Case studies are a way to inspire business process enhancements and spark new ways to do business. I leveraged a lot of ideas from recruitment case studies in the past to assist my clients. Even more so, case studies from other industries that I have adapted to recruiting have been extremely helpful as well. So much so, that I wanted to share a few examples of what I mean. Maybe these ideas will help you with your sourcing and recruiting strategies. Although I pull from various scenarios, the one common thread is text messaging.
CASE STUDY: Pizza Hut increases sales with SMS marketing strategies
During a 15 month period, Pizza Hut setup geofence locations within a half-mile radius of each of their 340 Pizza Hut locations. Which means that when customers were within a half-mile of any Pizza Hut location, they get a discount coupon via text. The results? The campaign was 142% more efficient in increasing incremental sales than any other channel and 4.4 times more effective than TV ads and 2.6 times more effective than online ads.
I can imagine doing the same thing when recruiting candidates for Pizza Hut or any other fast food chain. When sending out texts for discounts to people in close proximity who have opted in to receive those texts, simply add the message that employees get 5% more off as an employee benefit. (Or, employees eat free, if that is an option.) I think it would work, especially when high schools are traditionally closed for the summer season.
CASE STUDY: Tide Text Messaging Campaign Generates 48,000+ New Mobile Subscribers
Tide successfully promoted their new high efficiency (HE) laundry detergent by inviting customers to subscribe to a text messaging campaign to receive laundry tips, stain solutions, and special offers. The end result was 48,000 new SMS subscribers.
I can imagine this being used to bolster employee referrals. How? Employees pass out short codes to peers, friends and acquaintances which would trigger a drip text campaign. Over time, people who have opted in, get pictures and messages showcasing jobs and company culture. What would make this remarkable is that the content features the person who referred the short code. For example, if I referred you to Company X via a short code campaign then, you would see Company X through my eyes. (Perhaps pictures of me at my cubicle or taking a selfie with my workmates and/or picture of me involved in a company sponsored charitable initiative.) Since I referred you personally, seeing me in the recruitment marketing campaign will be more memorable to you. If that idea grabs you, consider leveraging Emissary.ai’s text campaign feature. You’re welcome!
CASE STUDY: RED CROSS
After Hurricane Sandy, the Red Cross utilized text messaging to solicit donations. Instead of releasing your credit card information, texting a code to the Red Cross meant that the donation amount was simply added to your phone bill. I have noticed other charities implement this strategy. Presumably, the convenience of this method is what spurred its growing adoption.
Reach out to candidates in the ATS and encourage them to give to a charity with the company matching their donation fully or up to a certain percent. This is a way to express company’s involvement with the community and give an incentive for people to consider working for the company even moreso.
CASE STUDY: PROVIDENT FILMS
Here is a quote from OnTarget Interactive: “The film October Baby sought to attract viewers by launching an SMS text marketing campaign. In advance of the film’s release, fans could text “OCTOBER” to an SMS short code for movie updates and free passes. The opt-in test message contained a short hyperlink to a sneak peek of the trailer, further incentivizing fans with exclusive content. They got the word out about their campaign via their pre-existing email database, channel partners and social media accounts. With their mobile database of 50,000 fans, they were able to boost attendance for the film. They reached the number eight spot at the box office opening weekend, and film became the number one limited-release of all time. Their campaign garnered an 11% click-through rate to watch the exclusive trailer, proving that people are attracted to content that isn’t released to everyone.”
Offer exclusive content to candidates in order to bolster their interest in joining the company. Maybe an “ask me anything” session via Facebook Live (or some other platform) that is invite only.
CASE STUDY: DUNKIN DONUTS
And here is a quote from a site called – Barnraisers: “DUNKIN DONUTS: Launched a new text messaging promotion towards young adults in the Boston area. Via a local radio DJ, Dunkin’ Donuts advertised the text message promotion on-air and ran mobile internet ads encouraging people to opt-in to text message promotions. The result was 7,500 consumers opting in. 17% of participants forwarded or showed the text message promotion to their friends. 35% of the participants considered themselves more likely to buy lattes and coffee from Dunkin’ Donuts. 21% increase in store traffic occurred due to the mobile promotion.”
Get YouTube influencers to convince their followers to opt-in to text message promotions. Not only would you get attention today but, depending on the content, you may continue to get traffic from the campaign when people view the video sometime later. For further inspiration on this strategy, click here to see what the US Navy is doing.
Can you think of other ways to adapt these marketing strategies ? I would love to hear from you, if so. Leave a comment below?