In 2017, 77.2 million workers age 16 and older in the United States were paid at hourly rates, representing 58.7% of all wage and salary workers. Among those paid by the hour, 1.3 million earned exactly the prevailing federal minimum wage of $7.25 per hour.
Recruiting hourly workers has always been unpredictable. Part of the issue is that the vast majority of hourly workers take the first job that is offered¾they need money.
This makes it difficult for companies whose marketing model are not geared to reach out to candidates; the review process of applications alone can take 30 days. Thirty days later, most of the candidates have found work. With the decrease in unemployment, candidates have a wide selection of jobs; they aren’t staying on the market for as long¾again, as stated above, they need money.
To combat this reality, Copley Advertising has created a mobile geofencing/Facebook program that will capture workers before they enter the job market. We provide marketing to candidates regarding issues most valuable to them in their search:
- A set schedule
- Flexible hours (35 hours)
- Hourly rate
Recruiting companies and Indeed.com are flawed outsourced tools that don’t work in your best interest of your company. In contrast, our model will grow your pool of hourly workers allowing you to control a stream of “on demand” candidates.
So, John… what is this mobile geofencing/Facebook recruiting program you speak of?
I’m glad you asked! Okay, you are about to get a large amount of information… hang on!
We will geofence the target locations and tag all smartphones. Copley Advertising can also use our third-party data partner, Neustar, to drill down to specific metrics: age, income, gender, homeowners, renters and many others. I like Neustar and third-party data, but the market has moved to retargeting by captured data. The process is data-driven, and I agree with that.
Once that ad is seen by a tagged user (an impression), we take their ID and place it in the impression folder. If the user engages with the ad, we capture their ID and place it in a retargeting folder. We drive traffic to a landing page. (We can place a Facebook pixel on your landing page.) When traffic reaches your landing page, the user’s Facebook ID will be logged into a Facebook retargeting folder (collected on our platform). By this point, we’ve delivered the ad to your targets and captured the target’s device ID in three separate ways.
Once we have captured a 1,000 IDs in the mobile retargeting folder, we start the mobile retargeting campaign. We can send ads to all IDs in the retargeting folder. We can filter down to the target location. Retargeting campaigns are very important, as the engagement rate is 2x to 16x greater than an average campaign! That’s huge.
After 500 Facebook IDs are captured in the Facebook retargeting folder, Copley Advertising can begin the Facebook retargeting campaign.
As the campaign runs, we will capture nearly 200,000 device IDs (impressions file). They can be converted into Facebook IDs through the Facebook Ad Manager and then create a look-alike model (2 million IDs). Facebook can be set to drill down to target your desired demographic locations and behaviors. Look-alike models can prove to be very helpful; the Facebook database has millions of behavior points to create an audience that shares the same behaviors on a large scale. We will wait a few weeks to run the Facebook impression IDs to see which campaigns are performing at or above the KPI. Facebook KPI is mostly CPC.
You will receive a weekly report. We strongly recommend a weekly conference call. It’s important we review the report together.
The goal of mobile is click rate. We optimize and target the program to receive the highest click rate. One of the ways we optimize is by review of app placement. Checking to see which apps are reaching KPI goals and increasing the bids for apps, while on the other hand decreasing or turning off apps that aren’t delivering any clicks after 1,200 impressions. Now personally, I like to check the Operating System click rates. We have found a gap between Android phones and iOS phones with Androids getting the higher click rate. If the gap is significant, we will clone the campaign and white label Android phones. If the click rate is significantly higher than the original campaign, we will close the main campaign.
Copley Advertising also looks at creative. For A-B testing when we check the click rate of creative and check click rates. We like to Day Part off the bat by shutting the campaign down between midnight and 6 am. As the campaign progresses, we can optimize by time or day accordingly.
The average click rate for a mobile campaign is .45%. Our KPI goal for this campaign is .60%. Our average click rate for 2016 is .77% with CPC under 10 cents. We are reaching a targeted market and can retarget in three different ways. The deeper we can go, the better the results.
Copley Advertising will create subsets under each location which could include (depending on further discovery with each location) high schools, colleges, zip codes, Neustar targeting, DMA and a wide variety of other demographic/behavior qualifications. By continuing to drill down further, building on the data gathered, we will reach the best click rate. More than likely, each macro-target will have different micro-campaigns that are overperforming.
The front end of the campaign is the main goal, along with reaching our KPI and finding targeted pockets that will deliver qualified candidates. The backend is very interesting as well because on that side we compile a list for each location of areas based on where is delivering the best click rate and store this information along with the retargeting groups. If there is a second campaign, we would come out of the gate with a hyper-targeted mobile campaign.
The Facebook pixel will continue to pick up IDs and feed the retargeting campaign; it can last up to 180 days (mobile retargeting IDs and impression IDs are forever). The look-alike audience will also be stored.
THERE! All done. I told you, a lot of information, right?
You can rest assured that the campaign is geared to your needs to attain, retain and have a stream of hourly wage workers “on-demand”.
Given that hourly worker’s makeup 58.7% of the workforce, it’s essential to be able to target them directly beforehand. So, having the ability to capture hourly workers prior to their job searching along with those currently unemployed will put your company ahead of the recruiting game.
“Copley Advertising has worked with Avis in developing a comprehensive recruiting program using mobile geofencing and Facebook retargeting. We are offering a cutting-edge program. Our clients become leaders in recruiting hourly workers.” John Flynn, CEO, Copley Advertising.