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Lead Generation Campaigns: The Good, The Bad and The Ugly Presented by: Leslie Vickrey, CEO & Founder Guest Speakers: Jamie Delsing, Managing Partner at Consultis  John Campbell, Sr. Research Analyst at Inavero August 14, 2014

Confidential Information. Copyright ClearEdge Marketing 2014.

Webinar Series

Your Presenter, Leslie Vickrey

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•  CEO and Founder of ClearEdge Marketing, an agency specializing in outsourced marketing solutions for IT services firms ü  8+ years in business ü  Serving clients across four continents ü  Staff from coast-to-coast (30+) ü  8-year TechServe Alliance marketing partner

•  18 years managing marketing operations or providing consulting services for companies such as Spherion, Harvey Nash, TechServe Alliance, Bartech, CRi, Aon Hewitt RPO and Fieldglass

•  Co-founder of ARA—a mentoring organization for attracting, retaining and advancing women in tech (www.aramentors.com)

CEO & Founder ClearEdge Marketing

Guest Speakers

Jamie Delsing Managing Partner Consultis @jamiedelsing @ConsultisIT

John Campbell Sr. Research Analyst Inavero @inavero

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Today’s Agenda

•  Why Are Lead Generation Campaigns Important? •  What is a Lead Exactly? •  The Good, The Bad and The Ugly for:

•  Candidate Recruitment Campaigns •  Sales Lead Gen Campaigns •  Internal Hiring Campaigns

•  Q&A

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Two Main Obstacles to Overcome

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DON’T KNOW WHO YOU ARE Only 1 in 5 candidates use a staffing firm in their search* U.S. temp penetration rate at 2.07% in June 2014**

KNOW YOU, BUT DON’T THINK YOU’RE DIFFERENT -27% NPS by candidates in the Tech, IT & Scientific Sector* 2,500 to 3,000 IT staffing firms in the United States***

•  Why Lead Gen Campaigns? Fill Your Pipelines!

*2013 Opportunities in Staffing Report: Tech, IT and Scientific **Staffing Industry Analysts, June 2014 ***TechServe Alliance, 2014

Fill Your 3 Pipelines: Candidates, Clients and Potential Employees

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Are they simply researching different options?

Are they looking for a job opportunity right now? Or have immediate hiring needs?

PURCHASE (engagement) = Make a decision. Are they ready to work with you?

Poll #1

Which area do you need more qualified leads right now? A)  Candidates B)  Clients C)  Potential Employees D)  All of the Above

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First Things First: Define A Lead

What does a LEAD mean to you? Example: •  Opened a LinkedIn InMail message vs.

responded to the message vs. screened with a technical assessment

•  YOUR agreed upon definition should be consistent and known across sales, recruiting, marketing, leadership, etc.

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1. Define what a “lead” is for your 3 main pipelines 2. Get buy-in from different teams

CANDIDATE RECRUITMENT PROGRAMS The Good, The Bad and The Ugly

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Why Launch a Campaign Targeting Candidates?

Employers need your help filling jobs: 71% of employers said that computer and mathematical positions are the most difficult to fill* Shortage of IT candidates with the right skills: Nearly 75% educators report not being able to train adequately for in-demand skills**

Legislative Hurdles to Connecting with H1-B Talent: Cap met in April 2014 for FY 2015***

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If you had more qualified candidates, could you place them?

*2014 CareerBuilder Skills Gap Study **CIO Feature: Is the Technology Skills Gap Fact or Fiction ***USCIS

What Makes A GOOD Candidate Recruitment Campaign?

•  Differentiates you from competitors and cuts through the clutter

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Unique & Creative

Quality Interactions

Opens Doors

•  Quality not quantity, not bringing you more volume that isn’t relevant

•  Provides opportunity to continue engaging in the future

GOAL: •  Get at least 500 views on YouTube

and generate interest from candidates to apply for open positions

RESULTS: •  The video received nearly 3,000

views and the number of new candidates Harvey Nash received during the campaign more than doubled  

http://www.youtube.com/watch?v=oHjUU6rbkwM

“Place Me Maybe” – Email & Social Media Campaign

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Unique &

Creative

Career Makeover Contest – Email & Social Media

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Quality Interactions

Several steps to apply, while gaining more information about candidate along the way

Other GOOD Opportunities

Referral campaigns 1.  How many candidates did

you receive from your referral program in Q3?

