Category Archives: Marketing

The Weather is Getting Colder…Keep those Potential Candidates WARM!

Ahhh, the age-old question, which are better recruits….active or passive candidates?  Sourcing for passive candidates puts the recruiter in the driver’s seat. What’s the best way to find the strongest passive candidates, you ask? That is a great question with a very simple answer – compile and then source from your own talent pool of  WARM CANDIDATES. A warm candidate is, at the very least, aware of your company’s employment brand. If you are lucky, you have captured potential warm candidates in an environment in which, you can communicate with them on a regular basis.

Keeping your talent pool warm is a little like dating. Your talent pool is your “little black book”, but, just because a person is in the little black book, it is not a guarantee that they will remember you. To keep candidates warm, you must stay in contact with them. Drop them a line every once in a while, show them the best of your employment brand, and keep them up on to date on what your organization is up to. Not all “first dates” turn into life-long relationships and instead, they take time to nurture and nudge along.

If you need help building your candidate pool and keep them warm, please contact KRT Marketing today.

Mobile Optimizing Your Recruitment Strategy With SMS

When was the last time you were more than 10 feet away from your phone?

With 91% of U.S. mobile owners keeping their devices within reach at all times and 7.8 trillion SMS trillion messages being sent in 2011, It’s no wonder that 66% of U.S. marketers plan to spend between 1% and 24% of their 2012 digital budget on mobile, compared to 50% in 2011. (Sources: EMARKETER, 3/12/2012; Portio Research, 2012; CONVONIX, 04/17/2012)

While there are many ways companies can leverage mobile SMS advertising for their marketing needs, in this blog post I want to specifically focus on how recruitment HR professionals can leverage SMS into their recruitment strategies. The thought for many recruitment professionals of including any type of mobile advertising into their marketing plan seems too expensive and really far-fetched. While it’s definitely not cheap, it is a smart investment into the future of recruitment advertising.

Now with new mobile recruitment technology like Jibe, you can direct candidate from your text message to your career site and apply for a job straight from their phone.

Here are some other ideas that recruitment professionals can use to leverage mobile SMS advertising:

  • Customer Relationship Management (CRM)
  • Building Your Pipeline
  • Brand Awareness
  • Sending Job Alerts
  • Promoting a Job Fair/ Event
  • Sharing a Story
  • Cross Promotion of Social Media Channels
  • Can you think of anything else?

I’ve put together the info-graphic below to show you a visualization of how the SMS data gets setup, stored and used.

To learn more about SMS and how it might fit in with your company’s marketing strategy comment on this post or email us at info@krtmarketing.com

Sell More by Offering Less

One of my friends surprised me with tickets to a sold out Jason Aldean concert.  Personally, I’m not a big country fan, but I thought it would be fun to go. Since I want to fit in with the crowd, I thought I would shop for a great pair of cowgirl boots.

The first place I always start my shopping endeavors is Google.  So, I logged on and typed “cowgirl boots” and came across various western sites. At first I was skeptical to purchasing boots online, but I figured I would save myself some time in doing so. Most of the sites I came across carried the same boots and around the same prices but one site stood out to me more than the others. Why? The site was user friendly because it broke down the boots into categories i.e. by color, brand, style, etc.

Steven Krug, a conversion guru, provides a few key insights on the best user experience practices:
1. Motivate users by reducing the options available, or create categories on your site that break large groups of products into smaller groups.
2. Don’t make users think. Think about your consumer and make it as easy and clear for a purchase as possible.

A business owner depends heavily on the revenue generated from ecommerce (buying and selling of products over the Internet). These simple best practices should be implemented for the ultimate user experience.  From a strategic standpoint, doesn’t logic suggest that consumers want options?  Organizing a website by various categories, may not seem like the best plan of attack, but then again it made the experience easier for me, and what motivated me to buy my fabulous new cowgirl boots.

Ready for a Mobile Site?

As much as just a few years ago most businesses were not offering mobile-friendly website versions for the on-the-go cell phone users.  While it was considered a “nice to have” feature, not many business were willing to invest in the dollars.

But things have changed – rapidly. In fact mobile web browsing is not just a quick passing fad; it has actually become a necessity for consumers.

