The science of candidate attraction

Third Sector Promotion Drum Resourcing

Armen Lloyd, owner of Drum Resourcing, explores multiple digital routes to attracting the right fundraising talent

As a recruitment advertising agency, we’ve seen massive growth in digital over the last year. This has led us to explore new routes to reach an increasingly sophisticated candidate audience.

Behavioural targeting

That’s where the science of candidate attraction comes in. We’ve developed a suite of products enabling recruiters to reach the holy grail: those not necessarily job hunting but would apply if they saw the right opportunity. 

We offer a recruitment tool that uses behavioural targeting software to put relevant jobs in front of people as they’re surfing the web - whether they be on YouTube, a holiday site or any other website. We call it a career advertising network post.

We’ve opened up a wider jobseeker audience to recruiters by leveraging the power of social media - especially Twitter and Instagram. We use behavioural targeting software to identify what roles people would be interested in and direct them to the relevant recruiters’ homepages.

Programmatic advertising

Programmatic advertising offers you the chance to be more specific about the audience you talk to. You can reach people by skillset, industry, age, gender, social economic group and more.

This technology can deliver job-related banners and MPUs as people surf the web - because they don’t have time to be keyword searching on job boards.

What’s particularly exciting about programmatic is its visual capabilities. We can deliver videos through social media, telling people about what it’s like to work for your company and encouraging them to apply. Getting your employer brand across through visuals is very powerful. And it needn’t be expensive. In fact, the less professional it looks the more genuine it comes across. 

The way digital tools can help you reach out to people every day means you can now communicate your brand values more directly by going to where top fundraising professionals are on the web and social media, instead of waiting for them to come to you. 

We’ve negotiated very hard to make these digital routes affordable for charities. Do shop around - talk to a number of providers to find the most cost effective solution for you.

Top tips

1. Maximise your existing online activity: When you post a job, think like a candidate would - include the location and postcode of the job, keep the job title simple and searchable (think what they would be typing in) and consider the time/day you post.

2. Get involved in social media: It’s where your audience is so it’s an opportunity to put your message right in front of them without relying on them coming to you. Use programmatic advertising and behavioural targeting to deliver those messages to the right audience, at the right time, wherever they are on the web.

3. Create visual content: In order to get your message to top talent, use a variety of content formats. People respond particularly well to video and images because it’s easier for them to digest.


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