Tag Archive | "Already"

Bank of America CEO: Digitalization Is Not Something That’s Coming, It Already Exists

Digitalization is not something that’s coming, this is something that already exists, says Bank of America CEO Brian Moynihan. He says that 25 percent of their sales are done on digital. Moynihan says his goal is to bring the whole banking system to the digital age to make it more efficient for customers.

Brian Moynihan, Bank of America CEO, discussed the digitalization of banking and much more during an interview on CNBC:

Digitalization is a Big Boon for Everybody

Digitalization is a big boon for everybody in a sense in that you can continue to provide better service for the customer and take the cost structure down which then can pass through to the customer. The way to think of all this work on a consumer side is that we have 26 million mobile customers, 25 million digital customers, about 1.5 billion logins last quarter. This is not something that’s coming, this is something that already exists. About 25 percent of our sales are done on digital.

Digitalization Improves Service and Reduces Costs

All this is extremely important in how we run our franchise. What that has done for the customer is give them better services on their time, the way they want to do it, 24/7. At the same time, it reduced our operating costs so we can take out overdraft fees on point of sale debit, ten years ago now almost. What allowed us to afford that was to change the operating structure. That makes this very good.

Small banks and larger banks are participating in digitalization. We helped small banks to drive digital payments. The volumes are growing 100 percent per year for us with that and across the board.

Bringing the Whole Banking System to the Digital Age

The goal is to bring the whole banking system more and more to the digital age and make it more efficient for the customers. The key is that on the commercial side it also goes on. Everyone talks about consumers, but on the commercial side, the same impacts going. CashPro Mobile, a product we have, is up and operating very efficiently. When you think that a treasurer of a company would sit down at their desk to do an interface to send it, they want their mobile interface because that’s their daily life. It’s all good for all of the companies.

The post Bank of America CEO: Digitalization Is Not Something That’s Coming, It Already Exists appeared first on WebProNews.


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Google & NORAD Santa Trackers show St. Nick already in flight for his 2017 trip around the world

The two sites will be tracking Santa’s whereabouts for the next 24 hours.

The post Google & NORAD Santa Trackers show St. Nick already in flight for his 2017 trip around the world appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.


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How Local SEO Fits In With What You’re Already Doing

Posted by MiriamEllis

islandfinal.jpg

You own, work for, or market a business, but you don’t think of yourself as a Local SEO.

That’s okay. The forces of history have, in fact, conspired in some weird ways to make local search seem like an island unto itself. Out there, beyond the horizon, there may be technicians puzzling out NAP, citations, owner responses, duplicate listings, store locator widgets and the like, but it doesn’t seem like they’re talking about your job at all.

And that’s the problem.

If I could offer you a seat in my kayak, I’d paddle us over to that misty isle, and we’d go ashore. After we’d walked around a bit, talking to the locals, it would hit you that the language barrier you’d once perceived is a mere illusion, as is the distance between you.

By sunset — whoa! Look around again. This is no island. You and the Local SEOs are all mainlanders, reaching towards identical goals of customer acquisition, service, and retention via an exceedingly enriched and enriching skill set. You can use it all.

Before I paddle off into the darkness, under the rising stars, I’d like to leave you a chart that plots out how Local SEO fits in with everything you’ve been doing all along.

The roots of the divide

Why is Local SEO often treated as separate from the rest of marketing? We can narrow this down to three contributing factors:

1) Early separation of the local and organic algos

Google’s early-days local product was governed by an algorithm that was much more distinct from their organic algorithm than it is today. It was once extremely common, for example, for businesses without websites to rank well locally. This didn’t do much to form clear bridges between the offline, organic, and local marketing worlds. But, then came Google’s Pigeon Update in 2013, which signaled Google’s stated intention of deeply tying the two algorithms together.

