endouble advertising workshop

Workshop Online Advertising

LET'S FIND THE WHY BEHIND THE HIRE

Endouble

0. Introduction

1. Advertising 1.0➡ Situation

➡ Briefing

➡ Classic approach & effect

2. (Advertising) 2.0

3. How it works

4. Practical assessment

5. Sneak peak into the future

Agenda

CHAPTER

0 Introduction

➡ Me

◆ Team Lead Online Specialist team: Richard Jonkhof

◆ 6 years online marketing in recruitment

◆ 3 years @ Endouble

➡ You?

Introduction

CHAPTER

1 Advertising 1.0

The situation | Paid, Owned & Earned

06-10-14 6

Paid Media

Jobboards, SEA, Social Ads, TV, Radio, Print


06-10-14 7

Paid Media

OwnedMediaEarned

Media

Jobboards, SEA, Social Ads, TV, Radio, Print

Website, e-mail, content, social platforms

SEO, social, referrals & RSS


Average top 4-5 sources: visits (83%) & applications (86%) are owned & earned.

The situation | Campaigns needed

General reasons to start with paid campaigns➡ We are short on function X and need a campaign to fill the open position(s)➡ Function Y is a hard audience to reach we need a campaign to get applications➡ Our target audience doesn’t know who we are and what we do, we need a branding

campaign

Briefing

Function X .. a year

The average briefing

Function Y .. a year

Employer branding

➡ We are short on function X, we need xx applicants a month➡ We need more people to get to know us and apply to our vacancies➡ Function Y is a hard to reach audience

➡ Please create a campaign to reach the audience and gain more applications

Briefing:3 separate campaigns

Attraction Application

The request/briefing | The funnel

Branding campaign Direct response

Interest Desire Hire

Standard campaign approach

Standard approach - direct response➡ Focus on applications & cost per application

◆ Budget to sources/keywords with low costs & high application rate

◆ Automation based on cost (per applicant/click)

◆ Report on low cost as a result➡ Results in applications on non problem area = lots of rejections

Standard campaign approach | Direct response

Problem area

Non problem area

Application

Research recruitment analytics

Talent Management or Waste Management?

Non problem area:

Campaign | The non problem area

Campaign results | Creating a rejection factory

Applications mainly in non problem area:

Campaign brings about 6% of total applications, mainly on vacancies that already got enough applications

The problem area:

Campaign focus | fundament of the campaign

Almost no applications in the problem area

Campaign results | The problem area

Selection & vacancy closing problem➡ xx vacancies online➡ Almost xx applications per month➡ Avg. of 15 applications per vacancy

The problem isn’t quantity it’s quality & distribution of applicants, Example:➡ 13% of the vacancies has over 30 applicants (some more than 200)➡ 10% of the vacancies has between 20 - 30 applicants➡ 18% of the vacancies has between 10 - 20 applicants➡ 59% of the vacancies has less than 10 applicants

◆ of which 12% has 0 applicants!

Campaigns need to focus only on the bottom 59% not on the top 23%The top 13% vacancies need to be closed as soon as they reach enough applicants

The problem

Branding campaigns

Standard approach - Branding➡ Also most of the times focused on applications… instead of attraction/branding

◆ > 85% of budget to branded keywords in AdWords | is that branding?? NO!

◆ < 15% of budget to display & social | because the lack of applicants/direct result

◆ Report on applications as a result➡ Results in applications of people already willing to work for you

Standard campaign approach

Attraction Application

Most branding campaigns

Desire

Not a branding campaign!

HOOFDSTUK

2 (Advertising) 2.0

Right messageRight personRight time

Advertising I The moment matters

Attraction Interest Desire Application Hire

First interaction with potential candidate:

Attract to site with profile matching projects, blogs etc.

Candidate match on interest &

profile

Second interaction:Create interest with

testimonials & video’s related to content visited

(remarketing)

Third interaction:Create desire with extra

information on content visited and how the candidates profile can

impact this project (personal remarketing)

Fourth interaction:Generate action by showing related vacancies to content visited & candidate profile

(personal remarketing)

Advertising I AIDA to hire

Influence candidate behavior & opinion throughout the funnel

Funnel approach

➡ Focus on complete funnel until the hire

◆ Focus on every step in the funnel not only desire & direct response

◆ Persuade candidates by storytelling & personal remarketing

◆ Different approach per role

◆ Focus on both macro & micro conversions

◆ Long term effect & quality

◆ Budget to sources that lead to hires also looking at initial visits

AIDA campaign approach

CHAPTER

3 How it works

Advertising I AIDA

What are you going to do:

★ Storytelling

★ Multiple interaction phases to introduce, inform & persuade the candidate

★ Make use of personal remarketing based on content visited

★ Focus on latent job seeker

★ Measure micro conversions (job alert, content pages)

