The battle for the best talent is in full swing. But how do you reach the sought-after specialists of tomorrow? The answer is: Connected TV (CTV)!
The streaming universe is growing rapidly and offers not only consumer brands but also companies unique opportunities to position themselves as an attractive employer. In the area of employer branding in particular, CTV can pave new ways to reach potential talent in a targeted manner and get them excited about the company.
Why exactly Programmatic CTV for employer branding?
CTV combines the reach and impact of television with the targeting possibilities of digital platforms. This is an unbeatable advantage, especially in recruiting:
Strong visual messages: Recruiting content can be emotionalised through moving images and sound. Authentic insights into everyday working life, the communication of company values or exciting career prospects can be presented in a professional and appealing format.
Innovative and modern image: The use of CTV in employer branding shows that the company is at the cutting edge of technology and uses modern ways to communicate with talent. This leaves a lasting impression, especially with digital-savvy target groups.
Full attention: CTV adverts are played in full screen with sound, giving the message the undivided attention of viewers – a key advantage over addressable TV, which is often muted and shown in smaller formats.
High acceptance in a relaxed streaming environment: With an impressive view rate of 90%, CTV impresses with its effectiveness. Viewers consume content in a positive, relaxed context and are more open to authentic and inspiring messages, which gives employer branding campaigns a greater chance of being remembered in the long term.
Professional content and brand safety: Streaming services carefully select their content so that brands appear in a high-quality, professional environment. This 100% brand safety reinforces recruiting messages and positions the company as a first-class employer.
How can companies use CTV for recruiting?
Connected TV offers a wide range of targeting options that can be used optimally for employer branding. The first step is to choose the right streaming platform, such as Netflix, Amazon Prime, DAZN, Sky or Joyn. A wide range of targeting options are also available. Companies can select specific genres, series or movies to place their adverts in a suitable context.
The option to advertise specific locations is particularly helpful – a decisive advantage for employer branding when looking for talented people who live near the company location.
In addition, data targeting offers numerous options for making demographic and interest-related settings. In addition to age, career related characteristics such as the sector in which a person works can also be targeted. This ensures that the messages reach exactly the right talent.
The design of CTV advertising offers significantly more facets than traditional forms of advertising. Companies have the opportunity to present themselves in a more emotional and authentic way. Two particularly popular approaches are:
- Present career opportunities:
Showcase exciting projects or your company’s work culture to give potential talent insight into their possible future. - Employee testimonials:
Let your employees talk about their experiences. These authentic voices convey credibility and create trust in your company.
Is it tedious to use CTV?
Not if it’s done right! The easiest way to utilise the full potential of CTV is to work with an experienced advertising partner. This partner takes over the planning, implementation and optimisation of campaigns across various platforms. This allows companies to focus on their core competences while enjoying the benefits of a single point of contact.
Our company offers these customised solutions to make the most of the diverse possibilities of streaming for your brand. With us as your global, experienced advertising partner, you get everything from a single source. Let’s work together to fully utilise the potential of programmatic CTV for your marketing goals!
Don’t hesitate and contact us today! Together we can realise the full potential of CTV for advertising campaigns.
