Effective Audience Targeting: Reaching Applicants Through All Stages of the Job Search. November, 2015

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1 Effective Audience Targeting: Reaching Applicants Through All Stages of the Job Search November, 2015 Joe Altomonte Senior Training Manager Advance Digital

2 Objectives At the end of this course, you ll be able to: Create marketing strategies to reach applicants throughout their job search journey. Develop unique targeting plans that go beyond traditional branding and lead generation. Better leverage CRM data. Turn your database into targetable audiences.

3 Agenda SMG and Advance Digital A Sense of Scale The Recruiting Cycle and Constant Consideration Reaching People at all Stages of the Job Search - Targeting / Creative Strategies for each Stage Questions

First, A Sense of Scale... 8.4 million UV 66 million PV 3.8 million UV 33 million PV 5.5 million UV 32 million PV 2.

4 First, A Sense of Scale million UV 66 million PV 3.8 million UV 33 million PV 5.5 million UV 32 million PV 2.3 million UV 19 million PV 6 million UV 43 million PV 1.5 million UV 12 million PV 13.5 million UV 75 million PV 11.4 million UV 82 million PV 4.9 million UV 39 million PV 1.2 million UV 8 million PV Over 50 Million Unique Visitors; 459 Million Page Views Over 170 Million First Party Cookies Over 2.2 Billion Premium Third Party Cookies million UV 23 million PV Source: comscore Media Metrix, September, 2015; Advance Digital Data Management Platform Statistics, September, 2015

5 5 The Path To Purchase Constant Consideration

Received an Offer Wonder if they could ve

fit. See an ad in the paper the next day

6 Finding a Job Has Changed! Where job seekers once did this... Looked in the Newspaper Classifieds Followed up with Phone Call/Letter Received an Offer Wonder if they could ve gotten a better job somewhere else Mailed Resume and Cover Letter Interviewed in Person Accepted job, not entirely sure of fit. See an ad in the paper the next day for a better position. 6 And this was all linear... One foot in front of the other...

7 Now Seekers do this... The Applicant has Control... 7 Now, there is no one clear path. Seekers may become applicants at any time.

8 And THEN they do this... Often, an applicant s decision on where they want o work is made BEFORE they interview. Let s discuss how recruiters can better control the hiring process by reaching job seekers in ALL stages of the hiring cycle. 8

Constant Consideration and the Recruiting Cycle The Rules for Marketing and Advertising Have Changed. Employers have less control over their customer s job decisions today.

9 Constant Consideration and the Recruiting Cycle The Rules for Marketing and Advertising Have Changed. Employers have less control over their customer s job decisions today. Potential candidates do research on digital devices and often, make a decision on whether to apply before talking with anyone at the business. They compare employers, using mobile devices, even while waiting for an interview. 9

10 Constant Consideration and the Recruitment Cycle (Zero Moment of Truth) Google studied this disruption in the research process and realized advertisers need to be part of a user s constant consideration in order to gain the right exposure. At any moment during the potential employee s research, he/she may choose to apply and a local employer who isn t part of the constant consideration will be left out of the equation. 10

11 The Recruitment Funnel and ZMOT ZMOT The Zero Moment of Truth has changed as commerce has evolved into the digital age. The way it was Source:

12 The Recruitment Funnel and ZMOT But ZMOT changed as media consumption and shopping behaviors evolved... The ZMOT funnel looks like this: 12 Source:

13 Constant Consideration Now, there is no ONE Job Search Journey, and there is no definitive Zero Moment of Truth. Consumers form brand opinions in the pre-market stage. Once in-market, they re opinions change as they learn. Post-market, opinions continue to shift. Brand consideration can be won or lost at any point. Branding and lead generation strategies are no longer separate. Only by expanding brand strategy to all the moments that matter can employers grow applicant pools and loyalty. 13 Reference: Google Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012

14 Useful Tool to help Plan YOUR best strategy: Think With Google Path to Purchase Tool 14

15 Google Think... Where Key Solutions Fit... Think With Google Path to Purchase Tool 15

16 16 Reaching People at all Stages of the Recruiting Cycle Targeting Strategies for Each Stage

17 An Approach Advertising Solutions should be designed to create a marketing environment of constant consideration, helping businesses reach most-likely applicants, achieve business goals and solve business problems. 17

