des moines elderly consortium
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presented July 7, 2016Presented To: Des Moines Elderly ConsortiumPresented By: Barb Breeser
THE POWER OF MOBILEUsing Social Media and MobileTo Engage and Acquire
TODAY’S AGENDA
• Status of Social & Mobile Industries today• How Mobile has changed the way people search for jobs• The Importance of Mobile Friendly sites• Reaching Active vs Passive Candidates• Benefits of Targeted Social and Mobile Advertising• Types and Uses of Social Mobile Advertising for Recruiting• Using SMS Text Message Marketing & Ringless Voicemail for
Recruiting follow up• Retargeting• Success Story
CURRENT CLIENTS IN 2016
THE IMPACT OF TECHNOLOGYIN ONLY
8 YEARS
Including how people search for jobs
Data Source: Glassdoor 2016
MOBILE HAS CHANGED EVERYTHING
Data Source: LinkedIn 2013
REACHING CANDIDATES ON MOBILE DEVICES
Not “IF” but WHEN candidates are researching careers on a mobile device
Tablet users 80% research new career opportunities at home after work
Smartphone users 51% research new career opportunities on their lunch/coffee break 36% do so during their commute
Data Source: LinkedIn 2013
THE BIG GAP: MOBILE SPENDING VS MOBILE CONSUMPTION
% of Time Spent in Media vs. % of Advertising Spending
Data Source for Time Spent: eMarketerData Source for Ad Spending: ZenithOptimedia
When Will Mobile Get Its Fair Share?
BUDGETS MOVING AWAY FROM PRINT, BROADCAST
Marketing Spending Plans for 2016, by Media Type
Data Source: StrongView/Selligent
THE IMPORTANCE OF MOBILE FRIENDLY SITES
SOME JOB BOARDS WORK – FOR THOSE WHO ARE LOOKING FOR A NEW JOB
YOUR BEST AUDIENCE => PASSIVE CANDIDATES
How do you reach them at the right time, in the right place and on the right device?
Mobile/Digital Advertising For Recruiting
BENEFIT: PINPOINT TARGETING
TARGETING:• Registered Nurses• 5+ Years Experience• CITY, STATE +30 miles
NO WASTE!
Only Pay For Those You Want to Reach
BENEFIT: GEOTARGET, GEOFENCE & GEOCONQUEST
Geotargeting: Serve ads to those within 10 miles of your facility
Geofencing: As a more defined form of geotargeting, geofencing can be used to create a virtual barrier around a specified area. An example would be a healthcare fair.
Geoconquesting: Another from of geotargeting, geoconquesting can be used to pinpoint qualified candidates that are located in your competitors’ facilities.
BENEFIT: DEMOGRAPHIC & INTEREST TARGETING
Demographic targeting: Target based on gender, age, parental status, income, languages known, etc.
Interest targeting: Target based on pages or topics your audience has liked, apps they use, posts they publish on their timeline, and their other activities on desktop and mobile.
Behavior targeting: Target based on the user’s search history, pages they have visited, and their purchase history.
BENEFIT: DAYPARTING
Day parting: Present your message at the right time that makes sense for your target audience. Perhaps offering a dayshift job to an RN currently working the night shift.
WHAT IS MOBILE DISPLAY ADVERTISING?
Over 9 Billion Impressions/Day Premium Inventory Real Time Bidding Daily Placement Optimization
Over 350 Display Networks
MOBILE WEB ADSYour ads run across thousands of locally relevant mobile websites, like People.com.
COMPONENTS OF MOBILE ADVERTISING
IN-APP ADSYour ads will be seen in the apps that nurses and allied health professionals are using every day.
COMPONENTS OF MOBILE ADVERTISING
COMPONENTS OF MOBILE ADVERTISING
FACEBOOKYour message will be placed in front of thousands of nurses that fit your target audiences!
BEWARE: don’t just have one audience. You’ll miss out on the vast referral market!
COMPONENTS OF MOBILE ADVERTISING
FACEBOOK CAROUSEL 8x Better Engagement 3x Better Click Through
ATS Internal Study, First Quarter 2016
COMPONENTS OF MOBILE ADVERTISING
INSTAGRAMNEW! Facebook owned Instagram offers segment targeting and a younger skew.
COMPONENTS OF MOBILE ADVERTISING
LANDING PAGEWhen a candidate taps on any of your ads they will be sent to a custom landing page. Information provided will then be available to your recruiters.
MOBILEDISPLAY
IN-APPNETWORKS
FACEBOOK INSTAGRAM
YOUR INFORMATION IS ALWAYS AVAILABLE
Candidate Dashboard
Manage, Sort, & Track Candidates
See Results in Real Time
Follow Up
COMPONENTS OF MOBILE ADVERTISING
When users complete the landing page form, they instantly receive a follow-up email with a link to fill out a more detailed application on desktop.
DISPLYIN-APP
NETWORKS
COMPLETE CAMPAIGN IN ACTION
GENERATEAWARENESS
BUILDENGAGEMENT ACQUIRE
NEW NURSES
• Social media advertising• In app ads• Mobile web ads• Retargeting• Email list targeting
Custom mobile landing page
Access your leads through your dashboard
CAMPAIGN FLOW FOR THE CANDIDATE
SEE YOUR MESSAGE
FILL OUT THE LANDING PAGE
RECEIVE A THANK YOU EMAIL AND
TEXT WITH A LINK TO THE FULL APPLICATION
TARGETED MOBILE FOLLOW UP: TEXT
TEXT MARKETINGFollow up with applicants using text messages.
TRY IT!Text “WORK” to
84444To see it in action!
TARGETED MOBILE FOLLOW UP: RINGLESS VOICEMAIL
RINGLESS VOICEMAIL• Your message will be sent
directly to the applicant’s voicemail
RETARGETING
When it comes to job seekers, retargeting can be a great way to keep your company top of mind and encourage wearied job seekers to begin or to complete a job application.
SUCCESS STORY
MAJOR TEXAS HOSPITAL● 48 HOSPITALS IN TEXAS● TEST MARKET IN WACO● NOW HAVE RECRUITED FOR 14 HOSPITALS INCLUDING THE NEW
HOSPITAL IN WAXAHACHIE. TOTAL CAMPAIGNS = 27● RN, ICN, OR, RADIOLOGY, PHARMACOLOGY, ADMIN● 2 WEEKS ON, 1 OFF, 2 ON, 1 OFF, 2 ON (8 WEEKS)● OR WEDS 6PM - MONDAY NOON● $$ INVESTMENT for 8 WEEKS● 652 LEADS, HIRES
QUESTIONS?
WHERE DO WE START??
Every day new companies enter the mobile ecosphere, where the pace of innovation is exceedingly high.
The process can become confusing fast.
We live, dream and sleep mobile so you
don’t have to.
Barb Osier BreeserPurple Gator – an atsMobile company
Digital Mobile Marketing Strategist
TWITTER: @barbosier EMAIL: barb@purplegator.comFACEBOOK: Facebook.com/atsMobileNOWLINKEDIN: linkedin.com/in/barbosierOFFICE: (515) 850-1162MOBILE: (515) 371-7552
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