4/16/2015. Mobile Recruiting: Active and Passive Recruiting Strategies. Lori Furnell. Elmer Mobley

Transcription

1 Essential Training & Education for the Trucking Industry Mobile Recruiting: Active and Passive Recruiting Strategies Lori Furnell Vice President, Business Development Conversion Interactive Agency Photo Elmer Mobley Director, Digital and Social Strategy Conversion Interactive Agency Photo 1

2 Polling Question #1 What year was the World Wide Web born? Percentage of Adults Internet Users 100% 90% 80% 79% 87% 70% 60% 66% 50% 40% 46% 30% 20% 14% 10% 0%

3 Cell Phone Ownership 100% 90% 80% 70% 73% 85% 90% 60% 50% 53% 40% 30% 20% 10% 0% Smartphone Ownership 70% 60% 56% 58% 50% 45% 40% 30% 35% 20% 10% 0% Time Spent Online Americans spend 4.9 hours per day online 2.5 hours are spent on mobile devices 2.7 hours focus on social media 3

4 Radical Shift Over 65,000,000 search results for Truck Driving Jobs in the U.S. It s More Competitive Than Ever to Reach Your Audience Google Google Trends for the search term truck driver jobs shows peak interest in 2009 and steady growth since a major drop in Indeed 97% increase in Transportation Industry job postings on Indeed.com since November, The Shift to Mobile is REAL 2013 Mobile Traffic 2014 Mobile Traffic 2015 Mobile Traffic 39% 52% 54% 4

5 Polling Question #2 Does your recruiting department require a complete application before the process of qualifying a driver begins? Yes No Unsure Mobile Engagement has Changed Interaction with Drivers % application leads into ATS 34% short form leads 12% phone leads % application leads into ATS 36% short form leads 14% phone leads % application leads into ATS 42% short form leads 29% phone leads Mobile Strategies SEO Social SEM 5

6 SEO Mobile Strategies Mobile friendly Responsive design Enable dynamic serving Have a mobile URL Click to call Short forms Content optimization Social Media Reinforces your brand and builds a community of advocates Facebook has 1.01B active monthly mobile users Twitter has 255M active monthly users 73% adults use social networking sites Polling Question #3 Do you have a defined strategy for Social Media that is directly tied to recruiting? Yes No Unsure 6

7 Social Media Mobile Strategies Use an amazing header image Post images or videos often Write a stellar bio Use social advertising Facebook Twitter LinkedIn YouTube SEM Mobile Strategies Mobile ads Geo specific think beyond a zip code Texting campaigns Call campaigns Create a Memorable Mobile Marketing Experience Real time interaction Customized messaging Mobile first mindset #win! Consistent experience across channels 7

8 With Digital you can Measure EVERYTHING Exposure Clicks Apps Mobile vs desktop Click through rate Phone calls leads Job board leads. Q&A Lori Furnell Vice President, Business Development Conversion Interactive Agency Photo 8

9 Data can be Overwhelming KPI Strategy Tactics Goals Goals Clearly defined goals are necessary to build strategy, employ successful tactics and understand KPI s Sample goals Hire drivers Build social audience Lower cost-per-hire Strategy The roadmap to achieve your stated goals Sample strategies Traditional vs. digital advertising Public relations Retention & Re-hire 9

10 Tactics Activities which support the strategy Sample tactics SEM & Social media marketing Job boards Outbound marketing Key Performance Indicators (KPI s) Measure of the success of your tactics & strategy to meet the stated goals Sample KPI s Leads and applications Impressions and visibility Lower cost-per-hire % Establishing KPI s Search Engine Visibility Social Media Search Engine Marketing 10

11 Search Engine Visibility How does your brand appear in searches? XYZ Transportation Is XYZ Transportation a good company to work for? Driving jobs with XYZ Transportation Test across multiple engines Bing Google Yahoo Search Engine Visibility (cont.) There are 10 organic search results. How many do you own? More than 60% of your traffic will search your name during job hunting Example KPI s for Search Engine Visibility HOW DO YOU RANK FOR LOCAL VS. REGIONAL VS. NATIONAL SEARCH YOUR BRAND & RELATED RANKING FOR YOUR BRAND WITH COMPETITIVE KEYWORDS TERMS? (EX. XYZ TRUCKING DRIVER JOBS ) HOW MANY OF THE TOP UTILIZE SOCIAL MEDIA, BLOGS AND RELEVANT CONTENT 10 SEARCH POSITIONS PUSH NEGATIVE REVIEWS AND COMPETITORS OFF OF PAGE DO YOU OWN FOR YOUR 1 BRAND? HOW DO YOUR RANKINGS EACH ENGINE WILL DISPLAY RESULTS DIFFERENTLY STACK UP ACROSS THE GOOGLE IS THE MOST COMPETITIVE, BING IS A LIFESTYLE BIG THREE? ENGINE, YAHOO! SKEWS TO AN OLDER DEMO TEST ACROSS MULTIPLE ENGINES BING 11

