How to Integrate Your Mobile Recruitment Marketing Program With Your Other Marketing Programs
This is the fifth in a seven part series. To read the series from the beginning, start with the first article on Mobile Marketing for Recruiters.
Too many marketers, including recruiters, believe that each new tool that comes along such as mobile marketing will be the silver bullet. They'll pore all of their energies and sometimes budgets into the one tool, it won't solve all of their problems, and they'll walk away disappointed and blame the tool for the failure. But tools are useless and often harmful in the hands of unskilled craftsmen. Don't use a saw properly and you're not going to achieve your objective of cutting through the board but you may cut through your hand. In order to use a tool such as a saw or mobile marketing properly, you must understand how to use it and that always means using it along with other tools for together they'll help you achieve your objectives but alone they'll only frustrate and perhaps harm you.
There are a number of ways to integrate your mobile marketing recruitment marketing campaign with your other marketing campaigns:
- Out-of-Home Marketing such as billboards and signs on buses are great ways to generate responses from candidates who want more information. Have them text a keyword to your short code and you'll soon be building a great, opt-in database of well targeted candidates.
- Broadcast marketing allows you to do much the same except that rather than publishing your keyword and short code in print, you're promoting it via TV or radio.
- On-package marketing is rarely used by recruiters but walk over to your marketing colleagues and ask them to re-design the packaging of the products shipped out by your company to include your short code and keyword as a response mechanism for consumers to respond to if they're interested in also becoming a candidate.
- Promotions are highly effective at generating large numbers of candidates quickly as people tend to respond well when incentivized. The Army National Guard ran a campaign several of years ago where respondents were given three iTune downloads for completing a short form in which they agreed to speak with a recruiter. Huge numbers responded at a time when it was very difficult for the Guard to generate nearly enough responses to fill their needs.
- Email marketing is another way of distributing your short code and keyword much like you would on a billboard or via radio.
- In-venue responses are those generated during live events. Do your candidates have similar tastes in music, sports, or other forms of entertainment? If so, have the presenter of the content ask the attendees to text your keyword to your short code to receive information about your employment opportunities.
- Don't forget to promote your short code and other mobile marketing response mechanisms on your web site. Candidates who don't like filling in forms or sending emails may be interested in engaging via texting.
Leave a comment