Webinar Deck: 5 Tips for Successful Recruitment Email Marketing
•
4 j'aime•1,493 vues
Use email marketing best practices to improve your recruitment email marketing efforts. This deck was initially presented during a Findly webinar. Access the full webinar using this link: https://www.brighttalk.com/webcast/12037/144631
Recommandé
Recommandé
Contenu connexe
Dernier
Dernier (15)
En vedette
En vedette (20)
Webinar Deck: 5 Tips for Successful Recruitment Email Marketing
- 2. This deck was originally presented during Findly’s live webinar, “5 Tips for Successful Recruitment Email Marketing.” To view the full webinar replay, please visit: https://www.brighttalk.com/webcast/12037/144631
- 3. ABOUT FINDLY On-Demand Talent The name Findly originated from the merging of the words "find" and "friendly"-- a nod to our products and our company being effective in helping employers find the right talent while also providing fun and delightful experiences for employers and job seekers alike. The Findly Talent Acquisition Suite is a robust and flexible talent acquisition solution designed to help companies attract, engage and hire the best talent for lower cost. Our integrated platform combines CRM recruiting capabilities with simplified analytics and integration across ATS and HRIS systems. Cloud-based and mobile-optimized, the Findly Talent Acquisition Suite streamlines your talent acquisition process, making it more efficient and cost effective. Learn more at www.findly.com
- 4. ABOUT TODAY’S SPEAKER Angela Zener VP, Product Marketing • 15+ years in Marketing • Past employers: SAP, LexisNexis, Towers Watson, Lyris • BA and MA from University of California at Berkeley @ Findly.com Facebook.com/getFindly @getFindly
- 5. 5 RECRUITING IS A LOT LIKE MARKETING Corporate Brand Customer Acquisition Lead Database Re-targeting / Re-engagement Sales / Payment Repeat purchase Employer Brand Talent Acquisition Talent Pipeline Talent Engagement Apply / Processing Re-apply Marketing Activity Recruiting Activity
- 6. 6 EMAIL DRIVES THE CUSTOMER ENGAGEMENT ENGINE Email marketing is used to manage the entire customer lifecycle
- 7. 7 EMAIL STRATEGIES & OPPORTUNITIES FOR RECRUITING Email type by popularity Recruitment email equivalent 15% 18% 25% 25% 40% 50% Win- back/reengagement Event countdown Upsell/Cross promotional Post purchase Transactional Welcome Welcome to the talent community Confirm receipt of application, joining talent community Candidate experience survey Job alerts based on interest Recruitment event invitation Passive seeker engagement Source: MarketingSherpa Email Marketing Benchmark Survey, 2013 “What type of automated, event-triggered, lifecycle email messages does your organization deploy?”
- 8. 8 TOP EMAIL METRICS AND WAYS TO IMPROVE THEM Open Rates Subject line, personalization, segmentation, timing Clickthrough Rates Relevant messaging, design, and call-to-action placement Delivery Rates There is a whole science on deliverability! SPAM Complaints Unsubscribe buttons, personalization, segmentation Unsubscribe Rates Subject line, personalization, segmentation, timing, email frequency
- 9. 9 5 MOST IMPACTFUL EMAIL PRACTICES Automated Action Based MessagingSegmentation Personalization Email Design and Construction Subject Line Optimization
- 10. #1 Successful Recruitment Email Marketing: Subject Line Optimization
- 11. 11 #1: SUBJECT LINE OPTIMIZATION Think of your subject line as your pick up line It’s a pithy, interesting tidbit of information that compels the recipient to engage to learn more
- 12. 12 #1: SUBJECT LINE OPTIMIZATION – DO’s Reference location <Opportunities in the San Francisco Bay Area> Use questions <Are you Initech’s next hot programmer?> Keep it short <Join our team> Make sure it’s clear who your email is from <[Acme Inc.] is Looking for Superstars> Include a call-to-action <Check out Acme’s new opportunities> Convey a sense of urgency and timeliness <Introducing new openings in March>
- 13. #2 Successful Recruitment Email Marketing: Email Design
- 14. 14 #2: EMAIL DESIGN Pre-header Header Call-to-Action Primary message Footer Secondary message Anatomy of a Perfect Email Call-to-Action
- 16. #3 Successful Recruitment Email Marketing: Personalized Emails
- 18. 18 #3: PERSONALIZED EMAILS Personalized message Job recommendations based on job seeker’s profile Relevant content based on geo-location data
- 19. #4 Successful Recruitment Email Marketing: Audience Segmentation