18 The Recruiting Cycle Grow Audience Consideration Get noticed through frequent and consistent exposure Drive Engagement Research and Validation Give an applicant a reason to choose your company Call To Action Apply Now Stage Create urgency and ease to apply Create a Loyal Following Future Referrals Sharing and storytelling - Impressions targeted at job seekers - Impressions targeted at industry roles seeking & currently employed - Job Fairs - Responsive Rich Media (video) - Re-message to users who saw awareness campaign - Sponsored content - Job Site/postings - Niche networks - Extended reach - Job wrap - Facebook - Career Site/employee recognition - Community involvement/charities - Employee testimonials (video)

19 Four Key Stages of the Buying Cycle Pre-Market Awareness: Not actively in the market for a job, little or no awareness of the employer. Doesn t care about a company s culture or benefits yet. Goal is to create awareness and get the prospect to consider a possible change. In-Market Engagement: Candidate is conducting research, seeking validation from peers. Discovering value in working at a given company. Native advertising, social media are effective. Display ads should drives them to want to learn more. In Market Conversion: Active job-seeking cycle / likely to apply. Employer s goal is to secure applications. Effective user-friendly application system is critical. SEM, Display, Job Postings are effective. 19 Post-Market Advocacy: Recruiters should not ignore prospects after they apply. Opportunity to create a loyal following for referrals and advocates. Social media and Database targeting are effective.

20 Constant Consideration The Situation Awareness Engagement Conversion Advocacy A prospect seems happy at a place of employments. Happens to notice a company s ad campaign touting a great place to work and becomes intrigued. The prospect notices changes at work. Management has changed, and his role has evolved. She is not as happy, and begins to wonder... Then she remembers the ad campaign, and starts some initial research. The prospect is now unhappy. She looks on a few job sites, AND specifically checks out the careers section of the company she remembered from the ad campaign. (She interviews and... IS HIRED!) Recruiter encourages referrals, and engages the prospect on Social Media. Prospect raves about new job, and shares other job postings. 20 Source: Constant Consideration a Google Think study, January 2013.

21 Constant Consideration An Approach Pre-Market Awareness In-Market Engagement In-Market Conversion Post-Market Advocacy BUILD AWARENESS: Connect with your market to create demand and capture attention faster for those entering the market. BE CONSIDERED: Connect with the right audience with frequency to make your company their top choice. BE FOUND: Use multiple marketing channels to reach and influence job seekers who are crossresearching employers. Reach seekers lower in the application funnel, closer to a decision. BUILD LOYALTY: Keep committed employees by engaging with them AFTER the hire = referrals. Reach the ones that got away with creative CRM practices. 21 Let s explore solutions, align them with the businesses specific needs, and address each stage of the recruiting cycle.

22 Constant Consideration Mapping Solutions that Fit STAGE Awareness Engagement Conversion Advocacy CAMPAIGN GOAL Solution Digital and Print Display Audience Targeting SEO/SEM Dynamic SEM Responsive Rich Media Search Retargeting Job Posting Sites Video Native Advertising Print/Direct Mail /CRM Targeting App SMO Presence & Awareness Create reasons for prospects to explore. Turn interest into applications. Retention, Loyalty, Referrals. LOW MEDIUM HIGH CRUCIAL

23 Constant Consideration Solutions that Fit Pre-Market Awareness In-Market Engagement In Market Conversions Post-Market Advocacy BUILD AWARENESS: Branding / Digital and Print Display Audience Targeting Responsive Rich Media Video What Else? BE CONSIDERED: Job Posting Sites Digital and print display. Broad Audience Targeting SEM/SEO Search Retargeting What Else? BE FOUND: Job Posting Sites Granular Audience Targeting SEM/SEO Dynamic Search Search Retargeting Search Remarketing Lead Generation What Else? BUILD LOYALTY: SMO App Targeting CRM Data / Audience Targeting Campaigns Facebook Ads Leads back to Pre-Market 23

24 Constant Consideration How Audience Targets Fit Pre-Market In-Market I In Market II Post-Market BUILD AWARENESS: GEO Only Ability to optimize by altering GEO Allows for Branding and Top of Mind awareness for passive, casual, and active seekers. BE CONSIDERED Intent and Interest Behavioral Targeting. General Audiences, like Sales or Management. Ability to optimize by altering GEO or behavior. BE FOUND Targets users closer to application decision. More granular targets, like C- Level Execs, or Engineering. Ability to optimize by altering GEO or behavior. BUILD LOYALTY: CRM Data Targeting to reach the ones that got away. Foster loyalty and advocacy. Leads back to Pre-Market. 24

Suggested Audiences Pre-Market Pre-Market Awareness BUILD AWARENESS: GEO Only No Behavioral Targeting Strategy: Creative should include branding, may include specific jobs, but not necessary.

