readvertising

Readvertising is the practice of placing advertising content again after an initial run. The term can describe both marketing campaigns that are reissued to new or returning audiences and the practice of republishing a job advertisement after its initial posting has expired or failed to attract sufficient candidates.

In recruitment, readvertising involves re-posting a vacancy with updated requirements, revised salary, or broader distribution, often after a period of no adequate applicants. This approach widens exposure and signals ongoing hiring needs. It may be accompanied by targeted outreach to specific skills or regions, and may include changes to job details, application deadlines, or selection criteria to improve appeal.

In digital marketing, readvertising is commonly used as retargeting or remarketing—displaying ads to users who have previously visited an advertiser’s site or engaged with content. Ads may be shown across networks and devices with frequency controls to balance exposure and user fatigue. Techniques include audience segmentation, lookalike targeting, and sequential messaging to guide potential customers through a conversion funnel.

Benefits of readvertising include extended reach, refreshed engagement, and improved conversion probability whenads or postings are tailored. Criticisms center on ad fatigue, privacy concerns, wasted spend if not optimized, and potential irritation for users who repeatedly see the same ads or postings.

Best practices include setting clear goals, updating creative and offers, guarding against excessive frequency, ensuring compliance with privacy laws, monitoring metrics, and aligning readvertising with broader strategy. Related concepts include retargeting, remarketing, and re-posting in recruitment.