This should ultimately impact the way industry publications, SaaS companies, and agencies present local as an extension of organic SEO, but we’re not quite there yet. I continue to encounter examples of large companies which are doing an amazing job with their website strategies, their e-commerce solutions and their paid outreach, but which are only now taking their first steps into local listings management for their hundreds of physical locations. It’s not that they’re late to the party — it’s just that they’ve only recently begun to realize what a large party their customers are having with their brands’ location data layers on the web.

2) Inheriting the paid vs. organic dichotomy

Local SEO has experienced the same lack-of-adoption/awareness as organic SEO. Agencies have long fought the uphill battle against a lopsided dependence on paid advertising. This phenomenon is highlighted by historic stats like these showing brands investing some $ 10 million in PPC vs. $ 1 million in SEO, despite studies like this one which show PPC earning less than 10% of clicks in search.

My take on this is that the transition from traditional offline paid advertising to its online analog was initially easier for many brands to get their heads around. And there have been ongoing challenges in proving direct ROI from SEO in the simple terms a PPC campaign can provide. To this day, we’re still all seeing statistics like only 17% of small businesses investing in SEO. In many ways, the SEO conundrum has simply been inherited by every Local SEO.

3) A lot to take in and on

Look at the service menu of any full-service digital marketing agency and you’ll see just how far it’s had to stretch over the past couple of decades to encompass an ever-expanding range of publicity opportunities:

  • Technical website audits
  • On-site optimization
  • Linkbuilding
  • Keyword research
  • Content dev and promotion
  • Brand building
  • Social media marketing
  • PPC management
  • UX audits
  • Conversion optimization
  • Etc.

Is it any wonder that agencies feel spread a bit too thin when considering how to support yet further needs and disciplines? How do you find the bandwidth, and the experts, to be able to offer:

  • Ongoing citation management
  • Local on-site SEO
  • Local landing page dev
  • Store locator SEO
  • Review management
  • Local brand building
  • Local link building
  • And abstruse forms of local Schema implementation…

And while many agencies have met the challenge by forming smart, strategic partnerships with providers specializing in Local SEO solutions, the agency is still then tasked with understanding how Local fits in with everything else they’re doing, and then explaining this to clients. At the multi-location and enterprise level, even amongst the best-known brands, high-level staffers may have no idea what it is the folks in the in-house Local SEO department are actually doing, or why their work matters.

To tie it all together … that’s what we need to do here. With a shared vision of how all practitioners are working on consumer-centric outreach, we can really get somewhere. Let’s plot this out, together:

Sharing is caring

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”
- Jeff Bezos, Amazon

Let’s imagine a sporting goods brand, established in 1979, that’s grown to 400 locations across the US while also becoming well-known for its e-commerce presence. Whether aspects of marketing are being outsourced or it’s all in-house, here is how 3 shared consumer-centric goals unify all parties.

sharedgoalsfinal.jpg

As we can see from the above chart, there is definitely an overlap of techniques, particularly between SEOs and Local SEOs. Yet overall, it’s not the language or tactics, but the end game and end goals that unify all parties. Viewed properly, consumers are what make all marketing a true team effort.

Before I buy that kayak…

On my commute, I hear a radio ad promoting a holiday sale at some sporting goods store, but which brand was it?

Then I turn to the Internet to research kayak brands, and I find your website’s nicely researched, written, and optimized article comparing the best models in 2017. It’s ranking #2 organically. Those Sun Dolphins look pretty good, according to your massive comparison chart.

I think about it for a couple of days and go looking again, and I see your Adwords spot advertising your 30% off sale. This is the third time I’ve encountered your brand.

On my day off, I’m doing a local search for your brand, which has impressed me so far. I’m ready to look at these kayaks in person. Thanks to the fact that you properly managed your recent move across town by updating all of your major citations, I’m finding an accurate address on your Google My Business listing. Your reviews are mighty favorable, too. They keep mentioning how knowledgeable the staff is at your location nearest me.

And that turns out to be true. At first, I’m disappointed that I don’t see any Sun Dolphins on your shelves — your website comparison chart spoke well of them. As a sales associate approaches me, I notice in-store signage above his head, featuring a text/phone hotline for complaints. I don’t really have a complaint… not yet… but it’s good to know you care.

