endouble advertising workshop
TRANSCRIPT
Workshop Online Advertising
LET'S FIND THE WHY BEHIND THE HIRE
Endouble
0. Introduction
1. Advertising 1.0➡ Situation
➡ Briefing
➡ Classic approach & effect
2. (Advertising) 2.0
3. How it works
4. Practical assessment
5. Sneak peak into the future
Agenda
CHAPTER
0 Introduction
➡ Me
◆ Team Lead Online Specialist team: Richard Jonkhof
◆ 6 years online marketing in recruitment
◆ 3 years @ Endouble
➡ You?
Introduction
CHAPTER
1 Advertising 1.0
The situation | Paid, Owned & Earned
06-10-14 6
Paid Media
Jobboards, SEA, Social Ads, TV, Radio, Print
The situation | Paid, Owned & Earned
06-10-14 7
Paid Media
OwnedMediaEarned
Media
Jobboards, SEA, Social Ads, TV, Radio, Print
Website, e-mail, content, social platforms
SEO, social, referrals & RSS
The situation | Paid, Owned & Earned
Average top 4-5 sources: visits (83%) & applications (86%) are owned & earned.
The situation | Campaigns needed
General reasons to start with paid campaigns➡ We are short on function X and need a campaign to fill the open position(s)➡ Function Y is a hard audience to reach we need a campaign to get applications➡ Our target audience doesn’t know who we are and what we do, we need a branding
campaign
Briefing
Function X .. a year
The average briefing
Function Y .. a year
Employer branding
➡ We are short on function X, we need xx applicants a month➡ We need more people to get to know us and apply to our vacancies➡ Function Y is a hard to reach audience
➡ Please create a campaign to reach the audience and gain more applications
Briefing:3 separate campaigns
Attraction Application
The request/briefing | The funnel
Branding campaign Direct response
Interest Desire Hire
Standard campaign approach
Standard approach - direct response➡ Focus on applications & cost per application
◆ Budget to sources/keywords with low costs & high application rate
◆ Automation based on cost (per applicant/click)
◆ Report on low cost as a result➡ Results in applications on non problem area = lots of rejections
Standard campaign approach | Direct response
Problem area
Non problem area
Application
Research recruitment analytics
Talent Management or Waste Management?
Non problem area:
Campaign | The non problem area
Campaign results | Creating a rejection factory
Applications mainly in non problem area:
Campaign brings about 6% of total applications, mainly on vacancies that already got enough applications
The problem area:
Campaign focus | fundament of the campaign
Almost no applications in the problem area
Campaign results | The problem area
Selection & vacancy closing problem➡ xx vacancies online➡ Almost xx applications per month➡ Avg. of 15 applications per vacancy
The problem isn’t quantity it’s quality & distribution of applicants, Example:➡ 13% of the vacancies has over 30 applicants (some more than 200)➡ 10% of the vacancies has between 20 - 30 applicants➡ 18% of the vacancies has between 10 - 20 applicants➡ 59% of the vacancies has less than 10 applicants
◆ of which 12% has 0 applicants!
Campaigns need to focus only on the bottom 59% not on the top 23%The top 13% vacancies need to be closed as soon as they reach enough applicants
The problem
Branding campaigns
Standard approach - Branding➡ Also most of the times focused on applications… instead of attraction/branding
◆ > 85% of budget to branded keywords in AdWords | is that branding?? NO!
◆ < 15% of budget to display & social | because the lack of applicants/direct result
◆ Report on applications as a result➡ Results in applications of people already willing to work for you
Standard campaign approach
Attraction Application
Most branding campaigns
Desire
Not a branding campaign!
HOOFDSTUK
2 (Advertising) 2.0
Right messageRight personRight time
Advertising I The moment matters
Attraction Interest Desire Application Hire
First interaction with potential candidate:
Attract to site with profile matching projects, blogs etc.
Candidate match on interest &
profile
Second interaction:Create interest with
testimonials & video’s related to content visited
(remarketing)
Third interaction:Create desire with extra
information on content visited and how the candidates profile can
impact this project (personal remarketing)
Fourth interaction:Generate action by showing related vacancies to content visited & candidate profile
(personal remarketing)
Advertising I AIDA to hire
Influence candidate behavior & opinion throughout the funnel
Funnel approach
➡ Focus on complete funnel until the hire
◆ Focus on every step in the funnel not only desire & direct response
◆ Persuade candidates by storytelling & personal remarketing
◆ Different approach per role
◆ Focus on both macro & micro conversions
◆ Long term effect & quality
◆ Budget to sources that lead to hires also looking at initial visits
AIDA campaign approach
CHAPTER
3 How it works
Advertising I AIDA
What are you going to do:
★ Storytelling
★ Multiple interaction phases to introduce, inform & persuade the candidate
★ Make use of personal remarketing based on content visited
★ Focus on latent job seeker
★ Measure micro conversions (job alert, content pages)
★ Via social media, display & related sites
✓ Resulting in better matching candidates
Attraction Interest Desire Application Hire
Filiaalmanagers I AIDA to hire
First interaction:Introduce Jumbo as a company
Attraction
Jumbo's 7 ZekerhedenFiliaalmanagers bij Jumbo zorgen ervoor dat alles wat je nodig hebt, tegen de laagste prijs en met de beste service beschikbaar is
Filiaalmanagers bij Jumbo doen er alles aan om klanten meer dan 100% tevreden te stellen. Bij Jumbo kun je elke dag rekenen op de unieke 7 zekerheden
Jumbo Supermarkten
Filiaalmanagers I AIDA to hire
Second interaction:Create extra interest in the role via testimonials
and/or video’s about the role
Interest
Haal als Filiaalmanager de ‘Gouden J’“Natuurlijk ben ik verantwoordelijk voor de cijfers van Jumbo Goes maar passie, winkelbeeld én beleving, dat maakt het een Gouden Jumbo.”
