Conquest Recruiting Campaigns
“It’s like posting a job invitation in the break room of your competitor”
Recruiting the right candidate for a highly skilled role can be a bit like searching for a needle in a haystack. Posting a job on a job board will only attract active job seekers (only 18% of the candidate pool) and 99.9% of people viewing it won’t be qualified.
The best employees aren’t actively seeking a new job. They’re too busy working for their current employer, who probably provides a decent compensation package to keep their best employees happy. The most qualified candidates are likely working down the road at your competitor’s location. But you can’t just walk in their lobby and recruit their best employees, can you?
Today’s technology and marketing gives us the ability to do conquest recruiting without the potential of a trespassing notice. A Conquest Campaign can be created to specifically target your competitor’s employees with mobile advertising using enticing messages promoting your unique EVP. It’s like posting a virtual job invitation in the break room of your competitor.
As a marketing tactic, geofencing has become a staple. Recruiters are continually expected to think more like marketers to attract qualified candidates, so they can and should leverage the same tools that marketers use. Geofencing gives us the ability to trace a precise virtual perimeter around a competitor’s physical location and advertise to the mobile devices of employees who have been to that location. These customers can be targeted with ads instantly or up to 30 days.
The ability to target potential candidates where they currently live and work makes it an attractive and cost-effective strategy, especially for those highly specialized and harder-to-fill roles. If your competitor has the talent you need, why not take advantage of it?
Why Conquest Recruiting Campaigns Work
Our society has a mobile obsession and it can be summarized in one word, “nomophobia”. It’s in the dictionary and it refers to an abnormal, irrational fear of being without one’s mobile device, or of being unable to communicate using one’s mobile device. It’s not an exaggeration to say that most people are glued to their mobile devices. 70% of all time spent with digital media is spent on mobile devices. Smartphone users pull out their phones more than 150 times a day.
People are hooked on their smartphones, and this obsession, combined with the GPS data in mobile devices, presents an opportunity like no other. Today, thanks to mobile devices and location marketing we have recruiting opportunities that yesterday’s recruiters could not have dreamed of.
Speed
Deep and Wide
Laser Focused
Hyper Local
There are many other ways to use targeted geofencing campaigns:
College recruiting. Target tech schools or colleges and deliver recruitment campaigns to mobile phones on/around the desired campus or campuses.
Diversity recruiting. Target diverse neighborhoods to reach desired populations and deliver your targeted message.
Veteran recruiting. Deliver your message on or near military bases or specific buildings.
Layoffs/closings/relocations. When layoffs, an office closure, or company move are announced, begin a campaign to attract those laid off workers, or those who do not want to see if they are next, or workers who do not want a longer commute.
Marketing Bonus
Just as your company’s products have a brand, so too does your company as an employer. Employer brand is a company’s reputation as an employer, as opposed to its general company brand reputation. It is how people think about your company and what it is like to work there.
When considering recruitment marketing campaigns one key advantage most companies do not think about is that they also serve a dual purpose as marketing for your company brand, products and services. Extra impressions are always valuable in any marketing campaign.