“I’m so sorry. We just sold out of Sun Dolphins this morning. But we can have one delivered to you within 3 days. We have in-store pickup, too,” the salesperson says. “Or, maybe you’d be interested in another model with comparable features. Let me show you.”

Turns out, your staffer isn’t just helpful — his training has made him so well-versed in your product line that he’s able to match my needs to a perfect kayak for me. I end up buying an Intex on the spot.

The cashier double-checks with me that I’ve found everything satisfactory and lets me know your brand takes feedback very seriously. She says my review would be valued, and my receipt invites me to read your reviews on Google, Yelp, and Facebook… and offers a special deal for signing up for your email newsletter.

My subsequent 5-star review signals to all departments of your company that a company-wide goal was met. Over the next year, my glowing review also influences 20 of my local neighbors to choose you over a competitor.

After my first wet, cold, and exciting kayaking trip, I realize I need to invest in a better waterproof jacket for next time. Your email newsletter hits my inbox at just the right time, announcing your Fourth of July sale. I’m about to become a repeat customer… worth up to 10x the value of my first purchase.

“No matter how brilliant your mind or strategy, if you’re playing a solo game, you’ll always lose out to a team.”
- Reid Hoffman, Co-Founder of LinkedIn

There’s a kind of magic in this adventurous mix of marketing wins. Subtract anything from the picture, and you may miss out on the customer. It’s been said that great teams beat with a single heart. The secret lies in seeing every marketing discipline and practitioner as part of your team, doing what your brand has been doing all along: working with dedication to acquire, serve and retain consumers. Whether achievement comes via citation management, conversion optimization, or a write-up in the New York Times, the end goal is identical.

It’s also long been said that the race is to the swift. Media mogul Rupert Murdoch appears to agree, stating that, in today’s world, it’s not big that beats small — it’s fast that beats slow. How quickly your brand is able to integrate all forms of on-and-offline marketing into its core strategy, leaving no team as an island, may well be what writes your future.

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Remarketing to People That Have Already Visited Your Website – Whiteboard Friday

Posted by randfish

Someone visits your website once, doesn’t convert, and goes on with their day. How in the world do you win them back? Well, the answer may lie in a topic we haven’t discussed for a while: remarketing.

In today’s Whiteboard Friday, Rand discusses how to get back in front of folks who have visited your site or engaged with your industry, new options in retargeted ads, and offers some best practices to follow.

Remarketing to People That Have Already Visited Your Website Whiteboard

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about remarketing to people who’ve already visited your website and then left, or already interacted with your niche, your service, your community, and then gone off somewhere else.

This is actually pretty interesting. A lot of times when we talk about the organic marketing funnel—someone performs a search, they follow you on a social network or they see a tweet from you, a Facebook update and they come to your website—well, we focus a lot on trying to convert that person either to a customer or convert them to signing up for an email newsletter, subscribing to something, following you on a social network, or becoming a part of your community.

But there’s actually a lot of data suggesting that the overwhelming majority of people who visit your website… I’ll use Fitbit as an example here. Brad, one of Moz’s investors and also Fitbit’s investor, sent me a Fitbit recently, which is very nice. What am I at today? Let’s see, 5696 steps.

A lot of people who visit Fitbit’s website, I don’t actually know this for sure, but probably about a tenth of a percent of them are converting to a sale or actually buying one of these things. Then, 99.9% are going somewhere else. The idea here is: What can we do to capture this audience again, to get in front of them? We know that at some point they were interested in our product or our service. We want to get in front of them again.

Retargeting

This is something we’ve covered a little bit, but there’s actually a bunch of new options that have surfaced from the advertising and web marketing world that we should probably be aware of. A few of these include things like classic retargeting, aka we follow them around the web like a lost puppy dog. The ads that you see on the side of everything after you looked at that one pair of Zappos shoes that one time, and now you just can’t seem to get them out of your head or your browser. Maybe someone’s visiting The Next Web and if page X over here on Fitbit’s website was visited in the last 1, 2, 30, or 60 days, we want to show this particular ad with a bid price of XYZ.

