An Employer Branding Interview with Totaljobs

Q. Do you think Tik Tok is worth exploring/appropriate for brand awareness?

This answer was given at the event, but it was shared that yes – it is absolutely worth exploring, IF it suits your culture, your talent audiences, and can give you genuine impact and ROI. The advice is, if you do it – commit to it.

Q. With Meta changing their targeting offering at the beginning of the year, e.g. gender, age, interests, for employment ads, did you have to optimise your campaign?

The optimisation was achieved by using the Universum talent research data as the ‘source audience’, based on career preferences, company preferences and magnetic attributes, and building lookalike audiences from that data – creating a more relevant content-to-audience experience which achieved the 3-8% CTRs that were achieved in the AZ campaign, versus the industry benchmark of 0.3-0.9%.

Q. In general, is social media advertising more effective with graduate / entry-level hiring than experienced hiring?

It is equally effective, but there will be certain platforms that have a higher impact with different age demographics. Instagram is largely the most successful one, and the AZ campaign generated mid/senior hires.

Q. In general, is social media advertising more effective with graduate / entry-level hiring than experienced hiring?

It is equally effective, but there will be certain platforms that have a higher impact with different age demographics. Instagram is largely the most successful one, and the AZ campaign generated mid/senior hires.

Q. Were the films just pushed out via social or did you also have retargeting display ads for those who engaged?

Are you reaching a diverse age group? Yes, and a very diverse audience – the campaign presented was for HR, Finance, Regulatory Affairs, Operations, Science and Supply Chain. Very different role types and demographics, as well as seniority levels. Furthermore, the age range of the employees in the videos were also across different ages, ethnicities, roles and story types.

Q. Were the films just pushed out via social or did you also have retargeting display ads for those who engaged?

Are you reaching a diverse age group? Yes, and a very diverse audience – the campaign presented was for HR, Finance, Regulatory Affairs, Operations, Science and Supply Chain. Very different role types and demographics, as well as seniority levels. Furthermore, the age range of the employees in the videos were also across different ages, ethnicities, roles and story types.

Q. How do you ensure a diverse workforce with campaigns that’s are targeted for specific audiences?   Were the films just pushed out via social or did you also have retargeting display ads for those who engaged?

The specific audience is determined by 1. The skill-set/role specialism, 2. The kind of companies they prefer to work for, and 3. The preferences of what is wished for, when joining a company – and then the campaign audience is matched accordingly. Each of those features are functional matches, rather than culture echo chamber – therefore the audience is created without diversity being an issue, as it is focused on needs of the appropriate talent.

Q. What’s your budget for social media per role for campaigns?

Typically Universum proposes a minimum of £1,500 of paid social spend on a single month campaign, to ensure the resonance and quality of results. I cannot comment on AstraZeneca’s budget, but of course the more roles, the greater budget and campaign costs incurred.

Partner

Part of the global recruitment technology company StepStone, Totaljobs is a cutting-edge recruitment solutions partner whose goal it is to find the right job for everyone.

Through our consultative approach, we identify the hiring needs within businesses and help clients succeed by offering our support throughout their attraction, hiring and retention processes.

Our ambition is to build a happy and prosperous society by innovating the world of work. Our vision is to help everyone get the job that best suits their life and help employers secure the right people to enable their businesses to thrive, helping everyone prosper.

At our core is innovative tech with a human heart.

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Category Employer Branding
Content Type Interview
Contributor Totaljobs

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