How to Start a Mobile Recruitment Marketing Program
This is the fourth in a seven part series. To read the series from the beginning, start with the first article on Mobile Marketing for Recruiters.
There are six basic steps to planning and executing a successful mobile recruitment marketing program:
- Plan your objective, strategy, and concept. What do you want to accomplish and how will you measure your results? Which candidates do you want to target and where will you get the list from?
- Order any short codes you need from a SMS gateway service provider like Lyris or rent them from a mobile marketing partner like CollegeRecruiter.com.
- Get your campaign approved by all of the major carriers. If you execute your own campaign, this means getting your approval in writing from Verizon, AT&T, Sprint Nextel, T-Mobile, and perhaps others. If you work through a partner like CollegeRecruiter.com, the provider will take care of this for you.
- Build or buy your list. Actually, the term "buy" is a misnomer as SMS is strictly opt-in. That means that you can't acquire the mobile numbers and permission to message them from another organization as the candidates who gave their permission gave it to the other organization to send its messages, not to your organization to send your messages. The correct terminology is actually "rent" a list and you can do so from list owners such as CollegeRecruiter.com as the permission that we've typically received from the candidates is to deliver to them messages from us or our marketing partners. As a client, you're one of our marketing partners.
- Design your offer. What is it that you want the candidates to be interested in and what specifically do you want them to do -- reply back with "yes" to receive more information, visit your web site, come to your location to apply, or something else?
- Test, test, and test again. Nothing is worse than spending your whole budget on a campaign and finding out that you did almost everything well except for one thing and that one thing killed your entire campaign and therefore your entire budget. Allocate a small percentage of your budget to a test. If it works well, allocate a larger percentage. If it doesn't work well, modify your plans and test again.
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