Presentation: Unconventional Recruitment

UNCONVENTIONAL RECRUITMENT

www.visioncri*caluniversity.com  

•  Over 500 Community Panels on our Sparq Platform

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SIZE

Qual community of < 100

Quant panels of 100K +

COMMUNITY PANELS & COMMUNITIES

•  Over 500 Community Panels on our Sparq Platform

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PROFILE B2B

B2C Specialty

Youth

COMMUNITY PANELS & COMMUNITIES

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•  Over 500 Community Panels on our Sparq Platform

GEOGRAPHY

Global

Local

COMMUNITY PANELS & COMMUNITIES

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•  Over 500 Community Panels on our Sparq Platform

BRANDED

COMMUNITY PANELS & COMMUNITIES

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•  Over 500 Community Panels on our Sparq Platform

Ad Testing

Relationship building / advocacy

Loyalty PR

Product testing

CSAT

Market / Competitor Intelligence

Segmentation

Concept Testing

Tracking PURPOSE

COMMUNITY PANELS & COMMUNITIES

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•  What does this mean for recruitment?

1. Specs can be quite tightly defined / narrow

COMMUNITY PANELS & COMMUNITIES

customer databases, till receipts, in-store promotions, billing statements, classified ad, print ads, radio ads, tv ads, client online / offline media properties, eDM, online ads, search, social media

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•  What does this mean for recruitment?

1.  Specs can be quite tightly defined / narrow 2.  Prospective panel members may have an existing affinity to the brand,

theme or category 3.  Need to be ‘resourceful’ when it comes to recruitment channels and

sources.

COMMUNITY PANELS & COMMUNITIES

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•  What is recruitment?

–  REACH :: the right people

–  CAPTURE :: catch their eye, engender curiosity

–  PERSUADE :: provide sufficient reasons for individual to complete the actions required to sign up.

UNCONVENTIONAL RECRUITMENT

MOTIVATION  

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•  How do we create this motivation?

“Take part in surveys and win $$!”

(Conventional recruitment)

UNCONVENTIONAL RECRUITMENT

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•  How do we create this motivation?

1.  Relevant

2.  Targeted

3.  Sense of purpose

4.  Self-interest

5.  Engaging

Creative Copy / Messaging Incentive / Benefits Follow through

UNCONVENTIONAL RECRUITMENT

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•  Copy / Messaging

Relevant, topical issues

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Topical, relevant

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Benefits

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Tone, flattery, importance

UNCONVENTIONAL RECRUITMENT

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•  Creative design

Visual appeal: Creative resonates with the target audience

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•  Creative design

LANDING  PAGE    

PROFILING  QUESTIONNAIRE    

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Step 1 :: Creative Brief Define objectives , undertake background research & refine target audience

CREATIVE PROCESS

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Step 1 :: Creative Brief Define objectives , undertake background research & refine target audience

Step 2 :: Ideation Focus groups & Brain-storming

CREATIVE PROCESS

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Step 1 :: Creative Brief Define objectives , undertake background research & refine target audience

Step 2 :: Ideation Focus groups & Brain-storming

Step 3 :: Creative Development Iterative process with multiple opportunities for feedback & refinement

CREATIVE PROCESS

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•  Follow-through

–  The Profiling Questionnaire is a key part of the ‘sales process’

UNCONVENTIONAL RECRUITMENT

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•  Follow-through

–  The Profiling Questionnaire is a key part of the ‘sales process’

–  Engage early and often

•  Welcome email

•  Activation Study

•  Plan of engagement

UNCONVENTIONAL RECRUITMENT

THE PROS

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•  Avoids the use of generic messaging ‘get paid for taking surveys’, ‘share your opinions on a variety of topics’

•  Those who are genuinely interested in the subject are more likely to join

•  Appreciate the relevancy to their lives and interests

More likely to stick (especially if this continues with ongoing feedback)

Not just narrow range of people who are panel-savvy, more financially motivated and more liable to cheat

Engaged and responsive (Ave. RR across panels 41%)

THE CONS

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•  Living up to the expectations you set!

–  Survey content needs to be relevant, topical, interesting.

–  If you sell them on the chance to participate, don’t disappoint (e.g. too few surveys, repeatedly disqualifying, poor survey quality).

–  Continually closing the loop through feedback which demonstrates that their input is valued.

–  If your recruit creative is visually appealing – surveys should also be visually stimulating.

DRIVERS OF PANELIST SATISFACTION

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•  Relative importance of factors in impacting overall satisfaction:-

0% 2% 4% 6% 8% 10% 12% 14% 16%

Time to respond

Frequency

Length of survey

Look and feel

Newsletters

Incentives

Survey topics

Input is valued

Quality of surveys

THANKS!

laura.davies@visioncritical.com

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