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Campus Recruiting MadnessDigital Marketing Lessons from #thebigdance

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CAMPUS RECRUITING MADNESSFive Digital Marketing Lessons from #thebigdance

TABLE OF CONTENTS

03: Introduction: The Madness of Basketball04: It’s Also that ‘Other’ Time of Year05: The Effect of Digital Marketing on Campus Recruiting06: 5 Digital Marketing Lessons From #thebigdance15: Hire the Next Generation with the Platform of a New Generation19: Conclusion: Welcome to the Big Dance













It’s a game played on a piece of wood that measures 94 feet long by 50 feet wide. It’s not a game without the orange sphere with black rubber lines that divide it into eight symmetrical panels, 29.5 inches in circumference, weighing 22 ounces. There are many different personas of players, coaches, administrators and fans representing 347 Schools, in 32 Division 1 conferences, and let’s not forget all the sneakers, uniforms, whistles, stripes and hours of countless travel.

Yes, this is Division 1 NCAA Collegiate Basketball. But it’s also what happens in the month of March where the real madness begins. Known as “March Madness”, an epic sports monolith when the country unites in rivalry over the top 68 NCAA Basketball teams. It ranks right up there with the Super Bowl, World Cup and Olympics in terms of attendance, revenue, and brand exposure. People simply cannot get enough. Whether or not they follow college basketball all year, in March, everyone becomes a hoopaholic.

This eBook offers information on more than just an epic basketball tournament. It offers campus recruiting teams lessons about appealing to job seeker emotions through interactive storytelling and creating a holistic, cross-channel campus recruiting strategy.

The Madness of College Basketball

> The Madness of College Basketball













As the nation’s 68 best college basketball teams battle and take the country by storm, employers are also getting their game on to compete for the best talent from the class of 2017. Just like “March Madness” - no one knows what to expect. Talent reigns supreme, with no one team truly standing out; it really is anybody’s game.

As competition heats up, employers must appeal to an ever increasing and diverse student base; successfully branding and marketing to this segment has become increasingly important. Today’s campus recruiting environment has changed. Students are more dynamic, informed, and unpredictable than ever, and they use more interactive channels – including email, mobile, social and the web – to inform and engage in their career decisions.

It’s Also that ‘Other ’ Time of Year

> It’s Also that ‘Other ’ Time of Year













> The Effect of Digital Marketing on Campus Recruiting

When it comes to marketing and recruitment campaigns, employers are increasingly turning to digital platforms to complement their campus recruiting strategies. For a majority of prospective students, their first experience with an employer is no longer a physical one. It’s digital.

Today’s digital world knows more about you than a colleague sitting right next to you. Based on online locations, browsing history and purchasing habits, the web (thinks it) knows your favorite restaurants, stores, shoes, movies, leisure activities and more. We have moved deeper into the digital marketing universe that, for many, is a whole new world. However, for Generation Z (born beginning mid-1990s), it’s the only world they have ever known.

To achieve success, campus recruiting teams must be ready with relevant digital marketing, whenever and wherever student behavior and preferences dictate. Cross-channel digital marketing provides teams with a more nimble, holistic approach, delivering greater student experiences so you can make best-fit campus hires by following these five digital marketing lessons learned from March Madness.

The Effect of Digital Marketing on Campus Recruiting













5 Digital Marketing Lessons From #thebigdance













Becoming a Digital Marketing Champion

> Becoming a Digital Marketing Champion

Every campus recruiter dreams of spotting the right talent early and snatching them up before competitors even have a chance. In this race to find the crème de la crème of student talent, organizations often overlook that they're making the same mistake that crowded markets often make: failing to separate themselves from the pack.

Recruitment is clearly being transformed through digital advancement. When it comes to attracting university graduates, traditional marketing techniques such as college fair booths, swag, and old-fashioned boots-on-the-ground visits are no longer the only ways to reach today’s tech-savvy students.

Technological advancements have made it easier than ever to connect with top talent across college campuses. Instead of simply throwing a message out there and hoping it resonates, organizations need to develop a clear strategy for engaging students. By utilizing a mix of social, mobile and onsite recruiting techniques, the organization can attract the next generation of talent where they are most comfortable – online and on their mobile devices. Finding the right marketing technology platform and staying up-to-date on digital trends are key to attracting and hiring top graduates and becoming a digital marketing champion.













Recruiters and employer brand must be where the candidates

are–and that is online, specifically on social media and mobile platforms.

- Glassdoor 2016













> Digital Marketing Lessons from #MarchMadness

#1Control the BallMarch Madness is all about a Consistent Cross-Channel Strategy

Every successful hoops coach knows that you don’t have a chance of winning if you can’t control the ball. March Madness is everywhere you look – stores, television, radio, online, and mobile apps. You can’t go down the street of one of the 68 University towns without encountering branded products, banners and advertisements firing-up Big Dance fever! Posts and hashtags are all over social media platforms.

