The New Digital Customer Journey Clair Bush – Marketing Director EMEA, Broadbean
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This document discusses the evolution of the modern customer journey and how it applies to candidate recruitment. It notes that today's customer is exposed to marketing messages across many different channels, creating a lot of noise. It recommends that companies create noise to engage candidates, make it easy for candidates to connect and apply, and personalize the experience. The document provides a blueprint for effective marketing that maps activities to the new customer journey, including creating a campaign plan focused on a specific goal, selecting the right channels, setting budgets and timeframes, measuring data, and repeating the process.
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The New Digital Customer Journey Clair Bush – Marketing Director EMEA, Broadbean
- 1. THE NEW CUSTOMER JOURNEY Clair Bush, Marketing Director EMEA Broadbean
- 3. Relationship Marketing: Building Good Relationships to Benefit a Service Sector Organisation By Clair Bush, 1998
- 4. The Evolution of the Desk
- 8. The traditional customer journey impulse habitualresearch Source: Microsoft/Carat 2011
- 10. & the Candidates Journey… View an advert in the local press Watch spoof video on mobile Download your ‘Work Here’ guide Watch video content on You Tube Walks past your office every day Read reviews on Glassdoor Liked your page / clients page on Facebook Viewed a You Tube Ad Applied for job via mobile Posted a comment on your blog Posted a review about your application process Read something on the blog Phoned in to talk to inhouse recruiter / Hiring Manager Watched THAT video Subliminally saw your logo on a job board Looked on your career site
- 11. SO MUCH NOISE
- 12. How do we engage through all that noise?
- 13. Better still, how can we connect for the long term?
- 14. Moments of truth marketing… Source: Google Squared Course 2014
- 15. The Theory…. WhenApplied to Recruitment 1. Stimulus occurs when you post the job advert… everywhere where relevant 2. Zero Moment of Truth occurs when the Applicant decides to apply for a job 3. First Moment of Truth is when the Candidate receives an invitation to interview and does some more research to prepare (also to check fit!) 4. Second Moment of Truth occurs when your new hire walks into your office to start their new job 5. Ultimate Moment of Truth is the time when your new employee gives feedback on their experience, tells a friend or feels confident to refer someone for another position
- 16. “A candidate will check with 14.5 sources before deciding to apply.” Source: http://badriravi.com/2013/10/15/zmot-key-to-successful-talent-acquisition/
- 17. RULES: Create some noise Make it easy to connect & apply And, make it personal
- 18. The Blueprint to Effective Marketing (Mapping your activity to the New Customer Journey)
- 19. Map out your activity
- 20. But then strip it back & focus! • CREATE A CAMPAIGN PLAN, designed around a specific goal • SELECT THE RIGHT CHANNELS, that will help you create noise in the right place, at the right time • SET YOUR BUDGETS & TIMEFRAMES • CHECK THE DATA, to measure effectiveness • Go, Go, Go! • MEASURE, ADJUST & REPEAT
- 21. THANK YOU! Clair Bush, Marketing Director EMEA clairb@broadbean.com +44 (0)20 7536 1661 Tweet @ClairBush | @BroadbeanEMEA
Editor's Notes
- Introduction: Hi my name is Clair bush, I'm the marketing director for broadbean and I'm going to talk about branding and how, as the owner or manager of a recruitment agency you can stand by your brand and unlock the potential of your business from the inside out. Qualifications: So what qualifies me to talk about branding? Besides my entire career being focused on developing and delivering better brand value, I've worked for a few recruitment agencies and big brands on the job board side, and best of all I'm working for my favourite brand right now... Working with each of these businesses has taught me some valuable lessons, which I'm going to share with you today. I'm also going to look at some inspirational brands inside and outside of recruitment - picking out examples of where great branding can boost business, create an exceptional reputation and ultimately makes sound business sense, no matter what the economic climate. At the end of this session I hope that you will be able to take some of my learning and apply to your business. If not at least you will be able to talk through some branding campaigns with your team.
- Lets take a look at the traditional customer journey. It consisted of 3 main types of purchase decision: - Impulse – quick but possibly expensive detour to Oxford Street on the way home - Research – usually reserved for those big ticket life purchases of a car, house or holiday - Habitual – a Saturday grocery big shop
- But how can you do that if today’s customer journey looks like this? There are so many more channels. Consumers bounce from channels, to blogs, shops and review sites to name but a few. So how do we- the marketing professionals - get on with convincing candidates and clients that they should come and talk to us?
- But how can you do that if today’s customer journey looks like this? There are so many more channels. Consumers bounce from channels, to blogs, shops and review sites to name but a few. So how do we- the marketing professionals - get on with convincing candidates and clients that they should come and talk to us?
- This is where I’d like to introduce the ZMOT model developed by Google. Now this isnt the only model that has guzumped the traditional sales funnel. Some would argue that its just the Sales Funnel turned on its side. All points of view are valid. But I believe that in recruitment marketing, we should at least take a closer look and see if a focus on the ZMOT stage of the buying cycle can really change or disrupt the recruitment industry. I think this may be the key to creating the next generation of recruitment agencies. So lets break this down and you can tell me whether you think it could apply to your agency…