In today’s world of constant communication, media penetration and digital advancements, a person could feel a bit, well, overwhelmed. There are so many ways to reach someone. Me? I have one home phone, one work phone, two mobile phones, one Skype account, two electronic fax numbers, five active social media profiles, six email addresses, six instant messaging accounts. . . and a partridge in a pear tree. . . otherwise known as Twitter. So how does someone get my attention? And, how do I stay engaged? And, what communication influences my decisions? A starting point is messaging relevance.
Content must be relevant to be interesting and captivating. The best example, often cited, is Amazon’s recommendations. After buying many books on the site, I now have a seemingly unending supply of possible choices, recommended just for me. But this technology is not limited to just purchasing decisions, today behavioral targeting is everywhere. As the technology for tracking Internet usage has evolved, the ability to tailor messaging to very specific segmented audiences has become extensive. Big brother-ish? Yes. But from a consumer point of view, relevant content is much more engaging. And as a marketer, it allows me to specifically customize campaigns to meet my client’s needs. So the reach an ad will have is far more targeted with the results far more cost effective. A win all around!
We are all accustomed to communicating at an entirely different level. In an October 2011 The Global Media Intelligence Report, Emarketer emphasizes this trend, stating “… the average consumer is an experienced multitasker, accustomed to using several media platforms every day—often simultaneously. For advertisers, success … depends on mastering the increasingly complex interaction between multiple strands of marketing. . .” Just like me and my many touchpoints! There doesn’t seem to be a good statistic on how many ads/messages an average person sees a day—references quote figures from 500 to 5,000—either way, it’s a lot. So it’s important to cut through the clutter. It’s imperative to ensure the right message is available in the right medium. And, what’s right? Well, that’s different depending on each individual.
So how do you get your ad noticed and in front of the right candidate? Sure you can target ads by the usual demographics and segmentations, but you can also target specifically based on what candidates do on the Internet, what they search for, websites they visit frequently, what companies they like, who they are friends with, etc.; it goes on and on. So we as marketers can deliver the right message to the right candidate in the right place—increasing the success of the campaign. And, thereby ensuring a better qualified and more engaged candidate. But once we’ve engaged them, what happens next? How do we keep them engaged with all of these messaging channels to consider? How does an organization successfully converge online and offline messaging strategies and communications tactics to deliver a seamless communication to the right candidates at the right time? It’s a challenging proposition and one that requires consideration of the relevance of each contact point and the relevance of the content delivered. As marketers, we know how to deliver the right message to the right person, and we know the added value lies in ensuring the candidates have the communications options available to them that they have come to expect. Multiple messaging channels need to be made available so that candidates can choose their preferred method of outreach. Whether it is via email, tweet or text, a phone call or a coffee break, to recruit the high caliber talent in this difficult labor market, organizations need to be nimble enough to respond to these varying communications needs. And ensure they have the right tools, and resources, in place to enable their recruiters.