Geofencing – Recruitment – Nurses

NPR recently reported that John Hopkins All Children’s Hospital in St. Petersburg, Florida was turning to geofencing as a tool to recruit nurses.  They’re targeting nurses at rival hospitals (geo-conquesting) and their homes (geotargeting).  After years of trying newspapers, radio and recruitment firms John Hopkins decided to go another route.

Guess what.

“We have invaded their space in which they live and work, so it’s a much better use of our dollars,” the hospital administrator was quoted. “We’re not just throwing out a wide net and seeing who comes through the pipeline.”

Compared to traditional advertising John Hopkins found their recruiting cost has dropped significantly and were seeing three or four calls a week instead of no calls.

Copley Advertising has been using mobile marketing to help clients create an efficient and effective recruiting program that will engage your target audience and build and short term and long term funnel of candidates.

Our program uses:

Geofencing (client’s location)

Geo-conquesting (rival locations)

Geotarget (where the target candidate works and plays)

Video Ads (effective and allows your story to your candidate)

Retargeting (using stored IDs from engaged device owners)

Optimization (app placement, OS, A/B testing and other qualifiers)

Landing page (custom landing page with video ad to complete your story)

Taking large email list and converting them to device IDs and retarget the IDs.

Incentive programs (candidates leaves email to be updated with offers, bonuses, and new programs)

With these steps, you will be pinpointing the candidates you are looking for and have their email to further be a resource concerning the job market.  Not only will you have short term candidates but will also have a pool of candidates that you have engaged and are comfortable with you to take the next step.

UPDATE – We just posted a YouTube video on recruiting nurses that has additional information.  Click here to check it out.

Copley Advertising is a mobile-only company that creates mobile marketing programs. Please call  (617) 651-2249 or email info@copleyadvertising.com.

 

 

Geofencing: Sporting Events And Concerts

Advertising at an event is expensive and has a very short lifespan.  Geofencing provides an opportunity to target fans at the event and when they leave.

Copley Advertising can tag all the smartphones at any event or concert.  Let’s say that the New York Knicks are playing at Madison Square Garden.  We would tag all the smartphones at the game.  An ad can be placed on each phone.  If the users clicks on the ad their ID is placed in a retargeting folder for future marketing.  We can also download all the device ID (owners that received an impression) and use the information for future campaigns.

Geofencing is highly targeted, and due to the lower CPC, the ROI of each marketing dollar spent is 2x to 5x greater than traditional marketing.  The key to location marketing is that you are reaching your demographic in a set area.  Copley Advertising can break down the demographic for any event.  If the event fits your buyer persona we can geofence the event.  You have now captured your customer and have the ability to continue to serve ads to them after the event is over and they returned home.  Copley Advertising can follow a sports team or music act across the country.  We are able to reach your demographic in each location.

Mobile marketing campaigns can be automated. The only variables that need to be entered are the location and date/time of the targeted event-goers.  Copley Advertising optimizes the campaign in real time.  We drill down to app placement, creative click thru, OS, and SSP networks.  As the campaign continues it becomes effective and efficient.

By mobile geofencing an event you can place offers that will drive ticket holders to your store or restaurant.  “Come after the game and get $5 off!”.   If the client geofences a team during every home game they will train the fans that their destination is a must after each game.  They become an important part of the event’s marketing without paying the huge event markup.  This is great news for national restaurant and bar chains that are near a stadium.

If you look at the crowd during a sporting event or concert you will see a sea of people on their smartphones.  Now imagine for a small marketing budget they are seeing your ad. You didn’t have to pay for the overpriced in-stadium signage.  And you can follow your demographic home and continue to deliver ads to them after the game.

Questions?  Copley Advertising, info@copleyadvertising.com.  (617) 651-2249.

Geofencing: 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