Benefits to Recruiters of Mobile Marketing Programs
This is the third in a seven part series. To read the series from the beginning, start with the first article on Mobile Marketing for Recruiters.
Although many recruiters without strong marketing backgrounds may cringe at thinking this way, their desired candidates are their target market. The recruiter, rather than trying to sell a product or service, is trying to market a job opportunity. But regardless of what opportunity is being offered, there's no doubt that most and perhaps virtually all of your target audience uses a mobile device like a cellular phone. And if you think about how you use your phone, you'll understand that your target audience probably also has their phone with them 24 hours a day, seven days a week. In short, the mobile devices carried and used by your candidates provide you with the ability to reach them anytime and anywhere. No other device is so ubiquitous.
In addition to being able to reach your candidates whenever and wherever they may be, SMS conveys to them that your message is solicited and urgent. Text messages are typically read within 15 minutes of receipt and responded to within 60 minutes. The benefits of mobile marketing to job seekers are:
- You can reach your desired target audience no matter where they are because they carry their phones with them everywhere. No other media has that kind of access to the hearts and minds of its owners.
- You can reach your desired target audience at exactly the moment when you want to. Send an email and it may not be seen for hours or days. Send an SMS and it will be seen within 15 minutes by virtually everyone you sent it to.
- Your message is requested if you use an opt-in list and, because virtually everyone else is too, only about 10 percent of text messages are unsolicited so job seekers will open your text and read it as they'll assume that it isn't spam and therefore important.
- Text messages imply urgency and candidates who feel a sense of urgency are far more likely to apply and apply quickly.
- Mobile marketing allows you to engage with your candidates as they can easily read and respond to your message. You may want them to reply so you can open up a two-way dialogue or you may want them to click through to your web site on their web-enabled phones, but either way they're engaged and engaged candidates make for better candidates.
- Mobile marketing makes it easy to provide personalized treatment to your candidates. Run an ad on TV or in print and everyone who happens to see it will know that thousands and perhaps hundreds of thousands of others have just seen the same ad. Send a text message to a phone or even hundreds of thousands of phones and the candidate has no way of knowing if they're one of many or the only recipient.
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