Recruiting local talent is more competitive than ever. With candidates juggling multiple offers and job alerts constantly hitting their phones, it’s crucial to stand out fast and effectively.
That’s why savvy employers are turning to geofencing recruiting - an innovative strategy that connects you with potential hires where they are most active: on their phones and devices, scrolling through apps or browsing online.
Here’s how geofencing works, and seven actionable geofencing recruiting tactics to attract top local talent using this powerful tool.
What Is Geofencing Recruiting?
Geofencing recruitment is the practice of using location-based technology, such as GPS, RFID, Wi-Fi, or cellular data, to create a virtual boundary, or fence, around a specific location to target candidates within those perimeters. When someone enters that area with a mobile device, they can be shown targeted ads designed to encourage them to apply for open roles.
While geofencing is commonly used in retail digital marketing to drive foot traffic into stores, recruiting teams use it to drive applicants into pipelines. Instead of pushing promotions, recruiters are pushing compelling job ads, company culture content, or sign-on bonuses tailored to specific candidates in their area.
When used strategically, geofencing recruiting enables businesses to target and engage job seekers, including passive talent, in hyper-local areas with fierce hiring competition.
Here are seven tried-and-true geofencing tactics you can use to optimize your location-based recruiting efforts.
1. Target Candidates Near Competitor Locations
Why wait for the perfect candidate to find your job post when you can meet them right outside a competitor’s door?
One of the most effective geofencing tactics is to place digital job ads around competing employers. Let’s say you’re hiring warehouse staff, and you know your competitor’s site has high turnover. You can geofence their building and serve ads during shift changes, breaks, or lunch hours.
This tactic is especially effective for:
- Skilled trades
- Customer service roles
- Logistics and manufacturing teams
Your message might say something like:
“Frustrated at work? Join a team that values you! We’re now hiring for [ROLE] just minutes away.”
2. Geofence Local Events and Job Fairs
Another great opportunity? Local career fairs, hiring expos, and industry events.
Geofencing these gatherings lets you target job seekers who are already interested in new opportunities within your industry.
You can:
- Deliver job ads to attendees' devices during or after the event.
- Highlight immediate openings, hiring bonuses, or walk-in interviews.
- Build retargeting audiences for future campaigns.
For example, if you’re hiring for healthcare roles, geofence a regional nursing expo or certification conference. Attendees who see your brand there are more likely to recognize it later when they’re ready to apply.
3. Use Campus and Training Center Geofencing
Using geofencing for local recruiting strategies isn’t just for senior or mid-level talent. It’s also an ideal way to connect with students and recent grads.
Set up geofences around:
- Community colleges
- Technical schools
- Trade certification centers
- University career service buildings
You can run campaigns during class breaks, graduation season, or job placement events. The key is to promote clear entry-level pathways, mentorship opportunities, or tuition reimbursement benefits.
Your ad could read:
“Graduating soon? Start your career with us! Local, entry-level roles are open now.”
4. Engage Passive Talent at Popular Venues
Not all great candidates are actively job hunting. Geofencing is an effective way to reach passive talent.
Geofence hot spots near corporate parks, warehouses, or industrial zones, including:
- Coffee shops
- Fitness centers
- Grocery stores
- Restaurants
This approach is subtle but strategic. You’re reaching individuals who may be open to a change, even if they haven’t started searching. A well-placed ad while someone’s grabbing lunch might spark just enough curiosity to click through.
Send your messages at strategic times throughout the day to maximize reach and engagement, such as during the lunch rush or early morning hours. Be sure your messaging is value-driven and showcases the benefits of joining your company.
5. Customize Ad Messaging for Local Talent
Generic ads get scrolled past. To capture attention, tailor your message to speak directly to local candidates. Localized campaigns outperform generic campaigns by 86%, with average click-through and conversion rates both being higher.
Here’s how to nail localized ad messaging:
- Use city or neighborhood names in headlines.
- Highlight short commutes, free parking, or the convenience of being close to home.
- Promote flexibility or shift options that align with local lifestyles.
Example:
“Now Hiring in Baltimore. Enjoy a 10-Minute Commute, Competitive Pay, and a Great Culture.”
The more local and relevant the ad feels, the more likely it is to resonate and convert.
6. Combine Geofencing with Employer Branding
Geofencing works best when it’s part of a holistic employer branding strategy. Your digital ads should reinforce your company’s mission, culture, and values, not just list job titles.
Make sure your:
- Career site reflects the same messaging as your geofenced ads.
- Employee testimonials and videos are used in ad creatives.
- Brand voice is consistent across all touchpoints.
This builds trust with potential candidates and increases the likelihood they’ll engage.
Be cautious of common employer branding mistakes that could hinder your efforts, such as neglecting your online reputation and failing to align your mobile messaging with your website.
7. Track Performance and Refine Targeting
Finally, geofencing without analytics is just guessing. To achieve the best hiring with geofencing results, track performance, and optimize over time.
Monitor key metrics like:
- Impressions: How many people saw your ads?
- Clicks: How many engaged?
- Applications: Who actually applied?
Then tweak your strategy based on insights:
- Adjust the radius of your geofence.
- Test different ad copy or creative.
- Expand to new locations based on trends.
Geofencing platforms often integrate with your ATS or CRM, making it easier to track ROI and attribution.
Ready to Put These Geofencing Recruiting Tactics to Use?
Geofencing recruiting is a cost-effective, hyper-targeted way to connect with top talent in your area. Whether you're trying to outshine competitors, reach passive candidates, or build a stronger employer brand, geofencing offers a modern solution for local hiring success.
To reap the most reward, try:
- Targeting candidates near competitor locations
- Geofencing local events and job fairs
- Using campus and training center geofencing
- Engaging passive talent at popular venues
- Customizing ad messaging for local talent
- Combining geofencing with employer branding
- Tracking performance and refining targeting
Looking to strengthen your recruiting strategy with geofencing? ProIQ can help you get started. We’ll develop personalized geofencing and digital recruiting tactics that attract the best candidates in your area.
Contact us today to get started.