This is kind of cool. I think where retargeting has really become more sophisticated is in some of the options. We can filter and configure and modify this and model it in such a way that we can say if you visited this page but not these other pages, or if you visited these three pages in a row, we want to show you this. If you interacted on our site in this particular way, we can now do things with apps. If we know that someone has interacted with an app, we can start to do retargeting and remarketing personalized to them.

Moz has used a service called AdRoll in the past. There are a number of them out there. Obviously, Google has a pretty powerful display network around this, too.

RLSA (Remarketed Lists for Search Ads)

Another thing that has been around for a couple of years but we haven’t talked about too much on Whiteboard Friday here is RLSA. That’s remarketed lists for search ads.

This means if we know that Sonja visited—I think it’s Tory Burch who’s a fashion designer who designs a special kind of Fitbit—the Tory Burch page on Fitbit and then we know that she searched for bracelets or watches, even though bracelets and watches are something we would never ever want to bid on as Fitbit because we’re not in the fashion category, but if we know that Sonya has previously visited a page on Fitbit or any page on Fitbit’s website potentially, well, now that she’s doing these fashion related searches, we might say, “You know what? Let’s show our Tory Burch ad specifically for that product, which is a fashion product, in the search results in the ads there.” That’s pretty cool.

We can customize this in a ton of ways. You can imagine a bunch of different uses based on what people visited and then what they searched for. Of course, you can bid a lot higher for those types of ads because you know the prior behavior. You can also expect a much higher click-through rate and probably a much higher conversion rate from those ads because that person has already visited your website and is familiar with your product or your brand.

If you have their email address…

If you have an email address, or a social ID, or an app ID, or even a phone number actually, you can use Facebook and Twitter’s custom audiences, which are pretty cool to do targeting specifically to people on Facebook or on Twitter whose email address you’ve uploaded. If a lot of people have signed up for your email newsletter or have started your product purchase process, maybe they went to Fitbit. They entered their email address to sign up, and then they never completed a purchase. We can get back in front of them using Facebook or Twitter custom audiences or using AdWords.

Actually, as of two days prior to us filming this, but probably a few days before, maybe a week or two before this Whiteboard Friday comes out, Google just introduced something called customer match in AdWords. You can upload an email list and then get it in front of those emails specifically when they’re performing searches or across their display ad network.

You can do those via places like Retargeter and AdRoll and Google. Those are the CRM retargeting models and services. That’s pretty cool.

Or their social ID…

If we have social IDs, for example, if you Facebook connect to Fitbit or if you connected via Twitter, I think you can also use Facebook’s connection on Instagram for Instagram ads now if you’re part of Instagram’s ad program. A bunch of options there as well.

A few best practices before we finish here.

