Election season is upon us and the political ads are pouring in. According to the Wesleyan Media Project, advertising volume for the 2016 elections has increased by 122% since 2012. Traditionally, candidates have utilized television advertising almost exclusively, but that is changing. National campaigns can no longer ignore shifting technological trends in the United States. Wired Magazine states that the 2016 presidential election season is seeing a digital advertising spend of $1 billion by candidates. That’s a 5,000% increase in presidential digital advertising since 2008.

But local election candidates do not have billions to spend on marketing, and more importantly do not need to reach an entire country. Local candidates need to think more, well, local. A great way to execute a more concentrated marketing campaign on a budget is with the help of a local digital marketing firm. Knowledge of a county, city, or state is crucial, and when combined with the digital marketing expertise a local firm offers it could provide the extra boost needed to win an election.

Tips from Your Friendly Neighborhood Digital Marketing Firm

  1. Elections: Target Voters, Smarter

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Targeting your ads to voters seems obvious, but it can be tricky. If a target is too broad, your ads end up in front of any set of eyes in a given radius and before you know it, your budget is spent. Too narrow of a target means there is no guarantee your ad will show up enough or be as widely circulated.

One solution would be to create ads aimed at specific people. Say a candidate supports more funding for veterans’ groups, a local digital marketing firm could create ads showcasing this stance and target these ads to veterans and households with veterans, and those in the military or with intent to join the military. Targeting the voting area—whether it be zip code, radius, county, city, or state—is a given. But did you know local veterans’ homes, VA hospitals, and veteran social clubs can also be geo-fenced? This means ads would show up on mobile devices once a person steps inside the “fence” set up around these targeted locations.

These are all simple solutions that can be tweaked and optimized by a local firm to ensure your ad gets in front of the right people, at the right time.

  1. Prove You’re Not Just a Politician 

The impersonal nature of the internet can cause problems for candidates in local elections. Voters want to like a candidate and feel a connection to who they are as a person. This is particularly true in small elections where local pride and community improvement is at the forefront of voter’s minds. It is important to let voters know your connection to a community in an original and readable manner.

One way to do that is through sponsored content on a popular local news site. Sponsored content is a marketing technique of creating and distributing relevant, valuable content to your selected audience. Articles sponsored by an advertiser or candidate are shown to an audience much like a non-sponsored article—in the center column along with other articles. They can be targeted similarly to traditional display ads, ensuring voters see the sponsored article.

The point of these articles is not to advertise for a candidate’s run, but to be informational articles focused on causes a candidate supports. These sponsored articles creatively show community pride on the candidate’s part while displaying their knowledge of a local matter.

  1. Give Them Some Friendly Reminders

Now that you have your name and platform out to the people for elections, remind the voters to vote! In the days approaching the election, serve ads in fixed positions on a local news site. This means the ad lives on the homepage or news page, or other topic pages, in a specific spot. It is the exclusive ad in that position on the page. Everyone who visits the page will see it.

This will ensure voters know the date of the upcoming election. It also stirs up a little extra name recognition in the final days before the vote. This could be the extra push some voters need to get out and cast a ballot on election day.

Need Help During Elections?

These digital solutions are just some of the options available to local politicians. Alterations are key to match the needs of every candidate. Have questions, or want to get your campaign advertising up and running? Get in touch with the MassLive Media Group experts.

 

Manufacturing Recruitment Strategy

Worker shortages in manufacturing industry is real. Highly skilled positions remain open as a significant portion of the manufacturing workforce is nearing retirement age. For manufacturers, building and maintaining a robust and skilled talent pool is key for both short-term and long-term hiring success.

Recruitment Marketing as a Relationship Builder, Not Just Candidate Sourcing

Don’t wait to be present until a position is open – consistently position your brand in front of both passive and active job seekers. Consistent branding creates a talent pool who is familiar with your company, benefits, culture and therefore more likely to consider you when looking to make a career change. Top of the funnel marketing tactics such as video and display make your brand presence known.

Build A Connection By Understanding Your Best Potential Candidates 

Develop personas, marketing strategies and campaigns specific to your common open positions. Different positions attract different types of candidates. Understanding the nuances allows you to more directly content with job seekers, to communicate your company story and to welcome them into your culture with a personalized approach. Seek out a recruitment marketing partner with a deep data bench, capable of developing audience segments, media placements and creative to speak directly to specific candidate audiences.

Enhance Your Job Board Presence with Display & Video

Placements on job boards are effective in reaching those actively seeking a position. However, other traditional marketing methods like targeted display and video allow companies to share their full story. More visual formats let prospective candidates see your benefits and experience your culture. Both elements that can cause them to choose you as their next employer – over your competition.

SUCCESS STORIES

Healthcare Recruitment Strategy

A growing aging population, pandemic burnout and a ramp up of traveling nurse opportunities have put a strain on healthcare recruitment. Nurses are in high demand – with an abundance of employment options to choose from. How does your healthcare facility standout in this mad dash for employment?

Invest in the Community You Serve

Healthcare is essential to the community. Consider supporting the community you serve by sponsoring local events, job fairs and awards to keep your organization top-of-mind. Not only will these positive associations bring your organization front and center, it will also generate positive word of mouth among the community – reaching friends and families connected to potential candidates.

Showcase Company Culture

Give a glimpse of what its like to work at your organization on any given day. Show the people who work there, the halls to be walked and the benefits to be had. Video succinctly communicates positive culture through virtual tours, testimonials and more. Written testimonials and other content featuring current employees lend authenticity to your showcase.

