events or other industry events to promote your career center and draw more users.
This is how targeted advertising creates success for your association:
Increased Site Traffic
Job seekers who are shown ads for your career center are more likely to take a second look — which increases the chances they’ll apply for your employers’ positions.
Increased Branded Search
Retargeted job seekers are more likely to type your career center brand into a search engine after seeing ads for it on other websites.
Increased ROI and conversions from job seekers who are more comfortable with your career portal because relevant, retargeted ads make efficient use of your digital advertising budget.
Increased Member Engagement
Targeted marketing and advertising presents a more personalized member experience, engendering greater member loyalty.
Your association desires more members and your events need more attendees, exhibitors and sponsors. Naylor can help. Leveraging targeted advertising and retargeting will help you reach more people outside of your existing network so you can grow your next event.
What is Targeted Advertising?
Targeted advertising delivers your association’s messages to members, potential new members, exhibitors and sponsors based on their specific traits, interests and preferences. You obtain this insight by tracking their profiles and activity on the Internet.
What is Retargeting?
Retargeting is a form of digital advertising that allows marketers to create highly targeted ad campaigns reaching their desired audience around the web. For associations, this offers a way for you to extend your audience by selling ad campaigns to marketers, allowing them to reach your site visitors after they leave your website.
With targeted marketing and advertising, your career center can stay competitive with large aggregators and remain top of mind among your industry’s best and most ambitious talent.
Retargeting on your career center increases the value of your employers’ job posts by:
- Targeting key industry audiences for repeat listing views and applications as well as similar audiences who haven’t yet visited your online career center.
- Increasing job post-exposure to your career center’s visitors after they leave your site.
- Improving employer brand awareness by showing job seekers the listings in which they’ve shown interest on your career portal.
- Providing key engagement insights for your employers’ retargeting campaigns through a detailed reporting dashboard to encourage repeat business.
Leverage This Data
Your association possesses industry-specific data through your online properties that can connect members and employers to your association’s benefits. Through Naylor’s targeted marketing and advertising network, you can use this data to maximize non-dues revenue, increase member engagement and improve advertiser relevance.