Mobile Marketing – Recruitment – A Better Way

There has been a big shift in recruiting and companies need to get on board. If you’re a company that needs niche workers (nurses, electricians, lab techs), you need to start thinking differently about your hiring process.

The bad news is that you need to treat your job candidates as consumers. You need to sell them on your work environment, growth potential and compensation package. For workers in the medical and IT sector, there are simply so many opportunities for them to choose from. You are competing against other companies for employees that can make a difference to your bottom line.

The good news is that if you make this shift in your thinking, you are going to attract highly-qualified candidates that will add to the corporate culture and profits. You will be in the forefront of recruiting as compared to 98% of your competitors, who are still using the pre-Civil War recruiting model.

The process of placing ads on Indeed or hiring a recruiter that has made some friends in the industry by sending birthday cards is outdated. You need to reach out to the workers you want and close the gap.

The way Copley Advertising accomplishes this is by using mobile marketing and integrating Facebook advertising. We geofence 50 locations (competitors, colleges, Fortune 500 and others) and tag all smartphones in those locations. Then, we place ads (video and banner) on the tagged phones. When the tagged device users open an app, the client’s ad will appear (depending on ad order). Once the user sees the ad, we place their ID in an impressions folder. If they engage with the ad, we capture their ID and place it in a retargeting folder. Once they reach the landing page, we capture their Facebook ID with a Facebook Pixel.

On the landing page, there is a video showing different employees talking about why the company is a wonderful place to work. They will talk about the four major things prospects are looking for: company culture, work/life balance, opportunities for advancement/promotion and compensation. Please note that competition is last.

Then a high-ranking company official will come and ask if the candidate could please leave their email to receive updates on positions in the company and news about jobs in the sector. Plus, every month they have an ice cream and pizza open house and the company would love to get to know them better.

Now you have their impression IDs, retargeting IDs and Facebook IDs. You will create a Facebook retargeting audience. We will run a mobile retargeting ID program off the mobile platform at 2x to 16X the CTR of the regular platform.

We will run the impression IDs through the Facebook converter and receive Facebook IDs at a 30% conversion rate. Then create a look-alike model at 1% of the US population using Facebook’s million data points. The look-alike model will generate two million IDs.

Then we create a Facebook campaign using the impression audience filtering and optimizing by ad set (starting at $5 a day using split testing).

The company now has an email campaign, Facebook retargeting campaign, mobile retargeting campaign, and a converted impression ID campaign. The company will rotate quality content. What is happening at the company? How the company is promoting workers. How the company is paying for employee work-related class. Summer Friday program. And more.

The company will become a resource for the industry. What’s happening in the sector? What programs do other companies have? What jobs are hot? The company will be seen as a thought-leader in the industry.

With little effort, the company has built a short-term/long-term funnel that will bring them quality candidates in the present and future. As the program continues, the company’s brand will increase and higher-level candidates will be applying.

The company has control over the program and after the first few months, Copley Advertising will only charge a maintenance fee to keep the program optimized. We have seen the retargeting CTR last over a year. Plus, you will always be adding IDs to the retargeting campaigns (mobile and Facebook) and impressions to the impression campaign.

The whole program is plug-and-play. You can stop one part and increase the activity on another.

“It’s time that companies use the tools from this decade to create targeted content programs using mobile marketing with Facebook integration. Building an independent short-term/long-term funnel that companies can control will allow them to break free of generic sites like Indeed and CareerBuilder, which tend to attract low-quality candidates. Our program will allow candidates chosen from high-quality companies that will fit into the corporate culture and bring a high skill set.” John Flynn, CEO, Copley Advertising.

Mobile Marketing – Recruitment

Copley Advertising is looking at changing the way companies recruit candidates-the current recruitment system is antiqued and ineffective.  Paying a recruiter $5,000 to drag a body across your lobby floor and say, “Here pay me and don’t worry, they will last six months.” doesn’t seem like an intelligent way to hire someone.  On the other hand, posting ads on Indeed.com would attract prospects that are out of work and may lack contacts or skills to land other positions.  The market would dictate that these candidates are less than ideal.

