recruiting for quick serve restaurants via mobile marketing

THE POWER OF MOBILE For Talent Acquisition

Presented To:June 16, 2015

i’m lovin’ it

Established in 1989

Media, Brands, Advertising Agencies

Over 26 years Our customers remain the same.

ANNOUNCING OUR NEWEST CLIENT FOR MOBILE RECRUITMENT – MAY 2015

Mobile has

changed

EVERYTHING

Mobile has

changed

EVERYTHING

Times have changed…

• Innovative Text Message Marketing Platforms

• Customized consumer engagement solutions

• Mobile Microsite production - responsive design + development

• Mobile app development

We provide the ECO SYSTEM of MOBILE all under one roof!

Utilizing Programmatic buying, DSP’s, Social and RTB networks …we plan, buy, execute, optimize and measure

mobile advertising campaigns across devices. Video – Mobile - Display - Retargeting

10

We specialize in ENGAGEMENT and ACQUISITION!

2015 Engage and Acquire Strategies in Motion …

1. 94% of recruiters use, or plan to use social media for recruiting. This number has increased steadily for the last 6 years. (Source: Jobvite) 

2. Employers who used social media to hire found a 49% improvement in candidate quality over candidates sourced only through traditional recruiting channels. (Source: Jobvite) 

3. Millennials are changing the recruiting industry. An Aberdeen study found that 73% of 18-34 year olds found their last job through a social network. (Source: Aberdeen Group) 

4. Fully 30% of all Google searches, about 300 million per month, are employment related. (Source: Unbridled Talent) 

Social Media & Recruiting Stats:

Time Spent with Digital Now Exceeds TV & Radio Combined

Traditional Media Consumption Continues to Drop

Mobile Advertising and Audience Targeting

• Social Media• All Mobile Ad Networks• Direct to Publisher• Native Apps• Daily A-B Analysis• Optimization

No “Cookie Cutter” Mobile Ad Campaigns

MOBILE TARGETED ADVERTISINGThe Power of TargetingMobile advertising on websites and inside apps allows for precision targeting like you’ve never seen before. The building blocks of campaign design include:

GEO-FENCINGNo more wasted spend – only advertise to users within an area defined by zipcode, radius, or unique polygon.

DEMO-TARGETINGOnly reach the users who meet a target profile of interest,behavior, level of education, group association…

DAYPARTING & GEO-TARGETING/CONQUESTINGSpend ad dollars whenever and wherever makes the most sense – i.e., target nurses working night shift at local critical care facilities.

WE TAKE

MONEYBALL STRATEGY

& MIX IT WITH

MAD MEN ARTISTRY

18

MOBILE TARGETED ADVERTISINGOptimizing Standard BannersThe most common and usually lowest-CPM ad inventory is found with standard still image banners. Lower prices allow a larger number of impressions, but care must be taken to design creative that rises above the noise.

^ Clear call to action &simulated interactivity.

Use bulk impressions to reinforce brand messaging.^

^ High contrast & clean text.

19

WEB-BASED IN-APP

Will run on a web page just like an online campaign, restricted to mobile device

Runs only within apps downloaded to smart phones

Dual HTML5/Flash publishing, or GIF/JPG recommended

Same creative file type restrictions

Platform targetable, or agnostic

Platform targetable, or agnostic

Some rich media options More rich media options, availability well-documented

Some ad sizes can run on feature phones as well as smartphones and tablets

Will not run on feature phones, will run on smart phones and tablets

MOBILE TARGETED ADVERTISINGMobile Display Targeting Options

20

MOBILE TARGETED ADVERTISINGIn-Banner Video

In-banner video allows the user to play a streaming video clip within the ad itself.

21

The Fullscreen Interstitial Video unit is displayed during a pause in the user cycle (i.e., app loading; data updates) and can be either user-initiated or set to autoplay. Supported on almost all mobile platforms and devices.

MOBILE TARGETED ADVERTISINGFullscreen Interstitial Video

22

MOBILE TARGETED ADVERTISINGMobilized Landing Pages& Lead Tracking

The most important part of successfully executing a mobile ad campaign is sending interested users to a mobile-optimized destination.

23

In the app or web space, expandable rich media ad components allow a tremendous variety of features within the ad unit itself.