- 21. 21 #4: AUDIENCE SEGMENTATION Segmentation = Right Audience for the Right Offer
- 22. #5 Successful Recruitment Email Marketing: Automated Action-Based Emails
- 23. 23 #5: AUTOMATED / ACTION-BASED EMAILS Job seeker action automatically triggers emails that enable continued and deeper engagement Complete your profile Upload your resume View and apply for jobs Submit email address
- 24. 24 #5: AUTOMATED / ACTION-BASED EMAILS WELCOME EMAIL Welcome message Call-to-action (complete profile)
- 25. 25 Updates to encourage re-engagement Call-to-action (multiple options) RE-ENGAGEMENT EMAIL #5: AUTOMATED / ACTION-BASED EMAILS
- 26. 26 5 TIPS FOR SUCCESSFUL RECRUITMENT EMAIL MARKETING #1 Optimize the Subject Line #2 Apply the Best Email Structure #3 Personalize the Emails #4 Segment the Audience #5 Automate Action-Based Emails
- 27. 27 SIGN UP TODAY FOR OUR UPCOMING WEBINAR When: Thursday Feb. 26th, 11:00 am PST, 2:00 pm EST Speaker: Vikram Subramaniam, EVP and General Manager Register Today: www.findly.com
- 28. Q&A
Notes de l'éditeur
- Good morning. Thank you for taking the time to join us today. We know that many of you are here because you’ve been using email for quite some time to engage candidates and you want to learn more about how to optimize your emails. So there is good news. When it comes to email best practices, we leverage lots of learning from Marketing because marketers have been relying on emails to acquire and engage with customers for over 20 years. And they have learned a lot. Keep this in mind. Marketers, in particular those that have online commerce and sell to consumers, send thousands, if not millions of emails each week. Both disciplines deploy the same tactics to achieve similar goals: attract, capture, engage customers / candidates to encourage them to purchase / apply. Think about some of the analogies here. Recruiters promote employer brand the same way marketers would a corporate brand Recruiters acquire talent the same say marketers would new customers. Recruiters build talent pipeline the same say marketers would a subscriber or lead database. Recruiters need to re-engage with talent the same way marketers would with inactive leads. An action to apply can be correlated to an action to purchase. An action to re-apply can be correlated to a repeat purchase. Etc… etc…
- Why is email important? For marketing, it is one of the oldest (over 20 years), best performing digital marketing practices, and remains so until today. Why? A top activity on mobile device is reading emails (91% of smartphone users say they read their emails on mobile device; 48% of email is now opened on a mobile device Litmus –”Email Analytics” (Jan 2015)) Email addresses have become people’s digital identifier. It is the most accurate way to associate a person with a unique identifier (as opposed to social identifiers, phone numbers, etc.). This is the reason emails are always requested when capturing a lead. Emails can drive very precise communication due to the explosion of customer digital data. Emails deliver revenue. Practices such as re-targeting repeat customers, referring products on social networks, product ratings, etc… are all practices that have shown to drive growth in revenue. (For every $1 spent on email marketing, the average return is $44.25. (Source: emailexpert) For these reasons, companies continue to invest in email marketing.
- Let’s have a look at some of the most popular email practices and what we have seen our customer do that are similar for recruiting. Consider these email programs for your outbound recruiting efforts.
- The main goal for emails is to deliver the right message to the intended audience and have an action taken on them. These are the most important measures of performance for emails and practices that can dramatically improve these measures. Open rate: the open rate is the number of list subscribers who opened the e-mail message. Click-through rate: measures the number of users that clicked on a specific link. Unsubscribe rate: This metric attempts to answer the question, "How many people unsubscribed from this Email campaign as a direct result of an action taken via a delivered Email?” SPAM complaints: “How many people actively clicked a link in their Email software to Report [this as] “Spam” or Report [this as] “Junk”?” Delivery rate: "How many valid Email addresses actually accepted my complete message?”