Desire
Third interaction:Create desire, show extra facts about the
location and role that matches the candidate
Dit zijn nog eens verantwoordelijkhedenHet verschil tussen een filiaalmanager bij Jumbo of een andere supermarkt? Meer vrijheid, meer verantwoordelijkheden, meer uitdaging!
Jumbo Supermarkten Jumbo Supermarkten
Filiaalmanagers I AIDA to hire
Fourth interaction:Show related vacancies to the profile and
projects viewed in previous visits
Application
Filiaalmanager Jumbo AmsterdamSamen. Ondernemen. Winnen. Dat zijn de kenmerken van het Jumbo DNA. Voel jij je aangesproken?
Jouw eigen Jumbo-filiaal runnen en volgend jaar op één staan? Solliciteer als Filiaalmanager en maak je eigen Jumbo tot een succes!
Jumbo Supermarkten
Filiaalmanagers I AIDA to hire
Better matching candidates, before applying the candidate:
✓ Is familiar with the company’s and its locations
✓ Is familiar with the team (structure) & his (potential) role
✓ Is familiar with the required skills
✓ Is familiar with the company’s expectations
✓ Is familiar with the showstoppers
✓ Sees a vacancy that suits his interest, profile & location
Hire
Branding I AIDA to hire
A good branding campaign starts at the first step in the funnel but the effect is visible in
the phases following.
➡ Branding shouldn’t be a separate campaign but integrated in the funnel➡ AIDA approach
◆ Focus on employer values, projects & stores◆ Personal remarketing based on pages visited◆ Guide candidates through the funnel
➡ Measure all the steps & micro conversions in the funnel
Attraction Interest Desire Application Hire
Channels to use
Advertising channels I How to use in funnel
Channels first steps:➡ Gmail (keyword based)➡ Social (Facebook, Instagram, LinkedIn etc.)➡ Display (Banners)➡ Related sites (blog posts, advertising)
Channels final steps:
➡ Google AdWords
➡ Social (Facebook, LinkedIn)
➡ Indeed ads
➡ Jobboards
➡ Own channels
Social ads & Display adsSocial targeting:➡ Interests➡ Demographics➡ Look-a-like audience (based on known profiles)➡ Remarketing
Display ads:➡ Interests➡ Subject➡ Keywords➡ Site placement➡ Remarketing
Google AdwordsGoogle AdWords:➡ Keywords
◆ Device◆ Demographics◆ Location
➡ Remarketing for search◆ Different message for returning visitor
Own channelsChannels:➡ Website (blogs/projects etc.)➡ Social channels/pages➡ Job/content alert➡ E-newsletter
CHAPTER
3 Let’s get practical
Do it yourself1. Define the target audience:
➡ ...
2. Define their profile & interest:
➡ …
3. Define their need to knows:
➡ …
4. Define a storyline:
➡ ...
5. Select your channels:
➡ ...
6. Set up the campaign:
➡ …
7. Measure, measure, measure:
➡ …
8. Optimise storyline, content & channels
➡ ...
CHAPTER
4 Sneak peakFuture of direct response campaigns
Automation of direct response campaigns
Mass recruitment I Automated direct response
➡ Promote the vacancies that need it most
➡ Stop promoting when on target
➡ Close vacancy when enough applicants
ATS Career website Algoritme
Analytics
Campaigns
Talent acquisition I Based upon algorithm
Recruitment websiteATS
Average3days / 10 applicants
ATS Career website Algoritme
Analytics
Campaigns
Talent acquisition I Based upon algorithm
Recruitment websiteATS
Average3days / 10 applicants
ATS Career website Algoritme
Analytics
Campaigns
Average2 days / 10 applicants
AdviseClose vacancy
Talent acquisition I Surplus applicants
Recruitment websiteATS
Average3days / 10 applicants
ATS Career website Algoritme
Analytics
Campaigns
Average2 days / 4 applicants
Talent acquisition I Shortage applicants
Recruitment websiteATS
Average3days / 10 applicants
ATS Career website Algoritme
Analytics
Campaigns
Average3 days / 10 applicants
AdviseClose vacancy
Talent acquisition I On target
Recruitment websiteATS