The document discusses how mobile technology has changed recruiting and advertising strategies. It outlines how mobile platforms allow for precise targeting of job candidates based on their location, demographics, interests and behaviors rather than broad geographic targeting. The company presented provides end-to-end mobile advertising solutions for recruitment campaigns, including ad design, media placement, optimization and reporting to help clients efficiently reach qualified candidates.

1. THE POWER OF MOBILE
For Talent Acquisition
Presented To:
June 16, 2015
i’m lovin’ it

3. Established in 1989

4. Media, Brands, Advertising Agencies
Over 26 years Our customers remain the same.

5. ANNOUNCING OUR NEWEST CLIENT FOR MOBILE RECRUITMENT – MAY 2015

6. Mobile
has
changed
EVERYTHING

7. Mobile
has
changed
EVERYTHING

8. Times have changed…

9. • Innovative Text Message Marketing Platforms
• Customized consumer engagement solutions
• Mobile Microsite production - responsive design + development
• Mobile app development
We provide the ECO SYSTEM of MOBILE all under one roof!
Utilizing Programmatic buying, DSP’s, Social and RTB
networks …we plan, buy, execute, optimize and measure
mobile advertising campaigns across devices.
Video – Mobile - Display - Retargeting

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We specialize in ENGAGEMENT and
ACQUISITION!

11. 2015 Engage and Acquire Strategies in Motion …

12. 1. 94% of recruiters use, or plan to use social
media for recruiting. This number has
increased steadily for the last 6 years.
(Source: Jobvite)
2. Employers who used social media to hire
found a 49% improvement in candidate
quality over candidates sourced only through
traditional recruiting channels. (Source: Jobvite)
3. Millennials are changing the recruiting
industry. An Aberdeen study found that 73%
of 18-34 year olds found their last job
through a social network. (Source: Aberdeen
Group)
4. Fully 30% of all Google searches, about
300 million per month, are employment
related. (Source: Unbridled Talent)
Social Media & Recruiting Stats:

13. Time Spent with Digital Now Exceeds TV & Radio Combined

14. Traditional Media Consumption Continues to Drop

15. Mobile Advertising and
Audience Targeting
• Social Media
• All Mobile Ad Networks
• Direct to Publisher
• Native Apps
• Daily A-B Analysis
• Optimization
No “Cookie Cutter”
Mobile Ad Campaigns

16. MOBILE TARGETED ADVERTISING
The Power of Targeting
Mobile advertising on websites and inside apps allows for precision targeting like you’ve never
seen before. The building blocks of campaign design include:
GEO-FENCING
No more wasted spend – only advertise to users within an area
defined by zipcode, radius, or unique polygon.
DEMO-TARGETING
Only reach the users who meet a target profile of interest,
behavior, level of education, group association…
DAYPARTING & GEO-TARGETING/CONQUESTING
Spend ad dollars whenever and wherever makes the most sense –
i.e., target nurses working night shift at local critical care facilities.

17. WE TAKE
MONEYBALL
STRATEGY
& MIX IT WITH
MAD MEN
ARTISTRY

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MOBILE TARGETED ADVERTISING
Optimizing Standard Banners
The most common and usually lowest-CPM ad inventory
is found with standard still image banners. Lower prices
allow a larger number of impressions, but care must be
taken to design creative that rises above the noise.
^ Clear call to action &
simulated interactivity.
Use bulk impressions to reinforce brand messaging.
^
^ High contrast & clean text.

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WEB-BASED IN-APP
Will run on a web page just
like an online campaign,
restricted to mobile device
Runs only within apps
downloaded to smart phones
Dual HTML5/Flash
publishing, or GIF/JPG
recommended
Same creative file type
restrictions
Platform targetable, or
agnostic
Platform targetable, or
agnostic
Some rich media options More rich media options,
availability well-documented
Some ad sizes can run on
feature phones as well as
smartphones and tablets
Will not run on feature
phones, will run on smart
phones and tablets
MOBILE TARGETED ADVERTISING
Mobile Display Targeting Options

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MOBILE TARGETED ADVERTISING
In-Banner Video
In-banner video allows the user to play a streaming
video clip within the ad itself.

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The Fullscreen Interstitial Video unit is
displayed during a pause in the user cycle
(i.e., app loading; data updates) and can be
either user-initiated or set to autoplay.
Supported on almost all mobile platforms
and devices.
MOBILE TARGETED ADVERTISING
Fullscreen Interstitial Video

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MOBILE TARGETED ADVERTISING
Mobilized Landing Pages
& Lead Tracking
The most important part of
successfully executing a mobile ad
campaign is sending interested users
to a mobile-optimized destination.

