To find staff for the St. Petersburg Eurasia restaurant chain, we at AdsTarget used social media advertising tools and contextual advertising. Eurasia is the largest chain of restaurants and sushi bars in St. Petersburg. The first restaurant opened 18 years ago. Now there are more than 70. So the chain is constantly looking for new employees: waiters, administrators, cashiers, bartenders and cooks.
This ad format has two benefits. First of all, you can quickly process incoming applications (you get instant notifications into private messages on CRM). Second, it is possible to customize the application form. You can select questions and the way to fill in: offer the user a multiple-choice or a free-form answer.
Also, an ad with the application form allows you to collect a retargeting audience immediately. A way to do this is to specify the pixel at the moment of creating a new form. The pixel will remember everyone who opened it. So you can catch up with those who were interested in the company vacancies but didn’t apply for some reason.
- Do not make the form too long — there is a higher chance the candidate won’t fill it in completely.
- It is better to place the most interesting information about the company or vacancy at the beginning. So people will get motivated to leave an application.
- Create and run several ads at once — with different creatives and eye-catching text. So you can choose the most effective combination and avoid wasting your budget on the rest of the promo.
- For the convenience of potential candidates, include different ways to get in contact. For example, by phone or e-mail of the company.
There can be lots of submissions, and you won’t be able to contact the right candidate immediately. In this case, you can set up an automatic reply message where you can thank the applicant for the submission and advise on response time.
- 1Interest categoriesThese are users whose activity on social media indicates an interest in looking for vacancies. Some categories of interest they can be assigned to are Job Interview, CV and Recruitment agency. Categories of interest also help to find students who are frequently looking for a restaurant staff job.
- 2Retargeting databasesRetargeting is a tool that allows you to show ads to people who have already interacted with the company. For example, website visitors, people interested in a particular product or regular customers. For Eurasia, it was their own database of applicants, visitors to the company website vacancies section and active users in social media accounts.
- 3Look-alike, i.e., similar audiences
Look-alike is a technology that allows finding users whose behavior is similar to those in a selected initial group. For Eurasia, it was an audience similar to segments from the retargeting database.