  1. First off, whenever you’re doing any type of remarketing or retargeting through any of these types of services, make sure that you have smart burn pixels and burn pages, meaning if someone finishes the checkout at Fitbit, don’t show them the ad any more. You don’t want to keep marketing to someone who’s already completed that conversion process. Likewise, you probably want to have a burn after a certain number of days. If you can see that after 8 days or 12 days or 15 days you just are getting very low click-through, very low conversion, you know what, maybe it’s time to give up on the ad.
  2. You also want to be smart about limiting the exposure and/or changing the message. If someone has seen your ad four, five, or six times as they’re browsing across the web, maybe you want to say, “Hey, let’s either give them a new message or wait for them to visit again before we keep trying to advertise. Otherwise, we could be burning dollars and bids that could be better spent on other customers or other marketing channels.”
  3. We want to customize based on behavior. I think one of the big advancements here is that remarketing, when it initially came out, used to be pretty dumb and pretty basic. It was, “Did they visit your site? Then you can show them this one ad.” Now people have gotten way more sophisticated, and ad networks have gotten way more sophisticated. We can say, “Hey, they performed this action. We only want to be in this network. We only want to do this if they’ve done this specific group of things in a row or completed these processes.” That can really improve your click-through rates, improve your conversion rates, and improve your targeting.
  4. Don’t ever assign 100% credit to any one of these. Remember that whatever initially brought them to the website should receive at least as much, if not more, credit and investment than whatever brought them back to purchase. This is a way of recapturing folks, not an initial way. If you’re assigning 100% credit, what happens is that you’ll stop investing at the top of the funnel and soon you’ll just be remarketing to the same smaller, shrinking group of visitors over time. That can get really dangerous.
  5. Don’t limit ads to sales focus only. If you know that you can convert from other sources, from content, from multiple visits, from someone signing up for an email newsletter, from someone attending an event, from participation on your platform or in your community in a certain way, you don’t need to only market the product that you are selling. I think this is something where folks have gotten very narrow. You can see some innovative companies doing some really smart stuff in retargeting and remarketing, looking earlier in their funnel and saying, “Hey, we know that 30% of people who do this activity will eventually become a customer of ours. So let’s also remarket this activity, and we can bid a third of the price of whatever we know the conversion leads to directly.”
  6. You can also try remarketing for really creative stuff. I’ve seen it for job ads, which I think is brilliant. If someone visits your Jobs page and you’re having trouble hiring, hey, follow them around the web like a lost puppy dog. Get in front of them on their social networks. If they have been to an event of yours and you have their email address, you can now market through here.

Campaigns to influencers, I’ve seen some really creative content marketers who said, “Hey, you know what, we know that here’s a list of journalists and bloggers that we’ve reached out to. We can take that email list and upload it.” You need a minimum of a thousand email addresses for all three—Facebook, Twitter, and Google—for the CRM style stuff. Make sure that you have that many emails before you try and upload. If you do, you can get in front of those influencers with content. If that’s leading to links and press coverage and stories and the bid prices are low, which they often will be, you may have some big advantages there.

Hopefully, I will see some very creative ads from all of you following me around the web. I look forward to discussion in the comments. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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3 Resources to Help You Create the Content that Already Exists in Your Imagination

Copyblogger Collection - Remarkable Writing Resources

Even though it may seem like starting to write is the most difficult part of the content creation process, just starting is not good enough.

As writers, we also need to have both a strong vision and unwavering confidence that enable us to complete, publish, and promote our projects.

To support you as you create your next piece of content — whether it’s your website’s cornerstone content or your email autoresponder series — this week’s Copyblogger Collection is a series of three handpicked articles that show you:

  • How to identify and overcome the factors that keep you from writing
  • How to use a visual system to organize your content ideas
  • How to write out smart solutions to your problems

As a bonus, I’ll first share a seemingly silly technique that simultaneously helps me write, reinforce my content vision, and become confident about my writing abilities.

Type “something”

I typically write the introduction and conclusion to an article first, and when I don’t know exactly what I want to write in the middle sections, I type the word “something” to fill in the draft.

Once the draft looks complete with the “somethings,” I get so irritated looking at the nonsensical “something” sections that my ideas crystallize, and I’m able to type the correct words that should be there instead.

As I replace each “something” section with proper content, I become energized and excited about the topic I’m writing about, which makes the work seem effortless.

If you try this technique, just make sure you remove all the extra “somethings” when you proofread your content!


The Nasty Four-Letter Word that Keeps You from Writing

fear-of-writing

I cried the first time I read The Nasty Four-Letter Word that Keeps You from Writing — and I’m not just saying that because it was written by Copyblogger Media founder and CEO Brian Clark.

It beautifully expressed everything I felt as I was starting to establish myself as a writer in the digital marketing space and also provided solid guidance that helped me move forward with confidence.

Have some tissues handy and check out the article. If anyone tells you there’s no crying in entrepreneurship, he’s lying.


