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


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PROFILE B2B

B2C Specialty

Youth


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GEOGRAPHY

Global

Local


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BRANDED


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Ad Testing

Relationship building / advocacy

Loyalty PR

Product testing

CSAT

Market / Competitor Intelligence

Segmentation

Concept Testing

Tracking PURPOSE


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•  What does this mean for recruitment?

1. Specs can be quite tightly defined / narrow


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.


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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.


MOTIVATION

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•  How do we create this motivation?

“Take part in surveys and win $$!”

(Conventional 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


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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


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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 2 :: Ideation Focus groups & Brain-storming

CREATIVE PROCESS

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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’


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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


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!

[email protected]

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Technology

Presentation: Unconventional Recruitment