12 Social Media Social Media reinforces your brand and builds a community of advocates 1.01 billion mobile users on Facebook 73% of fans use mobile devices to access social media channels Twitter has 255 million active users Quantifying Social Media Example KPI s for Social Media COMMUNITY GROWTH NEW FOLLOWERS PAGE LIKES SHARING OF SOCIAL CONTENT ENGAGEMENT GROWTH OF ACTIVE USERS RETENTION & REFERRAL ACTIVITY INCREASE IN CONVERSATIONS & DISCUSSIONS BETWEEN FANS AND RECRUITERS CONVERSIONS LEAD FORMS PHONE CALLS APPLICATIONS REFERRAL TRAFFIC TO RECRUITMENT SITES 12

13 Search Engine Marketing (SEM) SEM is designed to convert traffic to leads Multiple types of conversion can be tracked Effective management of monthly budget allows for consistent performance over time Paid search for recruiting is more than Google ads Allows you to increase spend where you are getting results Example KPI s for SEM PERFORMANCE IMPRESSIONS CLICKS CLICK-THRU-RATES (CTR) COST-PER-CLICK (CPC) AD EFFICIENCY NEW VS. RETURNING VISITOR TRAFFIC REMARKETING CAMPAIGN EFFICIENCY CONVERSION LEAD FORMS PHONE CALLS APPLY LEADS TO ATS CONVERSION RATE (LEADS TO TRAFFIC) QUALIFIED VS. NON-QUALIFIED LEADS FULL & INCOMPLETE APPLICATIONS % OF PARTIAL APPS & COMPLETE APPS MOBILE VS. PC TRAFFIC & CONVERSIONS BUDGET COST-PER-LEAD COST-PER-APPLICATION (COPMLETED VS. PARTIAL APP) COST-PER-HIRE PERFORMANCE BY SEARCH ENGINE Define Your Objectives & Measures Brand Awareness Social Media Interaction Leads Hires Search Visibility Site Traffic Engagement Fans Growth Followers Qualified Leads Source CPL Conversion Rate Lead to Hire Ratio CPH Source 13

14 Elmer Mobley Director, Digital and Social Strategy Conversion Interactive Agency Photo Give Him a Pencil Q&A 14

15 Brought to you by the Recruitment and Retention/Human Resources Committee of the: 2015 Truckload Carriers Association, Inc. All rights reserved. 15

16 Addendum Full-sized Charts and Graphs

17 Percentage of Adults Internet Users 100% 90% 80% 79% 87% 70% 60% 66% 50% 40% 46% 30% 20% 14% 10% 0%

18 Cell Phone Ownership 100% 90% 80% 70% 73% 85% 90% 60% 50% 53% 40% 30% 20% 10% 0%

19 Smartphone Ownership 70% 60% 56% 58% 50% 45% 40% 30% 35% 20% 10% 0%

20 Example KPI s for Search Engine Visibility HOW DO YOU RANK FOR YOUR BRAND & RELATED TERMS? LOCAL VS. REGIONAL VS. NATIONAL SEARCH RANKING FOR YOUR BRAND WITH COMPETITIVE KEYWORDS (EX. XYZ TRUCKING DRIVER JOBS ) HOW MANY OF THE TOP 10 SEARCH POSITIONS DO YOU OWN FOR YOUR BRAND? UTILIZE SOCIAL MEDIA, BLOGS AND RELEVANT CONTENT PUSH NEGATIVE REVIEWS AND COMPETITORS OFF OF PAGE 1 HOW DO YOUR RANKINGS STACK UP ACROSS THE BIG THREE? EACH ENGINE WILL DISPLAY RESULTS DIFFERENTLY GOOGLE IS THE MOST COMPETITIVE, BING IS A LIFESTYLE ENGINE, YAHOO! SKEWS TO AN OLDER DEMO TEST ACROSS MULTIPLE ENGINES BING

21 Example KPI s for Social Media COMMUNITY GROWTH NEW FOLLOWERS PAGE LIKES SHARING OF SOCIAL CONTENT ENGAGEMENT GROWTH OF ACTIVE USERS RETENTION & REFERRAL ACTIVITY INCREASE IN CONVERSATIONS & DISCUSSIONS BETWEEN FANS AND RECRUITERS CONVERSIONS LEAD FORMS PHONE CALLS APPLICATIONS REFERRAL TRAFFIC TO RECRUITMENT SITES

22 Example KPI s for SEM PERFORMANCE IMPRESSIONS CLICKS CLICK-THRU-RATES (CTR) COST-PER-CLICK (CPC) AD EFFICIENCY NEW VS. RETURNING VISITOR TRAFFIC REMARKETING CAMPAIGN EFFICIENCY CONVERSION LEAD FORMS PHONE CALLS APPLY LEADS TO ATS CONVERSION RATE (LEADS TO TRAFFIC) QUALIFIED VS. NON-QUALIFIED LEADS FULL & INCOMPLETE APPLICATIONS % OF PARTIAL APPS & COMPLETE APPS MOBILE VS. PC TRAFFIC & CONVERSIONS BUDGET COST-PER-LEAD COST-PER-APPLICATION (COPMLETED VS. PARTIAL APP) COST-PER-HIRE PERFORMANCE BY SEARCH ENGINE

23 Define Your Objectives & Measures Brand Awareness Social Media Interaction Leads Hires Search Visibility Site Traffic Engagement Fans Growth Followers Qualified Leads Source CPL Conversion Rate Lead to Hire Ratio CPH Source