the new customer journey

THE NEW CUSTOMER JOURNEYClair Bush, Marketing Director EMEABroadbean

Relationship Marketing: Building Good Relationships to Benefit a Service Sector OrganisationBy Clair Bush, 1998

The Evolution of the Desk

The traditional customer journey

impulse

habitualresearch

Source: Microsoft/Carat 2011

Today’s customer journey…

& the Jobseekers Journey…View an advert in the local press

Watch spoof video on mobile

Download Job Board App

Watch video content on You Tube

Visit your office for a networking session / interview

Read reviews on Glassdoor

Liked your page / clients page on Facebook

Viewed a You Tube Ad

Applied for job via mobile

Posted a commenton your blog

Posted experience on Yelp, Hire Scores or Recruiter Review

Read something on the blog

Phoned in to talk to a Recruiter

Watched THAT video

Subliminally saw your logo on a job board

Looked on your website

SOMUCH NOISE

How do we engage through all that noise?

Better still, how can we connect for the long term?

Moments of truth marketing…

Source: Google Squared Course 2014

The Theory…. When Applied to Recruitment1. Stimulus occurs when you post the job advert… everywhere where

relevant2. Zero Moment of Truth occurs when the Candidate decides to apply for a

job3. First Moment of Truth is when the Candidate receives an invitation to

interview and researches the client to see if the opportunity fits4. Second Moment of Truth occurs when the Candidate walks into their

new office5. Ultimate Moment of Truth is the time the Candidate takes to give

feedback on the Recruiter, Agency and the Experience they have had

“A candidate will check with 14.5 sources before deciding to apply.”

Source: http://badriravi.com/2013/10/15/zmot-key-to-successful-talent-acquisition/

Create some noise…

Make it easy for Candidates & Clients to get in touch…

Make every experience personal…

The Blueprint to Effective Marketing(Mapping your activity to the New Customer Journey)

Map out your activity

But then strip it back & focus!• CREATE A CAMPAIGN PLAN, designed around a specific goal

• SELECT THE RIGHT CHANNELS, that will help you create noise in the right place, at the right time

• SET YOUR BUDGETS & TIMEFRAMES

• CHECK THE DATA, to measure effectiveness

• Go, Go, Go!

• MEASURE, ADJUST & REPEAT

THANK YOU!Clair Bush, Marketing Director EMEAclairb@broadbean.com+44 (0)20 7536 1661Tweet @ClairBush | @BroadbeanEMEA