For talent acquisition leaders and recruitment marketers, the value of a talent pipeline is undeniable. But while much focus is given to acquiring new talent, the untapped potential of candidates who’ve previously engaged with your brand often goes unnoticed. Re-engaging with these candidates through targeted advertising campaigns can reignite interest, keep your brand top of mind, and even bring back candidates who are now a perfect fit for open roles.
Here are some advertising tips to help re-engage past candidates and maximize the value of your existing talent network.
1. Segment your talent network for precision targeting
The key to re-engagement is relevance. Begin by categorizing your candidate database into segments based on engagement history, qualifications, job preferences, and previous interactions. Candidates who showed strong interest but didn’t complete an application may need a gentle reminder, while those who made it far into the hiring process may respond better to targeted messaging about new opportunities.
Actionable tip: Create personalized retargeting ads for each segment. Candidates who’ve visited specific job pages but didn’t apply can be served ads for similar roles. For more passive candidates, a softer employer branding message can keep your organization on their radar.
2. Create compelling re-engagement campaigns with personalized messaging
Instead of generic ads, focus on crafting personalized messaging that speaks directly to candidates' past interactions with your brand. Tailor your re-engagement efforts by reminding candidates of roles they previously expressed interest in or updating them about new opportunities that align with their skills. Personalized content grabs their attention and increases the likelihood of converting them back into active applicants.
Actionable tip: Use re-engagement campaigns that reference the candidate’s previous experience with your brand. For example, if they showed interest in a particular job category, serve them ads highlighting similar roles or company updates that might appeal to their preferences.
3. Use employer branding to keep your organization top of mind
Not every candidate will be ready to apply again immediately, so staying on their radar is essential. Employer branding ads are a powerful tool for keeping your organization top of mind with passive candidates or those waiting for the right opportunity.
Ads showcasing your company culture, values, and mission help build a stronger emotional connection. Highlight any awards or accolades, diversity initiatives, or positive employee testimonials to strengthen your brand appeal.
Actionable tip: Use retargeting ads to remind past candidates why they were interested in your company in the first place. Highlight employee stories or showcase content about career growth, work-life balance, or inclusivity.
4. Employ sequential messaging to build engagement
A single ad won’t always be enough to reignite interest. Sequential messaging — delivering a series of ads over time — can nurture a candidate back into your talent funnel. Start with employer branding content, then progress to job-specific ads, and finally, showcase content designed to drive applications.
This strategy allows candidates to gradually re-familiarize themselves with your brand, leading to higher engagement rates than a single message blast.
Actionable tip: Set up a series of ads that guide candidates from brand awareness to conversion. Begin with an ad that introduces new roles, followed by ads offering more details about company benefits, and end with a clear call to action to apply.
5. Measure and optimize for continuous improvement
As with any recruitment marketing effort, testing and optimizing are crucial to success. Monitor your ad performance to understand which messages and formats resonate with each candidate segment. A/B test different visuals, copy, and calls-to-action to refine your approach and ensure you maximize your re-engagement efforts.
Actionable tip: Use analytics tools to track key metrics such as click-through rates, cost-per-application, and the quality of candidates engaging with your ads. Tools like SFX Insights provide valuable data that helps you identify trends, measure performance, and continuously optimize your campaigns for better outcomes.
Symphony Talent's SFX AdTech
For TA leaders and recruitment marketers, re-engaging candidates can be time-consuming and complex. That’s where our SFX AdTech solution comes in. With rules-based programmatic advertising and first-party data tools, SFX AdTech empowers teams to deliver personalized, data-driven advertising campaigns that efficiently re-engage past candidates.
By leveraging the full power of SFX AdTech, you can continuously refine your approach to candidate re-engagement, ensuring that the talent already familiar with your brand stays connected and engaged, ultimately driving better hiring outcomes.
Speak to an expert to learn more.
