Sarah BerryWeb Marketing Consultant
- 7 minute read
- Sarah Berry is a Google Analytics-certified Web Marketing Consultant at WebFX. She’s written over 400 articles on digital marketing, covering topics like SEO, CRO, and Amazon. When she isn’t polishing her Time Magazine Person of the Year Award, she’s spending time with her flock of ducks.
LinkedIn boasts more than 550 million users, making it the world’s largest professional network. That makes it an excellent platform for businesses looking to find and recruit candidates for a variety of positions, from entry- to senior-level. With carousel ads, LinkedIn now offers companies a whole new way to connect with professionals.
Even better, these advertisements help your business minimize its ad spend and maximize its recruitment efforts, allowing you to fill positions with top-notch candidates fast. Keep reading to learn more about the advantages of LinkedIn carousel ads!
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What are LinkedIn carousel ads?
A type of Sponsored Content on LinkedIn, a LinkedIn carousel ad generates website traffic and quality leads. It lets you display up to 10 individual cards, which can contain information on products and positions, as well as industry- and company-related news.
Carousel ads display in the desktop and mobile news feeds of targeted users. Each card features a unique destination link, description, and image, which allows you to promote multiple items and direct traffic to multiple landing pages on your website.
7 reasons why LinkedIn carousel ads power recruitment campaigns
Companies utilize LinkedIn Sponsored Content for a variety of reasons, including recruitment. While other advertising options on LinkedIn, such as dynamic ads, help with recruitment, carousel ads give your recruitment strategy an edge.
Seven reasons why carousel ads are excellent for a budget-friendly recruitment campaign include:
1. They improve engagement rates
No matter where you’re looking to recruit candidates, you want your target audience to acknowledge your ads and engage with them — otherwise, they’ll never convert. With carousel ads, you can encourage engagement among your ideal applicants. A carousel ad can feature up to 10 cards, which entices users to click through and see the next one.
In fact, during the beta testing of carousel ads, companies saw a significant increase in engagement. That’s why 75 percent plan to use carousel ads in their next Sponsored Content campaign. If you’re trying to fill positions in your IT department, for instance, you may create a carousel ad that highlights five different openings.
If a user doesn’t qualify for your first listing, they may click to see the second, third, fourth, and fifth position, and then apply.
2. They offer eye-catching visuals
According to LinkedIn, one of the reasons engagement rates increase with carousel ads is because they offer attention-grabbing visuals. To maximize the benefit of your carousel ads, however, it’s critical that you utilize images that aren’t stocky — instead, you want pictures that capture your company. For example, if you’re promoting your company culture to prospective applicants, find pictures that highlight your values, dress code, or workspaces.
That can help you reach out to the candidates you want, as well as filter out other applicants. It can also help you reach candidates that may have overlooked your other advertisements, such as LinkedIn’s text ads. The reason is that content with images earns a massive amount of engagement compared to text-only content — 650 percent more, in fact.
3. They increase click-through rates
When you create an advertisement on LinkedIn, you select your campaign objectives too. For carousel ads, you can set goals to drive more website traffic and to increase lead generation, which are valuable when it comes to recruitment. For both of those goals, you’re looking at your click-through-rates (CTR).
In beta testing, advertisers discovered that — along with engagement — CTR also improved. LinkedIn attributes this increase to the visual design of carousel ads, plus their ability to promote multiple products, stories, and company cultures.
4. They provide interactive experiences
Another perk of carousel ads comes from their design, which is interactive. If users want to learn more about your company and its openings, they can click through your cards until they find one that persuades them to click and apply. For example, say you’re looking to find a candidate for a senior-level position.
Due to the requirements of such a role, you can create a targeted carousel ad that features a series of cards detailing the position and the requirements, as well as the company culture. As potential candidates browse through those cards, they can decide whether the position fits their professional goals. That leaves you with a series of pre-vetted applicants, which can maximize your time during the hiring process as you’re only interviewing candidates with a genuine interest in the role.
5. They promote multiple positions
Depending on your recruitment strategy, carousel ads are useful for promoting several open positions. Whether you’re looking to fill roles in a single department or company-wide, you can use a card for each position. This approach is an excellent strategy for entry-level roles.
The reason is that it lets you highlight your open positions, as well as your company culture. That can lead to valuable leads from candidates applying to join your business. As an example, you can create a LinkedIn carousel ad that features several listings, which you can sandwich between information about your company and its culture.
This arrangement lets you share your openings, workplace benefits, culture, and more in a single advertisement.
6. They include lead generation forms
To help you maximize your recruitment efforts, LinkedIn also offers lead generation forms — also known as Lead Gen Forms on the platform. The advantage of Lead Gen Forms on LinkedIn is that they pull a user’s profile information to fill the form. For users, this is an immense convenience.
They don’t have to take the time to enter their name, email address, phone number, and work history to start a conversation with your company. Instead, they can contact your team in an instant. LinkedIn offers valuable data for its Lead Gen Forms too, including:
- Cost per lead
- Lead form fill rate
- Lead number per audience segment
With that information, your team can assess the value of advertising on LinkedIn. You can also analyze the effectiveness of your campaign, plus develop an actionable plan for improving the number of forms you receive.
7. They deliver in-depth analytics
No matter how you’re advertising on LinkedIn, whether with carousel ads, text ads, or sponsored InMail ads, you’ll receive comprehensive analytic reports from LinkedIn. That lets you see your campaign’s performance, as well as discover opportunities for improvement. A few of the metrics LinkedIn provides include:
- Impressions per card
- Clicks per card
- Overall CTR
- Total number of leads
If you start a LinkedIn advertising campaign, it’s critical you take the time to review this data. It can help you maximize your ad spend, as well as help you revise your campaign to generate interest from more qualified candidates.
5 quick tips for creating clickable LinkedIn carousel ads
- Limit your number of carousel cards: For your first carousel ad, you want to use only three to five cards — versus 10. By using fewer cards at the beginning, you can see how audiences respond and then experiment with adding more!
- Organize your cards in different orders: Before you experiment with adding more cards, think about arranging your cards in a different order to see if the audience response changes. Instead of promoting your most senior openings first, for instance, highlight your entry-level ones.
- Keep your calls-to-action (CTAs) concise: Like any advertisement, you want to have a CTA that’s to-the-point. If you’re advertising different roles, make sure you have a call-to-action on each card — if you’re highlighting your company culture, only include a CTA on the last card.
- Make your descriptions compelling: It’s crucial that you keep your audience engaged, especially if you want them to reach the end of your carousel and take action. That’s why you want to create a description that’s engaging and compelling — don’t write one that’s lacking in character.
- Give your ads unique images or graphics: If you can use an image or graphic produced by your company, that’s wonderful! It’ll set your carousel ad apart and emphasize the features of your business, whether it’s your team, workplace, or culture.
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Sarah Berry is a Google Analytics-certified Web Marketing Consultant at WebFX. She’s written over 400 articles on digital marketing, covering topics like SEO, CRO, and Amazon. When she isn’t polishing her Time Magazine Person of the Year Award, she’s spending time with her flock of ducks.
WebFX provides digital marketing solutions with expert marketers, designers, and developers to increase visibility, conversions, and revenue. Learn more