HR ideas from Jeffery Giesener – CEO – SourceMob.com
According to Econsultancy, 94% of companies see personalization as the driving force for business success but 72% of companies say they don’t understand how to carry out personalization. The most common barriers to implementing a personalization strategy include lack of technology, or inability to translate data into action. So how can companies unlock the business value of customer data and use it to personalize their Talent Acquisition brand’s message? Below we’ve compiled a list of the top 4 tips to amp up your Candidate Relationship Management (CRM).
- Monitor & Analyze
Targeting the right candidate base(s) and communicate the right information to each candidate audience all starts with proper segmentation. Detailed demographics and candidate behavior analysis, such as clickstreams on the web, job title capture, apply data, calls-to-call-center or chats provide Talent Acquisition Departments with important insight into the candidate-journey planning and their candidate’s future needs. Getting to know your candidate on an intimate level can be tricky when there’s a screen involved.
Recommended: Learn who your candidates are first. It’s all about studying your niche candidate audiences – their behavior, needs, usage and complaints
Monitoring who did what, when and where allows you to analyze your audience in detail. Mapping out who your customers are according to age, gender, usage trends and survey results is imperative for classifying who your candidate base is and pre-defining them to a few main profiles. This segmentation process is a crucial first step to communicating with your niche candidates (passive and active) on a more personal level.
- Segment & Profile
Equipped with this analysis, you can create a few candidate profiles that will guide you on the best way to approach each one. Take Millennials for example. This ultra-connected generation has their finger on the button. Clouded by today’s digital spam and hard-wired for time, they crave authenticity, fast and resourceful information. If they contact you with a query, be at their beck and call and respond instantly. If you don’t answer their inquiry within their expected blip of time, they’re more than likely to hang up and turn elsewhere.
Recommended: Prioritize Your Customers’ Needs
If you know your average Millennial candidate relishes speedy answers and they email, chat or text you then simply giving them a priority response should be the value you bring to the talent acquisition process. When approaching them through an email campaign, make sure your message is short, sweet and visually engaging.
- It’s Time for Marketing Personalization
There’s no time like the present for 1:1 communication. So what makes your customers tick and what makes them click?
– 42% of CTAs that are targeted to a specific user convert better than generic ones, according to HubSpot. -74% of online consumers get frustrated when they receive offers, ads, or promotions that have nothing to do with their interests, according to Janrain Study.
Recommended: Personalize Your Communication
With advanced analytics you can identify your candidates’ digital steps. Knowing where they are and what they’re doing on the web is – CRM data goldmine. It allows you to serve each segment according to its profile, style, preferences and needs. With this you can match your offerings, promotions, images and even the best time to communicate with each individual customer.
- Video & Personalization
The power of video is no secret. With Cisco’s prediction that online video will make up 79% of all consumer Internet traffic by 2018 video gives marketers (HR Marketers) the communication firepower to emotionally hook their candidates to their brand. If images are processed 60,000X faster than text then adopting a visual approach is the first step. If “a picture is worth 1,000 words and online video is worth 1.8 words” then with video you have to power to influence your candidates’ feelings about your brand and offerings.
Recommended: Personalized Video
Personalized video is the only channel that can completely simulate face-to-face communication. It summons the notion that there’s another human being in the room, sitting next to you and talking to you.
Consider Dale Carnegie’s famous phrase “a person’s name is to that person the sweetest and most important sound in any language” and now apply it to video. When you present a candidate with a video that’s bespoke to them – they hear their first name, see their picture or name on the screen and receive content that’s relevant to them in relation to your brand, a valuable connection is made. CTA aside, providing customers with individualized content tailored to their needs and preferences is likely to induce brand affinity. By showing your customers you’ve pulled all the stops to understand them on such a personal level, they’re more likely to believe you care about them. The effect of this is priceless and becomes the foundation for customer loyalty.
Personalized video is the only true digital form of effective 1:1 communication between an organization and its candidates. It is also able to be done at an affordable price point using cell camera technology. Any implementation of a CRM data personalization strategy often means an upfront investment of time and resources to ensure success. But in the long run, such a strategy has a proven track record of driving down HR Marketing costs, increasing candidate engagement, and enhancing candidate loyalty.
Are you looking for Talent Acquisition Education?
Look no further than SourceMob’s Webinar Events in January. Get ready to take a ton of notes! You’ll leave thee 60-minute live webinars with actionable steps that you can put in place right away. It’s time to start driving of candidates to your recruiting business. Let’s sign up today!!!
ABOUT SOURCEMOB: SourceMob integrates Internet, social, talent community, HR Analytics and social listening solutions, HR Marketing Services and mobile recruiting solutions to help talent acquisition professionals recruit the very best candidates for tough-to-fill positions. SourceMob’s solutions seamlessly distribute conversations, engagement and job content, all done on autopilot, providing a job posting springboard to over 3.5 million candidate profiles on Facebook, LinkedIn, Twitter, Google+ and all of the major search engines. We help you engage with your candidates and capture niche passive candidates. Our solutions also enable Mobile Quick Apply and candidate application management services to create more efficiency and lower recruiting costs. Plus, you won’t need your IT Team or HR Department to implement them. That is the beauty of the SourceMob platform.
Looking forward to hearing from you…
From a blog from idomoo.com edited for HCM by Jeffery Giesener