© 2016 Broadbean

The New Customer Candidate JourneyClair Bush, Marketing Director at Broadbean

Relationship Marketing: Building Good Relationships to Benefit a Service Sector OrganisationBy Clair Bush, 1998

The Evolution of the Desk

The traditional customer journey

impulse

habitual

research

Source: Microsoft/Carat 2011

Today’s customer journey…

& the Jobseekers Journey…

View an advert in the local press

Watch spoof video on mobile

Download Job Board App

Watch video content on You Tube

Visit your office for a networking session / interview

Read reviews on Glassdoor

Liked your page / clients page on Facebook

Viewed a You Tube Ad

Applied for job via mobile

Posted a comment

on your blog

Posted experience on Yelp, Hire Scores or Recruiter Review

Read something on

the blog

Phoned in to talk to a

Recruiter

Watched THAT video

Subliminally saw your logo on a job

board

Looked on your

website

SOMUCH NOISE

How do we engage through all that noise?

Better still, how can we connect for the long term?

Moments of truth marketing…

Source: Google Squared Course 2014

The Theory…. When Applied to Recruitment

1. Stimulus occurs when you post the job advert… everywhere where relevant

2. Zero Moment of Truth occurs when the Candidate decides to apply for a job

3. First Moment of Truth is when the Candidate receives an invitation to interview and researches the client to see if the opportunity fits

4. Second Moment of Truth occurs when the Candidate walks into their new office

5. Ultimate Moment of Truth is the time the Candidate takes to give feedback on the Recruiter, Agency and the Experience they have had

“A candidate will check with 14.5 sources before deciding to apply.”

• Source: http://badriravi.com/2013/10/15/zmot-key-to-successful-talent-acquisition/

Create some noise…

Make it easy for Candidates & Clients to get in touch…

Make every experience personal…

The Blueprint to Effective Marketing(Mapping your activity to the New Customer Journey)

Map out your activity

But then strip it back & focus!

• CREATE A CAMPAIGN PLAN, designed around a specific goal

• SELECT THE RIGHT CHANNELS, that will help you create noise in the right place, at the right time

• SET YOUR BUDGETS & TIMEFRAMES

• CHECK THE DATA, to measure effectiveness

• Go, Go, Go!

• MEASURE, ADJUST & REPEAT

© 2016 Broadbean

Thank You!Clair Bush, Marketing Director at Broadbean

clairb@broadbean.com | @ClairBush | @BroadbeanEMEA | in/ClairBushBroadbean.com