The New Digital Customer Journey
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Clair will discuss how digital marketing has revolutionised the world of business and recruitment, but why do we still use old techniques to market to them? Clair will review the digital journey of today’s candidates and clients and learn how you can adopt your marketing strategy for maximum impact
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The New Digital Customer Journey
- 1. © 2016 Broadbean The New Customer Candidate Journey Clair Bush, Marketing Director at Broadbean
- 3. Relationship Marketing: Building Good Relationships to Benefit a Service Sector Organisation By Clair Bush, 1998
- 4. The Evolution of the Desk
- 8. The traditional customer journey impulse habitualresearch Source: Microsoft/Carat 2011
- 10. & the Jobseekers Journey… View an advert in the local press Watch spoof video on mobile Download Job Board App Watch video content on You Tube Visit your office for a networking session / interview Read reviews on Glassdoor Liked your page / clients page on FacebookViewed a You Tube Ad Applied for job via mobile Posted a comment on your blog Posted experience on Yelp, Hire Scores or Recruiter Review Read something on the blog Phoned in to talk to a Recruiter Watched THAT video Subliminally saw your logo on a job board Looked on your website
- 11. SO MUCH NOISE
- 12. How do we engage through all that noise?
- 13. Better still, how can we connect for the long term?
- 14. Moments of truth marketing… Source: Google Squared Course 2014
- 15. The Theory…. When Applied to Recruitment 1. Stimulus occurs when you post the job advert… everywhere where relevant 2. Zero Moment of Truth occurs when the Candidate decides to apply for a job 3. First Moment of Truth is when the Candidate receives an invitation to interview and researches the client to see if the opportunity fits 4. Second Moment of Truth occurs when the Candidate walks into their new office 5. Ultimate Moment of Truth is the time the Candidate takes to give feedback on the Recruiter, Agency and the Experience they have had
- 16. “A candidate will check with 14.5 sources before deciding to apply.” • Source: http://badriravi.com/2013/10/15/zmot-key-to-successful-talent-acquisition/
- 18. Make it easy for Candidates & Clients to get in touch…
- 19. Make every experience personal…
- 20. The Blueprint to Effective Marketing (Mapping your activity to the New Customer Journey)
- 21. Map out your activity
- 22. But then strip it back & focus! • CREATE A CAMPAIGN PLAN, designed around a specific goal • SELECT THE RIGHT CHANNELS, that will help you create noise in the right place, at the right time • SET YOUR BUDGETS & TIMEFRAMES • CHECK THE DATA, to measure effectiveness • Go, Go, Go! • MEASURE, ADJUST & REPEAT
- 23. © 2016 Broadbean Thank You! Clair Bush, Marketing Director at Broadbean clairb@broadbean.com | @ClairBush | @BroadbeanEMEA | in/ClairBush Broadbean.com
Hinweis der Redaktion
- This is where I’d like to introduce the ZMOT model developed by Google. Now this isnt the only model that has guzumped the traditional sales funnel. Some would argue that its just the Sales Funnel turned on its side. All points of view are valid. But I believe that in recruitment marketing, we should at least take a closer look and see if a focus on the ZMOT stage of the buying cycle can really change or disrupt the recruitment industry. I think this may be the key to creating the next generation of recruitment agencies. So lets break this down and you can tell me whether you think it could apply to your agency…