Did you know that social media use during the summer holidays increases by 70 %?
This could yield better results for your advertising budget! However, we know that the number of applicants for managerial and specialist positions decreases in June and July, so what are you going to do?
Summer is golden for social media
The sun is shining, candidates are logging off work and onto social media. Social media usage increases by a whole 70 % during the summer holidays. This is a unique opportunity to create a presence and visibility with your target audience. Whether you’re looking for employer branding or to recruit for a specific position, there's a high probability that your ad will get extra views during the summer holidays. CPM (Cost per Mille) is lower during the summer holidays than in spring and autumn, meaning your ad will reach more people for less money.
Worth remembering: If you use or purchase search services, the goal of advertising on social media isn't always to lead to specific applications. For some recruitment processes, the aim is for a social media presence to increase employer brand awareness and spark interest, so that when the recruiter contacts candidates, there's a greater chance of booking an interview.
Search volume in June and July
We are seeing a drop in the number of applicants in June and July – particularly for management and specialist positions. Our own data shows that June is the month with the fewest views of job advertisements and the fewest applications received throughout the year. August, on the other hand, is one of the peak months for job advertisement views. Data from LinkedIn and Wave show that the number of job advertisements decreases by up to 71%% in July compared to the peaks around May and September. Finn reports that «there are almost as many candidates on Finn in July as the rest of the year», but these figures include all job levels and all sectors. There is a significant difference between the different types of positions, job levels, and industries.
So, should I post the job advert before the holiday?
There are arguments both for and against. For leadership and specialist positions, the number of visitors to job advertisements drops in June and July, before increasing again at the end of July and in August. If you are looking for candidates without specialist expertise, or those who visit Finn regularly (active candidates), it may be worth posting the job before summer. Social media activity remains high during the holidays, even though conversion (number of completed applications) is lower in July.
In other words, the answer is «it depends». Posting the vacancy on your own pages or on the recruitment company's pages means you lose nothing. In that case, remember to make it clear in the job advertisement that candidates will not receive feedback until August, if you are taking your summer holiday. If you wish to advertise on Finn, you should check the job type, as there is a high probability that it will pay off to wait until after the holiday. Advertising on social media may be worthwhile to start before/during the holiday, but save the majority of the budget for the end of July and August!
Some general advice
- Publish the position on your own pages before the holiday.
- Start the advertising with a reduced budget
- Boost the advertising budget towards the end of the holidays and in August.
- Remember to run retargeting to activate the candidates in August!
