Webinar – Interactive Strategies for Breakthrough Recruitment Marketing

Interactive Strategies for Breakthrough Recruitment Marketing Excite, engage and deliver Talent…like never before.

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We’re recording today’s Webinar and it will be
available online within 24 hours
We’ll be announcing the winners of the ERE
Spring Expo passes tomorrow
About Today’s Webinar

Join the CONVERSATION Joshua Westover Co-Founder , EnticeLabs Moderated by Mike Johnson Dimitri Boylan CEO, Avature

Breakthrough marketing work is somewhere.
Taco Bell & Apple
Know a lot about Direct Marketing
Their model was interactive before the Internet.
These guys know how to use their data and influence buying patterns
Know something about Merchandising
These guys get deep into the head of the buyer
Payless vs. Ferragamo
Marketing conferences can be interesting
Remember how to recruit people
Seemingly random observations

Great Advertising starts a conversation
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
“ 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…”
And Breakthrough recruitment advertising make it about the future of the person:
“ let’s make the future of chip design your future…”
Note that this conversation is not occurring on a classified system, where the conversation is
“ how do I find a new job.”
Breakthrough Advertising

Traditional Ad Model vs. New Ad Model Destination Site traditional model Visit Positions Candidates Employers Visit Sites Candidates Positions Employers new model

Targeting
Requires
Reach
Data
Analysis
Optimization (of placement and content)
Dimensions of Analysis
Profile
Geographic
Behavioral
Contextual
Methods of Analysis
Behavioral, Multivariate, Deep Optimization Feedback

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

Intelligent Targeting Geographic Behavioral Contextual Profile

Fashion Blog

Adoperationsonline.com

Java-tips.org

Content
Relevant
Consistent
Personalized
Actionable
Rewarding

Relevant Ads to Engaging Landing Page https://www.enticelabs.com/EL/engage.me?j=94ae6793421da130583548da3fb0c07b

Analysis
Behavioral Analysis
What elements of the portals engage people?
Multivariate Testing
What ads are working?
What networks/websites are working?
Deep optimization feedback
Adjusting ads based on real recruiting metrics…more on that later

Multivariate Testing Split Test Multivariate Test A B 80% 70% 15%

Analyzing Portals - Landing Pages

When good advertising leads to a bad experience the ultimate goal – the conversion – is not achieved.
Example – a deeply personal ad that triggers an action which leads to a very impersonal “bucket of Jobs”.
To “breakthrough” you need to extend the key advertising attributes to the whole recruiting process and deliver the right experience from ad to hire.
Create a multi-portal strategy – one size doesn’t fit all
Align your portal strategy with your talent pool strategy
Get beyond clicks and open rates – optimize ad placement based on real recruiting metrics
Extending The Breakthrough

A Career Site vs. Portals Career Site is about… Portal is about… Generic Customized Jobs People Process Experience Screening Joining

Insidejob® Aligning Talent Pooling Strategy with Portals 4 3 2 1

Content Relevance
Align portals to your talent pooling strategy
Specific jobs displayed on specific portals
Unique application processes for different portals
Different static content for each portal
Keep the focus on them and their career
Portability
Embed portals into other web pages
Conversion
Allow people to provide as much or little information about themselves as they want
Process Extension
Incorporate automated CRM tactics around real recruiting workflow
Portals Transform The User Experience

A challenge – very personal – about YOUR Work

Micro-site for a pharmacist residency program

Portability - portal on the career site homepage

Portability – portal on job pages

Asking Nurses to indicate their interests

Cost Effective Execution

Monitoring Portal Effectiveness

Relevant from start to finish
This means about them and their career, while the company is the venue or the vehicle
Personal from start to finish
At what point is it OK to make the process impersonal? Never.
Consistent from start to finish
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.
Actionable from start to finish
Interactive, but not forcing commitment before person is ready to commit
Rewarding from start to finish
Rewards need to be parceled out in exchange for information, to provide incentive to stay engaged.
Rewards need to be presented early – in the message and be exhibited early, possibly in the messenger for example.
A candidate should perceive a portal as a gateway to more information
Breakthrough Marketing

Talent Survey – continue the conversation

Detailed workflow

Real-time, Deep Feedback Optimization

Breakthrough Architecture

Breakthrough advertising, marketing and recruiting focus on the experience of the subject.
Integrate rich advertising and smart placement to get the conversation going your way.
Combine with highly interactive portals that continue the conversation and make it more personal, not less personal, as the relationship builds
Seamlessly connect your portals to your workflow process to determine your level of automation for each talent pool
Optimize your advertising based on non-binary, real-time deep feedback
In Closing…Remember

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!

Webinar – Interactive Strategies for Breakthrough Recruitment Marketing

by Mike Johnson

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