2.  When is the last time you sent a standalone email or even direct mail specifically on your referral program?

Nurturing campaigns 1.  What percentage of the

candidates in your ATS have been contacted in the last 6 months?

2.  Can you automate communication to keep them engaged?

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77%

31%

29%

27%

26%

25%

20%

4%

0% 50% 100%

A referral from a friend or colleague

User-generated online reviews

The firm’s recruiters

Independent, third-party awards the firm has earned

Testimonials provided by the firm from other job candidates they have

worked with

Their company website

Their affiliation with a respected trade association

An advertisement for the firm

Sources Job Candidates Trust To Determine Staffing Firm Quality

*2013 Opportunities in Staffing Report: Tech, IT and Scientific

Poll #2

Do you actively promote your candidate referral campaign? A)  No B)  Yes (more than four ways/times p/year) C)  Don’t have one

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The BAD: Burying the Lead – in 2 Ways

•  Content is buried in your website ü  Example: referral bonus information

is hard to find with little detail

•  Overwhelming candidates ü  Example: Too many restrictions to the

program makes it less enticing ü  Example: Too many emails that are too

long and not relevant

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The UGLY: When Data Comes Back to Hurt You

•  Incorrect and incomplete information in your ATS (or CRM) = UGLY personalization errors that beg to be shared (lists are often the #1 reason campaigns fail!) ü  Garbage in = Garbage out

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Molly (Owner’s Wife)

Joe (Don’t call)

?? Hiring Manager

Run a report in your ATS and see how many: •  ??s or N/A within

the records •  Contacts with

incomplete fields

CLIENT LEAD GEN CAMPAIGNS The Good, The Bad and The Ugly

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Why is a Sales Campaign Important?

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•  Targeted & Concentrated •  Puts business development team in front of key decision

makers •  Allows teams time to focus on specific businesses and needs

•  Training for Your Sales Team •  Arms sales staff with purpose and materials •  Offers a training tool for new sales staff eager to learn the

business

•  ROI Is Easy to Measure •  Offers a simple way to measure marketing message

effectiveness

•  Plan on a 30% return (if program and best practices followed!)

GOOD Example: Consultis’ Target Account Program (TAP)

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Results

Initial results after 5-week campaign (conducted over 10 months in waves): •  Reached 450 prospects •  140 appointments •  45 requisitions •  6 placements •  $126,000 in revenue

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ONGOING IMPACT: Ongoing impact: •  Build confidence with new reps •  Guide behaviors and increase consistent

follow-up •  Increasing brand awareness for both rep and

Consultis

Feedback from Consultis Team

“We have found the TAP Program to be very effective and beneficial in our new account development efforts.  The program serves as a nice, fun but informative icebreaker.  When executed to completion it serves as a differentiator with a personal touch.  The informative literature and fun promotional gifts not only help us build brand awareness, but assist us in relationship development beyond our direct personal contact with the decision maker.  Its passive, non-invasive approach allows prospect to engage with us at their own pace and not feel brow beaten.  Because the program takes time (1 month) and requires systematic follow through, it demonstrates to the prospect that our intention is to establish a relationship…not just get a job order.  We love the TAP Program.”     

Eric Ellis | Senior Account Manager | Dallas

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The BAD: 2 Ways to Derail Your Campaign

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A good sales campaign strategy + Politely persistent salespeople = More sales appointments

Only 5% of sales reps make the 6th call.

Poll #3

Are you considering marketing automation to streamline your sales and marketing lead gen efforts? a)  No b) Not right now but would consider c)  Researching systems now d) Yes e)  Already have

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The UGLY: One and Done

•  UGLY – Sending only ONE email with no other follow-up or context to a “cold” contact Best practice: Create a regular cadence

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1.  Identify your target audience – who would be considered COLD and who is warm?

2.  What does your total universe look like for reaching out?

CAMPAIGNS TARGETING PROSPECTIVE EMPLOYEES The Good, The Bad and The Ugly

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The BAD and UGLY: Missed Opportunity

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52% of IT organizations are raising headcount this year. How many firms are investing in internal recruitment campaigns to attack this opportunity?

Source: Computer Economics’ Annual IT Spending and Staffing Benchmarks Study

*This is an exaggeration – but very FEW.

