The employer branding model: how to use it in Google

See, think, do, care: those are the four phases of the employer branding model. You start at the moment someone comes into contact with your company (as an employer) and “end” at the moment someone works for you and has, and keeps, a bond with your organisation. There are countless ways to use this funnel. But did you know that Google can effectively fill the first three phases with different sub-platforms? We’ll tell you how to use YouTube, Google Display and Google Search for your employer branding campaign. This is how you can recruit staff through Google!

See: YouTube

Advertising on YouTube can be a smart option for the first phase of the funnel: see. That’s because YouTube has a broad age range; the biggest group of users is between 15 and 40 years old, but you can target an audience from 18 years old. The platform is a smart choice if you’re at the start of your employer branding campaign. On YouTube you can give a clear impression of the atmosphere at your company, which fits well with the reach or see phase of your campaign. Make the video about 30 seconds long, make sure you target the specific audience you have in mind and focus on views. This will also make the cost per view a lot lower.

Think: Google Display

You know the feeling: you recently googled something, and as soon as you open a website a while later, ad banners for exactly that product pop up. These are remarketing campaigns (or retargeting campaigns) via Google Display. When advertising through Google Display, use images and copy that strike the right chord with the right audience. When people see a product again, they’re often reminded of how much they like it or how much they wanted it in the first place. These people have already visited your website once, so they’re very relevant. But you can also use Google Display perfectly well in the reach phase. That way visitors get to know your company and you increase traffic to your website.

Do: Google Search

Is conversion your goal, such as filling in a contact form, calling a phone number, applying for a job or signing up for a newsletter? Then choose Google Search! With the right keywords, copy and budgets, you make sure you’re at the top of the search results on Google. So think about what your ideal target group searches for; that way you get relevant visitors who will find your website genuinely interesting and useful. When advertising through Google Search, you pay per click. Every keyword has its own CPC (cost per click), and the rule is: the more competition, the higher the price.

Ready to get started?

So when setting up an employer branding campaign, advertising through Google can be a useful tool in several ways. Want to know more about this topic? Here are 5 more tips for successful employer branding!