Recruitment – Hourly Workers

In 2017, 77.2 million workers age 16 and older in the United States were paid at hourly rates, representing 58.7% of all wage and salary workers. Among those paid by the hour, 1.3 million earned exactly the prevailing federal minimum wage of $7.25 per hour.

Recruiting hourly workers has always been unpredictable.  Part of the issue is that the vast majority of hourly workers take the first job that is offered¾they need money.

This makes it difficult for companies whose marketing model are not geared to reach out to candidates; the review process of applications alone can take 30 days.  Thirty days later, most of the candidates have found work.  With the decrease in unemployment, candidates have a wide selection of jobs; they aren’t staying on the market for as long¾again, as stated above, they need money.

To combat this reality, Copley Advertising has created a mobile geofencing/Facebook program that will capture workers before they enter the job market. We provide marketing to candidates regarding issues most valuable to them in their search:

  • A set schedule
  • Flexible hours (35 hours)
  • Hourly rate

Recruiting companies and Indeed.com are flawed outsourced tools that don’t work in your best interest of your company.  In contrast, our model will grow your pool of hourly workers allowing you to control a stream of “on demand” candidates.

So, John… what is this mobile geofencing/Facebook recruiting program you speak of?

I’m glad you asked! Okay, you are about to get a large amount of information… hang on!

We will geofence the target locations and tag all smartphones.  Copley Advertising can also use our third-party data partner, Neustar, to drill down to specific metrics: age, income, gender, homeowners, renters and many others.  I like Neustar and third-party data, but the market has moved to retargeting by captured data.  The process is data-driven, and I agree with that.

So, we will place your banner and video ads in apps used by the device owner.  We have over 2,000 apps, so delivery of impressions is not a problem.

Once that ad is seen by a tagged user (an impression), we take their ID and place it in the impression folder.  If the user engages with the ad, we capture their ID and place it in a retargeting folder.  We drive traffic to a landing page.  (We can place a Facebook pixel on your landing page.)  When traffic reaches your landing page, the user’s Facebook ID will be logged into a Facebook retargeting folder (collected on our platform).  By this point, we’ve delivered the ad to your targets and captured the target’s device ID in three separate ways.

Once we have captured a 1,000 IDs in the mobile retargeting folder, we start the mobile retargeting campaign.  We can send ads to all IDs in the retargeting folder.  We can filter down to the target location.  Retargeting campaigns are very important, as the engagement rate is 2x to 16x greater than an average campaign! That’s huge.

After 500 Facebook IDs are captured in the Facebook retargeting folder, Copley Advertising can begin the Facebook retargeting campaign.

As the campaign runs, we will capture nearly 200,000 device IDs (impressions file).  They can be converted into Facebook IDs through the Facebook Ad Manager and then create a look-alike model (2 million IDs).  Facebook can be set to drill down to target your desired demographic locations and behaviors.  Look-alike models can prove to be very helpful; the Facebook database has millions of behavior points to create an audience that shares the same behaviors on a large scale.  We will wait a few weeks to run the Facebook impression IDs to see which campaigns are performing at or above the KPI. Facebook KPI is mostly CPC.

You will receive a weekly report. We strongly recommend a weekly conference call.  It’s important we review the report together.

The goal of mobile is click rate.  We optimize and target the program to receive the highest click rate.  One of the ways we optimize is by review of app placement.  Checking to see which apps are reaching KPI goals and increasing the bids for apps, while on the other hand decreasing or turning off apps that aren’t delivering any clicks after 1,200 impressions. Now personally, I like to check the Operating System click rates.  We have found a gap between Android phones and iOS phones with Androids getting the higher click rate.  If the gap is significant, we will clone the campaign and white label Android phones.  If the click rate is significantly higher than the original campaign, we will close the main campaign.

Copley Advertising also looks at creative.  For A-B testing when we check the click rate of creative and check click rates.  We like to Day Part off the bat by shutting the campaign down between midnight and 6 am.  As the campaign progresses, we can optimize by time or day accordingly.

The average click rate for a mobile campaign is .45%.  Our KPI goal for this campaign is .60%.  Our average click rate for 2016 is .77% with CPC under 10 cents.  We are reaching a targeted market and can retarget in three different ways.  The deeper we can go, the better the results.

Copley Advertising will create subsets under each location which could include (depending on further discovery with each location) high schools, colleges, zip codes, Neustar targeting, DMA and a wide variety of other demographic/behavior qualifications. By continuing to drill down further, building on the data gathered, we will reach the best click rate.  More than likely, each macro-target will have different micro-campaigns that are overperforming.

The front end of the campaign is the main goal, along with reaching our KPI and finding targeted pockets that will deliver qualified candidates.  The backend is very interesting as well because on that side we compile a list for each location of areas based on where is delivering the best click rate and store this information along with the retargeting groups.  If there is a second campaign, we would come out of the gate with a hyper-targeted mobile campaign.

The Facebook pixel will continue to pick up IDs and feed the retargeting campaign; it can last up to 180 days (mobile retargeting IDs and impression IDs are forever).  The look-alike audience will also be stored.

THERE!  All done.  I told you, a lot of information, right?

You can rest assured that the campaign is geared to your needs to attain, retain and have a stream of hourly wage workers “on-demand”.

Given that hourly worker’s makeup 58.7% of the workforce, it’s essential to be able to target them directly beforehand. So, having the ability to capture hourly workers prior to their job searching along with those currently unemployed will put your company ahead of the recruiting game.

“Copley Advertising has worked with Avis in developing a comprehensive recruiting program using mobile geofencing and Facebook retargeting.  We are offering a cutting-edge program.  Our clients become leaders in recruiting hourly workers.”  John Flynn, CEO, Copley Advertising.

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: 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