Native Advertising: How Restaurants Can Use it to Hire
Finding employees is becoming a serious headache for small businesses––especially restaurants. This is due to their lack of funds and the increased competitiveness among other local restaurants.
With the current lull in hiring and the opportune boom in native advertising (Time Inc. reported that close to 90 percent of younger internet users from millennials to Gen X, prefer custom content such as native ads online instead of traditional ads), tapping into native advertising could be the best thing for small business looking to target potential hires.
What is Native Advertising?
Native advertising (also referred to as sponsored content) uses paid ads that match or align with the media page or platform in which they appear. Unlike display ads or pop-up ads, native ads are non-disruptive and contain valuable information for their viewers. They blend much more effectively with the site content, hence offering a better user experience. They are normally in the form of articles, infographics, and videos.
Native ads provide higher conversion rates than pop-up ads. A study found out that consumers usually click open native ads 53 percent more frequently than display ads.
Targeting the Right Audience
Through geo-targeting, you can use native advertising to reach out to a large and specific group of potential hires. Targeting the right audience regarding their location, interests, behaviors, and culture will be more productive than targeting a mass number of people who may not even be interested or associated with your industry.
For instance, your restaurant can target residents, especially if there is an event (better if it’s an industry-related event), with targeted ads explaining your location, the type of employees you need, and how they can reach out to you or apply for the positions.
Even if someone is not interested or does not meet the requirements you’re looking for, they’re likely to know others within the industry who are suited for the role.
Choosing the Correct Advertising Platform
The key to successful native advertising is choosing the right platform for your potential hires. Once you know your audience, you can establish the platforms they’re most likely to use and familiarize yourself with them.
To determine this, you can look at the prospects (the size of the audience that could view your content) and the platform’s relevance to your targeted audience. For example, if potential hires are likely to visit certain news sources or social media channels, you can maximize the usage of that platform.
Again, suppose your potential hires will most likely be searching for similar or related information on the web. In that case, you can use relevant publishing sites and pages or customize your website with relevant keywords.
Offering Relevant Content
With native advertising, you are likely to be more valuable and relevant to your potential hires as native advertising offers inherently educational content and not overly promotional. You need to define your hiring goals, roles to be filled, responsibilities, requirements and ensure that your native ads are goal-oriented. Native advertising fights ad fatigue that pop-up ads may sometimes bring about.
For instance, if you posted an article about “the best afternoon dishes,” you can recommend a sponsored content/article at the end such as, “how our restaurant (the name of your restaurant) is transforming its employees’ lives,” and talk about the success stories and achievements of your current employees. And in turn, you will get a better chance to invite them into working for your reputable and ever-growing restaurant.
Starting Small and Expanding
If you’re completely new to native advertising strategies, it may seem overwhelming. Creating native ad campaigns on different platforms is not something to underrate. With native ads, you can always start from where you are and progress as time goes by.
For example, if your restaurant is already doing well on Facebook, you can sponsor one or two hiring posts, observe their engagements, and how they perform in terms of conversions. From there, you can identify where you need to leverage to maximize your advertising as you also expand your wings to other platforms. And don’t always stick to a single platform—you may never know of the goldmine that awaits you somewhere else.
Finally, you need to regularly follow up and measure the performance of your native ad hiring campaigns. By tracking their progress, you can know where you need to put more effort and resources in terms of their conversion rates. You can always tweak and maximize those platforms that generate consistent workers/leads, ultimately saving on costs.
It is also advisable to make your native ads attractive with perks. Such as better wages, financial and non-financial incentives, and other employee motivation schemes. These will likely entice your prospective hires as well as market your content specifically through referrals and shares. You can also promise to train or offer onboarding services so your potential hires feel welcome and cared for.
Consumers love and are intrigued by native ads due to their educational and unobstructed nature. Efficient native advertising can help you acquire new employees, create brand awareness, and retain existing workers through the offered perks, avoiding turnover costs.
Make good use of your social media pages, website, and other publishing sites. Get the most out of your recruiting budget and effort through efficient and cost-effective native advertising. Don’t they say, “Build it, and they will come?”
AdCritter can help you attract and hire potential employees through native geo advertising. Creating compelling job ads that align perfectly with your restaurant’s culture. Contact us today to learn more.
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