Didion Recruitment Advertising Strategy
Overview
Didion's current paid advertising is focused entirely on employment and recruitment, running campaigns across Google Ads and Meta. Performance is modest but cost-efficient. The team has flagged LinkedIn as a potentially better-fit channel depending on the target candidate profile.
Current Campaign Setup
- Platform: Google Ads (primary), Meta (secondary)
- Campaign type: Recruitment / employment ads
- Goal: Top-of-funnel candidate acquisition
Google Ads Performance (Last 30 Days)
| Metric | Value |
|---|---|
| Clicks | ~2,000 |
| Conversions | 22 |
| Cost per Click | ~$0.91 |
| Click-through Rate | Low |
The CPC is notably cheap, which is a positive signal for budget efficiency. However, the low CTR and modest conversion volume suggest the ads may not be reaching the most qualified or motivated candidates through search alone.
Channel Assessment
Google Ads
Cost-effective but limited in targeting precision for recruitment. Search intent on Google may not align well with passive job seekers. Low CTR is typical for recruitment ads in this format but limits overall funnel volume.
Meta
Currently running alongside Google. May be appropriate for blue-collar or hourly worker recruitment, where the target demographic skews toward Meta platforms. Worth evaluating conversion quality from this channel separately.
LinkedIn (Recommended — Not Yet Active)
The team discussed LinkedIn as a stronger fit for recruitment advertising, particularly for roles requiring professional qualifications or industry-specific experience. LinkedIn's targeting by job title, industry, and seniority makes it well-suited for structured recruitment campaigns.
"There's better places to do ads, honestly. If they want to do ads, they should be doing them on LinkedIn or somewhere." — Mark Hope
Key Considerations
- Workforce context: Didion recently laid off staff but still has active hiring needs. Campaign targeting and messaging should be reviewed to ensure alignment with current open roles.
- Campaign relevance: Melissa noted she would discuss with the client whether to update or expand the campaign scope beyond current recruitment focus.
- Channel fit: The right platform depends heavily on the type of roles being filled. Blue-collar or production roles may perform better on Meta; professional or technical roles would benefit from LinkedIn.
Recommendations
- Evaluate LinkedIn as a primary or supplementary recruitment channel, especially if Didion is hiring for skilled or professional positions.
- Review Meta performance separately from Google to assess candidate quality, not just click volume.
- Audit conversion tracking to ensure "conversions" represent meaningful candidate actions (e.g., application starts or completions) rather than superficial page visits.
- Align campaign messaging with current hiring priorities — confirm with client which roles are actively open before next optimization cycle.
Related
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