Replenish Talent Pools with New Grads

New graduates are critical in helping to fill staffing gaps and to replenish talent pools. Utilize highly targeted strategies to reach new graduates, while still on campus, where they are spending their time. Hyper local mobile targeting puts your organization front and center among soon-to-be-graduating adding you to their consideration set for post-graduation employment.

SUCCESS STORIES

Education Recruitment Strategy

Like most categories of business, education providers are facing faculty and staff shortages. Finding experienced and passionate educators and faculty continues to be a challenge. Education institutions should look beyond salary and benefits to larger strategies to drive interest and applications for the upcoming school year ahead.

Build Your Talent Pool with Year-Round Strategy

Primary education recruitment season begins at the end of the previous school year, with many schools starting from scratch every year. Establishing a year-round recruitment marketing strategy, allows you
to reach faculty and staff considering a change throughout the school year, adding them to your talent pool as the year progresses. Having a year-round plan also puts your institution front and center, outside of the more cluttered traditional recruitment period.

Utilize Your Community As A Recruitment Tool

Your community has the potential to be a unique selling point for your institution. Consider highlighting the quality of life – showing prospective employees the community you serve. Community events, local activities, cost of living and more can have pull over prospective employees looking to make a move or to enjoy a way of life your community offers. Partner with local events, local organizations and even your convention and visitors bureau to generate content about your community.

Job Fairs Help Build Awareness of Your Institution

Passive and Active job seekers join job fairs to learn more about prospective districts and institutions. By merely being present, among your competition, you can ensure that your district or institution is in the consideration set for educators looking to make a career move. Both in-person and virtual career fairs provide additional visibility and awareness for your institution.

SUCCESS STORIES

Warehouse Recruitment Strategy

Warehouses are experiencing unprecedented growth thanks to a shift towards online shopping. As growth continues and timely shipping remains critical, warehouses face a continual shortage of workers.

Tout the Benefits That Make You Stand Out

Warehousing jobs are not historically known for good benefits and upward mobility. With changing demand and increased competition, more warehouse companies are adding long-term benefits and job training to their offerings. As an employer, tout benefits like 401Ks, employer matching and paid training as part of new hire packages. Talk about your openings more as long-term careers vs. short- term or holiday employment for additional appeal.

Get Connected In the Community

Grassroots community efforts and word of mouth tactics still hold strong in warehousing recruitment. Sponsoring local community events and job fairs raises brand awareness in the community, spreads positive sentiment about your organization and jump starts word of mouth. This simple activation makes your organization more likely to be noticed by potential job seekers and considered as a stable, future local employer in a future job search.

Local Jobs, Local Placements

Warehousing recruitment pulls most applicants and new hires locally. Very rarely to companies hire outside of their immediate market. Tap into the local job seeker scene through local job boards, job fairs and other local job posting opportunities. Local job seekers continually use these outlets to find new employment opportunities.

SUCCESS STORIES

Trucking Recruitment Strategy

Facing an aging workforce and increased competition for new talent, the trucking industry struggles to keep recruitment pipelines full and trucking routes staffed. Trucking industries should look to implement full-funnel marketing strategies to not only attract active job seekers but it keep talent pools fresh with new prospects.

Address Trucking Industry Myths

Increase top-of-the-funnel prospects by introducing the benefits of a trucking industry careers to passive job seekers. Address potential concerns head-on, including hours, mileage goals and living conditions while highlighting employment benefits such as 401K matching, healthcare and time off. Video and written content are both great vehicles to communicate this information.

Stay in Touch with Prospects

Deciding to change careers can be a lengthy process for passive job seekers. Keep your talent pool active with periodic communication about your business, job openings and career benefits. Set up an email calendar, reaching out to a list of emails from those who you met at job fairs, submitted an inquiry or sent a full resume. Frequently post about your culture, the trucking industry and openings to keep your followers engaged.

Job Boards Are Important

Trucking applicants remain tapped in to local and regional job boards. A presence on local job boards and job aggregator sites provide you business with bottom of the funnel presence – reaching those interested in the truck industry and actively applying now.

SUCCESS STORIES

Professional Recruitment Strategy

Finding outstanding talent that fits your culture is a concern for any business. Make the most of your time and resources by attracting qualified candidates that can hit the ground running and succeed within your organization. Identify quality talent and cultivate your talent pool with leading recruitment marketing strategies perfect for professional businesses.

Showcase Your Company Culture

Tell the story of your business, your history, your employees and more. The more a prospective employee knows about your operations and culture the more they are able to determine whether they are a match for your organization. Office tour videos, employee testimonials and other visuals can help to show daily life within your company.

Tailor Communications to Open Positions

Instead of deploying blanket recruitment ads for all positions in your company, consider developing custom creative and campaigns for each position. Messaging should focus on key benefits and operations of that role, showcase photos and videos of that segment of your business and speak directly to those candidates. Specific communication, drives more qualified applications – increasing your odds of finding a match while building up your talent pool - than general recruitment ads.

Use Job Boards to Reach Active Job Seekers

Job Fairs, local job boards and job board aggregators remain critical bottom-of-the-funnel tactics in securing applications for open positions. While other flashier tactics will fill the top of your funnel, these more nitty-gritty media elements provide a place for active job seekers to seamlessly apply for the positions they want – now.

SUCCESS STORIES