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In the app or web space, expandable rich media ad
components allow a tremendous variety of features
within the ad unit itself.
MOBILE TARGETED ADVERTISING
Expandable Rich Media

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MOBILE TARGETED ADVERTISING
Instant Backend Access & Follow-Up

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COMPLETE PROGRAM FLOW
New Employee User Experience

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SOCIAL-MOBILE ADVERTISING
Targeting PEOPLE not PLACES
Traditional mobile ad buying is based on geography,
basic demographics and device – i.e., “serve this ad
to tablet users 21+ within a 1-mile radius of Abington
Hospital.”
Ad targeting on social networks is entirely different
and extremely powerful. Instead of just casting a net
over a strategic geographic area, these platforms
allow you to pinpoint precisely the users who are most
likely to be interested in what you’re promoting. Where
do these networks get their data? We all volunteer it,
every day!

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In a nutshell, many companies large and small are just now understanding and developing Mobile-Social marketing strategies to take
engagement, and talent acquisition to a higher level.
We are finding that today’s approach to a successful ongoing recruiting advertising campaign starts with a “laser focus” approach onthe
demographics and intentions of the right hire, rather than “casting a net” over a broad area and seeing who “swims in.”
This Mobile-Social strategy is very cost effective and limits the waste a company might find with traditional media. With numerous
positions to fill, you can focus on specific jobs in specific areas utilizing very analytical data to engage the exact community of people you
want to interview for the position.
Relevancy Raises Response Rates!
Our “ Hybrid” Strategy…

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SOCIAL-MOBILE ADVERTISING
Facebook “Lookalike” Modeling
Facebook’s powerful ad platform is designed to
target native ads to the users most likely to
respond. This is done with a combination of
geographic definition and user traits –
demographics, interests, and behaviors.

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A snapshot of a current campaign in action …
Halfway through their 2nd of 3 flights, each 2 weeks long.
• Reached 27,033 uniques @ 5.92 frequency = 160,000 total impressions on FB
• 674 website clicks from FB (unique CTR - 3.7%)
19 page likes, 87 post likes, 11 shares
• 932,000 geo-targeted mobile impressions with 0.6% CTR
< 5x Medical Facilities benchmark of 0.11% - comparative data from Doubleclick
• 26 potential applicants filled out the RFI (which includes Name / Email / Tel and the Departments in which
they are interested in working)
We continually TEST ANALYZE and REDEPLOY!

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Success from our MOBILE recruitment
with OREILLY AUTO DES MOINES …
On Facebook, we are targeting custom audiences of potential
drivers within a 50 mi radius of Des Moines & Cedar Rapids, as
well as people with interest in specific trucks, truck driving or truck
driving institutes. This is combined with geotargeted ads across
the same footprint, generating broad awareness.
To date: 1.1 million+ total impressions and a reach of over
30,000 unique Facebook users. We have activated 29 leads in
this initial campaign. Additionally, we logged 106 likes and 46
shares.

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When it comes to job seekers, retargeting can be a great way to keep your company top
of mind and encourage wearied job seekers to begin or to complete a job application.
From a technical standpoint, you place a special retargeting
pixel (the single line of code needed to track site visitors) on
your careers page and serve recruiting-focused ads to those
pages’ visitors.

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Every day new
companies enter the
mobile ecosphere,
where the pace of
innovation is
exceedingly high.
But the process can
become confusing
fast.

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Every day new
companies enter the
mobile ecosphere,
where the pace of
innovation is
exceedingly high.
But the process can
become confusing
fast.
Let’s simplify.

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We provide end to end mobile media campaign planning, placement, and performance
optimization! We eat, sleep, and drink MOBILE so you don’t have to …
Our team will provide:
• All banner ad creative design
• Produce and host RFI landing page, with CRM integration if needed, with web based
database access for lead follow up and campaign measurement monitoring
• Media placement and Daily performance Monitor
• Account Management - Campaign Optimization
• Reporting and Analytics upon request, including post campaign recap

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Define your
Define your
Define your
GOALS.
AUDIENCE.
INVESTMENT.
How many applicants do you expect?
How can you maximize each brand impression?
How will you define success?
What is the area you want to focus on?
What are some aspects of an ideal target?
What are your strongest non-digital channels?
Who exactly are you trying to reach?
How long is the recruitment window?
How many positions are open?
What % of your budget can shift into mobile?
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2
3

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Thank you
IT DOESN'T TAKE A BIG BUDGET.
IT TAKES BIG IDEAS AND SMART EXECUTION.