25 Suggested Audiences Pre-Market Pre-Market Awareness BUILD AWARENESS: GEO Only No Behavioral Targeting Strategy: Creative should include branding, may include specific jobs, but not necessary. Reaches Passive, Casual, AND Active Seekers Brands to prospects not yet in the job market, so when they are, the advertiser s brand is top of mind. By default, reaches active seekers in the target Geography Goal of this stage is NOT to generate immediate applications. It s big picture. Feeding the funnel for when folks do consider changing companies or jobs. 25

26 Suggested Audiences In-Market In-Market Engagement BE CONSIDERED: Intent and Interest Behavioral Targeting (and Geo) Big Bucket Targets Sales Professionals Job Seekers Management Strategy: - Captures users in the early stages of the research process. - All Types of jobs and industries under these umbrellas - Captures users looking for competitor s brands. - Part of Conquest Strategy. 26

27 Suggested Audiences In-Market In-Market Conversion BE FOUND: Intent and Interest Behavioral Targeting (and Geo) Granular Targets (but not TOO granular) Specific Industries Restaurant, Professional, Manufacturing, Engineering Specific Jobs Teachers, Bartenders, Trainers, Managers, Lawyers, etc. Strategy: - Captures users closer to an application decision. - Captures people who skip the research phase and jump right to application process based on prior knowledge / branding. - This is the most common marketing strategy for employers, yet if used alone, will not be optimal. Branding efforts during the awareness and engagement stages drive brand job searches. 27

28 Suggested Audiences Post-Market Post-Market Advocacy BUILD LOYALTY: CRM Data Ingestion Strategy: - Creates Audiences Using advertisers CRM Data - Audience is only as good as the data - Audiences tend to be small 20-50% match rate - Captures and engages their OWN applicants, builds loyalty and relationships. SMO Strategy - Take a break from selling and ENGAGE. - Enable your employees and other applicants to advocate FOR you. 28

More on CRM Data Targeting... The Problem: Many advertisers have extensive offline customer databases they use to stay in contact with their applicants via direct mail or email.

29 More on CRM Data Targeting... The Problem: Many advertisers have extensive offline customer databases they use to stay in contact with their applicants via direct mail or . However, they re not able to reach these same prospects on the internet. The Solution: Syracuse Media Group is able to take offline data like home address, phone number, address and anonymize it, removing all the personally identifiable information, and then match it against desktop and mobile devices like cookies and device IDs. 29

30 More on CRM Data Targeting... The Result: Now advertisers can target their existing prospects with display campaigns, in addition to their and mail efforts. We take: John Smith Chemical Engineer Applicant 123 Nerd Lane Smartville, NY We match it to John Smith s Devices: John Smith s Browser: 30

How does Creative Fit in the Path to Purchase?

31 How does Creative Fit in the Path to Purchase? Pre-Market Awareness Example: 31 General Message No specific position. Message about reputation. Ability to apply, but not primary KPI. Dealer group branding, with a general call to action focusing on reputation, not specific jobs.

Automotive Job Seekers. Message speaks to Sales and Service Positions.

32 How does Creative Fit in the Path to Purchase? In-Market Engagement Examples: Still fairly general, but targeted to Automotive Job Seekers. Message speaks to Sales and Service Positions. Targets Automotive Job seekers with message toward moving them to the conversion stage.. 32

33 How does Creative Fit in the Path to Purchase? In-Market Conversion example: Exciting Opportunities available in vehicle sales available now! Message targeted to sales, car sales audiences, with message urging contact. 33

NOT selling, rather, offering valuable business advice,

34 How does Creative Fit in the Path to Purchase? Post-Market Examples: A Facebook Post to likers and friends NOT selling, rather, offering valuable business advice, engaging customers. CRM database targeted message to customers and former applicants. 34

Takeaways... There is no one Path to Apply prospects can become applicants at any time. The digital age has eliminated the linear recruitment funnel.

35 Takeaways... There is no one Path to Apply prospects can become applicants at any time. The digital age has eliminated the linear recruitment funnel. Branding and lead generation are no longer separate strategies; expanding brand strategy to all the moments that matter helps brands grow applicants and loyalty Use digital strategies that address all stages of the job search journey by varying your targets and creative. Leverage a valuable asset: your customer database. Do more than and direct mail, turn your data into targetable audiences. 35

36 Thank You! Joe Altomonte Senior Training Manager Advance Digital

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