If you’ve never thought about the similarities between streaming music platforms and recruitment marketing CRMs, listening to this podcast is a must! Dive into a sneak peek of our latest episode of the DE Talk podcast with some of the experts from Recruit Rooster, for a unique conversation on how you can take successful strategies from seemingly unrelated technologies and apply them to your recruitment marketing efforts to achieve winning results.
Tyler Poling:
How do data-driven insights fuel personalization in both recruitment marketing and music streaming? So, what types of data are collected and how do they inform the recommendations for job seekers and listeners alike?
Jeff Ringgenberg:
Well, I think we’re not doing quite what Spotify’s doing. Like Tyler mentioned, the mood side of things. I hear that they had a patent that came out a couple years ago where they can basically take the voice biomarkers that a user is kind of talking to and then translate that into the type of mood that they’re feeling and then conveying the music that fits that mood. Similarly, on our end, we’re really trying to tap into the data that we are uncovering, which would be what their interests are, anything that we can pull from their resume, anything that we can pull from their engagement. So, if they’re high engagement, meaning they’re engaging with the content that we’re sending them, whether that be one-on-one messages or a campaign message or interacting by clicking or opening an email, we can then cater the messaging based upon that engagement. So, if it’s a high engagement individual, we can put the right type of engagement or right kind of content in there that’s going to meet them where they are also based upon what we know about them in terms of the role that they have or the role they’re seeking and the search queries that they’re putting in to discover new jobs that meet them. So, that’s kind of some of the things that we’re doing in that regard.
Tyler Poling:
Yeah, I think also looking at some of these new trends that we see with location, if data submitted based on specific locations or trends in the type of jobs that people might be searching for and the data that we’re able to track along, that also allows us to build a better data set and also when we’re responding back to those individuals, personalizing it based on maybe the needs we have in those areas or trying to find ways that we can find a similarity or correlation between that data. So yeah, a lot of good aspects of the new tools that we can use to collect. And I think very similar to how music is, we kind of stated before, in what ways do a CRM and recruitment marketing tools engage and retain job seekers similar to how Spotify keeps users coming back. So, you don’t just jump into Spotify, listen to the song and then go off. A lot of times you’re going to come back to the app because you’re looking for those new personalizations, you’re looking for those new recommendations. It’s Friday, a new album released, you want to see what’s out there. What kind of things can we find correlate between a CRM and those marketing tools that may be similar to want to bring recruiters back into the system that they’re using, but also kind of focus on the job seekers wanting to engage in that communication on both sides?
Elliott Obermaier:
Absolutely. I think Spotify does such a phenomenal job and one of the advantages that they have over any company, any company’s talent acquisition team, is that people are constantly giving them data very willingly by listening to music. And it’s a lot harder, as Jeff was talking about earlier, to get people to release their information to a lot of companies that they’re interested in. But something that they do really, really well with the information that they have is just creating consistent communication strategies based on that personalization. Whether it’s upcoming events near you based on location or a concert that might be in your area of an artist that you’ve listened to within the past few months, or if it’s creating that regular weekly or monthly playlist or sending your yearly wrapped on Spotify, something like that that just really keeps you at the front of mind, even if it’s not aggressive, we think you should listen to this song, right?
Or a “this is the next artist that you’re going to love”, prompt message. I think a lot of CRMs can mirror that in a way that’s really, really effective. Whether it’s, “we just had these jobs open up” and we know that you haven’t submitted new data to us in a while or that you haven’t applied to anything recently, but I just wanted to send you an email about these open development positions that just came up at our company and doing that with a level of regularity that kind of keeps your company front of mind without seeming promotional towards a new product or anything like that. I think it’s really similar to Spotify of just finding creative ways to use that data, whether it’s a location-based thing, if you have in-person job fair within X-amount of miles of the job seeker data that you’ve received from your career site or other opportunities and other data gathering areas. I think that those kinds of consistent communications are what really sets Spotify apart, but then also is what’s going to keep a lot of companies at the front of mind for job seekers.
Listen to the full episode for more great insights and if you’d like to learn more about Recruit Rooster’s Talent Engage, get in touch with their team to set up a demo. Stay tuned next month for another great episode of the DE Talk podcast!
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