Case Study: Google Adwords campaigns for Recruitment
You might have heard of Google Adwords, but perhaps you’re not familiar with how it works and how it can impact on your brand. If this is you, we’ve put together the following case study on how Employment Office effectively uses Google Adwords to improve the results of our clients’ recruitment campaigns and strengthen their employer brand.
So what is Google Adwords?
When you’re using Google’s search functionality, have you ever noticed the “sponsored links” that usually appear at the top of your search results and sometimes down the right hand side of the page? This is a Google Adwords advert.
Adwords is Google’s advertising system which allows advertisers to bid on certain keywords in order for their clickable ads to appear in Google’s search results.
How can it be used for Recruitment?
At Employment Office, a number of our clients have included Google Adwords as part of their ongoing recruitment strategy. Employment Office sponsors key words like “jobs in health” or “engineering jobs” for our clients’ campaigns, so when a job seeker types these keywords into the Google Search Engine, our client’s ad will appear at the top of the job seeker’s search results. This then directs potential candidates through to the client’s own website or online application form to apply for that job.
In addition, Google Adwords is an effective tool to build your employer brand. A typical Google Adwords campaign should last 6 to 12 months, and even if you don’t have any current recruitment needs during that period, you will still appear at the top of a potential candidate’s search results by sponsoring key words that are specific to your industry. Employment Office recommends that our clients have an Expressions of Interest Form, which collects contact details from potential candidates.
Why use Google Adwords?
There are a number of benefits to using Google Adwords campaigns and the list below is by no means complete.
- You’re building brand awareness both for customers and candidates. Every time a candidate types in your sponsored keywords, they’ll see you’re brand at the top of the list, and be directed through to more information about your organisation.
- You’re growing a talent pool of candidates who know about your organisation and want to work with you. This means that if you do have future recruitment needs, you already have a pool of candidates who may be suitable and interested in your current opportunities.
- You’re filling your current recruitment needs by directing job seekers through to your online application form.
Case Study Example: Nganampa Health Council
Nganampa Health Council is an Aboriginal owned and controlled health organisation operating on the Anangu Pitjantjatjara Yankunytjatjara Lands in the far north west of South Australia. Across this area, Nganampa Health operates eight clinics, a 16 bed aged care respite facility and assorted health related programs including aged care, sexual health, environmental health, health worker training, dental, women’s health, male health, children’s health and mental health.
With regular career opportunities for health industry workers across their 8 clinics, Nganampa Health Council wanted to build a talent pool of candidates who actively wanted to work with their organisation.
“The more targeted our advertising the better recruitment results we have. Using Google Adwords allows us to really focus on job seekers who are specifically looking to work in remote areas or Aboriginal communities. It allows us to capture people who are casually browsing the web, perhaps not even specifically looking for jobs. A recent doctor who worked for us told me she just stumbled across our website. A greater focus on web based advertising, including Google Adwords has reduced our total recruitment expenditure without reducing either the number or quality of our applicants.” Nganampa Health Services Manager David Busuttil
For the last 3 months, Employment Office has been running a Google Adwords campaign for Nganampa Health Council aimed at targeting health industry professionals who want to work in remote areas of Australia, with strong results.
From October 2012 to December 2012, Google Adwords has generated:
- 5437 Clicks*
- 404 Applications
- The cost per application is $5.28.
*The term clicks is used to describe the number of unique users who click on a Google Adwords advertisement and are directed through to a website.
To find out more about how you can incorporate Google Adwords into your recruitment strategy, please contact us Employment Office today on 1300 366 573.