- There are thousands of ways to improve email performance. I’ve selected a few that we believe can most impact outbound recruiting efforts.
- 33% of email recipients open email based on subject line alone. (Convinceandconvert.com)
- Dos: Reference location. If you’re targeting an email blast by location, add a personal touch to your subject line by saying something like “Great News for our Atlanta Users.” Adding this small detail will make recipients feel like the email is that much more relevant to them. Use questions. A recent study by Mailchimp (summarized in this infographic by Litmus) found that subject lines phrased as questions performed better than similar subject lines that were phrased as statements. Keep it short. The same study by Mailchimp found that longer subject lines performed worse than shorter ones. Make sure it’s clear who your email is from. You don’t want your email recipients to be confused when your email shows up in their inbox. If necessary, use a consistent identifier (for example, including your company e in brackets at the beginning of a subject line, like [New Pardot Features] for a new feature email). Include a call to action. Sometimes, it’s helpful to clearly inform readers what their next step should be. Otherwise, their eyes will just skim right over your subject line without understanding that an action is required on their part. Convey a sense of urgency and timeliness. The shorter the amount of time that recipients have to act, the more compelled they will feel to do so.
- And here are the elements that each email design should have. Today we’re going to explain what each element is, why it’s important and how you can optimize it.
- A/B testing and many years of studying analytics have shown that the structure of your email impacts performance. Here are the basic elements you should have in the Anatomy of a perfect email. Think of it as a hamburger. Pre-header (Top of the bun) A pre-header, as the name suggests, is simply an area at the very top of your email, just above the header where you can insert text and links. It’s important because the first piece of text within the pre-header actually shows up next to your subject line in many email clients such as Outlook, Gmail and the native iPhone email client. This basically acts as an extension to your subject line and has been proven to play a big part in helping email recipients determine if they want to open your email or not. Header (The lettuce) The header usually consists of your logo, navigation, forward to a friend, social media icons, phone numbers and any other relevant or useful information that you want your email recipients to have. Primary Message (The beef) The Primary content area of your email sits just under your header and should contain the one main message that you want to get across to your email recipients. If you had the choice of showing your subscribers only one section of your email, this would be the one you would show them. Secondary Message (The second patty) Secondary messages usually sit underneath or on the right-hand-side of your primary message. There are often multiple secondary messages and they usually contain less content than the primary message. Call to Action (The cheeses – and you can have a few) The Call to Action simply tells your candidates what you want them to do. Every email you send should have a very clear and well defined call to action. Footer (The bottom bun) The footer is the last section of your email and it usually contains your address, phone numbers, useful links, privacy policy and social media icons.
- Here is an example of a job alert email that Findly has constructed for one of our clients to demonstrate how we’ve constructed the hamburger and tips for how to optimize each element. Pre-header Pre-header text is an extension of your subject line The first line of text in your pre-header should be a marketing message which outlines the content of your email Don’t delete your view online link – Place it next to or underneath your marketing message Be creative with it – Don’t repeat your subject line Here, we have clearly stated who the email is from and provided the unsubscribe link to provide people an alternative to hitting the SPAM complain button. Header Make sure that it contains a logo, and any other information that might be useful for your subscribers such as phone numbers Keep the branding consistent with your website as this will help make your email look more trustworthy and instantly recognizable And finally simplify it for mobile users with a responsive design Primary Message Convey the reason that your sending an email, whether it’s introducing your company or promoting a new opportunity or encouraging people to sign up to an event, should be very clearly shown within this section of your email Personalize it with a greeting And ideally it should just be one message, don’t dilute your email by trying to add as many messages as possible within this section of your email. Secondary Message (we have two sections) Secondary messages give your candidates additional options for clicking through Your secondary messages should also consist of a title, one paragraph of text, a call to action and an image Don’t overwhelm your subscribers with too much secondary content Call to Action Each primary and secondary message within your email should have a clear call to action Calls to action which are more descriptive are more effective than generic terms such as Click here Ideally your calls to action should be coded in HTML and large enough to easily click on when using a mobile device Here we have two, one to apply and one to call the recruiter if they have any questions. Footer The footer should contain useful information and links back to your website Optimizing your footer can increase your click through rate by 5 – 10% Your footer should be simplified for mobile devices Don’t hide your unsubscribe link!