Solve Your Blank-Page Problem With This Visual, 3-Step Content Creation System

visual-content-creation-system

Kelly Kingman says:

We struggle with writing because it requires us to put the pieces into a sequence, while thoughts and experiences are experienced all-at-once.

When we sit down at the blank page, we’re asking our brains to squeeze the totality of all our thoughts and experiences around a topic into a sequence.

In Solve Your Blank-Page Problem With This Visual, 3-Step Content Creation System, Kelly explains a simple and fun method that helps you translate your thoughts from your visual mind to your verbal mind, so that they can be transformed into remarkable content.


The Write Way to Answer Your Most Pressing Questions

generate-brilliant-ideas

After Pamela Wilson committed to a daily writing practice, she discovered the activity produced an unusual — and extremely helpful — benefit.

The Write Way to Answer Your Most Pressing Questions explains how you can take advantage of this fascinating phenomenon to tackle content marketing obstacles.

Create your content with confidence

Use this post (and save it for future reference!) to help you transfer the content ideas in your mind to a format you can share with your audience.

We’ll see you back here on Monday with a fresh topic to kick off the week!

About the author

Stefanie Flaxman

Stefanie Flaxman is Copyblogger Media’s Editor-in-Chief. Don’t follow her on Twitter.

The post 3 Resources to Help You Create the Content that Already Exists in Your Imagination appeared first on Copyblogger.


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Inbound Recruiting: The Tactics You Already Know Make Hiring Easier and More Fun

Posted by RobOusbey

[Hi, I'm Rob Ousbey, the COO at Distilled—I haven't blogged here for a long time. Much of my time is spent on internal issues such as hiring, so I wanted to share some ideas about how to apply techniques that you're already familiar with to the difficult process of recruitment.]

A client asked me recently about Distilled’s “inbound recruiting” process. I thought this was a fantastic term that described a large part of our approach, even though it’s never consciously been part of our strategy.

Recruiting is universally hard, time consuming, and expensive. Distilled is super-picky about finding and hiring team members who match our core people attributes, and since we rarely write about the process publicly I’d like to share some of the the tactics that we use. I’ll be specific in my suggestions; all of this practical advice can be applied to many other organisations.

In many ways, recruiting exceptional people follows a very similar path to finding potential customers, appealing to them and leading them to a conversion, so the inbound techniques that work in other situations are often extremely relevant to recruitment as well.

Though Moz readers need no reminding, feel free to spend a moment looking at Rand’s list of tactics that he includes under the “inbound” banner.
To begin with, it’s worth mentioned that Distilled does actually use paid advertising for our job ads.
However, when we use an advert on a site like LinkedIn, Gumtree, Guardian Jobs, Inbound.org, etc. to announce that we’re looking to fill a particular role, many of the readers are often already very familiar with us and keen to work with us. So, while an advert is a highly visible statement of intent, it’s much more powerful after we’ve already put in the legwork to generate interest in us as a company. That legwork begins with awareness.

Awareness and brand building

A large part of an inbound strategy is building awareness for your brand or organization, and about the opportunities you provide. Through activities like blogging on our site, our content, our meetups, our conferences, and maintaining a social following, we’ve been able to build a community of followers that may one day be interested in working for us.

To cast an even wider net: The audience members may know other people who are a perfect fit for us, and having a fan of our company pitch a position to their friends can be fantastically effective. This is one reason why I’m happy we publish content that isn’t just about trying to drive potential clients.

A fair amount of our blog posts also demonstrate why Distilled might be a good place to work. The attributes that you talk about and the attributes that you look for in people will vary between companies, roles, and industries, but it can’t hurt to make sure that you allow people to see behind the veil from time to time. An authentic message will go a long way here, in terms of helping your name stick in people’s minds.

In Distilled’s case, we believe that the opportunity to solve hard problems, to work on innovative proposals, travel the world and to have fun will appeal to the right people, so we make sure to talk about those on our blog.

Finally: Building up a social following also has value for when a role becomes available; we share every new job on our Twitter feed, which immediately puts it in front of a highly relevant audience. (For free! Inbound!)