★ Via social media, display & related sites

✓ Resulting in better matching candidates


Filiaalmanagers I AIDA to hire

First interaction:Introduce Jumbo as a company

Attraction

Jumbo's 7 ZekerhedenFiliaalmanagers bij Jumbo zorgen ervoor dat alles wat je nodig hebt, tegen de laagste prijs en met de beste service beschikbaar is

Filiaalmanagers bij Jumbo doen er alles aan om klanten meer dan 100% tevreden te stellen. Bij Jumbo kun je elke dag rekenen op de unieke 7 zekerheden

Jumbo Supermarkten


Second interaction:Create extra interest in the role via testimonials

and/or video’s about the role

Interest

Haal als Filiaalmanager de ‘Gouden J’“Natuurlijk ben ik verantwoordelijk voor de cijfers van Jumbo Goes maar passie, winkelbeeld én beleving, dat maakt het een Gouden Jumbo.”

Desire

Third interaction:Create desire, show extra facts about the

location and role that matches the candidate

Dit zijn nog eens verantwoordelijkhedenHet verschil tussen een filiaalmanager bij Jumbo of een andere supermarkt? Meer vrijheid, meer verantwoordelijkheden, meer uitdaging!

Jumbo Supermarkten Jumbo Supermarkten


Fourth interaction:Show related vacancies to the profile and

projects viewed in previous visits

Application

Filiaalmanager Jumbo AmsterdamSamen. Ondernemen. Winnen. Dat zijn de kenmerken van het Jumbo DNA. Voel jij je aangesproken?

Jouw eigen Jumbo-filiaal runnen en volgend jaar op één staan? Solliciteer als Filiaalmanager en maak je eigen Jumbo tot een succes!

Jumbo Supermarkten


Better matching candidates, before applying the candidate:

✓ Is familiar with the company’s and its locations

✓ Is familiar with the team (structure) & his (potential) role

✓ Is familiar with the required skills

✓ Is familiar with the company’s expectations

✓ Is familiar with the showstoppers

✓ Sees a vacancy that suits his interest, profile & location

Hire

Branding I AIDA to hire

A good branding campaign starts at the first step in the funnel but the effect is visible in

the phases following.

➡ Branding shouldn’t be a separate campaign but integrated in the funnel➡ AIDA approach

◆ Focus on employer values, projects & stores◆ Personal remarketing based on pages visited◆ Guide candidates through the funnel

➡ Measure all the steps & micro conversions in the funnel


Channels to use

Advertising channels I How to use in funnel

Channels first steps:➡ Gmail (keyword based)➡ Social (Facebook, Instagram, LinkedIn etc.)➡ Display (Banners)➡ Related sites (blog posts, advertising)

Channels final steps:

➡ Google AdWords

➡ Social (Facebook, LinkedIn)

➡ Indeed ads

➡ Jobboards

➡ Own channels

Social ads & Display adsSocial targeting:➡ Interests➡ Demographics➡ Look-a-like audience (based on known profiles)➡ Remarketing

Display ads:➡ Interests➡ Subject➡ Keywords➡ Site placement➡ Remarketing

Google AdwordsGoogle AdWords:➡ Keywords

◆ Device◆ Demographics◆ Location

➡ Remarketing for search◆ Different message for returning visitor

Own channelsChannels:➡ Website (blogs/projects etc.)➡ Social channels/pages➡ Job/content alert➡ E-newsletter

CHAPTER

3 Let’s get practical

Do it yourself1. Define the target audience:

➡ ...

2. Define their profile & interest:

➡ …

3. Define their need to knows:

➡ …

4. Define a storyline:

➡ ...

5. Select your channels:

➡ ...

6. Set up the campaign:

➡ …

7. Measure, measure, measure:

➡ …

8. Optimise storyline, content & channels

➡ ...

CHAPTER

4 Sneak peakFuture of direct response campaigns

Automation of direct response campaigns

Mass recruitment I Automated direct response

➡ Promote the vacancies that need it most

➡ Stop promoting when on target

➡ Close vacancy when enough applicants

ATS Career website Algoritme

Analytics

Campaigns

Talent acquisition I Based upon algorithm

Recruitment websiteATS

Average3days / 10 applicants


Analytics

Campaigns

Talent acquisition I Based upon algorithm




Analytics

Campaigns

Average2 days / 10 applicants

AdviseClose vacancy

Talent acquisition I Surplus applicants




Analytics

Campaigns


Talent acquisition I Shortage applicants




Analytics

Campaigns


AdviseClose vacancy

Talent acquisition I On target


Questions?

Richard [email protected]

+31 (0)20-240 0 248

mailto:[email protected]

mailto:[email protected]

endouble advertising workshop

Recruiting & HR