Prior to the pandemic, more than a third of U.S. workers were in the gig economy, which is inclusive of “flexible, temporary or freelance jobs, often involving connecting with clients or customers through an online platform,” according to Investopedia. The increased demand for deliveries coupled with pandemic-related unemployment evolved and expanded the gig economy.
With delivery demand expected to remain high and the return to pre-pandemic behaviors, like ride-sharing, on the horizon, demand for gig economy workers appears to be exceeding supply. Brands looking for gig workers can deploy performance-based advertising strategies to de-risk their media spend while reaching job seekers where and when they are looking.
If you want to connect with the right job seekers for your brand, performance-based recruitment advertising with Digital Media Solutions may be the solution. DMS allows businesses looking for gig workers to immediately capitalize on job seeker intent and engagement and offers customizable targeting options for selecting your ideal job prospect demographic profiles. Contact DMS today.
When The Going Gets Tough, The Tough Differentiate With Promotions To Scale Their Recruitment Advertising Performance
At a time when so many gig economy employers need workers, differentiation can be essential for recruitment. Advertising creative and landing pages can offer details that help gig economy job seekers make decisions about applying, including benefits, hours, pay and company culture.
Differentiation can also be achieved through promotions, like those recently advertised by Uber and Lyft. According to an April Uber blog post, Uber launched “a $250 million driver stimulus to boost already high earnings for drivers.” The Uber stimulus is intended to “help welcome existing drivers back to Uber and ensure first-time drivers do well as they learn the ropes.” Lyft has a long list of bonuses and rewards intended to lure drivers to its platform. The Lyft earnings guarantee ensures drivers “earn a guaranteed amount for completing a certain number of rides,” which means Lyft drivers can be confident in their earning abilities.
Clear differentiation is part of almost every effective lead generation strategy. For Lyft, perks, bonuses and rewards help them distinguish themselves from other businesses seeking gig workers. Especially when leveraging performance-based recruitment advertising strategies, like the digital performance advertising solutions offered by Digital Media Solutions, differentiation can prove to have even greater impact.
Reviews & Social Opinion Matter For Gig Economy Workers
According to CNBC, one in three people turns down a job because of negative online reviews. Companies relying on gig economy employees should be continually aware of what’s being said online by current, past and prospective employees. Perception is reality, so the question is not whether or not the reviews are true, but instead what people believe. Employers should prepare to address potential issues, both directly on the review sites and with prospective employees who ask questions.
Digital Performance Advertising Helps Identify & Attract Gig Economy Employees
Digital performance advertising can help gig economy employers recruit at scale. Working with a company like Digital Media Solutions, employment advertisers can launch branded or unbranded campaigns designed to identify high-intent recruits and encourage engagement. Leveraging a variety of channels, performance-based recruitment advertising can be implemented with payment on a cost-per-action basis to create campaigns designed to align with unique cost-per-hire budgets.
At DMS, we help brands and businesses connect with prospective job seekers by helping companies grow lists of job seekers who want to learn more about open positions and by sending people directly to job listings. Gig economy contractor recruitment solutions from DMS reach job seekers who are expressly interested in working for your brand. As a result, DMS provides a reliable, efficient and scalable way to grow your prospective gig worker base. Contact DMS to begin finding the gig workers you need to succeed.
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DMS is a technology-enabled, data-driven performance advertising solutions provider connecting consumers and advertisers. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive digital media reach can help you scale your customer acquisition results.
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