Awareness in other niches

The tactics above become less appropriate when you are looking for employees who would never have been a fan or follower of you. For example: Distilled’s audience members are predominantly online marketers, so this doesn’t help us to hire a bookkeeper, a project manager, etc.

Similarly, for a small company with less time to dedicate to lots of content production, the tactics I listed might be less effective.

Fortunately there are plenty of other inbound techniques to help you here, and I have three in particular that have been effective.

  • Publishing offsite content: This seems almost trivially simple! Propose a guest contribution to a site relevant to the niche you’re targeting. For example: if you’re looking to hire online marketers, publishing on YouMoz will help to put you in front of some very relevant people.
  • Using the social networks of others: In the early days of Distilled US, as we were getting off the ground in Seattle and New York, Rand would tweet our job announcements and send tons of well qualified candidates. That’s fantastic when we’re looking for online marketers, but next time we hire for sales people or finance experts, I’ll be asking influential friends in those circles to share the news.
  • Put yourself in front of them: Speaking at the right events/conferences can make you extremely visible, but even just attending the right meetups can be incredibly effective. In addition: many meetup groups are looking for sponsorship. Write to the organizer of a relevant group to see what you could offer; buying a few rounds of drinks, or providing a space for them to meet will allow you to network with all the promising talent, and a chance to say a few words to everyone about who you are, why you’re supporting their meetup, and why you’re hiring.

Serendipity

Sometimes you just can’t anticipate the moments when you will generate awareness that leads to an application or a great hire.

Distilled’s classy 404 page had minor success on Reddit a few years ago. One person who visited was Rob Toledo, who subsequently clicked around the rest of the site, thought we sounded cool, saw we were advertising for an Outreach role, and applied. Rob’s now been with us two years, and has just been promoted to be the head of a ten-person team—all because he was bored online and someone had submitted our page to Reddit!

This was just something for an intern to work on; we never expected the page to help us hire multiple people.

Invest in landing pages

At the latest SearchLove conference, Rand discussed recruiting. He mentioned that organizations often under-invest in their jobs landing pages—and he couldn’t be more correct! Given the importance and associated value of these pages, they should be treated like any other important commercial pages.

The relevant pages should appeal to the right types of person: Are you looking for very professional candidates? Those who are motivated by particular aspects of a job? For some great examples, there’s a really good-looking recruitment page right here on Moz. I’m also a big fan of the simplicity of the Amicus jobs page.

So meta.

Building a fantastic page has many benefits, the critical one being that a better page (where it’s easy for people to find the information they need, read & compare job details) will generate more responses.

Analytics and testing

I mentioned “conversions” earlier on, and by keeping most of the recruitment funnel on our website (the full job descriptions, the application forms, etc.); we are able to use many of the web analytics techniques that we’re already used to. With Google Analytics installed on every page of the funnel, we can assess how people are finding us (though search, social, and referred traffic), and which channels deliver the best results. By defining specific conversions, there’s also the opportunity to use CRO techniques to improve the number of people who read through a job ad, begin an application, submit a completed application, etc.

Real analytics data for our latest marketing internship advert in London. The bounce rates seem fairly high, but many of those were people clicking the ‘Apply Now’ button and thus leaving the site.

One (rather advanced) technique that I’ve not had the chance to try out just yet would be to add a unique identifier for each application as a GA Custom Variable. In addition to finding out where your job applicants are coming from, this would let you track them through to acceptance/rejection, and find out which sources are sending the best candidates.

In conclusion

Doing what you can to help your organization “become loved” is valuable in many ways, but it can have huge benefits when you find yourself looking for great people.

Although I’ve shared learnings from my own Distilled experiences, there are many other things I know we could be doing better in this area. Specifically, having an “always open” application process to avoid missing out on an inquiry from a great candidate, greater investment in our recruitment pages, and better data analysis of adverts and applicants through the funnel.

Finally: if you have any thoughts or questions about how to generate interest from potential candidates, please do drop a comment below.

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