MOBILE TARGETED ADVERTISINGExpandable Rich Media

24

MOBILE TARGETED ADVERTISINGInstant Backend Access & Follow-Up

25

COMPLETE PROGRAM FLOW

New Employee User Experience

26

28

SOCIAL-MOBILE ADVERTISINGTargeting PEOPLE not PLACES

Traditional mobile ad buying is based on geography, basic demographics and device – i.e., “serve this ad to tablet users 21+ within a 1-mile radius of Abington Hospital.”

Ad targeting on social networks is entirely different and extremely powerful. Instead of just casting a net over a strategic geographic area, these platforms allow you to pinpoint precisely the users who are most likely to be interested in what you’re promoting. Where do these networks get their data? We all volunteer it, every day!

29

In a nutshell, many companies large and small are just now understanding and developing Mobile-Social marketing strategies to take engagement, and talent acquisition to a higher level.

We are finding that today’s approach to a successful ongoing recruiting advertising campaign starts with a “laser focus” approach on the demographics and intentions of the right hire, rather than “casting a net” over a broad area and seeing who “swims in.”

This Mobile-Social strategy is very cost effective and limits the waste a company might find with traditional media. With numerous positions to fill, you can focus on specific jobs in specific areas utilizing very analytical data to engage the exact community of people you want to interview for the position.

Relevancy Raises Response Rates!

Our “ Hybrid” Strategy…

30

SOCIAL-MOBILE ADVERTISINGFacebook “Lookalike” Modeling

Facebook’s powerful ad platform is designed to target native ads to the users most likely to respond. This is done with a combination of geographic definition and user traits – demographics, interests, and behaviors.

31

A snapshot of a current campaign in action …

Halfway through their 2nd of 3 flights, each 2 weeks long.

• Reached 27,033 uniques @ 5.92 frequency = 160,000 total impressions on FB

• 674 website clicks from FB (unique CTR - 3.7%)

19 page likes, 87 post likes, 11 shares

• 932,000 geo-targeted mobile impressions with 0.6% CTR

< 5x Medical Facilities benchmark of 0.11% - comparative data from Doubleclick

• 26 potential applicants filled out the RFI (which includes Name / Email / Tel and the Departments in which they are interested in working)

We continually TEST ANALYZE and REDEPLOY!

32

Success from our MOBILE recruitment with OREILLY AUTO DES MOINES …

On Facebook, we are targeting custom audiences of potential drivers within a 50 mi radius of Des Moines & Cedar Rapids, as well as people with interest in specific trucks, truck driving or truck driving institutes. This is combined with geotargeted ads across the same footprint, generating broad awareness.

To date: 1.1 million+ total impressions and a reach of over 30,000 unique Facebook users. We have activated 29 leads in this initial campaign. Additionally, we logged 106 likes and 46 shares.

33

When it comes to job seekers, retargeting can be a great way to keep your company top of mind and encourage wearied job seekers to begin or to complete a job application.

From a technical standpoint, you place a special retargeting pixel (the single line of code needed to track site visitors) on your careers page and serve recruiting-focused ads to those pages’ visitors.

34

35

Every day new companies enter the mobile ecosphere, where the pace of innovation is exceedingly high.

But the process can become confusing fast.

36

Every day new companies enter the mobile ecosphere, where the pace of innovation is exceedingly high.

But the process can become confusing fast.

Let’s simplify.

37

We provide end to end mobile media campaign planning, placement, and performance optimization! We eat, sleep, and drink MOBILE so you don’t have to …

Our team will provide:

• All banner ad creative design 

• Produce and host RFI landing page, with CRM integration if needed, with web based database access for lead follow up and campaign measurement monitoring  

• Media placement and Daily performance Monitor 

• Account Management  - Campaign Optimization  

• Reporting and Analytics upon request, including post campaign recap 

38

Define your

Define your

Define your

GOALS.

AUDIENCE.

INVESTMENT.

How many applicants do you expect?How can you maximize each brand impression?How will you define success?

What is the area you want to focus on?What are some aspects of an ideal target?What are your strongest non-digital channels?Who exactly are you trying to reach?

How long is the recruitment window?How many positions are open?What % of your budget can shift into mobile?

1

2

3

39

Thank you

IT DOESN'T TAKE A BIG BUDGET. IT TAKES BIG IDEAS AND SMART

EXECUTION.