the future of relationship marketing & technology clair bush, international marketing director,...
TRANSCRIPT
Technology Trends in Recruitment MarketingClair BushInternational Marketing Director
Clair BushInternationalMarketing [email protected]@clairbush | in/clairbush
DELIVERING AN INCREDIBLECUSTOMER EXPERIENCE
New(ish) Candidate JourneyMoment of Truth Marketing
Source: Google Squared Digital Marketing Diploma
Recruitment Marketing Strategy Development
Who?Where?How?What?
Why?Why do you need a marketing strategy?
60%
“We’re seeing more counter offers with too
many agencies competing in the same
market pool.”Increased competition
“Too many recruitment companies are
'spamming' CVs before talking to candidates.”Poor industry practices
“Increase in candidates looking for contract only roles.” And “less candidate loyalty.”
Candidate market shifts“Fewer firms using agencies and instead using in house
RPO/internal teams.”Client market shifts
“Low candidate supply and availability; client
budgets haven't grown with the skills shortage.”
Inadequate budgets
Working Smarter or Just Harder?
Source: Bullhorn UK Recruitment Trends 2017
Who?Let’s talk about Segmentation
Talent Shortages
• Helps bring to life your existing clients
• You can relate to their motivations
• Internal buy-in to the business & marketing strategy
• Use the data you have within your CRM
Benefits of Persona Mapping
Age: 32Lifestyle: Lives in Shoreditch, with partner, enjoys socialising and she plays football on weekends. Over 10yrs experience in industry, 5 as a senior manager. Ambitious, technically savvy and is an influencer on Twitter for FMCG Marketing best practice.
Contact history: #1 Download white paper on Data Protection Regulations #2 Invited & attended: First Thursday event & met our Recruitment leaders#3 Registered her CV#4 Called in job: Content Marketing Specialist -exclusive
Kate: Marketing Director at FMCG
Focus, target high-yield accounts
Used to take an enormous amount of time
Predict whichactivities perform
Advances indigital marketing
Technology, vision,data sources & automation
Curate the bestmessaging
Benefits of Account Based Marketing
Where?Let’s talk about Engagement
ReachVisibilityAccuracyLong termCost-effectiveEfficiencyConsistency
Re-purpose FrequencyReputationFollowingBrand loyaltyGrowthIntegrated
Benefits of a Multi-channelEngagement Strategy
SEO, Text Ads, Banner Ads, Retargeting, Affiliate networks, Social Networks, Emails,
Texts, Websites, Mobile, Print and TV
“Existing candidates are ranked as THE BEST SOURCE, but ACCOUNT FOR LESS THAN HALF of placements for 58% of UK agencies.”
Source: Bullhorn UK Recruitment Trends 2017
How?Let’s talk about
Content
Content should be:Compelling
ConciseConsistent
Call to Action
StorytellingBuild trust
Build your reputation
Relationship Development through Content
Adverts, blog, website, collateral, events, presentations
What?Let’s talk about
Analytics
Things to measure:Traffic & Goals
Campaign success Application process
Placement resultsCandidate engagement
Account penetrationShare of jobs / sector / industry
Measure your effectiveness
CRM, ATS, Google Analytics, Social Sharing, CMS
”Look to delight in every experience!”Peter Linas, International Managing Director BULLHORN
Thank you!Clair BushInternational Marketing [email protected]@clairbush | in/clairbush