UNCONVENTIONAL RECRUITMENT                             www.visioncri*caluniversity.com	  
COMMUNITY PANELS & COMMUNITIES•    Over 500 Community Panels on our Sparq Platform     SIZE     Qual community of < 100   ...
COMMUNITY PANELS & COMMUNITIES•    Over 500 Community Panels on our Sparq Platform                                        ...
COMMUNITY PANELS & COMMUNITIES•    Over 500 Community Panels on our Sparq Platform     GEOGRAPHY                          ...
COMMUNITY PANELS & COMMUNITIES•    Over 500 Community Panels on our Sparq Platform            BRANDED                     ...
COMMUNITY PANELS & COMMUNITIES•    Over 500 Community Panels on our Sparq Platform     Product testing                    ...
COMMUNITY PANELS & COMMUNITIES•    What does this mean for recruitment?          1. Specs can be quite tightly defined / n...
COMMUNITY PANELS & COMMUNITIES •    What does this mean for recruitment?      1.    Specs can be quite tightly defined / n...
UNCONVENTIONAL RECRUITMENT•    What is recruitment?     –  REACH :: the right people     –  CAPTURE :: catch their eye, en...
UNCONVENTIONAL RECRUITMENT•    How do we create this motivation?                         “Take part in surveys and win $$!...
UNCONVENTIONAL RECRUITMENT•    How do we create this motivation?        1.    Relevant                                    ...
UNCONVENTIONAL RECRUITMENT•    Copy / Messaging                             Relevant, topical issues                      ...
UNCONVENTIONAL RECRUITMENT Topical, relevant                             13
UNCONVENTIONAL RECRUITMENT     Benefits                             14
UNCONVENTIONAL RECRUITMENT  Tone, flattery,  importance                             15
UNCONVENTIONAL RECRUITMENT•    Creative design                             Visual appeal:                             Crea...
UNCONVENTIONAL RECRUITMENT•    Creative design                       LANDING	  PAGE	                         	            ...
CREATIVE PROCESSStep 1 :: Creative BriefDefine objectives , undertakebackground research & refinetarget audience          ...
CREATIVE PROCESSStep 1 :: Creative BriefDefine objectives , undertakebackground research & refinetarget audienceStep 2 :: ...
CREATIVE PROCESSStep 1 :: Creative BriefDefine objectives , undertakebackground research & refinetarget audienceStep 2 :: ...
UNCONVENTIONAL RECRUITMENT•    Follow-through     –  The Profiling Questionnaire is a key part of the ‘sales process’     ...
UNCONVENTIONAL RECRUITMENT•    Follow-through     –  The Profiling Questionnaire is a key part of the ‘sales process’     ...
THE PROS •    Avoids the use of generic        Not just narrow range of      messaging ‘get paid for taking   people who a...
THE CONS•    Living up to the expectations you set!     –  Survey content needs to be relevant, topical, interesting.     ...
DRIVERS OF PANELIST SATISFACTION•    Relative importance of factors in impacting overall satisfaction:-      Quality of su...