Below is some interesting data from pingdom.com showing how mobile use varies between different parts of the world.


Before you start to build out a mobile site, you have to consider the overall user experience. You don’t want people to get to your site and instantly leave. Most people will leave a mobile site if they are unable to navigate easily and find what they are looking for.

Loews Hotels is a great example. They recently were awarded the 2012 Mobile-Web Award by the Web Marketing Association.

Click here to view their award-winning creative

It’s not easy to make your site mobile-ready and to make it work successfully. If you have the resources and the budget, that’s the first step, however, there are various options that have to be considered. You have to rethink everything – from the design, content and links, to the navigation and user experience.

Click here to read more and tips on how to create mobile website

LinkedIn Launches New Targeting Options for PPC Customers

As anticipated, LinkedIn finally launched 2 new targeting options on their Pay-Per-Click (PPC) platform.

NEW TARGETING

  • School – This is still growing as many people still have yet to associate themselves with their schools on LinkedIn, so expect the estimated audience to be low. However, it is still a great targeting tool for campus wide targeting.  Unfortunately, unlike Facebook, you can’t breakout targeting by year of graduation, expected year of graduation, Major, etc. (Atleast not yet…)
  • Skill Sets – This was designed to make it easier for marketers to target people on LinkedIn with the skill sets needed for their product. For our recruitment & education clients, this additional targeting will allow us to target those niche skill sets required to fill a job or sign up for a higher education program.

Still have questions on how LinkedIn can help you in your recruitment/marketing efforts? Give us a call, tweet us @KRTweet, or email us anytime! socialmedia@krtmarketing.com

Source: LinkedIn Sales Representative

Are you Trending Yet?

If you are like me, you have probably noticed a trend with Twitter appearing on almost every TV show.  Don’t worry, your TV is not challenging you to a game of tic-tac-toe, it is a hashtag.

I remember first seeing a hashtag during an episode of The Voice just because my mom made it so memorable. I left my mom’s side for a second and returned to find her utterly confused.  My mom wanted to vote so she had dialed #-T-H-E-V-O-I-C-E and let’s just say the words after the hashtag did not represent numbers. But hey, in my mom’s defense, a phone number consists of seven digits.

The entertainment industry recognizes that a hashtag is a great way to promote conversation with fans that share interests by targeting keywords. Chloe Sladden, Twitter’s director of content and programming who has worked with the producers of The Voice says, “the kind of closeness, access and insider perspective that Twitter provides combined with a TV show is a really magical connection.  The Voice has also been smart about providing access to their talent and reporting on Twitter trends during the live shows, all of which hook into this sense of real-time and urgency,”

Also, Twitter agrees that “when TV shows bring hashtags, accounts, or other elements into the broadcast itself, we see a direct and immediate increase in engagement on Twitter — anywhere from two to 10 times more tweets created while the shows air.”  So next time you see a trending hashtag during your favorite TV show, make sure that you include your voice behind the hashtag and know that you are seconds away from becoming a part of a group that you identify with.

Read more about the popular tweeted shows.

2012 Summer Olympics: 50% Will View Online and Watch All Day

The Summer Olympics Games are right around the corner, and more and more people are viewing the Olympics from their smartphones, laptops and tablets verses at home watching it on TV.

“The number of viewers in the U.S. is likely to top the 211 million who watched the 2008 Beijing games online per Adweek citing Nielsen data”.

It’s crazy to think about all the people who have access to mobile applications and with the quality of video becoming even better these days; videos are giving people more ways to watch the Olympics remotely. Whether people are at work, at the gym, the airport, a restaurant or virtually anywhere, they are able to access anything of interest at any time.  I remember watching the games at home in high school with my parents over dinner and later in the evening catching the highlights from the events that happened during the day. Now, with online technology at our fingertips, we don’t  have to miss any of our favorite events happening throughout the day.

 

Did you know that the most anticipated events include gymnastics at #1 followed by swimming/diving and track and field? What sporting event are you looking forward to watching?

To read more about this story, visit here.

You Can See The Possibilities – Clearer Than Ever…

In my last post, I shared some of my thoughts over the advancements in Augmented Reality due primarily to the resolution of the new iPad screen.  The quality and resolution brings an even greater dimension to the whole concept of AR.

