For any business, we are routinely striving to find a competitive advantage in the market to further differentiate our services amongst the competition. The job board industry is no different. What is available to job boards to offer a service that 92% of the market doesn’t offer? Simple, Targeted Email Campaigns.
We all understand a large majority of sites offer job alerts to their jobseekers as a automated email marketing approach to drive traffic, views and applications to the site. Job alerts is still effective considering the alerts are typically limited to minimal segmentation, such as location and/or job category. Fortunately, with the industries experience with job alerts, we can comprehend the powerful effectiveness of customizing your list and audience to deliver a personalized and targeted email message to jobseekers.
In order to stand out of the crowd and differentiate your job board, targeted email campaigns is switching from the passive job board approach to proactive recruiting. By being proactive, you as job board can understand the specific requirements the employer is seeking and leveraging your jobseeker database to target those candidates with a tailored message.
Why should I provide this service?
Has your job board ever received an email or call from an employer complaining about the results of their job posting(s)? If so, what was the employer ultimately seeking; more job views or quality applicants? From our times when speaking directly with job board owners on this predicament they typically offer to extend the job posting.
This presents an opportunity to offer the solution of targeting the specific jobseeker they hope to reach. As an example, let’s imaging the employer is looking for Mechanical Engineers in New York City. By re-posting the job on the site for another 30 days, the employer may not see any difference in the results.
Therefore, ask the employer to describe their perfect candidate. They may say things like the user must be located in Manhattan, 5 years of experience in Mechanical Engineering, X specific certificate, etc.
During your call, begin searching their specific requirements in the jobseeker database to find the desired users. One key point, remember the quality of jobseekers is more important than quantity.
This process should only take a few seconds to pull up these records, and your response to the employer can be, Mr/Mrs Employer, we have 100 candidates registered on our site that match your ideal description. We can offer sending a tailored email to those 100 candidates to advertise your current job postings or company. Would you be interested in this service?
How much can I charge for this service?
It is important to routinely test your specific market and what it can bear. Below, we have included examples amongst various industries to the revenue potential.
- Audit Industry – up to $3,200
- Sports Industry – up to $6K
- Medical Industry – minimum of $1,000
- USA based job board specialized in a major US city – minimum of $500 per campaign
As you may notice, these numbers are typically 6-10 times the cost of a job posting in large part to the effectiveness of the email campaigns.
For the job board in the audit industry, 25% of the users click-through to view the job postings. Can you imagine the delight to your employer if you are able to guarantee that 25 of those 100 users will click-through to their job posting and each of those users match their requirements.
Now, we are talking!
Frequently Asked Questions on Targeted Email Campaigns
Upon presenting targeted email campaigns in the market, we have received a number of consistent questions, in which, you may be thinking yourself.
Are you sending a data file of the 100 jobseekers?
No, you are not providing the employer with the records of the jobseekers. You are selling another method to send a personalized message to the jobseekers.
What should the email say?
Firstly, it is most important to understand the message the employer would like to send. Good recommendations include; their specific job posting or description of the company.
Who will build out the HTML template for the email?
You may ask the employer to provide the HTML code to send the message. Or, if you are interested to up-sell them, provide the service of building out the email on their behalf.
What reporting should we provide and when?
For any email campaign, the best recommendation is to wait at least 72 hours to see the complete results of the campaign. The key metrics to share with the employer include; total emails sent, opens, clicks, click through %, job views, and applications
Any other recommendations?
Highly recommend sending the employer a test email with the campaign to receive their final sign-off.
Our hope is this post sparks your interest into exploring with your market on providing targeted email campaigns as a service and further differentiate your job board.
Good luck exploring!
- On October 4, 2016
- 0 Comments