Webinar – Interactive Strategies for Breakthrough Recruitment Marketing


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Dimitri Boylan, founder and CEO of Avature, and Joshua Westover, co-founder of EnticeLabs, discussed breakthrough recruitment advertising in this engaging presentation.

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  • Advertising and Marketing are not hidden disciplines – its everywhere, but watch out for the taco bell dog. After spending a 100,000, Taco Bell discovered that everyone liked the dog, but did not want to eat what the dog wanted to eat – Memorable, entertaining, but no increase in sales. Apple has had its share of breakthrough advertising – 2 observations – first, when other companies competed on features, Apple made it about the user, and second, notice that the Apple ads look a lot like the Apple products – that is not an coincidence. I know you know these things, but do you know how these things influence your recruitment marketing? Merchandising experts live at the point of sale – and that is an interesting place – where the deal goes down. Payless – lots of shoes - great for my kids – they are growing like weeds and I need cheap near disposable shoes – its not just the name, it’s the experience, but Ferragamo – a totally different experience – and a Ferragamo shoe is like a great job, its going to last 10 years, maybe more. Question #2 – what is the average number of shoes displayed in a Ferragomo store? Commitment – you cannot assume you will get it right the first time – good and great marketing are breakthroughs – that means they are preceded with failures. Question #3: When was the last time our listeners went to a Marketing Trade show? To think outside the recruiting box you need to travel outside the box Recognize that marketing people are having to learn a lot of new tricks these days Remember how to recruit people - This is at the core of what you want to accomplish, don’t let marketing & technology through you off
  • Sometimes breakthrough advertising can be achieved by being a first mover - The first person to put adverting on shopping carts got the biggest bang for their buck. At HotJobs I was known as an opportunistic buyer – our boutique media buying company came to us with a new show – 20 cents on the dollar – no one wanted to touch it even though it had a good time slot – we made a big buy – the show was called Survivor – but that was luck – luck is when you are the only one doing something in a business were everyone is doing everything. I wouldn’t try to build a program around this concept, but if you have the opportunity to show a video where normally there has only been a banner – you have a bit of first mover. There is a good argument that rich media advertising is still in its breakthrough stage. A better example of breakthrough tactics is the HotJobs Rudy/Hillary Bus Campaign.
  • OK, but what of Breakthrough marketing – lets try to breakthrough in all of these catagories. Personalized – breakthrough is… Actionable – traditional is call us, and here is the number Rewarding – this is especially interesting for Recruitment Marketing and probably the most unique, un-talked about, and most powerful distinction between marketing and recruitment marketing.
  • This seems obvious, until you put this in perspective. Marketing Pros never had an experience as part of their delivery. Now they do, and they are just getting their hands around it – sort of. Recruiters – well I love Job Boards as much as anyone, and it was a real thrill to be able to get all your jobs out there finally. But if we go back to the masters of marketing and replace them with the masters of “retail” we learn that too much is anything but good.
  • User experience is disconnected – from ad response to sudden application process – yikes, I wasn’t ready for this! High fall out rate and little opportunity to break through on the analytical side – caught in traditional marketing metrics land – ok, but no cigar!
  • It’s a fact – people prefer to talk about themselves and to understand things from the perspective of what it means to them.
  • Footwear designers are critical to the adidas business. Point 1 – designers deal in portfolios, not resumes! Career site doesn’t function for them. Point 2 – content is relevant and engaging to the DNA of a designer, they’re artistic NOT corporate, supported by design elements Point 3 – conversion – no job search and apply, simple registration form and a continuation of the attributes of breakthrough marketing – personal, relevant, etc. Point 4 – this is about the Person – Your WORK – not about adidas
  • This is a portal for a specific set of jobs – pharmacists – for a residency program. This becomes a “segmented” career site where someone can apply to jobs however the relevancy of the content is specific to the job types. If you were familiar with the Avature system you can segment jobs and post them to micro-career sites.
  • This is a portal for a specific set of jobs – pharmacists – for a residency program. This becomes a “segmented” career site where someone can apply to jobs however the relevancy of the content is specific to the job types. If you were familiar with the Avature system you can segment jobs and post them to micro-career sites.
  • Captured in a web form inside the crm, can now manage the information in the crm to relate to them.
  • What else plays well with WOM and Portals? Referral Programs!
  • Traditional stuff - CRM can auto-tag incoming prospects and candidates to track source effectiveness
  • What does it mean to be relevant? Understand retailing - how people buy Avoid the “bucket of jobs” problem Keep non-relevant material out of sight Continue the conversation Keep the focus on them not you
  • It’s a fact – people prefer to talk about themselves and to understand things from the perspective of what it means to them.
  • It’s a fact – people prefer to talk about themselves and to understand things from the perspective of what it means to them.
