Des Moines Elderly Consortium

presented July 7, 2016Presented To: Des Moines Elderly ConsortiumPresented By: Barb Breeser

THE POWER OF MOBILEUsing Social Media and MobileTo Engage and Acquire

TODAY’S AGENDA

• Status of Social & Mobile Industries today• How Mobile has changed the way people search for jobs• The Importance of Mobile Friendly sites• Reaching Active vs Passive Candidates• Benefits of Targeted Social and Mobile Advertising• Types and Uses of Social Mobile Advertising for Recruiting• Using SMS Text Message Marketing & Ringless Voicemail for

Recruiting follow up• Retargeting• Success Story

CURRENT CLIENTS IN 2016

THE IMPACT OF TECHNOLOGYIN ONLY

8 YEARS

Including how people search for jobs

Data Source: Glassdoor 2016

MOBILE HAS CHANGED EVERYTHING

Data Source: LinkedIn 2013

REACHING CANDIDATES ON MOBILE DEVICES

Not “IF” but WHEN candidates are researching careers on a mobile device

Tablet users 80% research new career opportunities at home after work

Smartphone users 51% research new career opportunities on their lunch/coffee break 36% do so during their commute

Data Source: LinkedIn 2013

THE BIG GAP: MOBILE SPENDING VS MOBILE CONSUMPTION

% of Time Spent in Media vs. % of Advertising Spending

Data Source for Time Spent: eMarketerData Source for Ad Spending: ZenithOptimedia

When Will Mobile Get Its Fair Share?

BUDGETS MOVING AWAY FROM PRINT, BROADCAST

Marketing Spending Plans for 2016, by Media Type

Data Source: StrongView/Selligent

THE IMPORTANCE OF MOBILE FRIENDLY SITES

SOME JOB BOARDS WORK – FOR THOSE WHO ARE LOOKING FOR A NEW JOB

YOUR BEST AUDIENCE => PASSIVE CANDIDATES

How do you reach them at the right time, in the right place and on the right device?

Mobile/Digital Advertising For Recruiting

BENEFIT: PINPOINT TARGETING

TARGETING:• Registered Nurses• 5+ Years Experience• CITY, STATE +30 miles

NO WASTE!

Only Pay For Those You Want to Reach

BENEFIT: GEOTARGET, GEOFENCE & GEOCONQUEST

Geotargeting: Serve ads to those within 10 miles of your facility

Geofencing: As a more defined form of geotargeting, geofencing can be used to create a virtual barrier around a specified area. An example would be a healthcare fair.

Geoconquesting: Another from of geotargeting, geoconquesting can be used to pinpoint qualified candidates that are located in your competitors’ facilities.

BENEFIT: DEMOGRAPHIC & INTEREST TARGETING

Demographic targeting: Target based on gender, age, parental status, income, languages known, etc.

Interest targeting: Target based on pages or topics your audience has liked, apps they use, posts they publish on their timeline, and their other activities on desktop and mobile.

Behavior targeting: Target based on the user’s search history, pages they have visited, and their purchase history.

BENEFIT: DAYPARTING

Day parting: Present your message at the right time that makes sense for your target audience. Perhaps offering a dayshift job to an RN currently working the night shift.

WHAT IS MOBILE DISPLAY ADVERTISING?

Over 9 Billion Impressions/Day Premium Inventory Real Time Bidding Daily Placement Optimization

Over 350 Display Networks

MOBILE WEB ADSYour ads run across thousands of locally relevant mobile websites, like People.com.

COMPONENTS OF MOBILE ADVERTISING

IN-APP ADSYour ads will be seen in the apps that nurses and allied health professionals are using every day.

COMPONENTS OF MOBILE ADVERTISING

COMPONENTS OF MOBILE ADVERTISING

FACEBOOKYour message will be placed in front of thousands of nurses that fit your target audiences!

BEWARE: don’t just have one audience. You’ll miss out on the vast referral market!

COMPONENTS OF MOBILE ADVERTISING

FACEBOOK CAROUSEL 8x Better Engagement 3x Better Click Through

ATS Internal Study, First Quarter 2016

COMPONENTS OF MOBILE ADVERTISING

INSTAGRAMNEW! Facebook owned Instagram offers segment targeting and a younger skew.

COMPONENTS OF MOBILE ADVERTISING

LANDING PAGEWhen a candidate taps on any of your ads they will be sent to a custom landing page. Information provided will then be available to your recruiters.

MOBILEDISPLAY

IN-APPNETWORKS

FACEBOOK INSTAGRAM

YOUR INFORMATION IS ALWAYS AVAILABLE

Candidate Dashboard

Manage, Sort, & Track Candidates

See Results in Real Time

Follow Up

COMPONENTS OF MOBILE ADVERTISING

When users complete the landing page form, they instantly receive a follow-up email with a link to fill out a more detailed application on desktop.

DISPLYIN-APP

NETWORKS

COMPLETE CAMPAIGN IN ACTION

GENERATEAWARENESS

BUILDENGAGEMENT ACQUIRE

NEW NURSES

• Social media advertising• In app ads• Mobile web ads• Retargeting• Email list targeting

Custom mobile landing page

Access your leads through your dashboard

CAMPAIGN FLOW FOR THE CANDIDATE

SEE YOUR MESSAGE

FILL OUT THE LANDING PAGE

RECEIVE A THANK YOU EMAIL AND

TEXT WITH A LINK TO THE FULL APPLICATION

TARGETED MOBILE FOLLOW UP: TEXT

TEXT MARKETINGFollow up with applicants using text messages.

TRY IT!Text “WORK” to

84444To see it in action!

TARGETED MOBILE FOLLOW UP: RINGLESS VOICEMAIL

RINGLESS VOICEMAIL• Your message will be sent

directly to the applicant’s voicemail

RETARGETING

When it comes to job seekers, retargeting can be a great way to keep your company top of mind and encourage wearied job seekers to begin or to complete a job application.

SUCCESS STORY

MAJOR TEXAS HOSPITAL● 48 HOSPITALS IN TEXAS● TEST MARKET IN WACO● NOW HAVE RECRUITED FOR 14 HOSPITALS INCLUDING THE NEW

HOSPITAL IN WAXAHACHIE. TOTAL CAMPAIGNS = 27● RN, ICN, OR, RADIOLOGY, PHARMACOLOGY, ADMIN● 2 WEEKS ON, 1 OFF, 2 ON, 1 OFF, 2 ON (8 WEEKS)● OR WEDS 6PM - MONDAY NOON● $$ INVESTMENT for 8 WEEKS● 652 LEADS, HIRES

QUESTIONS?

WHERE DO WE START??

Every day new companies enter the mobile ecosphere, where the pace of innovation is exceedingly high.

The process can become confusing fast.

We live, dream and sleep mobile so you

don’t have to.

Barb Osier BreeserPurple Gator – an atsMobile company

Digital Mobile Marketing Strategist

TWITTER: @barbosier EMAIL: barb@purplegator.comFACEBOOK: Facebook.com/atsMobileNOWLINKEDIN: linkedin.com/in/barbosierOFFICE: (515) 850-1162MOBILE: (515) 371-7552