How geofencing is being used by recruiters

Geofencing is being used effectively by small and large retail businesses to attract customers and promote their products to specific groups in a personal and timely way that provides great results. With over 65% of consumers opening the push notifications they receive, and geofencing campaigns experiencing a 70% higher click through rate compared to standard ads as discussed in a previous article, it is no surprise that corporate organisations and health care providers are finding ways to use geofencing to target and recruit the best talent available for their businesses.

Target Talent

According to Glassdoor HR statistics, job location is one of the top 5 considerations of prospective employees when considering new employment. Corporate organizations – from accounting firms to transportation and logistical firms, even hospitals are using geofencing to find and reach out to the right candidates with some great results.

By reaching out to a target audience – one that is exhibiting signs they are ready to change roles through their web search history, purchasing activity and other internet use behaviors – with geofencing these companies have been able to increase the expertise within their business relatively easily.

For example, Holland Trucking needed more drivers for their workforce. With a limited recruitment budget they chose to send targeted ads with geofencing – their adverts had a quick link to the company’s job application webpage and was sent to prospective candidates within a five-mile radius of specific truck stops along one of the company’s major routes. The campaign resulted in increased traffic to their employment pages and better recruitment results for the business.

Reduce Costs

Bersin by Deloitte states the average cost to fill an open position is $4,000 and that takes around 52 days to find the right person.

High-Value Employee Targeting with geofencing can drastically reduce the cost of finding the right people for your business. A case study of an Atlanta-based health care provider looking for nurses is a great example of this. The healthcare provider and their marketing team decided to geofence other top rated medical facilities and send messages to relevant staff about the job openings reaching a targeted area with over 21,000 impressions.

Comparing the average cost of a geofencing marketing campaign and the time it takes to find the right people for a vacant position with traditional recruitment methods, it’s no wonder that larger corporations and health care providers are turning to geofencing, making it an innovation that is set to stay and become common practice within the recruitment sector.

Attract Top Talent to You

Rather than trawling through the thousands of resumes on recruitment websites, geofencing allows employers to target the talent they want and have them get in touch with them. Quite obviously, this saves a lot of time and hassle for the business. It is becoming commonplace for corporate and healthcare organizations to use technology to target the talent they need to keep their companies ahead of the competition – and geofencing is at the fore of this.

Recruiters can use geofencing to place ads around workplaces, universities, banks, hospitals – the list is virtually endless. Getting targeted messages to the right audiences has shown to give noticeable impact to recruitment campaigns when other approaches simply aren’t providing the results needed.

Copley Advertising has a team of geofencing experts who are willing to help you create an effective recruitment campaign. They can do all of the technical work for you and make the magic happen.  Have questions?  info@copleyadvertising.com

Tracking In-Store Traffic

Mobile geofencing has offered retailers the ability to target smartphones using a geofence and place offers in tagged smartphones. If a user clicks on the retailer’s ad their ID would be placed in a retargeting folder for a future campaign. The KPI has been click thru rate. The higher the click rate the more successful the campaign.

If you compare mobile advertising to newspaper, radio and out of home advertising the better outlet is clearly mobile. The three traditional outlets depend on collecting a huge amount of impression and hoping that the client’s demographic is in the mix. With mobile offering geotargeting, targeting by day and time, demographic and behavior targeting and being cheaper, the argument that mobile is a better media outlet is solid.

Recently retail accounts have been pushing for in-store traffic reporting. Changing the KPI to CPV (cost per visit). Programs like TrafficDrive (Copley Advertising) along with programs from NinthDecimal, Push Spring and Simpli.fi have the capability to track tagged smartphones back to the retail location.

Copley Advertising’s TrafficDrive program is unique. Copley Advertising will geofence retailer’s location. Tag smartphones in the geofence. The user doesn’t have to click on the ad. Once the user sees the ad the phone is retagged. Copley Advertising transforms the retailer into a Conversion Center. When then retagged user enters the Conversion Center their ID is counted. Copley Advertising can create a report showing store traffic directly generated by the mobile campaign.

The power of mobile continues to grow and the demands by clients are helping mobile DSPs to create programs to meet expectations. The great news is that mobile will continue to rise and meet different benchmarks for different sectors.

Mobile Update: Black Friday

The first wave of information is in regarding mobile’s role in Black Friday/Cyber Monday revenue.  Below are some highlights.

The biggest news was that mobile revenue was over $1 billion by the end of Black Friday. That was a 33% increase from last year.  The most optimistic projections had revenue over $1 billion by the end of Cyber Monday.

PayPal reported that one-third of all payments on Black Friday were from smartphones.

Walmart reported that on Black Friday 70% of their online traffic was mobile. Target stated on Black Friday 60% of their online traffic was mobile.

On Thanksgiving, mobile revenue accounted for 40% of all sales and 57% of traffic. (MediaPost)

Amazon reported that mobile revenue on Thanksgiving topped last year’s Cyber Monday.

A very impressive week for mobile commerce.    Companies will continue to develop their mobile commerce platform.  Mobile’s advantage is the online buying cycle.  The consumer already uses mobile first to compare prices and check reviews.  Companies need to take advantage of those habits and help the consumers take the next step.  Consumers have always been ahead of companies in the demand for easy to use mobile commerce platforms. Companies need to catch up to smartphone users requests for the simple reason there is over $1 billion on the table.