查看完整版本: RTC Relationship Marketing Should be Search Marketing for Talent

RTC Relationship Marketing Should be Search Marketing for Talent

RTC Relationship Marketing, according to the Baltimore Business Journal has plans to hire 60 people this year. RTC is a D.C. based direct marketing agency with a workforce of approx. 200 people and a serious labor shortage in front of them. 9y
Y-bAc#P

!S2O;Cgaq)_ The Labor Shortage7RQm_A Q"aK
A few months ago the Wall Street Journal had a write-up on the shortage of talent that companies like RTC needs to attract and hire. The WSJ concluded that the Internet's dot-bomb era sent these people running from the industry years ago and now there is a very limited amount of expereince left in the market.
"Amahj 5~&mw:i*y U\Lw
The WSJ also mentioned that the only thing holding advertisers back from speding more money online is the human capital constraint at agencies like RTC Relationship Marketing. That being said, I think RTC's CEO Barry Kessel should be commended for deciding to go after that revenue. It's not going to be easy. He has competition. All lot of it. So I have some suggestions here for Mr. Kessel. P$iZ2TLW3J2G

,v6g qxGKx+O2C-S@w5Q Suggestionsy+P"X R8M'nU
In a shortgage like the one you face your recruiters need to be connected closely to you, the top of the food chain. Be in tune with their needs and provide them the resources they need. Human capital is your biggest challange right now.;NY~g,D

m1XL,p:V P_|/uz Use the talent that you have in house to create complelling creative. Use search engines and online media networks to distribute your creative to the talent you're seeking. Let a plan like this drive leads to your recrutiers so that they can spend their time hitting the phones rather than waste it sourcing the same resumes as everyone else.
8K K*r8_E:~ +R!zd^V/r+^P
Breathe life into your corporate career site W[@N-sG*s
This is easy. Companies like yours are often fun places to work. Pump up a Flickr account with pics from the recent company happy hour or corporate event. Incorporate a Flickr badge in to RTC's career site landing page.(as shown here) These pics will expose what life is like at RTC. Candidates care more about life than 401k's. Really.B{@M z
0ry)[fIj$G4m}

0_ d6|;N;T?"h.X Drive relevant active and passive job seeker traffic to that lively landing page
4N0B``Bn9q RTC needs people in NYC, Chicago and DC.(I think) Get your favorite search engine, if not both, on the phone and buy the keywords that make sense for RTC's need. The people you are seeking to attract are searching the engines for jobs or career related info such as, 'photoshop tutorial,' and an SEM(r) campaign and deliver this traffic to your career site.
V WCSM#] 9mz:sR
N y.g%Z~t
If you really want to be proactive...-M0qdUq-W$f
.W P$qX-k3D
Suppliment the SEM(r) effort with Geo-Targeted Display Ads
:Xa| B` I!n[Op This research by Atlas found that when searchers are exposed to display ads and search marketing they are 22% more likely to convert on the search marketing ads and the dislpay ads are 400% more effective.
T(\#z5a5@MM@+T Z"]/J }Y3pf
You're competing for talent in a very tight market but there are winfalls available to the company which does it best. Congrats on going for it and good luck.