webinar – interactive strategies for breakthrough recruitment marketing

Interactive Strategies for Breakthrough Recruitment Marketing

Excite, engage and deliver Talent…like never before.

www.avature.netCopyright © 2009 Avature. All Rights Reserved.

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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


Join the CONVERSATION

Joshua Westover

Co-Founder , EnticeLabs

Moderated by Mike Johnson

Dimitri Boylan

CEO, Avature


• 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


• 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


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


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


Comprehensive Reach

Specialty Sites Social Networks

+ more+ more

Exclusive Sites

User GroupsForumsBlogsNiche Sites

+ more

Search Engines

+ more

Job Related Sites

+ more

New Media

+ more


Intelligent Targeting

Geographic

BehavioralContextual

Profile


Fashion Blog


Adoperationsonline.com


Java-tips.org


Content

• Relevant

• Consistent

• Personalized

• Actionable

• Rewarding


Relevant Ads to Engaging Landing Page

https://www.enticelabs.com/EL/engage.me?j=94ae6793421da130583548da3fb0c07b


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


Multivariate Testing

Split Test Multivariate Test

A

B

80%

70%

15%


Analyzing Portals - Landing Pages


• 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


Career Site is about… Portal is about…

Generic Customized

Jobs People

Process Experience

Screening Joining

A Career Site vs. Portals


Insidejob®

4

3

2

1

Aligning Talent Pooling Strategy with Portals


• 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


A challenge – very personal – about YOUR Work


Micro-site for a pharmacist residency program


Portability - portal on the career site homepage


Portability – portal on job pages


Asking Nurses to indicate their interests


Cost Effective Execution


Monitoring Portal Effectiveness


• 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


Talent Survey – continue the conversation


Detailed workflow


Real-time, Deep Feedback Optimization


Breakthrough Architecture


• 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

[email protected]

801-692.4051

Q&A

www.enticelabs.com

Mike JohnsonGlobal VP of Sales

[email protected]

503.334.0834

www.avature.net

We look forward to continuing the conversation at ERE

Spring Expo in San Diego!

webinar – interactive strategies for breakthrough recruitment marketing

Business

analysis behavioral

new job

new place

new media

new way

engaging conversation

great advertising

relevant ads