“Promoted” Job Tweets Coming Soon to Your Recruitment Strategy
Today on Twitter’s Official Blog, founder Biz Stone announced the limited release of Twitter’s new ad platform called “Promoted Tweets.” The platform has been rolled out to a select set of Twitter’s largest corporate users (i.e. Starbucks, Best Buy) to see how Twitter users take to these promoted messages. The promoted tweets are only being served on search result pages from Twitter.com. Ads will soon be rolled out to Twitter’s other partner tweet aggregators (i.e. TweetDeck and mobile tools) and all advertisers.
I did a quick hash tag search for #jobs and #careers. As of today, none of the trial advertisers are promoting thier career opportunities with the platform. I’m sure that will change soon enough. About a month or so ago, I posted a blog around the rumors of the impending Twitter ad platform. With the announcement, we see that the promoted tweets are very different from what many industry analysts expected to hear from Twitter.
Regardless of what we thought the Twitter Ad Platform would be, the tool will still be very useful for recruiters. When asked how many “searches” are done on Twitter, COO Dick Costolo said, “a lot of people use Twitter for search; the volume is huge.” So today, recruiters won’t be able to determine the search volume for says – #jobs #Chicago #sales. I would imagine as this tool grows, so will the advertiser resources as we saw with the growth of Google Ads. There is talk that a Twitter pro account will also be available soon where professional users can manage a handful of Twitter handles from one platform and manage their promoted tweets account for a small fee.
How will recruiters use this new promoted tweets tool? Say you have a call center in Phoenix that you need to staff up. You can bid on #jobs searches coming from the Phoenix area to show up as the top tweet on the search results page. What’s great about these promoted tweets is that they are social too. Twitter users who come across one of these promoted tweets will be able to retweet the ad to let their network of friends know of your open job opportunities.
This tool is sure to grow rapidly once it is released to the rest of us. Stay tuned to SocialMediaRecruitment.com for updates.
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