A few months ago we carried out a project in which we applied digital marketing strategies to a staff recruitment campaign in collaboration with our client's human resources department .
There is a shortage of certain job vacancies these days and we need to differentiate ourselves to attract talent to our company. One of the clearest examples could be the need for programmers in the era of mass digitalization.
The phases of the project were:
Analysis of the campaign's target audience.
Definition of talent attraction strategies.
Execution of selected marketing strategies.
Analysis and evaluation of the results obtained.
Table of Contents
ANALYSIS OF TARGET PROFILES
DISSEMINATION STRATEGIES FOR TALENT ACQUISITION
EMAIL MARKETING STRATEGY IMPLEMENTATION
PHASE 1 AND 2: AUTOMATION IN THE EARLY PHASE OF THE SELECTION PROCESS
PHASE 3: ANALYSIS OF APPLICATIONS
PHASE 4: WORKSHOP AND FINAL DECISION
RESULTS OBTAINED AND BUDGET
PROJECT BUDGET
OUR CONCLUSIONS
ANALYSIS OF TARGET PROFILES
Once the human resources department provided us with their needs, we carried out an analysis of the profile of the people they were looking for and agreed to come up with a strategy to hire 6 junior people for different positions they required and with the possibility of teleworking. Therefore, our campaign was going to focus on young people under 25 years of age who want to take their first steps in the world of work.
DISSEMINATION STRATEGIES FOR TALENT ACQUISITION
Due to the shortage of people for certain jobs, you must learn to sell your company in such a way that the person who is applying for a position wants to be part of your team before any other company. Read on to learn about the proposal made with the aim of finding the desired staff.
To carry out the entire selection process we were given a maximum period of 6 weeks, starting on the first day of February.
Given the characteristics mentioned above, we decided to divide the project into 4 phases:
Phase 1 (100% automatic): the period in which to promote and show interest in joining the company and continue receiving information regarding vacancies will be limited to two weeks.
Phase 2 (100% automatic): at the end of the third week , applications for the various vacancies will no longer be accepted .
Phase 3 (semi-automatic): information will be requested to select from among those who have applied for the offers and information will be provided as to whether or not to continue with the process.
Phase 4 (in person): holding a workshop with those best positioned to obtain the positions and notifying those who have not managed to be selected via the email marketing tool.
phases-email-marketing
We tell you in more detail how the different phases were executed.
EMAIL MARKETING STRATEGY IMPLEMENTATION
Once the target audience was established, the content that we would need for the selection process was considered. Together with the client's human resources team, the following information was prepared:
Overview of vacancies and graphic identity of the company to promote it appropriately (universities, social networks, etc.).
Two videos of less than 5 list of bahamas consumer email minutes each are needed in which we will tell what the company does and another about life in the company (the advantages of being part of the team).
Information required for registration in the offers .
Videos of less than 5 minutes in which the tasks to be carried out on a day-to-day basis depending on the position being applied for are described, and another in which a possible roadmap for the candidate's professional career is indicated (where they may be in 10 years within the company), if possible with a real example.
Once the content to be used was established, the automation corresponding to the first phases began to be prepared.
PHASE 1 AND 2: AUTOMATION IN THE EARLY PHASE OF THE SELECTION PROCESS
The first steps were to advertise the vacancies through universities and social networks so that they would fill out a short contact form and then the rest of the information would be sent to them over the following weeks.
The illustration is provided to facilitate understanding of these first phases. Phase 1 consisted of emails 1, 2 and 3. Phase 2, on the other hand, used emails 4, 5 and 6. The content of these was:
Email 1: General information on how the selection process will work, indicating the steps to follow, registration deadlines and additional information that will be sent to your email.
Email 2: Contains videos about what the company does and the benefits of being part of it. In addition, a mini questionnaire is provided to complete in order to access the following emails.
Email 3 (R): reminder that the deadline to complete the questionnaire is approaching, if it is not completed you will no longer receive information about vacancies.
Email 4: Additional information about the positions that interested the applicant and more details about the professional development that can be had within the company.
Email 5 (R): reminder that the deadline to apply is approaching, if it is not completed it is understood that the applicant is no longer interested in the offer.
Email 6: Thank you for registering and to inform you of the next phases.
workflow-email-marketing-morhe
The conditions were usually linked to the action of answering a questionnaire; if you completed it you advanced (green check) and if not, another path was taken until the person in question was discharged (red flag) or finished completing the task to continue advancing.
After this phase, there were several different subgroups (segments) within the general group that included all those initially registered:
Registered after phase 1.
Registered after phase 2, that is, pending review. There were 6 positions for 3 different profiles , so 3 subgroups were generated within those pending review.
PHASE 3: ANALYSIS OF APPLICATIONS
In this , CVs, recorded video interviews or brief telephone interviews will be requested in such a way that the 20 selected for the final workshop are selected .
Except for the phone calls, the rest of the steps were carried out through the email marketing tool, including the final email for people who had passed the phase (with information about the workshop and how they should proceed to confirm attendance) and for those who had not.
PHASE 4: WORKSHOP AND FINAL DECISION
Confirmation of attendance at the workshop was managed through the sixth email and those who did not respond were contacted directly by our client's human resources team. As in phase 3, once the workshop was held , the 6 desired people were chosen (after a final confirmation between the applicant and our client) and those not selected were informed.
RESULTS OBTAINED AND BUDGET
Thanks to the dissemination campaign and the fact that the positions allowed teleworking, there was great interest that gradually faded as the process progressed.
A funnel (similar to the one used in sales) has been used to represent the evolution throughout each phase. The numbers observed are the people who completed each of the phases, that is, the questionnaire for phase 1 was completed by 92 people, and therefore they received information about the second phase.
funnel-hr-morhe
After completing the campaign we obtained the following results:
email-marketing-campaign-results
In addition, the reach obtained was analyzed, including the media by which they read our emails.
