Why crooton's GeoHire™ is a Game-Changer in LBM

What is Location-Based Marketing (LBM)?

LBM in recruitment is a strategy that leverages a candidate’s physical location to deliver personalised content, job adverts, and branded recruitment messaging. It enables the recruiting business to connect with potential job candidates where they are (both physically and digitally) and tailor outreach to maximise engagement, results and ultimately a hire.

In today’s competitive job market, standing out to the right candidates requires innovation and precision. That’s where GeoHire™ technology from crooton comes in; a revolutionary approach to Location-Based Marketing (LBM) for the recruitment sector. By blending a personalised mixture of digital tools and hyper-targeted strategies, GeoHire™ transforms the way companies can attract top talent.

The Game Changer

Traditional recruitment methods often rely on broad, limited-targeting approaches that fail to resonate with ideal candidates. GeoHire™ changes the game by combining the precision of LBM with innovative technology and data-driven strategies.

Using crooton’s GeoHire™, one of our Healthcare clients saw multiple successful hires from quality candidates in Aberdeen, normally a difficult region to recruit for in that sector. Another success story of GeoHire™ technology is the numerous campaigns with constabularies across the country to drive higher percentages of applications from both ethnically diverse communities and female candidates.

Its multi-layered approach ensures enhanced precision and greater efficiency to every campaign that comes to it. Each recruitment campaign is personalised and different, allowing it to reach the right candidate at the right time and place, with the right message. All of this funnels into an improved result for the client, whether that be an uplift in candidate numbers, quality, or conversion.

The Layers of crooton's GeoHire™ Technology

Audience Mapping: Understanding the Labour Market

The foundation of GeoHire™’s success lies in Audience Mapping:

• It provides a visualisation of the jobseeker landscape with high-quality recruitment mapping reports.
• We leverage market-leading data to identify who is most likely to apply for client’s roles, and we build an understanding of characteristics, demographics, and locations of the ideal candidates.
• This process allows crooton to deliver optimised recruitment marketing strategies for clients, saving time, reducing wasted impressions, and boosting application rates all at once.
• The ability to delay outreach through this optimisation means that devices preoccupied at events can be stopped from receiving advertisements until after an event has concluded.

With Audience Mapping, the recruitment campaigns are data-driven, efficient, and highly personalised to any company’s need.

Geofencing: Reaching Candidates in Exact Locations

GeoHire™ uses geofencing technology to access relevant passive candidates - and it’s a cookie-free means to target an audience. With so much of the internet now trying to move away from utilising cookies in their daily operations, this puts crooton’s GeoHire™ technology at the forefront as a product to use in the changing digital space. By creating virtual perimeters around specific locations, such as a competitor’s office or key industry sites, geofencing allows advertisers to deliver digital display ads to a specific audience profile based on the devices identified within these ringfenced locations.

This layer ensures a message reaches the individuals with the interests and hobbies most aligned to the specific job opportunities, all without relying on cookies or the collection of personal information.

Digital Billboards: Capture Attention On-the-Go

Programmatic, data-driven Digital Billboards extend reach beyond digital screens. With this layer, place eye-catching outdoor ads anywhere from bus stops to roadsides or city-centre displays. This allows advertisers to target commuters and individuals travelling to-and-fro work at competitor’s sites. All the while, crooton will optimise the ad placements by analysing location and timing data for maximum visibility.

This is an excellent way to capture the attention of jobseekers while they are on the go. And removes any reliance on their devices being picked up by GPS signals.

Local Media: Spreading Awareness into Communities

Part of GeoHire™ uses local media outlets to enhance brand presence in specific geographic areas in the following ways:

• Publish ads in local newspapers and on community websites
• Strengthen recruitment campaigns by engaging with a dedicated local audience, removing the risk of wastage on passers-by.
• Increase brand awareness and inspire more job applications from nearby candidates.

Local media builds trust and connects companies with candidates who are deeply rooted within the target area.

Social Media: Building Touchpoints with Passive Candidates

Online platforms like Meta and LinkedIn offer unparalleled access to diverse audiences which allow them to be used to deliver tailored messaging to potential jobseekers on sites like Facebook or Instagram. Utilising targeting filters such as interests, location, and professional skills, GeoHire™ can refine the social presence of a brand to be seen by only the most relevant online users.

This layer of outreach allows a touchpoint with both the active jobseeker as well as the more passive users that may not already be searching. This ensures a message that sparks meaningful connections and may inspire those passive candidates to become more active for that company’s offers.

GeoTV & GeoRadio: Making (air)Waves in Recruitment

Reach millions of potential candidates through the use of the advanced GeoTV and GeoRadio filtering. Through this medium there are multiple targeting options from location to gender, affluence or purchasing habits, and many more! This layer offers a reduction in impression wastage, which can be the nightmare of any digital advertising campaign.

Alongside the targeting through these means, crooton will give the benefit of providing detailed reports that track campaign conversions and success metrics. The inclusion of both GeoTV and GeoRadio will take any campaign to the next level in the recruitment market!

By harnessing the power of crooton's GeoHire™ technology, crooton helps employers connect with top talent like never before. Whether it’s targeting passive candidates near competitors or building brand awareness in a specific community, GeoHire™ delivers stand out results.

Ready to transform your hiring process? Visit our contact page to learn how crooton's GeoHire™ can enhance your recruitment strategy.