Lesson #1 Implement a cross-channel strategy to reach students and optimize–everything! Get on as many search results pages like Google, Facebook, and WeChat as possible and make the content shareable. Most importantly, utilize talent portals and landing pages to bring your company to life, making it feel like an emotional vacation further engaging students and grads with human experiences and the overall culture of the company. The key is to understand that the student decision process takes place over multiple devices at any given time throughout their entire college journey – get the word out and control the game.














22#2Play to Your StrengthsMarch Madness Calls a Full Court Press with Multiple Devices

March Madness teams know how to best utilize their strengths and, like a star player, few areas prove stronger than the ‘second screen’ of smartphones and tablets. From early January to late April, searches for game stats increase by device, along with searches for apparel, gear, summer camps, and more. Like many marketers, your company produces a lot of great university recruiting and internship materials, so do everything you can to share, brand and tweet content by every means possible.

Lesson #2 For those key pieces– the ones that get shared across devices, social media, emailed by recruiting teams, and have SEO impact –make sure they stay relevant and in use. Consider how to reuse content to create new pieces that will keep the conversation going. For example, turn your top campus recruiting video into a series of blog posts or some type of gamification contest. You get the point; press, press and press.













3#3Know your CompetitorsMarch Madness Winners Study their Scouting Reports

Who is in the Elite Eight with you? Who are you competing with to win talent? What are their strengths, weaknesses, and strategies? Create a scouting report of your competitors’ marketing strategies: how often they blog, what types of content they create, what topics they discuss, what social platforms they use, etc. Traditional advertising is no longer as effective as it once was. Interactive content offers an opportunity for employer brands to guide a personalized, human experience.

Lesson #3 Get to know your competitor audience. Who can go right, left or shoot the 3-pointer? Study your scouting report and create a game plan to make sure you are maximizing and optimizing your efforts. It is essential to find the intersection between what the brand can offer and what the student needs to incite engagement.













4#4Play with Fire in the Belly and Love in the HeartMarch Madness brings the Passion

March Madness players and fans ‘leave it all on the floor’, they give it everything they’ve got. Their collective emotional IQ builds community for basketball, brackets, and the teams they support. The psychological reason behind this love of the game is that people want to identify with something and feel a sense of belonging with a group of like-minded individuals.

Lesson #4 Appeal to your audience’s emotions to create connections. Whether you’re designing job descriptions or landing pages, your team must aim to evoke emotion via your messaging. That’s why storytelling works. It’s a powerful way to engage talent. Consider the emotional experience that could be associated with your brand. What gets your current employees excited about working there? What would inspire them to be part of a talent community because of your brand? The content you create will drive this experience.Be emotive!














5#5Don’t Forget the TechnologyThe Big Dance has no Rhythm without the Right Technology

Sports and technology are usually thought of as estranged dance partners, just a half step out of sync. However, there's an elegant ballet between the two that's been going on for years behind the scenes, and nowhere is this more prevalent than March Madness. To keep up with today’s consumer-minded job seekers, technology must play a starring role in the way companies approach university recruiting, and more specifically, recruitment marketing.

Lesson #5 Modern recruiting teams are implementing CRM and recruitment marketing technology platforms as the key differentiator in driving successful digital campus recruiting programs. The ability to personalize online experiences for a meaningful connection and proactively develop the vehicles and channels to enhance, engage and measure success in a meaningful way will have a strategic and competitive advantage in this dynamic digital recruiting environment.













Robotics, aka Robotic Process Automation, is a buzzword in every Fortune 1000boardroom and a headline at every conference. But just like that “new” actor you suddenly

see in every movie, it’s been around for over a decade, and it’s already showing signs ofage. Regulatory compliance, competition to deliver the best customer experience and the

relentless drive for shareholder value have made automation a mandate. Now, theenterprise needs a more powerful lever than pure desktop robotics to achieve operational

transformation and business breakthroughs. Enter smart process automation.

SEO

Social

Landing Pages

Content Marketing

Referral Marketing

Location & Segments

Career Fairs

Events

Drive Audience to Talent Portals

Convert Ideal Talent

Email Marketing

Campus Recruiting Management

Reporting

Inbound

Website Visitor

Google AdWords

Lead

Lead to Hire

Drip

Trigger

Demographic

Activity

Pipeline Reports

Outbound

Measure ROI

Nurture Leads

Talent Engagement

Automation

Recruitment Marketing

Your Slam Dunk BracketFor Digital Recruitment

Success

Don’t throw air balls, attract the right talent.

