Why Your Retail Business Should Leverage Social Geotargeting for Your Job Ads?

Author: TASC Outsourcing
Apr 29, 2024

Retail has become a part of our lifestyle, so much so, that we can’t imagine going a day without making some kind of purchase, be it offline or online. 


As a result, it has become all the most crucial for retail businesses to find and keep good employees who possess the skills to help customers find the right products, manage the store, and keep the revenue coming. 


Unlike any other industry, the retail sector is extremely diverse. From food and beverages to electronics, it has so many different segments and divisions. 


Because it’s so widespread, retail staff make up a significant part of the global workforce.


But here's the challenge – lots of people leave their current retail jobs for better ones, more money, or a different boss. 


In fact, retail salespeople are ranked fifth for being one of the most in-demand jobs overall.


The job market is fierce and unforgiving, so it can be tough to find good people. Hence, recruiters are trying everything under the sun to fill open positions. While there are many ways to streamline recruitment, one method clearly stands out in today’s technologically forward way of life – leveraging data. 


It goes without saying that when data is collected, analyzed, and leveraged in the correct way, it allows recruiters to make their job ads better to get faster results. 


And one stellar way to do that would be through geotargeting. It offers an innovative way to use data to reach more people and keep the ad spent within budget. 


Through geotargeting, it is possible to put your job ads in specific places based on different criteria, such as location, demographics, interests, and behaviours. In today’s day and age, it is a clever way to make sure your recruitment ads reach the right people at a time when you need the most. 


Geotargeting for Job Ads – What Is It?


So, how does it all work?


As mentioned earlier, geotargeting is an advanced approach to showing job ads only to the people you choose as your target audience. Instead of spending money to put your job ads everywhere, you can be more precise and reach people, for instance in a particular area, who would be more likely to engage with your ads.


In regular marketing, geotargeting is often used to focus on specific buyers in a specific place. The goal is to find more leads and turn them into sales. 


You can use the same approach in job advertising to reach job seekers in a specific location, age group, or qualifications. This way, you get a better ROI for your ad spent, targeting markets where there’s a higher likelihood of finding candidates interested in applying for your job. 


How Geotargeting Can Boost Your Recruitment Strategy


When used strategically, geotargeting can be a game-changer for recruiters and hiring professionals. Here’s how it can benefit your overall recruitment strategy – 


Geotargeting is a Mobile-Friendly Approach –


The total number of mobile users globally is estimated to be around 4.74 billion in 2024. 

With so many people using smartphones, it’s a no-brainer to not tap into this market to identify top talent for your organization. Geotargeting allows you to showcase relevant ads and send notifications directly to potential candidates. 


Whether they're lounging on the sofa or commuting, your ads can reach them anytime to create a continuous connection.


Geotargeting Can Personalise Job Ads –


When you focus on a specific area, you can tailor your ads to match the local culture and resonate with the people there. 


Personalization isn't just about location, but it also extends to the messages you send. Your ads won’t appear spammy anymore, not when you use personalization to your advantage. 

Make candidates feel like your message was crafted just for them. A personalized touch enhances engagement and conversation, taking you one step closer to assembling your dream team. 


Geotargeting Takes a Targeted Emphasis –


Around 84% of marketers agree that location-specific targeting enables higher engagement in customers. 


The same logic could be applied to recruitment as well. Through geotargeting, you can take a targeted approach to recruitment. Such a method tends to be results-driven, which makes it a go-to tool for companies. 


You can define a virtual radius for your campaign and narrow down your audience based on educational backgrounds or online profiles. 


The targeted emphasis reduces the hassle for candidates, allowing them to easily spot positions in their field and location. For your business, this translates to a higher response rate, a win-win scenario.


Geotargeting Can Target Local Talent Pools –


Did you know that location data increases the efficiency of marketing campaigns by 80 percent?


You can leverage this data to identify local talent pools. Many retail positions are onsite jobs, which means, you need locals. Hiring locals also has added benefits because they’re more likely to know your customers better. 


And the best part is you can find these talents easily with the help of geotargeting and geofencing. 


By doing so, you are not only more likely to reach top-notch candidates in the vicinity but also minimize the need for costly travel and relocation hassles. 


Geotargeting Helps Reach a Diverse Population –


Geotargeting isn't just about finding talent. Rather, it's also about finding diverse talent. By directing your recruitment efforts to specific regions with a mix of backgrounds, you can cast a wider and more strategic net. 


Such an approach will ensure your job ads reach a diverse array of candidates, giving everyone a fair shot at discovering your company and the exciting opportunities you offer.


Four Simple Yet Creative Ways to Use Geotargeting for Hiring


College Recruiting

If you're on the lookout for fresh talent, you can aim your recruitment efforts directly at colleges or other schools. Get the word out by sending recruitment ads to smartphones in and around the campuses you're interested in. It is a great way to connect with young and promising individuals.


Passive Candidates

You can use geotargeting technology to find and onboard passive candidates for niche roles. These people aren’t actively looking for jobs. But when you throw an attractive opportunity at their face, they are more than likely to look, and even apply.


Targeting Your Competition

You can stay ahead of the game by focusing your geo-targeting efforts around your competitors' locations. It works especially well in places with a lot of workers, like big company campuses, shopping complexes, etc. Reaching out to people already familiar with your industry can give you an edge in finding skilled professionals.


Layoffs, Closings, or Moving

When news of layoffs, workplace closures, or company moves hits, act quickly. Use geo-fencing to attract those affected, whether they're facing job loss, feeling uncertain about the future, or looking to avoid a longer commute due to a company move. When you tailor your recruitment to people in these situations, position your opportunities as attractive alternatives during uncertain times.



Wrapping Up

Think about it – you can target places like colleges, workplaces, and neighborhoods. Craft a message that appeals to potential candidates, and with one click, they can land on your careers page or wherever you want them to go.


If you have the right tools and experts by your side, you can use geotargeting to handpick locations and run your ads on many popular platforms. 


The bottom line is this – this technique works, and if you want to stay competitive and attract the best people, you should make it a part of your hiring strategy.