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BRANDE : Mobile Recruitment Marketing

November 1, 2016

Five Ways To Use Snapchat To Drive Employee Engagement

snapchat-700x467Snapchat embraces and champions the ephemeral nature of communication in a landscape that is saturated with it. Snap a pic or a vid, send it to a friend, and moments after being viewed it self-destructs into the ether forevermore. We’re talking about communication that both originates from and elicits an immediate emotional response, as opposed to a long and drawn-out intellectual consideration. For this reason, snapchatting is free of the anxiety surrounding traditional forms of communication. Perhaps this is why the once-spurned app is so popular today.

How can employers use this hugely popular social app to educate, motivate, and inspire employees, transforming them into full-fledged brand ambassadors? Could Snapchat be your most powerful tool to drive employee engagement? Only one way to know. Here are five ways you can test it out.

1) Company culture in a snap

Snapchat gives employers an opportunity to learn how to share knowledge in new and exciting ways. Use it to promote and celebrate your company culture from within. Create and share compelling “stories” that capture what life is like at your workplace. Use it to focus staff attention on specific messages and goals. Embrace and encourage the idea of employees creating internal communications that are fun, yet focused on meaningful tasks.

2) Create in-house news and buzz feeds to educate and motivate employees

Create a Snapchat channel that informs employees of important company news and events, relevant “stories” currently trending, and other hot conversation topics to keep them engaged. Snap and share original content to make company-wide or departmental announcements. Compile and maintain a go-to list of relevant and buzzworthy accounts for employees to follow.

3) Use Snapchat to reward, honor, and showcase excellence

Feature an employee, a partner, a department, or a project team on your company Snapchat feed (as either the subject or the creator of snaps or “stories”). Allow employees to nominate features with their own snap submissions. Snap a “story” that explores a day in the life of a particular employee or department. Increase interdepartmental awareness and broaden your employees’ sense of engagement with the bigger brand picture.

4) A snap for project management

It is not hard to see how Snapchat could be useful in a project management context — to share status updates and progress reports quickly and efficiently, for example. The creative, urgent, and flash-in-the-pan nature of the app makes it remarkably suited to a fast-paced work environment. Snapchat seems like the perfect tool to keep a team united, energized, and communicating in a creative and fun way around a specific goal.

5) Create a Snapchat contest

Host a Snapchat contest to rally and socialize staff. A Snapchat treasure hunt could lead employees on a journey of brand and interdepartmental discovery as they work together in teams to decipher snapped clues. A cropped-image riddle might involve the distribution of an incomplete snap image resulting in employee snaps guessing the complete image.

The preferred social media app of tweens, teens, and young adults can now be used as a powerful employer branding tool, offering immediate access to everything from job opportunities, to sneak-peek previews of new products to on-the-fly mini-movies that both entertain and inform. So start snapping.

For more on the Brandemix approach to employee engagement, click here.

October 5, 2014

6 Ways the iPhone 6 Will Change Mobile Marketing and Recruiting

The new iPhone 6 and its accompanying operating system include a number of features that will have lasting effects on your branding, marketing, and recruiting. From push notifications to slow-motion photography, here are six ways the iPhone can both challenge and enhance your efforts to reach your target audience.

1. A better camera for your selfies — and your fans

The iPhone 6’s eight-megapixel camera comes with a lot of exciting enhancements for still photos, including advanced exposure,  improved auto-focus, and a noise-reducing imaging chip. That probably means more people will add pictures when checking in on Swarm, posting on Facebook, or writing a Yelp review — which in turns mean your organization should have a presence on those sites so your fans can post there. These features will improve your brand’s own photos as well. It won’t matter if your office is dark or your restaurant is outdoors; the new exposure control will allow for great shots in any conditions. So you can create even better content on Pinterest and Instagram, two more social networks where your brand needs to be.  Not sure about producing visual content? Click here to learn how to engage fans on the biggest photo sites.

2. 38% more real estate for product placement

The iPhone 6 has 38% more viewing area than the iPhone 5, while the 6 Plus offers another 36% more space on top of that. Add greater resolution to this enlarged space and it means a chance — maybe even a requirement — to improve your website’s design and interface. Your site can now offer larger buttons, brighter colors, and more information on each screen. And don’t forget to give your site responsive design, so it will appear the same on an older iPhone, both iPhone 6’s, and both sizes of iPads.

iphone ipad size comparison

3. Faster sharing through enhanced wifi speeds

The iPhone 6 supports more LTE brands than any other smartphone and offers three times the speed when connected to Wi-Fi. If your office or break room or retail space don’t offer Wi-Fi, now is the time to change that. Your customers and employees will want to use the new iPhone’s faster speeds; don’t make then go across the street to Starbucks to do it. After all, your fans want to upload their cool photos and videos of your business — you should make that engagement as easy as possible.

4. Better creative options for video marketing and recruiting

Apple has also added features to its video camera. The iPhone 6 has image stabilization, making your handheld shots less jittery and blurry. It also offers time-lapse, letting you create fun, fast-paced videos like this. In the other direction, you can now shoot in super slow-motion, which is great way to make any activity seem more beautiful and poetic. These three features will allow you greater flexibility in shooting everything from employee testimonials to tours of your offices to quirky little Vine videos.