Noah Kagen (early member at Facebook and Mint and founder of AppSumo) has a great video about hiring employees.  Basically, he says that his goal was to hire good team members that needed to focus their skill set.  It’s more important to have a believer than a mercenary.

Let’s be honest… I don’t think the headhunter that is looking for their $5K bounty is going to be overly concerned about the long-term ramifications of your workplace environment.

The second tactic companies use is ads on Indeed.com.  It reminds me of the old days when the media buyer would default to print ads whenever there was a tough decision to be made in the marketing budget.  Everyone read the newspaper and it was comfortable… in the long run that didn’t work out.  The problem with putting ads in Indeed.com is that it attracts a less desirable employee.  In all likelihood, potential employees answering an Indeed.com ad has been let go of their job and doesn’t have any professional contacts.  If the employee was exemplary, they would have already been scooped up by a company; that hasn’t happened.  So, you are dealing with a pool of prospects that are not either team players but have good skills. Or maybe they are good team players but have extremely diminished skills with little upside.  Doesn’t sound like an ideal pool of job candidates I would like to be choosing from.

Quite frankly, another issue is employers are given control of the job search process to outside forces whose first priority is not to find a candidate that’s a good fit, but rather to bring in candidates for the sake of, well… bringing in candidates.

Copley Advertising has come up with a better way, one that will give a free flow of candidates to the employer and still retain control of the process at a fraction of the cost.

First, we sit with the client and find which positions need staffing.  Then, we select about 40 companies with current employees they believe would be a good fit for their company (skill and culture-wise).  We geofence the companies and tag all smartphones in the targeted company and play a :15-second video.  The video is of one of the company’s employees saying, “Hi, my name is Jane.  I like working at company X because of their corporate culture”.  Corporate culture is one of the four key points that workers -especially highly trained young workers-look for in a workplace.

Once the target sees the ad, we capture their device ID.  If they engage with the ad, we place their ID in a retargeting folder.  After the target clicks on the ad, they are taken to a landing page with a video. “Hi, my name is Jane and I’m a Systems Analyst at Company X.  We have a great company culture, work/life balance, promotion track and a good pay scale.  Below are some additional videos of friends of mine who also work here. If you leave your email, we can send you some updates concerning changes in the employment climate and pictures from outings we have had.  Hope to talk to you soon.”

You would have links to another video that will have other employees talking about the company and suggesting email sign up. If the target doesn’t sign up, that’s fine because now we have three ways to track the ID: the impression IDs, retargeting IDs and the Facebook pixel on the site.

We set up a Facebook retargeting campaign using the captured Facebook IDs. Running the impression IDs through a Facebook converter, we end up with a 30% conversion rate. Now you’ve essentially exchanged impression IDs for Facebook IDs. We then create a look-alike model with the Facebook IDs matching the main data points, identifying similar Facebook users in the US. We set the look-alike to 1% of the US population and will end up with about 2,250,000 Facebook IDs with similar data points.  You can start a campaign with the data and drill down to focus on specific location and behavior indicators; you can drill down further again using Facebook’s Audience Insights.  Once you have a critical mass of retargeting IDs, you can launch a campaign that receives on average 2X to 16X click rate.

And the great news is that you will now have a short-term and long-term funnel that you can draw from when need. You’ll be able to filter candidates that fit your company and those that don’t.

After the campaign is set up and running for about a month, there is a nominal maintenance fee needed to keep the captured IDs in place.

“We’ve found recruiting in its present form to be outdated and ineffective. Copley Advertising’s goal is to disrupt the space and introduce a clean, modern model that is beneficial to both the company and the candidate. Win-win means just that.”  John Flynn, CEO, Copley Advertising.

Or you can go back to someone who is going to charge you $5,000 per body or to place ads to non-networks, rusty-skilled candidates on Indeed.com. Good luck with that.

+++++++++++++++++++++++++++++++++++++++++++++++++++++

Copley Advertising

Brookline, MA 02445

John Flynn

jflynn@copleyadvertising

617-595-0138

 

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.