On our EXCELER8ion blog, I continually make the case that successful online recruitment marketing will directly mirror the successful emarketing efforts of the general retail sector. Today an article was posted on MediaPost’s EmailInsider – Obit: Batch And Blast Is Dead! This is a great little piece mainly focused on why so called “Batch and blast” mass email marketing is so 1999. The author, Stephanie Miller – vice president of strategic services for Return Path, a New York-based e-mail performance-management company – makes the case that mass email no longer works to drive revenue growth. Subscriber inboxes are overflowing with permission-based e-mail that is irrelevant.
The article urges retailers to do away with generic e-mail that isn’t targeted or customized to the subscriber, and relies very heavily on other marketing and branding efforts to engage with subscribers. It’s little more than a reminder service. And, more importantly, it’s a huge missed opportunity to connect, build relationships, capture market share and strengthen brands. The alternative is utilizing DATA to provide custom, relevant e-mail experiences for each important subscriber segment.
This is a direct parallel for how to drive a higher and more qualified response when utilizing email for Recruitment Marketing. Just like retailers have data that provide them intelligent and actionable methods for measuring a subscriber’s place in the sales and product lifecycle – ATS systems provide HR with data about where a candidate is in the recruitment process. With this data, email can be a powerful way to create relevant candidate experiences – the key to driving higher response.
In my view, email has received a bad rep in the recruitment world; I feel that this is huge missed opportunity. I agree with Jeff Hunter, author of the award winning Talentism blog, that doomsayers of technology often make the mistake of applying the filter of past technological failures to future technological opportunities. Suggesting that a company uses email for recruitment marketing often gets me raised eyebrows and the “it doesn’t work” response. We need to push past the “failures” of this medium and the perception that it doesn’t work. Utilize the data that you already collect and create custom, relevant e-mail experiences to connect and build relationships with candidates and strengthen employer brands.