Mobile devices have become integral to people's lives, surpassing traditional media consumption, and companies are developing hybrid mobile and social media strategies to more precisely target and engage with potential job candidates. This involves using mobile advertising approaches like geofencing, demographics targeting, and retargeting through platforms like Facebook to pinpoint the most relevant audiences for open positions rather than broad online campaigns. An example mobile recruitment campaign outlines goals, targeted audiences, and an estimated $7,500 budget over 10 weeks using mobile display ads, Facebook mobile newsfeed ads, and retargeted banners.

1. THE POWER OF MOBILE for Healthcare
Talent Acquisition
presented to
by

2. MOBILE
HAS
CHANGED
EVERYTHING

3. Some of us will have the
mobile number we have today
for the rest of our life!
YOUR PHONE # IS YOUR
MOBILE-DIGITAL DNA

4. 2014 Average Minutes per Day
• Radio: 88 mins
• Mobile (non-voice): 171 mins
Sources: eMarketer Sept 2014; Advertising Age Marketing Fact Pack 2015
Traditional Media Consumption Continues to Drop

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Our “ Hybrid” Strategy…
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 on the 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.

7. 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.

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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
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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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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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
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.

14. 14
MOBILE TARGETED ADVERTISING
Instant Backend Access & Follow-Up

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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!

16. 16
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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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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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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Estimated Investment Summary:
Timeline: 10 Week Campaign
Primary Advertising: Banner /Display
Primary Channels:
• Mobile Ad Network - mobile apps and websites
• Facebook Mobile Newsfeed
• Retargeted Banner Ads on Mobile – Social
Estimated Total Investment: $7500