The key to this SaaS platform’s success is end-customer engagement. How can they make sure users stay involved with the platform?
Transcript:
Greg: Basically my question is this. So we’re a B to B to C solution. If I don’t create a low friction, high engagement environment. If we can’t keep those applicants involved and engaged. Working with us, if you will, to stay in the game, to win that job we suck. Right? If we’re not successful at retaining C in the process, B doesn’t pay us. And if we’re not successful in delivering a totally new and amazing experience that C tells everyone on LinkedIn and Instagram, we fail. It’s as much of a recruiting exercise, it is what’s called recruitment marketing. Anybody talking about recruiting marketing, I think is defining it differently. That’s what we’re in search of. We’re trying to really figure out what makes us sticky, what keeps people involved. And at the end of the day, of course, if we don’t reduce our client’s cost of hire and increase their number of candidates and the value of the candidate, and again, we fail.
Raj: Let’s get really specific. So your customer is the corporation, right? It’s a company that’s hiring, they’re going to be paying you. Your question is more an engagement and retention question in terms of, they post a job posting, they’re running whatever kind of system that they’re running right now in order to have applicants. They’re going to layer you on there. And your question is one about engagement? How you keep the applicants engaged.
Greg: Yes. So you’ve got this big funnel, where they’re spending millions of dollars advertising and getting all these applicants in. Today with a large number of unemployed, indeed making it a LinkedIn, making it really easy, just to push a button, apply, apply, apply. We’re getting many candidates who are just simply not eligible. Shouldn’t have applied to this place. And so by this old-fashioned technology, you’ve got this process of just “Dear John, thanks for applying to us last year.” Even if you shouldn’t have applied, you’re off. And if you spent the weekend building a cover letter and applying, and that’s all you get, we’re still off. So that’s where we take over.
Raj: Your question is how do you engage the applicant to stay excited about the process and build a brand for your client who’s paying you the company?
Greg: Yeah. By a series of questions that are innate to me when I’ve done for many years and how I would qualify someone. Keep people engaged in that and essentially weed out those that the recruiting team should not be spending time on.
Raj: I think there are two things, but you’re right. It is a marketing question. It’s marketing to the applicant’s question. It typically would be about consumption and engagement. Is there enough content there that’s going to the applicant telling them what’s happening? The more that you can provide a skeleton template for your clients, or do that for them because what they’re going to do is they’re going to plug this in and think it’s magic. But it’s not magic because their brand voice has to come through. They have to communicate certain things. The more you can create that campaign for them and the structure that works and test it across multiple clients that are going to pay out a lot. And the other thing is to consider using multiple channels of communication for the applicants. For instance, not just email, try text messaging and things like that. Much higher engagement with text messaging, super high engagement, especially if you send videos about here’s, what’s happening more about the company. Think of it as a drip campaign and that you wouldn’t in a marketing context.
Greg: Correct. Completely used to that. We assume or come to expect that. So why are we treated differently?
Raj: We’ve got about a minute left Greg before the next person will hop in. Is there anything more that you want to talk about? Any specific questions about what you’d like to do?
Greg: I’m not really sure… I guess there’s a phase next if this is something that’s interesting to you. Maybe you could tell me what that might be. And if you think this is interesting enough.
Raj: Why don’t you shoot me? I think you’ve got a reminder email for this. You can shoot me just a little deck or something and I can take a look at it. Then we can see if there’s a match there. Typically I’m just not really actively doing something stuff this quarter, but I’m happy to take a look.
Greg: Yeah. Perfect.
Raj: Okay. Well really nice to meet you, Greg, and shoot me that note.
Greg: Thank you for taking the time. I appreciate it.
Raj: Alright, Take care.
