the new customer journey
TRANSCRIPT
THE NEW CUSTOMER JOURNEYClair Bush, Marketing Director EMEABroadbean
Relationship Marketing: Building Good Relationships to Benefit a Service Sector OrganisationBy Clair Bush, 1998
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 [email protected]+44 (0)20 7536 1661Tweet @ClairBush | @BroadbeanEMEA