This led me to think about how the devices we use can be enhanced by apps and technologies in use, in development or in the minds of developers around the globe.

I recently came across a series of ‘visionary’ videos produced by Westernized Productions, a hot creative video firm in San Francisco. The videos for Corning reveal a vision for the future of glass technologies.  The videos demonstrate how glass with companion technologies will help shape our world at home, in school, at work, in medicine, in our cars, outdoors, oh, and in entertainment.

Check out these two videos.

The first, “A Day made of Glass – Made possible by Corning” came out last year and has been seen by nearly 19 million viewers.

http://www.youtube.com/watch?v=6Cf7IL_eZ38&feature=relmfu

The sequel, “A Day made of Glass 2:  Same Day” has been out for the past few months and has received almost 2 million views.

http://www.youtube.com/watch?v=jZkHpNnXLB0&feature=relmfu

It’s worth the 11 or 12 minutes to get a glimpse of things to come….  Let me know what you think of these advancements and about the creative minds over at Westernized Productions.

“Facebook it” – A Search Engine for Facebook?

Could it be true? Does Facebook have a team of engineers working on creating a search engine to compete with their rival, Google? It would not surprise me that they would. After all, in 2011 Google launched their own Social Network, Google+, and there was no doubt that they had all the intentions of competing with Facebook. Is it time for Facebook to push back? I know I am on Facebook all the time and one less step to “Google” something would be convenient.

What would this mean for advertisers? How would this impact Facebook marketing? These are the questions we ask ourselves at KRT Marketing to stay ahead of the game. We would love to hear your opinions about this. Would you “Facebook it” instead of “Google it”?

Learn more about this topic at Mashable.com:

http://mashable.com/2012/03/30/facebook-social-search-engine/

San Francisco Giants vs. Oakland Athletics – It’s the product, stupid!

Baseball is about to start and I was thinking about our two home teamsthe Oakland Athletics and the San Francisco Giants; and how the two franchises market themselves differently. I decided to do some research:

The A’s in 2011 posted an operating profit of $23.2 million from $161 million in revenue. It grew its value from $180 million to $307 million in just five years but it ranks 29 out of 30 teams. Interestingly enough, they consistently lead the league in win per dollar spent.

The Giants on the other hand had $29.9 million in profits from $230 million in revenue in 2011 and is worth an estimated $563 million. It was worth $471 prior to winning the World Series. It ranks 7th.

Source: http://www.forbes.com/lists/2011/33/baseball-valuations-11_land.html

I confess I was surprised to find out the Oakland A’s were profitable at all. Of course the profits were only possible because MLB revenue sharing structure. So… if they are recording that kind of profitability how come they don’t focus on awareness and brand affinity?

sf giants vs. oakland a's

As far as the product goes, the SF Giants are clearly superior. They have recently won a World Series and Ross Dautel, in a Bleacher Report article, predicts they will make it to the playoffs in 2012. The A’s in the other hand, haven’t been competitive for a while and, according to SFGate.com, most experts predict they will finish in last place in their division this year. From a baseball fan’s perspective, I ask where is the love? What happened with ‘feeding’ the fan connection by keeping their beloved players around? I have to ask: Are the A’s only interested in staying profitable despite having the lowest attendance in the league?

The SF Giants arguably have much more Social Media impact. Facebook likes on their official fan page are at just under 1.3 million while the A’s have 295,000. The disparity on twitter is just as great, as the Giants have  222,000 following @SFgiants as opposed to a little over 30,000 following @Athletics. The Oakland A’s have won awards for best TV and Social Media at the Sports Forum for their Green Collar baseball campaign, but that didn’t seem to close the gap between them and the SF Giants.

Bottom line is that you can be as creative as you’d like, massage the numbers to create success illusion, and you can score all the Social Media and Advertising awards, but the core of marketing still stands: the product quality is fundamental!

By @AdrianaK

Notes:

1- This is a very simplistic overview of the baseball business. You are welcome to give your take on the topic and help us celebrate the “boys of summer”.

2- This post would not have been possible without the help of Patrick Kevill (@pkevill). After all, what does a Brazilian native understand about the American pastime anyways😉

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