5. New ways to notify customers and job-seekers

The iPhone 6’s new operating system also includes an upgraded notification system that allows apps to alert users of new content right from the notification banner itself. There’s no need to leave the app you’re in or even unlock the home screen. This integrates notifications more smoothly into the user experience. This applies to emails, texts, reminders, as well as numerous apps like Facebook. This will allow your organization to communicate more directly with your audience…as long as you don’t bother them too often. Find the perfect balance and you’ll be rewarded with more interaction from customers, employees, and job-seekers.

6. The ability to purchase via Apple Pay

Perhaps the biggest boost in marketing will come from the iPhone 6’s Apple Pay feature. As VentureBeat put it: “These devices, equipped with Apple Pay functionality, will not only allow users to purchase products in physical retail locations,” but also “to purchase items easily and quickly online via their mobile device.” Apple Pay is a mobile payments service that makes credit-card swiping obsolete. It requires no contact at all, which is great for flu season but even better for quick, easy purchases, with little or no barrier. Whether your retail space allows for in-store Apple Pay purchases or your retail site is designed for Apple Pay, you should see an increase in impulse purchases at the register and less cart abandonment online.

Apple PayImages courtesy of the New York Times

As many have pointed out, Apple didn’t necessarily invent all of these features — in fact, they’re the last major manufacturer to create a large phone. But marketers who were engaging Droid and Samsung owners can now access iPhone users with the same strategies. It’s a very exciting time for mobile marketing and recruiting. Ready to get started? Contact Brandemix for help.

Jody Ordioni is President of Brandemix.

 

January 27, 2014

Learnings from ERE’s Creative Excellence Awards Webinar

Last month, Brandemixwas fortunate enough to co-host the CEA awards presentation, along with ERE Editor-in-Chief Todd Raphael.



The CEAs are an award program designed to recognize outstanding achievement in recruitment advertising and marketing. Each year, recruitment ad agencies and corporate recruiting departments from around the world enter their best creative advertising campaigns. Each entry is judged by a panel of the finest creative and professional talent from across the country, of which I was one.

As context for the awards ceremony, Todd and I did some research on 2014 recruiting trends, much of it already familiar to readers of ERE, particularly John Sullivan’s illuminating articles. In case you weren’t able to attend, here are some of the important learnings you might have missed.

·      Layoffs are at their lowest level since 2001.
·      Hiring is heating up.
     
More employees quit their jobs in October than in any other month since the recession of 2007-09.
In fact, according to Dice.com, 55% of hiring managers and recruiters plan to hire more professionals in the first half of 2014 than they did in the second half of 2013 – a jump of 9% from the same period one year ago and the highest level on record since Dice first posed the hiring question in mid-2010.

Other 2014 Trends
      Employer branding is considered the best long-term recruiting strategy, as recruiting looks more like marketing.
      “Apply with LinkedIn,” instead of a resume, is gaining acceptance.
       Employee referrals and social media are melding.
       The idea of attending college is changing, and thus college recruitment marketing is changing as well.
       A metric-driven employee referral program is becoming a dominant hiring source.
       Boomerangs are a primary target once again.
       Predictive metrics and the use of big data have moved from interesting to essential.
       The mobile platform continues to be a critical tool.
When McDonald’s launched its first mobile career site in 2008, three million people visited it and 24,000 people used it to submit applications. By 2012, those figures had jumped to 30 million visits and two million applications. Now, it brings in a little over 10% of total applications.

      Though Facebook recruiting is becoming a more significant part of the recruiting budget and a more accepted as a recruiting source, here’s a bit of advice: Keep your eyes on the next trend. Teen panelists of Ignition 2013 had these comments: 

 “I hate Facebook. It’s just so boring. Now I’m an Instagram user.

 “I used to scroll down Facebook and read every single status. Now I just love Vine.”


From the CEA submissions themselves I learned the following:

      Augmented reality is really here. The seamless process from ads to booths and banners with QR codes or other ways to connect with smart devices has made for a totally immersive recruitment experience.
       Website redesigns on the rise — in fact, there were more than 50 submissions this year. Flash is out, HTML is in, and content is king.
       As a words person, I am disappointed to see that copy is still a second-class citizen to creative. While people and pictures were front and center, copy and provocative headlines have not evolved as much.
       The link from employer brand research to uniquely branded creative is still missing a beat. Those of you looking for DIY branding have the research part down, but take my advice: Call in a professional to do the analysis and brand architecture.    

And finally, my favorite. There is more transparency and greater detail given about the hiring and selection process, from attraction through onboarding. That’s great, as recruiting comes out from behind the curtain.

Want to know more? Download the full presentation here.


January 6, 2014

New Year’s Resolutions for HR and Talent Acquisition Professionals

Welcome to 2014. The economic outlook predicts that competition for talent will increase, making this one of the most challenging years for recruiting in recent memory. How can your company stand out and attract the most talented workers?

