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