  • Big concept – I don’t expect what I want to be littered about the street and available to anyone. I expect a journey. Meet the expectations of the job seeker. When we spent 52 MM per year on advertising, our competitor spent 250MM/yr. Our tag line at HotJobs.com was Onward. Upward. Derived from Dr. Seuse about the journey from childhood to adult hood, we focused squarely on the person and their experience, while all, and I am not exaggerating, all our competitors focused on money, authority, one up man ship and “take this job and shove it.” The best things come from a great journey – meet their expectations with Targeted & Relevant advertising, Consistent, Personalized, Actionable, and Rewarding experience, and you are going to hire more of the people you really want – and that is breakthrough recruiting. Operationalize this on a global scale and that is breakthrough Recruiting program development…[fix this ending – punch it up]
  • Webinar – Interactive Strategies for Breakthrough Recruitment Marketing

    1. 1. Interactive Strategies for Breakthrough Recruitment Marketing Excite, engage and deliver Talent…like never before.
    2. 2. <ul><li>Submit questions during the presentation using </li></ul><ul><li>the GoToWebinar control panel </li></ul><ul><li>Slides will be available after the Webinar </li></ul><ul><li>Use #recruitingcrm on Twitter to follow the </li></ul><ul><li>conversation </li></ul><ul><li>We’re recording today’s Webinar and it will be </li></ul><ul><li>available online within 24 hours </li></ul><ul><li>We’ll be announcing the winners of the ERE </li></ul><ul><li>Spring Expo passes tomorrow </li></ul>About Today’s Webinar
    3. 3. Join the CONVERSATION Joshua Westover Co-Founder , EnticeLabs Moderated by Mike Johnson Dimitri Boylan CEO, Avature
    4. 4. <ul><li>Breakthrough marketing work is somewhere. </li></ul><ul><ul><li>Taco Bell & Apple </li></ul></ul><ul><li>Know a lot about Direct Marketing </li></ul><ul><ul><li>Their model was interactive before the Internet. </li></ul></ul><ul><ul><li>These guys know how to use their data and influence buying patterns </li></ul></ul><ul><li>Know something about Merchandising </li></ul><ul><ul><li>These guys get deep into the head of the buyer </li></ul></ul><ul><ul><li>Payless vs. Ferragamo </li></ul></ul><ul><li>Marketing conferences can be interesting </li></ul><ul><li>Remember how to recruit people </li></ul>Seemingly random observations
    5. 5. <ul><li>Great Advertising starts a conversation </li></ul><ul><li>Breakthrough Advertising starts the conversation – in a new way, or in a new place, or co-ops an existing, engaging conversation with highly relevant information </li></ul><ul><ul><ul><li>“ now that you are thinking about chip power cycles, have you thought about joining our new design team, because we are breaking the boundary of cycle time and frequency modulation…” </li></ul></ul></ul><ul><li>And Breakthrough recruitment advertising make it about the future of the person: </li></ul><ul><ul><ul><li>“ let’s make the future of chip design your future…” </li></ul></ul></ul><ul><li>Note that this conversation is not occurring on a classified system, where the conversation is </li></ul><ul><ul><li>“ how do I find a new job.” </li></ul></ul>Breakthrough Advertising
    6. 6. Traditional Ad Model vs. New Ad Model Destination Site traditional model Visit Positions Candidates Employers Visit Sites Candidates Positions Employers new model
    7. 7. Targeting <ul><li>Requires </li></ul><ul><ul><li>Reach </li></ul></ul><ul><ul><li>Data </li></ul></ul><ul><ul><li>Analysis </li></ul></ul><ul><ul><li>Optimization (of placement and content) </li></ul></ul><ul><li>Dimensions of Analysis </li></ul><ul><ul><li>Profile </li></ul></ul><ul><ul><li>Geographic </li></ul></ul><ul><ul><li>Behavioral </li></ul></ul><ul><ul><li>Contextual </li></ul></ul><ul><li>Methods of Analysis </li></ul><ul><ul><li>Behavioral, Multivariate, Deep Optimization Feedback </li></ul></ul>
    8. 8. Comprehensive Reach Specialty Sites Social Networks + more + more Exclusive Sites User Groups Forums Blogs Niche Sites + more Search Engines + more Job Related Sites + more New Media + more
    9. 9. Intelligent Targeting Geographic Behavioral Contextual Profile
    10. 10. Fashion Blog
    11. 11. Adoperationsonline.com
    12. 12. Java-tips.org
    13. 13. Content <ul><li>Relevant </li></ul><ul><li>Consistent </li></ul><ul><li>Personalized </li></ul><ul><li>Actionable </li></ul><ul><li>Rewarding </li></ul>
    14. 14. Relevant Ads to Engaging Landing Page https://www.enticelabs.com/EL/engage.me?j=94ae6793421da130583548da3fb0c07b
