Be seen when someone starts looking
AI services have quickly become a part of our everyday lives. We use them to search for information, compare options, get recommendations, and bounce around different ideas. When we are facing a decision, AI can be a first step in exploring our possibilities.
The same applies to jobs and careers. Increasingly, that type of research begins in an AI conversation rather than in a search bar. Potential candidates use AI as a sounding board when they are considering changing jobs, researching different career paths, exploring employers, or looking for a specific position. For employers, this means an opportunity to be seen early in the decision-making process, when the candidate is still exploring their options and trying to figure out what the next step might be.
Ads in the right context
Unlike many traditional advertising channels, where ads appear while we scroll through a feed, ads in ChatGPT are displayed in connection with an ongoing conversation. This can provide significantly more information about what the person is actually looking for.
A candidate who is thinking about changing jobs might, for example, ask:
“I’ve worked as an electrician for several years and am starting to think about what my next step could be. I’d like to stay in the electrical field, but I’m open to different roles and companies. Preferably in or around Gothenburg, and ideally at a workplace where I can develop and work on larger projects. What would you recommend?”
Here, we learn more than in a traditional search like “electrician jobs Gothenburg”. It’s not just about the job title and geographic area, but also about experience, preferences, and what the person is actually trying to find.
The ChatGPT Ads system takes into account, among other things, the context and intent of the current conversation when selecting ads. Relevance is therefore not just about individual keywords, but also about what the conversation is about and what the user is trying to achieve.
For employers, this can create an opportunity to be seen in a context that is already relevant to potential candidates. It could be about building employer brand awareness, sparking interest, or driving traffic to a specific job opening or career page. Not by interrupting the scroll, but by appearing where a relevant conversation is already taking place.
Is ChatGPT the next big advertising platform?
For us at SMW Group, this is a development we are following closely. Will ChatGPT become the next big advertising platform? That remains to be seen, but we are definitely curious about the role it might play in the advertising mix.
Regardless of whether the goal is to build employer brand awareness, reach new candidates, or drive traffic to a specific job, we see ChatGPT Ads as a channel worth exploring.
This gives us another way to be visible where our target audience actually is, and above all, an opportunity to reach out with the right message at the right time. For us, it is also about keeping track of developments and ensuring that our clients can stay one step ahead.
– Susanna Ekwall Stranne, Paid Media Specialist at SMW Group
Do you want to know if ChatGPT Ads could be right for you, or learn more about how it works?
Contact us at marknad@smwg.se and we’ll tell you more!
