Talent Acquisition and Recruitment for Healthcare HR Departments | ats Mobile

THE POWER OF MOBILE for Healthcare Talent Acquisition

presented to

by

MOBILEHAS

CHANGED

EVERYTHING

Some of us will have the

mobile number we have today

for the rest of our life!

YOUR PHONE # IS YOUR

MOBILE-DIGITAL DNA

2014 Average Minutes per Day

• Radio: 88 mins

• Mobile (non-voice): 171 mins

Sources: eMarketer Sept 2014; Advertising Age Marketing Fact Pack 2015

Traditional Media Consumption Continues to Drop

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Our “ Hybrid” Strategy…

In a nutshell, many companies large and small are just now understanding and developing Mobile-Social marketing strategies to take engagement, and talent acquisition to a higher level.

We are finding that today’s approach to a successful ongoing recruiting advertising campaign starts with a “laser focus” approach on the demographics and intentions of the right hire, rather than “casting a net” over a broad area and seeing who “swims in.”

This Mobile-Social strategy is very cost effective and limits the waste a company might find with traditional media. With numerous positions to fill, you can focus on specific jobs in specific areas utilizing very analytical data to engage the exact community of people you want to interview for the position.

MOBILE TARGETED ADVERTISING

The Power of TargetingMobile advertising on websites and inside apps allows for precision targeting like you’ve never

seen before. The building blocks of campaign design include:

GEO-FENCINGNo more wasted spend – only advertise to users within an area

defined by zipcode, radius, or unique polygon.

DEMO-TARGETINGOnly reach the users who meet a target profile of interest,

behavior, level of education, group association…

DAYPARTING & GEO-TARGETING/CONQUESTINGSpend ad dollars whenever and wherever makes the most sense –

i.e., target nurses working night shift at local critical care facilities.

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WEB-BASED IN-APP

Will run on a web page just like an online campaign, restricted to mobile device

Runs only within apps downloaded to smart phones

Dual HTML5/Flash publishing, or GIF/JPG recommended

Same creative file type restrictions

Platform targetable, or agnostic

Platform targetable, or agnostic

Some rich media options More rich media options, availability well-documented

Some ad sizes can run on feature phones as well as smartphones and tablets

Will not run on feature phones, will run on smart phones and tablets


Mobile Display Targeting Options

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Optimizing Standard Banners

The most common and usually lowest-CPM ad inventory

is found with standard still image banners. Lower prices

allow a larger number of impressions, but care must be

taken to design creative that rises above the noise.

^ Clear call to action &simulated interactivity.

Use bulk impressions to reinforce brand messaging.^

^ High contrast & clean text.

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In-Banner Video

In-banner video allows the user to play a streaming

video clip within the ad itself.

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The Fullscreen Interstitial Video unit is

displayed during a pause in the user cycle

(i.e., app loading; data updates) and can be

either user-initiated or set to autoplay.

Supported on almost all mobile platforms

and devices.


Fullscreen Interstitial Video

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In the app or web space, expandable rich media ad

components allow a tremendous variety of features

within the ad unit itself.


Expandable Rich Media

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Mobilized Landing Pages& Lead Tracking

The most important part of

successfully executing a mobile ad

campaign is sending interested users

to a mobile-optimized destination.

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Instant Backend Access & Follow-Up

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SOCIAL-MOBILE ADVERTISING

Targeting PEOPLE not PLACES

Traditional mobile ad buying is based on

geography, basic demographics and device – i.e.,

“serve this ad to tablet users 21+ within a 1-mile

radius of Abington Hospital.”

Ad targeting on social networks is entirely different

and extremely powerful. Instead of just casting a

net over a strategic geographic area, these

platforms allow you to pinpoint precisely the users

who are most likely to be interested in what you’re

promoting. Where do these networks get their

data? We all volunteer it, every day!

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SOCIAL-MOBILE ADVERTISING

Facebook “Lookalike” Modeling

Facebook’s powerful ad platform is designed to

target native ads to the users most likely to

respond. This is done with a combination of

geographic definition and user traits –

demographics, interests, and behaviors.

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When it comes to job seekers, retargeting can be a great way to keep your company top

of mind and encourage wearied job seekers to begin or to complete a job application.

From a technical standpoint, you place a special retargeting pixel (the single line of code needed to track site visitors) on your careers page and serve recruiting-focused ads to those pages’ visitors.

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Define your

Define your

Define your

GOALS.

AUDIENCE.

INVESTMENT.

How many applicants do you expect?

How can you maximize each brand impression?

How will you define success?

What is the area you want to focus on?

What are some aspects of an ideal target?

What are your strongest non-digital channels?

Who exactly are you trying to reach?

How long is the recruitment window?

How many positions are open?

What % of your budget can shift into mobile?

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Estimated Investment Summary:

Timeline: 10 Week Campaign

Primary Advertising: Banner /Display

Primary Channels:

• Mobile Ad Network - mobile apps and websites

• Facebook Mobile Newsfeed

• Retargeted Banner Ads on Mobile – Social

Estimated Total Investment: $7500

Talent Acquisition and Recruitment for Healthcare HR Departments | ats Mobile

Health & Medicine

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