THANKS!laura.davies@visioncritical.com                                  26
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Presentation: Unconventional Recruitment

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Presentation: Unconventional Recruitment

  1. 1. UNCONVENTIONAL RECRUITMENT www.visioncri*caluniversity.com  
  2. 2. COMMUNITY PANELS & COMMUNITIES•  Over 500 Community Panels on our Sparq Platform SIZE Qual community of < 100 Quant panels of 100K + 2
  3. 3. COMMUNITY PANELS & COMMUNITIES•  Over 500 Community Panels on our Sparq Platform B2B PROFILE Specialty B2C Youth 3
  4. 4. COMMUNITY PANELS & COMMUNITIES•  Over 500 Community Panels on our Sparq Platform GEOGRAPHY Local Global 4
  5. 5. COMMUNITY PANELS & COMMUNITIES•  Over 500 Community Panels on our Sparq Platform BRANDED 5
  6. 6. COMMUNITY PANELS & COMMUNITIES•  Over 500 Community Panels on our Sparq Platform Product testing Relationship building / advocacy PURPOSE Tracking Market / Competitor IntelligenceSegmentation Ad Testing CSAT PR Loyalty Concept Testing 6
  7. 7. COMMUNITY PANELS & COMMUNITIES•  What does this mean for recruitment? 1. Specs can be quite tightly defined / narrow 7
  8. 8. COMMUNITY PANELS & COMMUNITIES •  What does this mean for recruitment? 1.  Specs can be quite tightly defined / narrow 2.  Prospective panel members may have an existing affinity to the brand, theme or category 3.  Need to be ‘resourceful’ when it comes to recruitment channels and sources. customer databases, till receipts, in-store promotions, billing statements, classified ad, print ads, radio ads, tv ads, client online / offline media properties, eDM, online ads, search, social media 8
  9. 9. UNCONVENTIONAL RECRUITMENT•  What is recruitment? –  REACH :: the right people –  CAPTURE :: catch their eye, engender curiosity –  PERSUADE :: provide sufficient reasons for individual to complete the actions required to sign up. MOTIVATION   9
  10. 10. UNCONVENTIONAL RECRUITMENT•  How do we create this motivation? “Take part in surveys and win $$!” (Conventional recruitment) 10
  11. 11. UNCONVENTIONAL RECRUITMENT•  How do we create this motivation? 1.  Relevant Creative 2.  Targeted Copy / Messaging 3.  Sense of purpose Incentive / Benefits 4.  Self-interest Follow through 5.  Engaging 11
  12. 12. UNCONVENTIONAL RECRUITMENT•  Copy / Messaging Relevant, topical issues 12
  13. 13. UNCONVENTIONAL RECRUITMENT Topical, relevant 13
  14. 14. UNCONVENTIONAL RECRUITMENT Benefits 14
  15. 15. UNCONVENTIONAL RECRUITMENT Tone, flattery, importance 15
  16. 16. UNCONVENTIONAL RECRUITMENT•  Creative design Visual appeal: Creative resonates with the target audience 16
  17. 17. UNCONVENTIONAL RECRUITMENT•  Creative design LANDING  PAGE     PROFILING  QUESTIONNAIRE     17
  18. 18. CREATIVE PROCESSStep 1 :: Creative BriefDefine objectives , undertakebackground research & refinetarget audience 18 18
  19. 19. CREATIVE PROCESSStep 1 :: Creative BriefDefine objectives , undertakebackground research & refinetarget audienceStep 2 :: IdeationFocus groups & Brain-storming 19
  20. 20. CREATIVE PROCESSStep 1 :: Creative BriefDefine objectives , undertakebackground research & refinetarget audienceStep 2 :: IdeationFocus groups & Brain-stormingStep 3 :: Creative DevelopmentIterative process with multipleopportunities for feedback &refinement 20
  21. 21. UNCONVENTIONAL RECRUITMENT•  Follow-through –  The Profiling Questionnaire is a key part of the ‘sales process’ 21
  22. 22. UNCONVENTIONAL RECRUITMENT•  Follow-through –  The Profiling Questionnaire is a key part of the ‘sales process’ –  Engage early and often •  Welcome email •  Activation Study •  Plan of engagement 22
  23. 23. THE PROS •  Avoids the use of generic Not just narrow range of messaging ‘get paid for taking people who are panel-savvy, surveys’, ‘share your opinions more financially motivated on a variety of topics’ and more liable to cheat •  Those who are genuinely Engaged and responsive interested in the subject are (Ave. RR across panels 41%) more likely to join More likely to stick (especially •  Appreciate the relevancy to if this continues with ongoing their lives and interests feedback) 23
  24. 24. THE CONS•  Living up to the expectations you set! –  Survey content needs to be relevant, topical, interesting. –  If you sell them on the chance to participate, don’t disappoint (e.g. too few surveys, repeatedly disqualifying, poor survey quality). –  Continually closing the loop through feedback which demonstrates that their input is valued. –  If your recruit creative is visually appealing – surveys should also be visually stimulating. 24
  25. 25. DRIVERS OF PANELIST SATISFACTION•  Relative importance of factors in impacting overall satisfaction:- Quality of surveys Input is valued Survey topics Incentives Newsletters Look and feel Length of survey Frequency Time to respond 0% 2% 4% 6% 8% 10% 12% 14% 16% 25
  26. 26. THANKS!laura.davies@visioncritical.com 26
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