    15. 15. Analysis <ul><li>Behavioral Analysis </li></ul><ul><ul><li>What elements of the portals engage people? </li></ul></ul><ul><li>Multivariate Testing </li></ul><ul><ul><li>What ads are working? </li></ul></ul><ul><ul><li>What networks/websites are working? </li></ul></ul><ul><li>Deep optimization feedback </li></ul><ul><ul><li>Adjusting ads based on real recruiting metrics…more on that later </li></ul></ul>
    16. 16. Multivariate Testing Split Test Multivariate Test A B 80% 70% 15%
    17. 17. Analyzing Portals - Landing Pages
    18. 18. <ul><li>When good advertising leads to a bad experience the ultimate goal – the conversion – is not achieved. </li></ul><ul><li>Example – a deeply personal ad that triggers an action which leads to a very impersonal “bucket of Jobs”. </li></ul><ul><li>To “breakthrough” you need to extend the key advertising attributes to the whole recruiting process and deliver the right experience from ad to hire. </li></ul><ul><ul><li>Create a multi-portal strategy – one size doesn’t fit all </li></ul></ul><ul><ul><li>Align your portal strategy with your talent pool strategy </li></ul></ul><ul><ul><li>Get beyond clicks and open rates – optimize ad placement based on real recruiting metrics </li></ul></ul>Extending The Breakthrough
    19. 19. A Career Site vs. Portals Career Site is about… Portal is about… Generic Customized Jobs People Process Experience Screening Joining
    20. 20. Insidejob® Aligning Talent Pooling Strategy with Portals 4 3 2 1
    21. 21. <ul><li>Content Relevance </li></ul><ul><ul><li>Align portals to your talent pooling strategy </li></ul></ul><ul><ul><li>Specific jobs displayed on specific portals </li></ul></ul><ul><ul><li>Unique application processes for different portals </li></ul></ul><ul><ul><li>Different static content for each portal </li></ul></ul><ul><ul><li>Keep the focus on them and their career </li></ul></ul><ul><li>Portability </li></ul><ul><ul><li>Embed portals into other web pages </li></ul></ul><ul><li>Conversion </li></ul><ul><ul><li>Allow people to provide as much or little information about themselves as they want </li></ul></ul><ul><li>Process Extension </li></ul><ul><ul><li>Incorporate automated CRM tactics around real recruiting workflow </li></ul></ul>Portals Transform The User Experience
    22. 22. A challenge – very personal – about YOUR Work
    23. 23. Micro-site for a pharmacist residency program
    24. 24. Portability - portal on the career site homepage
    25. 25. Portability – portal on job pages
    26. 26. Asking Nurses to indicate their interests
    27. 27. Cost Effective Execution
    28. 28. Monitoring Portal Effectiveness
    29. 29. <ul><li>Relevant from start to finish </li></ul><ul><ul><li>This means about them and their career, while the company is the venue or the vehicle </li></ul></ul><ul><li>Personal from start to finish </li></ul><ul><ul><li>At what point is it OK to make the process impersonal? Never. </li></ul></ul><ul><li>Consistent from start to finish </li></ul><ul><ul><li>For different types of candidates the level of personalization will have to be different, but it still should be consistent and appropriate for the type of candidates that are being recruited. </li></ul></ul><ul><li>Actionable from start to finish </li></ul><ul><ul><li>Interactive, but not forcing commitment before person is ready to commit </li></ul></ul><ul><li>Rewarding from start to finish </li></ul><ul><ul><li>Rewards need to be parceled out in exchange for information, to provide incentive to stay engaged. </li></ul></ul><ul><ul><li>Rewards need to be presented early – in the message and be exhibited early, possibly in the messenger for example. </li></ul></ul><ul><ul><li>A candidate should perceive a portal as a gateway to more information </li></ul></ul>Breakthrough Marketing
    30. 30. Talent Survey – continue the conversation
    31. 31. Detailed workflow
    32. 32. Detailed workflow
    33. 33. Real-time, Deep Feedback Optimization
    34. 34. Real-time, Deep Feedback Optimization
    35. 35. Real-time, Deep Feedback Optimization
    36. 36. Breakthrough Architecture
    37. 37. <ul><li>Breakthrough advertising, marketing and recruiting focus on the experience of the subject. </li></ul><ul><li>Integrate rich advertising and smart placement to get the conversation going your way. </li></ul><ul><li>Combine with highly interactive portals that continue the conversation and make it more personal, not less personal, as the relationship builds </li></ul><ul><li>Seamlessly connect your portals to your workflow process to determine your level of automation for each talent pool </li></ul><ul><li>Optimize your advertising based on non-binary, real-time deep feedback </li></ul>In Closing…Remember
    38. 38. Joshua Westover Co-Founder [email_address] 801-692.4051 Q&A www.enticelabs.com Mike Johnson Global VP of Sales [email_address] 503.334.0834 www.avature.net We look forward to continuing the conversation at ERE Spring Expo in San Diego!