We’re all about problem-solving here at Coles Marketing. Creative solutions.
One of our clients that manages senior living communities came to us when they found themselves with a shortage of nurses. This is a nationwide problem, as healthcare is improving and the aging population is growing. Due to the widespread need for nurses, we increased our client’s digital and social media presence, delivering ads that helped further build their brand and compelled job seekers to click on listings.
Rather than relying on standard job websites, we tailor-made one just for our client. This comprehensive careers website goes far beyond offering simple job descriptions. It also includes a detailed look at benefits and several video testimonials that dive deep into the warm, family-like atmosphere of the company and how it has changed people’s lives for the better.
We’re also employing other complementary strategies to drive potential applicants to the new website, including some of the following:
- Customized digital advertising campaign
- Targeted Indeed ads
- Social media posts
- Other career sites that scrape our career site to repost the jobs on their own (Career Builder, Glassdoor Google Jobs, LinkedIn, Zip Recruiter, etc.)
So far, the site has been a great success! And we have the numbers to prove it.
- 14% of first-time visitors take some sort of employment action, such as applying to a job, calling the phone number for more
information or signing up for job alerts if they don’t find an open position that’s right for them.
- Remarketing ads to those who didn’t take advantage of the site initially led to a boost in employment actions last month.
- Since taking over our client’s sponsored Indeed campaigns, the average cost per application has decreased by more than 66%.
Creating this careers website and complementary digital strategies not only helped our client save money and add talent to their team, but it also helped them build their brand. This is the kind of success story we aim to tell again and again.
If your recruiting campaigns need a boost, give us a call today at 317-571-0051!Edit this post
No matter what your vocation, from Hollywood actor to marketing executive, you’ve no doubt heard the advice that “less is more.” The phrase, first attributed to poet Robert Browning, has evolved into an almost universally-accepted truth
that audiences appreciate a simple, subtle presentation over a loud, brash one.
Nowhere is this more prevalent than in marketing and websites, where we’re constantly being told people don’t want to see a wall of text on a homepage, or wade through tons of content before getting to the information they came for.
Simplify and streamline
Jason DeMers at Forbes sums it up well: “We’re faced with increasing evidence, statistics, and research findings indicating that consumers are tired of being bombarded with extraneous information, which distracts rather than assists them in their buying decisions.”
In his article focusing on the marketing success of Apple, DeMers argues consumers want us to simplify the decision-making process. The best way to do this is by giving them the information they need to know — and leaving out the rest.
He also includes some salient data, like only 16 percent of website visitors read every word on a page, and the average American sees anywhere from 250 to several thousand ads or marketing messages every day!
But is “less is more” really the right approach for EVERY circumstance and outreach platform?
After all, the great movement in marketing these days is “brand journalism,” in which companies bypass traditional media and tell stories directly to the audience. Also called content marketing, the goal here is not to just sell, but to provide useful and/or entertaining information that will lead them back to the company’s products and services.
For instance, one of the things we often do at Coles Marketing is create articles for a client’s website or newsletter, such as gardening tips or planning for the new Medicare investment tax. In this case, a well-researched column of 500-600 words, including attractive photos and useful links, would seem to fall under the definition of “more is more.”
Spare on top, thicker below
And in some audience engagements, people really do want more information than a superficial outline. Medical care and financial investment are two areas that immediately spring to mind.
If you were looking for an OB/GYN or someone to help you plan for retirement, who would you choose: someone with very vague rah-rah type of content on their website and messaging, or a company or organization that demonstrated its deep knowledge base?
Also, Google’s latest algorithms favor lots of subheadings and links, so more content is often better for SEO purposes.
Our take is your initial engagement with an audience should be simple and direct, but give them a pathway to discover more in-depth information about who your company is and what you do. The strategy should be like male-pattern baldness — spare on top, but thicker below.
For example, we recently created an entire new website for a healthcare provider client. Their homepage and navigation are models of elegant simplicity. But you can also go deeper into the subpages and find a wealth of knowledge about various medical conditions.
So in short: give them less, but offer them more. And Coles Marketing can help!Edit this post
Categories: 2014 September Newsletter, Newsletters | Tags: Tags: advertising, agency, brand journalism, Coles, Coles Marketing, Coles Marketing Communications, communications, communications Indianapolis, content, content creation, Content Marketing, Indiana, Indianapolis, marketing, Newsletter, seo, web, Web Design, website, websites