Webinar – Interactive Strategies for Breakthrough Recruitment Marketing
Transcript of Webinar – Interactive Strategies for Breakthrough Recruitment Marketing
Interactive Strategies for Breakthrough Recruitment Marketing
Excite, engage and deliver Talent…like never before.
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Submit questions during the presentation using
the GoToWebinar control panel Slides will be available after the Webinar Use #recruitingcrm on Twitter to follow the
conversation We’re recording today’s Webinar and it will be
available online within 24 hours We’ll be announcing the winners of the ERE
Spring Expo passes tomorrow
About Today’s Webinar
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Join the CONVERSATION
Joshua Westover
Co-Founder , EnticeLabs
Moderated by Mike Johnson
Dimitri Boylan
CEO, Avature
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• Breakthrough marketing work is somewhere.– Taco Bell & Apple
• Know a lot about Direct Marketing– Their model was interactive before the
Internet.– These guys know how to use their data and
influence buying patterns
• Know something about Merchandising– These guys get deep into the head of the
buyer– Payless vs. Ferragamo
• Marketing conferences can be interesting• Remember how to recruit people
Seemingly random observations
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• Great Advertising starts a conversation• Breakthrough Advertising starts the conversation – in a new
way, or in a new place, or co-ops an existing, engaging conversation with highly relevant information
“now that you are thinking about chip power cycles, have you thought about joining our new design team, because we are breaking the boundary of cycle time and frequency modulation…”
• And Breakthrough recruitment advertising make it about the future of the person:
“let’s make the future of chip design your future…”
• Note that this conversation is not occurring on a classified system, where the conversation is
“how do I find a new job.”
Breakthrough Advertising
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Traditional Ad Model vs. New Ad Model
Destination Site
Destination Site
traditional model
VisitVisit PositionsPositionsCandidat
esCandidat
esEmployer
sEmployer
s
Visit SitesVisit SitesCandidates
Candidates
Positions
Positions
Employers
Employers
new model
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Targeting
• Requires – Reach– Data– Analysis– Optimization (of placement and content)
• Dimensions of Analysis– Profile– Geographic– Behavioral– Contextual
• Methods of Analysis– Behavioral, Multivariate, Deep Optimization
Feedback
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Comprehensive Reach
Specialty Sites Social Networks
+ more+ more
Exclusive Sites
User GroupsForumsBlogsNiche Sites
+ more
Search Engines
+ more
Job Related Sites
+ more
New Media
+ more
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Intelligent Targeting
Geographic
BehavioralContextual
Profile
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Content
• Relevant
• Consistent
• Personalized
• Actionable
• Rewarding
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Relevant Ads to Engaging Landing Page
https://www.enticelabs.com/EL/engage.me?j=94ae6793421da130583548da3fb0c07b
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Analysis
• Behavioral Analysis– What elements of the portals engage
people?• Multivariate Testing
– What ads are working?– What networks/websites are working?
• Deep optimization feedback– Adjusting ads based on real recruiting
metrics…more on that later
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Multivariate Testing
Split Test Multivariate Test
A
B
80%
70%
15%
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• When good advertising leads to a bad experience the ultimate goal – the conversion – is not achieved.
• Example – a deeply personal ad that triggers an action which leads to a very impersonal “bucket of Jobs”.
• To “breakthrough” you need to extend the key advertising attributes to the whole recruiting process and deliver the right experience from ad to hire.
• Create a multi-portal strategy – one size doesn’t fit all
• Align your portal strategy with your talent pool strategy
• Get beyond clicks and open rates – optimize ad placement based on real recruiting metrics
Extending The Breakthrough
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Career Site is about… Portal is about…
Generic Customized
Jobs People
Process Experience
Screening Joining
A Career Site vs. Portals
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Insidejob®
4
3
2
1
Aligning Talent Pooling Strategy with Portals
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• Content Relevance
– Align portals to your talent pooling strategy
– Specific jobs displayed on specific portals
– Unique application processes for different portals
– Different static content for each portal
– Keep the focus on them and their career
• Portability
– Embed portals into other web pages
• Conversion
– Allow people to provide as much or little information about themselves as they want
• Process Extension
– Incorporate automated CRM tactics around real recruiting workflow
Portals Transform The User Experience
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A challenge – very personal – about YOUR Work
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Micro-site for a pharmacist residency program
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Portability - portal on the career site homepage
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Asking Nurses to indicate their interests
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• Relevant from start to finish
– This means about them and their career, while the company is the venue or the vehicle
• Personal from start to finish
– At what point is it OK to make the process impersonal? Never.
• Consistent from start to finish
– For different types of candidates the level of personalization will have to be different, but it still should be consistent and appropriate for the type of candidates that are being recruited.
• Actionable from start to finish
– Interactive, but not forcing commitment before person is ready to commit
• Rewarding from start to finish
– Rewards need to be parceled out in exchange for information, to provide incentive to stay engaged.
– Rewards need to be presented early – in the message and be exhibited early, possibly in the messenger for example.
– A candidate should perceive a portal as a gateway to more information
Breakthrough Marketing
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Talent Survey – continue the conversation
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• Breakthrough advertising, marketing and recruiting focus on the experience of the subject.
• Integrate rich advertising and smart placement to get the conversation going your way.
• Combine with highly interactive portals that continue the conversation and make it more personal, not less personal, as the relationship builds
• Seamlessly connect your portals to your workflow process to determine your level of automation for each talent pool
• Optimize your advertising based on non-binary, real-time deep feedback
In Closing…Remember
Contact Information
Joshua WestoverCo-Founder
801-692.4051
Q&A
www.enticelabs.com
Mike JohnsonGlobal VP of Sales
503.334.0834
www.avature.net
We look forward to continuing the conversation at ERE
Spring Expo in San Diego!