When it comes to sourcing, attracting and cultivating new leads are the name of the game.

Capture the right audience and have them join the team.

Create campaigns that establish awareness, value and engagement.

Showcase your brand value and drive talent engagement with Career Fairs & Events.

See your talent move through the stage of the marketing funnel in a single reporting view.

See talent move through each stage of the marketing

funnel in a single view.

Manage the talent lifecycle and stay on track with

strategic goals.

Stay top of mind with leads, candidates and silver medalists.

Track talent engagement and see progress of clicks, views and activity.

Make your recruiting game effortless. Automate key

processes and tasks.

How many shots did you make? Measure and analyze your campaign performance.













Hire the Next Generation with the Platform of a New Generation













Find the Best Students on Campus with gr8 People

The gr8 People Campus Solution offers one-experience for recruiters to engage, attract and hire university students. The platform offers the flexibility to fit your current bespoke programs and give campus recruiters the platform to

automate, manage and measure everything from event invitation to pre-registration through applications, screening, interviews, right through to offer, internship and ultimately full-time offer.

The platform helps to strengthen and improve the entire campus experience by utilizing campaigns, talent communities and social networks to ensure that the right person, with the right skills, makes it to your recruiting team

– at the right time.













End-to-End Campus RecruitingExtend the value beyond the day of your event to build and

create long-term talent pipelines. Nurture and grow relationships with students and ‘soon to be’ graduating

students throughout their careers who are potential hires in the future.

Promote events across email, microsites, landing pages and social media to attract attendees as well as generate

general interest to increase candidate traffic to your booth.













Create a Positive Campus ExperienceCreate a happy and engaging candidate experience to attract and retain top performers. This isn’t just about a nice looking career center, but rather a holistic approach to enhancing every interaction you have with the candidate community -from the way you set up talent portals, to the creative ways you market to talent, simplify the apply process and easily express interest in a job on desktops, tablets or mobile devices.

Spend More Time with Talent - AutomateLet automation do the heavy lifting at events leaving more time to engage and interact with high potential talent. Automation offers mini ‘robots’ to help free campus recruiters from mundane tasks like communication, reminders, event self-scheduling, skills assessment, and event follow-up, which provides extra time to focus on core event strategies and measure results.

Measure Success with Built-in DashboardsDetermine the success of your events with built-in dashboards to track, analyze and measure the performance of each campus event from pre-registration to applications to hires, all from one platform.

Get the Complete View Online and OfflineAccess a single view of your attendees’ participation and interest both online and offline so you don’t experience long lines and miss any talent.













Robotics, aka Robotic Process Automation, is a buzzword in every Fortune 1000boardroom and a headline at every conference. But just like that “new” actor you suddenly

see in every movie, it’s been around for over a decade, and it’s already showing signs ofage. Regulatory compliance, competition to deliver the best customer experience and the

relentless drive for shareholder value have made automation a mandate. Now, theenterprise needs a more powerful lever than pure desktop robotics to achieve operational

transformation and business breakthroughs. Enter smart process automation.

Welcome to the Big DanceMarch Madness fans root for teams to win and lose, it’s the nature of the tournament. But either way there is still goodwill;viewers want to see success. This means they will not only stick with the tournament for its duration, they’ll walk away when it’s over with a positive brand image in their minds. So here’s what campus recruiters can learn from the Big Dance: university students want fun, interactive, and emotional experiences that cater to their behaviors.

Fans create strong ties to their favorite teams and brackets, investing emotionally in the success of both. Some love the underdog Cinderella stories, while others track to the tale of a school’s long-running tradition, others just like the teams because of their names or uniform colors. Regardless, March Madness provides compelling storytelling, interactivity, intrigue, and excitement–all of which employer brands can use in their own ways to engage today’s students.

But, just telling an emotive story isn’t enough. This story needs to be accessible and told in a dynamic way that involves the talent and talent segment. Brand interactions that engage campus students with unique, diverse content across websites, mobile apps, video, and other channels will win the Big Dance and raise this year’s trophy. Good Luck!

> Conclusion













If you’re looking to accelerate your Unfair Recruiting Advantage, come explore the One-Experience Talent Platform of excellence for both Corporate and RPO recruiting organizations.

Everything you do with the gr8 People Platform is easier and more intuitive. Whether you’re sourcing candidates, creating marketing campaigns, communicating, scheduling interviews, recruiting globally, or bringing on new hires, you can do it all - in one place.

Hire better, faster and easier!

The ‘One-Experience’ Talent Platform to Recruit gr8. Worldwide.

www.gr8people.com












Documents

Campus Recruiting Madness - gr8people.comgr8people.com/download/gr8-people-e-book-march-madness-and... · Campus Recruiting Madness ... recruiting teams lessons about appealing to