All options playful recruiting

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Presentation as held on the conference 'Digitaal Werven 2010' (Digital Recruitment) by All options and Info.nl

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  • Iskander do a welcome and setting the objective of the presentation.
    How can a game contribute to more than recruitment.
  • after the introduction Iskander does a very short intro of info.nl
  • Iskander gives the floor to Brant.
    He introduces all options
  • Brant tells the audience what the challenges are in this project:

    We had a problem, how to rapidly build a ‘preferred employer’ brand among a highly-sought after segment – which were students no less, a high churn market, with lots of noise and high competition.

    As part of the mix we need something that áctivated their experience of our brand. Made them feel it, experience it, without having come to a campus or in-house event.
    At the same time, we needed to improve the quality of candidates, improve loyalty (during recruitment process), and generate more applications.
    All this needed to be sustainable, trackable, and for a specific budget.

    We did have an online maths assessment before – which was highly used, but didn’t really add value to our selection process, or tell students about our brand, company and function.
  • Brant continues….

    the context of the recruiting game

    The tactical aspects of the preferred employer strategy – prior to this we defined what the brand itself stood for.

    This was a 2 year strategy, first stage, penetrate the market, establish a footprint in the key markets, build the brand and then in the 2nd year, streamline to a few key sustainable tactics. The new website being a core anchor in this.
  • Iskander outlines the key challenges as Info.nl saw them...
  • Iskander continues for next slide...
  • iskander shows the structure of the solution...

    Facebook campaign – a key part of the launch strategy, but also offline advertising and other online media used
    Click movie – “making the company come alive” – tell students what trading is in your own words! Also supports the All Options’ brand of being about people – how we can all make great achievements.
  • Iskander:

    the big idea of the game…

    Connect to the target audience – provide a reason to talk to them, a valid hook for them to come to the site
    Engage – interest, difference, pull on their interests
    Retain – keep them coming back
    Assess – Introduce a covert assessment tool at the top of the funnel, aim: to increase quality of candidates at the end
  • Brant steps in to present this slide:

    We wanted the game to help ascertain those qualities we look for in traders – thus the game become an assessment tool at the front-end of contact with the intended audience.
  • Iskander walks through the game - doing a live demo to show the works
    the next slides are just a backup in case the internet is not working properly

    Brant will jump in if any comments...






  • Iskander closes of with a visualisation of the ecosystem as context.
  • Brant takes the floor again to round up with the results.
  • Brant:

    The results here are for march 2010 to 1st october – 7 months

    Results are both quantitative and qualitative : ad hoc feedback and the ‘wow’ factor is as important as the player stats.

    Obviously, the aim is to track the success. However, we don’t have a cumulative touchpoint system tracking all recruitment activities. ROI would be better assessed with such a system.
  • Brant:

    The game also provides more value to the company than just hard numbers for student traffic and leads.

    Media equity – reviews in newspapers, blogs, etc
    Don’t underestimate the initial ‘cool’ factor for an audience of this type
    Expectations – builds a perception of the type of culture and company we are - “hey a company that does this must be quite cool to work for…”
    Thus – it is building, activating, the brand experience of All Options
  • Brant:

    These were core factors that had to be meant by the concept and finished application.

    We support it in-house, and host it on Rackspace.

  • All options playful recruiting

    1. 1. play the game! Using play as an effective tool for recruitment October 20, 2010
    2. 2. info.nl? partner in online services vision as fundament focus on building dialogue full service
    3. 3. all options? market maker international company specific expertise needed more than just ‘trading’
    4. 4. the challenge
    5. 5. All Options’ recruitment strategy Press
/
Media,
Targeted
Adver1sing,
 Awareness Facebook
/
social
media,
Recruitment
 events,
organic
search
results

 Guest
lectures,
Strike!,
Traders
 Trophy,
recruitment
events,
in‐ house
days,
WOM
/
 referrals,
staff
videos Interest Personal
contact
 staff
stories,
 Note: Candidates do not follow clear mee1ngs,
 channels leading to conversion. In Desire website reality, a ‘funnel’ is hard to define. We can track success of each stage, but paths between steps are harder to ascertain. Action = Application
    6. 6. only
the
best
students
 are
good
enough how to combine a solid recruitment process with a stimulating experience? how
to
engage
those
 who
are
out
of
reach?
    7. 7. the approach
    8. 8. solution: game + click movie + social intrigue
and
 spread
the
 ac1vate
 word
to
others
 interest out‐of‐reach quartely
 prizes facebook share
on
 game campaign facebook reach
the
 target
 click
 audience movie the
real
deal
    9. 9. the big idea connect engage retain assess
    10. 10. game elements numeracy knowledge attitude speed memory
    11. 11. want to play?
    12. 12. results
    13. 13. return on investment 900+ unique players (across 7 months) Average of 450 players visit each month 5 played > 100 games; one player > 450 times generated 500+ leads 3 overall winners announced to date – all passed tests the top 20 players contacted personally
    14. 14. secondary benefits provides competitive differentiation delivers media equity students really ‘like’ it sets the right expectations brand builder
    15. 15. critical success factors easy in-house maintenance automated game flow smart use of budget generates real responses unique in industry sector
    16. 16. thanks! Brant Emery (brant.emery@alloptions.nl) Iskander Smit (iskander@info.nl) try it yourself www.alloptions.nl

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