thank you to our sponsors...video! video! video! •the internet is becoming more or less a huge...

THANK YOU TO OUR SPONSORS

DRIVING FORWARD: USING BIG DATA TO FUEL THE

FUTURE OF RECRUITMENT MARKETING

Presented by: Oliver Feakins

GET TO KNOW: OLIVER FEAKINS

• President of

• Multiple Job boards in Healthcare• SeniorCaring.com

• Previously • CEO of WebTalent Marketing

• Top 10 digital marketing agency

• VP of Layover.com• First trucking board on the internet

• Beta tester for both Bing and Google• MBA, Certs from Google and

Microsoft

Welcome to Marketing in 2017

Remember this?

“Truck Drivers Don’t Use The Internet”

COMPANY DRIVERS AND THE INTERNET

76% 60% of all Internet users are

on social media channels.

of company drivers are active Facebook and YouTube users.

of company drivers reported going online

at least daily.

84%

Sources: 50 HR and Recruiting Statistics for 2016, Glassdoor; Trucker News

Let’s look at the last 12 months

2017: YEAR OF SOCIAL CHANGE

21% decline in updates(mostly 30 & under crowd)

Designed by Freepik

2017: YEAR OF SOCIAL CHANGE

Twitter for sale

Designed by Freepik

2017: YEAR OF SOCIAL CHANGE

VINE…. WE HARDLY KNEW YOU!

Designed by Freepik

2017: YEAR OF SOCIAL CHANGE

LinkedIn Goes to Microsoft

Designed by Freepik

2017: YEAR OF SOCIAL CHANGE

Rise of Snapchat & others

Designed by Freepik

But Truckers don’t use Snap Chat… yet.

RECENT JOB BOARD ACQUISITIONS

• Indeed purchased Simply Hired

• Randstad purchased Monster

• CareerBuilder publically for sale

• Niche Job boards being acquired

WHAT DOES THIS MEAN TO YOU?

The digital landscape is changing ..RIGHT NOW!!

HOW ARE YOU CHANGING WITH IT?

Top 2017 DIGITAL RECRUITMENT TRENDS

Fasten your Seatbelts!

Social is about to change!

#1

THE NEW CONTENT KING: VIDEO

VIDEO! VIDEO! VIDEO!

• The internet is becoming more or less a huge

video pipeline

• By 2019, 80% of all Internet content will be

video compared to 70% in 2015

• Mobile video traffic to grow 55% per year

until 2020Designed by Rocketpixel - Freepik.com

IMPLEMENTING VIDEO IN TRUCKING

• Video ≠ Production Crew• Allie Knight: A woman and her camera

• Website, YouTube, Social postings

• 68,000 followers

• 19.2 million views

• Featured in Monster.com Commercial

• Candidate engagement tool

• Promote company culture and goals

Video vs. Static Case Study

$9/Lead $6/Lead

Google indexes Videos in RESULTS

Optimize For Search Results

#2

THE CONTINUED RISE OF NATIVE ADVERTISING

DEFINING NATIVE ADVERTISING

• Form of paid or non-paid media

• Appears like organic content in-feed

• Inherently non-disruptive

• Types:• Sponsored Content• Advertorials• Video Advertorials• Think Online PR

Looking for Online PR Opportunities

Non-promotional yet informative content

LAUNCHING QUALITY CONTENT

• Understand your audience (beyond truck drivers)

• Promote on lesser known networks

• Include/set a featured image

• (6X change of remembering content with paired with an image)

• Put share buttons above the fold

• Mention influencers

• Viral posts are rare outliers• Average post shares: 8

• Publish between 8am and 12pmDesigned by Blossomstar - Freepik.com

#3

CONTINUED IMPORTANCE OF REMARKETING CAMPAIGNS

REMARKETING BENEFITS FOR RECRUITERS

• Powerful conversion optimization tool

• Only 2% of web traffic converts on first visit

• Retargeting allows you to reach other 98%

• Show ads to previous visitors across web and in search results

• Cookies last for over a year

• Need 1,000 viewers to start

• Retargeting creates more

“brand equity” than any other

form of advertising

• 30% of consumers make

buying decisions from

information found on other

sites

• Click through rates are 10x

higher than standard PPC ads

source:cmo.com

#4

VALUE OF REPUTATION MANAGEMENT

IMPORTANCE OF REPUTATION MANAGEMENT

• People are talking about you. Talk with them.

• Take control of your online reputation

• Be transparent

• Address criticism publicly

• Ask for feedback

#5

DATA DRIVEN DECISIONS

WHY YOU NEED ANALYTICS:

• Integrate Omni-channel recruitment marketing

•Collect customer behavioral information

•Be aware of user traps

•Receive early warnings for potential opportunities

Use your own user data to Identify your best content

But who has time to blog.. Right?

What About Mobile or Browsers?

Are you Tracking All your Conversation points?

• Inquiries

• Emails

• Phone calls

• Live Chats

• Social Shares

• Applications

• Brochure downloads

• What about qualitative metrics?

Are you sure ?

#6

PROGRAMMATIC ADVERTISING

The future of Job Boards – Granular Data

• Using granular data to optimize at the job level.

• Programmatic advertising functionality

• Automation expands recruiter capabilities

• Cross-device multi-channel marketing

• Uses your budget more efficiently and eliminates waste.

How We Use Programmatic Advertising

DO YOU HAVE A SOCIAL STRATEGY?

REASONS WHY SOCIAL MEDIA CAMPAIGNS FAIL• No defined goals

• Audience not defined

• Inconsistent activity

• One-way social activity

• Poor quality content

• No measurement or measuring wrong metrics

• No thought on how to promote it

SOCIAL MEDIA CONTENT MARKETING STRATEGY

1. Define niche audience

2. Determine your goals

3. Only use relevant channels

4. Unified brand voice and messaging

5. Measure, Analyze, Optimize

Questions??

Thank You!Oliver Feakins

oliver@track5media.com

@track5media (Twitter)

THANK YOU TO OUR SPONSORS