- We know personalization is important. It’s important to be a “approachable” brand – conveying that the process of employment is quite personal. We’ve found for example that it is not just about conveying personal messages to candidates, but that the messenger should also be “a person” or a persona from the company. So the question is, how do you do it when you send many emails and do not have time to personalize each? Well using data for merge tags is one simple way to do this. Email systems should allow you to place merge fields within your email.
- Here is a Findly example for how we’ve used data to deliver personalized messages. We’ve used their first name We’ve used their expressed interest in job categories to power this recommendation section. We’ve used their location to pin point opportunities in their areas We’ve used a map to convey their location and also visually convey opportunities in other locations.
- map
- Batch and blast can burn the list you’ve worked so hard and have spent so much money to build (unsubscribes, SPAM complaints) and can ruin your IP reputation and lower deliverability rates. Not to mention it can damage your brand.
- Segmentation is part art and part science and has two parts: the right audience and the right offer. In marketing, this could mean matching the right buyer with the right product… and in more sophisticated segmentation add the right behavior, the right timing, the right place and match with the right offer. Some of the segment types in marketing include demographics, conversion, visit patterns, etc… Marketing automation platforms today can help you configure sophisticated drip campaigns and create customer scoring based on these data types. ----- In recruiting, one could think of the right offer, which in the simplest form is the right job opportunity, to the right candidate (qualifications, interests, location, etc…). In more sophisticated forms, it could mean delivering the right employer value proposition at the right time. For example, a passive job seeker may first want to find out about the company’s culture before investing in more time searching for the opportunity. For example, a campus recruit that came across your brand but didn’t specify specific interest in a department / or job. You may follow-up with the first email to invite the talent to another company function to get to know others. The best way to understand and deploy segmentation strategies is to review past email performances, “profile” the highest respondents, understand a seeker’s consideration cycle, test different types of messaging / offerings. This is essentially how marketers have been able to drive more email engagement through analytics and continuous learning.
- The last tip is around using email automation technology to deliver transactional or action based emails. Why do you want to consider this? “Newsletters have an open rate around 20%. This is an example of an unaided or promotional email that is not based on any action taken by the email subscriber”. and transactional emails have an open rate around 50%. These are emails that are triggered and delivered based on an action taken by the email subscriber This means that trigger-based transactional emails are over 100% more effective than newsletters. The fact is that emails sent based on customer actions get more opens, clicks, and conversions because they are contextual.” An example of how transactional emails can be used in recruiting is this. Someone has given you their email and some basic information to join your talent community. You send an email or a few emails to remind them to complete their profile You send them a reminder to upload a resume You send them job alerts that invites them to consider relevant opportunities and to apply for jobs. Depending the system you use, you can push these “invite to apply” after for example, they’ve browsed an opportunity section of your website or have attended a recent event”
- Welcome emails is one of the most used triggered based emails in marketing. When someone signs up for your email list, it’s important to roll out the email red carpet and welcome them. Statistics show these new subscribers are most engaged within the first 48 hours. An automated welcome email (which is a type of autoresponder) can help you reach out to your new subscribers within that crucial window of time. Here is an example of a welcome email that is personalized and has an important call to action
- Triggered based emails can also be sent based on inaction or they can be time based. It is important to engage with people on your list that have joined but may have forgotten about you. This is an example of an re-engagement email to someone who has not been active. For example, they have joined but have not completed their profile in months… have not searched for jobs etc… It’s time consuming and almost impossible to do this type of outreach manually. With the attention span of today’s email readers (they like bite size information and don’t have the patience to consume more than one message at a time), these triggered based messaging are important. Fortunately, many of today’s sophisticated email systems can help you do this in an automated fashion. You just need to set it up and create the right messages. Most importantly, sequence them and define frequency that doesn’t burn your list.
- Vikram will discuss how technological developments in ecommerce, mobile and other online innovations have influenced the recruiting process. With a wealth of experience developing key products for consumer companies like eBay and Netflix, Vikram will share why these features work and how you can implement them to improve your candidate experience.