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Using social proof in recruitment marketing
 

Using social proof in recruitment marketing

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Remember when they put those really bad laugh tracks on TV comedy shows to encourage you to laugh at the jokes. That’s an example of social proof.

Remember when they put those really bad laugh tracks on TV comedy shows to encourage you to laugh at the jokes. That’s an example of social proof.

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  • nice post. totally agree that social proof can be a very effective marketing tactic in the education industry. confirming to norms as defined by their peers/friends is a big deal for the millennials. also see what among'st the social proofs can be more effective - http://customertestimonials.wordpress.com/2014/03/21/social-proof-marketing-why-social-proof-is-useless-without-customer-proof-at-the-top/
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    Using social proof in recruitment marketing Using social proof in recruitment marketing Presentation Transcript

    • Using Social Proof in Recruitment Marketing Slide 1 Using Social Proof in Recruitment Marketing
    • Using Social Proof in Recruitment Marketing Slide 2 1) Social Proof 2) Testimonials 3) Social Sharing 4) Rankings and Awards 5) Trust Icons Overview Source: Higher Education Marketing – Using Social Proof in Recruitment Marketing
    • Using Social Proof in Recruitment Marketing Slide 3  Simply put, social proof is the phenomena where people follow the actions (or decisions) of others when they find out that others are already doing something, based on the assumption that others have more knowledge about the situation than they do.  In higher-ed recruitment marketing, social proofs are particularly important because prospective students are very tuned in, and sensitive to, the behavior of their peers and other external advisers and actively seek social proof to assist them in their decision making. 1. Social Proof Source: Higher Education Marketing – Using Social Proof in Recruitment Marketing
    • Using Social Proof in Recruitment Marketing Slide 4  When you say something about how good your university is, it’s marketing. When a student says something good about you, it’s a testimonial.  Student testimonials are powerful micro narratives that you can weave through you program, information and landing pages, providing solid “proofs” of student experience and results.  Short relevant testimonials fit well into main pages and longer student success or graduate success testimonials provide more details for deeper pages.  Use video where ever possible for testimonials as they bring more credibility than straight text.  Visitors don't generally visit a testimonials page, but will spend time on them when they are embedded in other content. 2. Testimonials Source: Higher Education Marketing – Using Social Proof in Recruitment Marketing
    • Using Social Proof in Recruitment Marketing Slide 5  Social sharing buttons and statistics are showing up more and more on higher-ed websites.  Reporting likes and followers to the visitor provides a strong proof of the interest and approval of their peers.  Be careful with applying this tactic to pages that have low traffic or low approval ratings.  Poor stats will produce negative social proof, the opposite of the intended effect.  No proof is better than low proof; the impression left is that your content is either too new to place faith in or it is not being used by anyone because it's not useful. 3. Social Sharing Source: Higher Education Marketing – Using Social Proof in Recruitment Marketing
    • Using Social Proof in Recruitment Marketing Slide 6  Using rankings and awards are a time tested tactic for providing social proof of a school’s merit and general approval ratings.  On their website, Mohawk College claims the number one spot in student Key Performance Indicators in 12/13 in the Greater Toronto and Hamilton Area.  Always be sure to back up these claims, (as Mohawk did in this example), with a click through to all the details about the ranking to confirm your proof. 4. Rankings and Awards Source: Higher Education Marketing – Using Social Proof in Recruitment Marketing
    • Using Social Proof in Recruitment Marketing Slide 7  Trust icons range widely in form and purpose, from indicators of secure ecommerce servers to identification of accreditation bodies.  Trust icons are typically formal endorsements from expert bodies or influencers, have some level of public recognition, and offer the visitor proof that the organization can be trusted and are recognized by other public organizations. 5. Trust Icons Source: Higher Education Marketing – Using Social Proof in Recruitment Marketing
    • Using Social Proof in Recruitment Marketing Slide 8  Trust icons are particularly important on landing pages and should be placed near your calls to action for maximum effect on conversion rates.  Social proofs are important to communicate your story, it’s authenticity and relevance to your visitor.  If used effectively they can increase your visitor’s time on site, positively communicate your brand and encourage click-throughs on your conversion paths. 5. Trust Icons Source: Higher Education Marketing – Using Social Proof in Recruitment Marketing
    • Using Social Proof in Recruitment Marketing Slide 9 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+