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Launch a Campaign with Messages that Resonate

•  Annual Research sponsored by CareerBuilder and Inavero

•  Over 6,500 responses in total •  857 staffing industry internal employees from the

Technology, IT and Scientific sectors •  Responses came from CareerBuilder and Inavero

databases and independent 3rd party panels to ensure data validity

Background: 2013 Opportunities in Staffing Research

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Enjoys working with their colleagues

90%

Receives recognition when job is done

well

76%

Immediate manager is effective coach

75%

Receives timely performance

feedback

75% Optimistic about next

year at their staffing firm

74%

Photo Source: photostock / FreeDigitalPhotos.net

Good: % Staffing Employees Experiencing at Their Firm

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Bad: % Staffing Employees NOT Experiencing at Their Firm

Opportunities for Advancement

40%

Benefits Offered Fit their Needs

38%

Paid Fairly Compared to Others Doing Similar Work

37%

Made Advancements Last Year

35% Given Training

Needed to Improve Professionally

35%

Photo Source: http://trak.in/tags/business/2009/09/21/pune-least-satisfied-employees-stress-work-healthy/

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Net Promoter Score: What is it and how is it calculated?

“I would recommend my current staffing firm as a good

place to work as an internal employee to a friend or family

member if they asked.”

10-Point Rating Scale 0: Strongly Disagree to 10: Strongly Agree

0 1 2 3 4 5 6 7 8 9 10

Detractors (0’s through 6’s)

Promoters (9’s and 10’s)

Passives (7’s and 8’s)

% Promoters (9’s and 10’s)

% Detractors (0’s through 6’s)

NPS

Promoters: Your firm’s strongest allies; most likely to promote your firm to others

Detractors: Employees at risk of switching firms

47% Tech, IT & Sci.

Staffing Employees

75% Nordstrom

-9% Days Inn

25% Walgreens

100% 0%

NPS Around the Marketplace

© Copyright 2014 Inavero, Inc. All Rights Reserved. Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld. 33

-14% 78% Experiencing

Not experiencing

7% 80%

-3% 71%

-7% 78%

What Impacts Satisfaction?

Likelihood to Recommend Working at Staffing Firm (NPS)

Immediate manager is an effective coach

Receiving timely performance feedback

Paid fairly compared to others doing similar work at other companies

Given training opportunities necessary to improve and grow professionally

Receiving recognition when job is done well

8% 81%

© Copyright 2014 Inavero, Inc. All Rights Reserved. Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld. 34

More Missed Opportunities to Include In Messaging

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If you excel in some of these areas, you should also highlight them in your campaign!

Example: High-growth firm focused on robust training, consistent communication with all-hands on deck meetings each week, advanced technology and systems to streamline our processes and great benefits.

The GOOD: Launch a Campaign for Internal Employee Referrals

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•  Expands the Resources Fueling the Talent Pipeline

•  Talented people are often friends and family with other talented people

•  Insiders have insight into who will work well within the culture

•  Ties Staff or Consultants Closer to the Business

•  Employees get to take part in bringing new talent to the business

•  Reminds Staff of the Value of Talent •  Businesses that are always on the hunt for

talent, value people and value their culture

Critical Success Factors: Referral Programs

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•  Simplicity. If it’s too hard to refer and get rewards, no one will participate

•  Communication! Program must be regularly shared with entire business to ensure new staff are aware and constant reminders in place

•  Monitoring. If referral programs aren’t working, it’s important to know why and adjust

Make It Simple

Takeaways: More GOOD, Less BAD and Way Less UGLY

Candidate Client Internal Employees •  Multi-pronged approach

(ex: email and social) •  Be unique and creative to

stand out •  Focus on quality and

relevance, not quantity •  Get enough info to

continue to market to

•  Target Account Program •  Incorporate different touch

points – keep brand top-of-mind and stand out

•  Ensure sound campaign strategy/cadence and stay persistent

•  Referral Campaign •  Use data on what staffing

firm employees like/don’t like to craft messages that will resonate

•  Keep it simple and monitor

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On Amazon On Amazon

Book Recommendations

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www.techservealliance.com/excellence

Need Help? Contact Us Any Time!

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Leslie Vickrey, CEO & Founder ClearEdge Marketing Tel: 312.731.3149

E-mail: lvickrey@clearedgemarketing.com Twitter: @lvickrey @clearedgemktg