For friends of Brandemix in talent acquisition, I’ve analyzed some recent trends and found there are three pressing issues for recruiters in the coming year. Make one, two, or all three of these your New Year’s resolutions and watch your company make better hires.

Invest in employer branding
An employer brand is the promise your company makes to employees. It communicates your vision as an organization and the employees’ role in realizing it. A strong, compelling employer brand attracts top talent, retains them, and helps them perform to their best abilities. It also increases referrals, decreases turnover, and drives profits

The best employer brands come from research. Communications audits and anonymous surveys make a good start; employee focus groups and executive interviews are even better. From these findings, you’ll discover why employees choose to work for your company, why they stay, and even why they leave. You’ll learn the C-suite’s long-term goals. And you’ll see the company’s values clearly emerge. None of this has to cost a lot of money: a basic research plan’s price is around $10,000. This can be the year you make a bold statement to job-seekers and take a unique position in the job market. Download a FREE copy of our Employer Branding Strategy Guide.

Add social media to your recruiting
78% of recruiters have made a hire through social media, and 29% of job-seekers found their favorite job through Facebook, Twitter, or LinkedIn. Social media is a great way to communicate your employer brand, keep your company top of mind, and engage with the most attractive job-seekers — even passive ones. Make 2014 the year you put a significant effort into social recruiting.

Already on Facebook? Add Twitter. Already on Twitter? Take the next step to Pinterest or Instagram. Mastered those? Get on YouTube and start creating videos. Reach out to job-seekers by showing and telling how your employer brand differentiates you and you’ll create a unique connection with your desired audience. Download a FREE copy of our Social Media Strategy Guide for Talent Acquisition.

Make your careers site mobile-friendly
Here are some amazing facts: 31% of searches for “jobs” come from mobile devices. But many careers sites aren’t optimized for mobile — and 65% of job-seekers will simply leave a site if it’s hard to use on their mobile device; 40% will even have a negative opinion of that company. This doesn’t just apply to entry-level positions, either, as 65% of applicants to executive positions use tablets.

As phone, tablets, and “phablets” become more popular, this demographic is only going to increase. If your site isn’t optimized for mobile (also known as “responsive design”), you’re conceding a large pool of talent to your competition. This year, it’s time to not only to match your competitors but to leave them behind, with a mobile site that’s clear, easy, and even fun to use.

Ready to rock 2014?
If you’d like to learn more about how Brandemix can help with your employer branding, social recruiting, or mobile websites, contact us, and one of our experts will be in touch.

I hope you and your entire recruiting team have a great year.

December 9, 2013

What Do The Biggest Recruiting Breakthroughs of 2013 Mean for 2014?

It has been a big year for recruiting and employer branding. Employer are now reaching job-seekers through “SoMoClo” — social media, mobile device, and the cloud. New technology, new services, and new philosophies are re-shaping the recruiting world.

So how will the breakthroughs of 2013 shape recruiting in 2014? Here’s a rundown of some trends you should be watching. 

Gamification
Another evolving technology is gamification, adding game mechanics to a non-game activity, like recruiting. Marriott got the ball rolling with an awareness campaign, and a few other companies have used aspects of gaming in their recruiting. The trend took another step when the French postal service created a game for orientation and onboarding: it simulated getting up in the morning, eating breakfast, and dressing for work, along with mail sorting and delivery. It’s only a matter of time before a bold employer fuses all these concepts together and turns the entire hiring process into a game. Who will it be?

Mobile
A recent LinkedIn survey shows that job-seekers have moved their searches to mobile devices: 72% of active job-seekers and 62% of passive candidates say they’ve visited a company’s mobile site to learn about careers. But the survey also found that only 13% of companies have “invested adequately in making their recruiting process mobile-friendly.” If you’re using social media in your recruiting campaign, keep in mind that many social sites are visited from a mobile device: according to Microsoft, 50% of Twitter users access that network through a phone or tablet. I expect all these numbers to increase in 2014. Is your company ready for mobile recruiting?

Google Glass
As I recently pointed out, Google’s new wearable technology, launched this year, has the potential to revolutionize recruitment videos. There’s nothing more powerful to a candidate than showing them what a day working for a company is really like; Google Glass lets them virtually experience it. But that’s not all. Google Glass can show candidates the recruiter’s point of view — literally! This can greatly help them prepare for the application and interview process. CEO’s can also wear the device and shoot videos of their working days, providing a behind-the-scenes look at the corner office that employees and job-seekers now only dream of.

Vine/Instagram video
Speaking of video, two new short-form services launched in 2013. Twitter introduced Vine in January; Instagram added a video component six months later. For any recruiters using social media (which is most of them), these simple formats have opened up a whole world of video possibilities. With only a few seconds, very limited editing, and no graphics or effects, even a recruiter who has never made a movie in her life can now create tiny works of art and share them with job-seekers on numerous social channels. So far, I’ve been inspired by Manifest Digital and Aviary on Vine, and VMware on Instagram.

These trends shaped 2013 and will certainly influence 2014. At Brandemix, we’re keeping close tabs on these emerging concepts and are adding them to our campaigns. If you’d like to know more about gamification, mobile recruiting, Google Glass, or short-form videos, drop me a line.