Last week, the Job Board Doctor published the 2016 Global Job Board Survey Results and with over 200+ responses to the survey, provided further insights into the job board industry and how sites are responding to the current market changes and demands. Over the course of the past several years, a number of the surveyed topics and results have remained consistent, such as; quality of applicants is the #1 priority for employers to renew with the job board and adding new products for employers remains another top priority for job boards. As such, we wanted to share a opportunity for job boards to help achieve both topics and a potential solution for your job board is, Targeted Email Marketing.
Targeted Email Marketing allows job boards to leverage their registered users and subscribers to send email messages. As such, by segmenting your audience to match your employers desires, the job board could deploy an email campaign targeted to the segmented candidates and tailor the message on behalf of your employer. And, the best part, this is highly lucrative and effective for both the job board and employer (see industry examples below).
The most effective approach is to refine your search as much as possible to assist your employer with finding their desired audience. Let’s continue through a real-life example. Imagine the job board is a niche site specializing in Engineering. The employer is looking for candidates based in New York City and specializes in Electrical Engineering.
Take a moment to search your database and provide the employer with the number of registered candidates that meet the following requirements;
- Located within a 50 mile radius of New York City
- Skills – Electrical Engineer
- Keyword in their profile/resume – Electrical Engineering
- Currently seeking employment
- Search for any specific licenses or degrees
Upon conducting this search, now you are empowering the employer with valuable information, such as, ‘we currently have 500 registered candidates on our site that meet all of your requirements’. ‘Would you like to deploy an email campaign to these 500 candidates to advertise your brand/current job postings’?
This approach has a number of advantages for both the employer and job board, including;
- By speaking with the employer, the job board understands specifically what the employer is looking for
- By leveraging the information provided by candidates, you can match the employers and candidates – improving conversion rates
- Email provides a wealth of reporting, such as; opens, clicks, applications – As the job board, you can relay this information to other clients about the potential of your offerings and what they could expect by purchasing the solution
How are other job boards doing with Targeted Email Marketing in the industry?
During the recent TAtech industry conference, our team focused on speaking directly with various job board owners/operators on their experiences with email marketing and the results. And, the stories shared by the job boards further emphasis the earning power and quality of applicants by using Targeted Email Marketing.
Company #1 – Rate card is $1 per email with a minimum fee of $500. This company specializes in a specific city of the country and allows the employer to segment their lists by Zip Code, Category, Skill, etc. As such, their employers are typically deploying an email to 500-1000 candidates and receiving extremely high conversion rates (some instance, up to 70% open rates!)
Company #2 – This company deploys a different approach by limiting two targeted email campaigns a month to their 250,000+ candidates. And, in order to book a campaign, the employer must pay $6,000 to the targeted email campaign. The feedback from the job board owner was they have nearly sold out of campaigns for 2016. And, the employers are getting great results from the campaign. Wow!
Company #3 – This company prepared a custom email campaign on behalf of their client for $1,500. For this particular rate, the job board built a custom email design for the employer to further emphasis their brand. The job board manager spoke about adjusting their approach next time by allowing the employer to provide the html code and design to reduce their time constraints.
All in all, each company is taking a different approach to satisfy their clients needs and each job board expressed the success for the clients and padding the bottom line. We hope your job board will the best of luck on implementing a strategy that has been beneficial for other job boards in the industry.
- On May 18, 2016
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