What is job marketing?
Job marketing is the systematic process of promoting open roles to relevant candidates through paid and organic channels, with the aim of attracting qualified applicants within a given timeframe and budget. Traditional job advertising is the opposite: you publish an ad and wait for the candidates to find it themselves.
The difference runs deep. Traditional advertising is passive, and it depends on the right person going looking for exactly your role. Job marketing is active and outbound, and it borrows the methods of product and service marketing to reach candidates where they already spend their time.
Channels in job marketing
Effective job marketing runs several channels at once and moves budget and targeting towards whichever ones perform for the role at hand. Keep in mind that ad prices climb during the holiday season. Read more about budgeting for job ads when competition peaks.
Social media: Meta (Facebook, Instagram and Messenger), LinkedIn and Snapchat are among the most used paid channels in Norway. Meta gives broad reach and supports behavior-based targeting. LinkedIn works particularly well for professional and academic roles. Snapchat is a good way to reach candidates under 30.
Programmatic display: Automated buying of ad placements on Norwegian sites and newspapers through technology platforms such as Bidtheatre. It gives broad reach in local media without handling each channel by hand.
Job boards: Finn.no, NAV and LinkedIn Jobs give organic visibility, but they mainly reach the part of the candidate market that is actively looking for work.
Traditional vs. data-driven job marketing
The most important difference between the two approaches is what you measure and what you optimize for. See also how to measure the impact of a job ad, and what data-driven recruitment means in practice.
Traditional
- Publishes the ad and hopes the right candidates turn up
- Measures success in clicks and impressions
- No data on what happened after the click
- Hard to adjust while the campaign is running
Data-driven
- Targets candidates with documented interest
- Measures behavior after the click (reading, intent to apply)
- Shows exactly where in the job ad the candidate drops off
- Budget moves automatically to what works
How Frantz does it
Frantz uses behavioral data and data points from candidates who have actively shown interest in similar job ads over the past 90 days to build audiences and distribute job ads automatically across every relevant channel. You enter the job title and the location, and the rest happens on its own.
Read more about Frantz AI for automated campaign strategy, or about the technology behind the platform.
Guides in this series
Social media
How to advertise roles on Facebook, Instagram and Snapchat with data-driven targeting.
Too few applicants
What to do when a role is not attracting enough applicants. Find the root cause and fix it.
Passive candidates
Who passive candidates are, and how to reach them without asking for a full application.
Frequently asked questions about job marketing
Job marketing is the systematic process of promoting open roles to relevant candidates through paid and organic channels, with the aim of attracting qualified applicants within a given timeframe and budget.
Job advertising is about distributing a job ad across channels to create visibility. Job marketing is about using data, insight and candidate behavior to find, target and influence the most relevant candidates, including the ones who are not actively looking for a job.
For most types of roles in Norway, Meta (Facebook and Instagram) and LinkedIn are among the most used channels for paid job marketing, followed by Snapchat for younger candidate segments and programmatic display on Norwegian sites and newspapers.
Data-driven job marketing uses behavioral data from candidates who have shown interest in similar job ads over the past 90 days to build precise audiences and move budget automatically to the channels and times that deliver the most relevant candidates.
The impact of job marketing is best measured through behavior after the click: the share of visitors who start reading the ad, the share who read the whole job description, and the share who click the apply button. Clicks and impressions alone do not show how a campaign performed.